Multimedia localization

Multimedia localization ( MML ) describes the process of adapting audiovisual content to different target languages and cultures. This process usually includes the transcription of the spoken and written text, the translation and revision of the texts, the voice recording or subtitling as well as the final video production with adaptation of all symbols and screen texts to the target language.

As with software localization, these adjustments include not only linguistic content, but also currencies, symbols, date conventions, names and units of measurement, etc. The localization of multimedia content also includes not only written text, but also spoken text, music and sound effects , moving images, Animations , software options and graphics in the process. In contrast to internationalization , necessary adjustments to the target language (s) for localization are only made after the project has been completed in the source language. Ideally, internationalization precedes localization to ensure that the localized product is optimally tailored to the cultural and geographical realities of the target market.

Source material, target languages and type of localization

As a rule, digital multimedia content that is already available in one or more languages is localized, e.g. B. Training / e-learning , advertising and marketing videos, product presentations, animated films, etc. that are used in other target markets and are therefore to be translated into other languages. When deciding which elements of a multimedia project should be localized, the respective context and scope are decisive (target market, target audience, intended use, ...).

A comprehensive consultation should therefore always be provided before localization to clarify which languages are to be localized for, what purpose is being considered, which target group (s) are to be reached and what type of localization is desired, e.g. B. Voice recording, subtitling, synchronization or pure video editing.

Localization process

Before the actual localization, the material testing examines which source files are available and whether the required project files are available (e.g. After Effects , Captivate , Final Cut , Premiere Pro , ...).

The full process of multimedia localization involves the following steps:

Transcription of the spoken text
Acquisition of all screen texts
Creation of timecodes
Translation and revision of the timed script
Length check
Pronunciation hints for the recording
Voice recording or subtitling
Audio mastering
Video editing
Merging of all audio and video content
Production of the final multimedia project in the desired format

Every process step should be subject to precise quality control , as subsequent changes, e.g. B. in the case of new recordings can be very time consuming and costly.

Special requirements

Scripting

The essential basis for the localization of multimedia projects is the creation of a script that contains all texts and symbols to be adapted. In spoken texts and subtitling projects, each segment is assigned a timecode based on the original and its beginning, end and duration are noted in the script. The timed script is translated and edited. Using the time code, the length of the translation (speaking time, number of characters, ...) can then be compared with that of the original and adjusted if necessary.

translation

In the context of multimedia localization, the translation step is of particular importance. Besides the usual difficulties in transferring the contents into the target language plays in audiovisual translation (AVT) and the synchronization between picture and sound play an important role (conformity of spoken text, screen text and action in the video). Attention should also be paid to the sometimes extremely restrictive length restrictions (speaking time of the original compared to the translation, maximum number of characters for subtitling, lip-synchronicity, ...). Only when the result of the length test is positive, i.e. H. if the translation is not significantly longer or shorter than the original, the script is ready for voice recording or subtitling.

voice recording

In the context of voice recording, a distinction can be made between voice replacement (original language track is removed, new language track is inserted; based on the English usage, sometimes also referred to as "voice over"), voice-over (original language track can be heard softly in the background , new language track is superimposed; sometimes also referred to as "UN-Style Voice Over") and synchronization (original language track is removed, new lip-synchronous language track is inserted). As a rule, only professional, native speaker speakers are used for voice recordings. The customer can direct the voice over the phone or directly on site and thus influence the recording. Special notes on the pronunciation of foreign words or proper names are clarified in advance and given to the speaker in good time before the recording.

Video editing

All screen texts to be localized, software options, symbols and graphics are adapted, exchanged or removed according to the specifications. For this step and the subsequent merging of the audio and video material, the original project files are usually required. In the final production, careful attention must also be paid to the synchronicity between spoken text, screen text and action in the video (final QA).

providers

Providers of multimedia localization include, on the one hand, language service providers and translation companies who have specialized in this area and work with speakers / recording studios , and, on the other hand, audio and video production companies who work with qualified translators. Some agencies offer the complete localization process, others outsource certain sub-steps (e.g. translation, voice recording, video editing). Due to the scope and complexity of multimedia projects, the verifiable qualification and experience of the provider should always be taken into account during localization.

literature

Bert Esselink: A Practical Guide to Localization . John Benjamin Publishing, 2000, ISBN 1-58811-006-0 .
Frederic Chaume: Audiovisual Translation: Dubbing St. Jerome Publishing, 2012, ISBN 978-1-905763-91-7 .
Jorge Díaz Cintas: The Didactics of Audiovisual Translation. John Benjamin Publishing, 2008, ISBN 978-90-272-1686-1 .
Keiran J. Dunne, Elena S. Dunne: Translation and Localization Project Management: The art of the possible. John Benjamin Publishing, 2011, ISBN 978-90-272-3192-5 .
Miguel A. Jiménez-Crespo: Translation and Web Localization . Routledge, 2013, ISBN 978-0-415-64318-4 .
Yves Gambier, Henrik Gottlieb: (Multi) Media Translation. Concepts, practices, and research. John Benjamin Publishing, 2001, ISBN 90-272-1639-8 .