Localization processes applied to media-rich content

1. Localization processes applied to media-rich content Fabio Minazzi – Binari Sonori Srl – Italy, fabio.minazzi@binarisonori.com Mario De Bortoli – Euro RSCG 4D Digital – UK, mario.debortoli@eurorscg.com Dublin, 25 October 2006

2. Today’s media-rich communication environment Print Internet Television Radio Mobile telephones

3. Defining the centre piece of a communication • Define communication priorities in multidimensional media environment • Relative importance of each medium • All media in one device or one webpage • Prioritizing content and adapting it to the needs of modern media consumption • Media have a multidimensional character: each one can relate to space, time, culture and functionality

4. Proposed model • The model that we propose can help localize media-rich communication content in the age of media convergence: • The model is based on: • 5 Multimedia components • 4 Multimedia constraints • 3 Production factors • Definition of “Driving localisation components”

5. Media-rich scenes: 5 text-containing components Media-rich scenes are built with 5 multimedia components which can contain text: • Audio: the spoken text • Video: subtitles and the other overlaid graphic text • Raster graphics: the static text contained in the pictures and screen shots • Software - on screen text: the text dynamically displayed by the content presentation system, with no functional goal • Software- interactive elements: the text contained into the elements that are devoted to interacting with the multimedia product, i.e. buttons, menus, dialogues, input fields.

6. Media-rich scene - Example Raster graphics On screen text Interactive elements Audio Video

7. Categories of constraints on text The text in each component is subject to a set of 4 constraints: • Space constraints • Time constraints • Cultural constraints: arise from locale-dependent contents • Functional constraints: arise from locale-dependent functionalities

8. Component production process and constraints (1)

9. Component production process and constraints (2)

10. Component-specific vs. cross-component constraints (1)

11. Component-specific vs. cross-component constraints (2)

12. Constraints influence on Components: 5 x 4 table STRONG Influence VARIABLE Influence LITTLE Influence

13. Production factors 3 additional factors shape the localization process • cost of each working step in the production line • time to activate and perform each working step • amount of content to be processed

14. Defining the driving components Driving localization components those components that due to their: • specific or cross-component constraints • specific cost/time/amount factors shape the localization process

15. Example: online promotional tutorial 5 components build the scenes. Each component has one or more constraints. Interface elements: need to fit the available area (space and cultural constraints) On screen text: error message with space constraint Video: cursor animation, no text, but sets time constrain Graphics text: examples text with space and cultural constraints Audio with time constraint, synchronized with cursor animation

16. Cross-component Analysis • The action timing is to be retained at all time, to avoid complex software re-synchronization, different for each language (21 in this example) • Time is a major constraint, that affects audio • Audio text depends on examples • Audio does not depend on error messages • Audio depends on interface elements • Audio depends on graphics • Graphics: large amount of screens to be shot, and edited • Graphics depends on examples • Graphics does not depend on the on screen text • Examples have space constraints • Interactive elements are drawn from the actual portal; they are already translated =>Audio and Graphics are the driving components

17. Process adopted Translation is performed in a specific order, to account for Driving Localization Components

18. Feature of media-rich contents • Driving localization components change with each media-rich piece of communication. • The process therefore changes from project to project.

19. Example: IBM video podcast US website

20. Example: IBM video podcast Germany

21. IBM podcast: titles

22. IBM example summary • Cultural/functional constraints- Localized video needs to be made more easily accessible than original. - Page layout needs to be changed to reduce number of clicks to access: • Time constraintSpeaker is very fast. Some of the sentences have to be shortened in localised versions of audio • Space constraintUS version has animated titles embedded in video. Need to cover them with static titles. • Cross component constraint:Static texts need to be short for display, but also for reading the titles in ‘longer’ languages in the allocated time. • Cultural/functional constraint • Having to change contact details and titles embedded in the video should be considered in early production phase as it is not always possible to cover up moving images with static titles without a meaningful loss of video content. It also implies significant post-production costs. =>Audio and Video are the driving components

23. Workflow based on Driving components Audio and video are the driving components

24. Conclusion • translation of media-rich contents is multidimensional • text is no longer privileged starting point for the localisation process • priorities are determined by driving components • a systematic approach can rise to the challenges posed by multiple constraints on text translation • the model is highly beneficial for global communicators (streamlined process and brand/message consistency) • the model proves useful for both the internationalisation and the localisation phases

25. Questions ?

26. Fabio Minazzi fabio.minazzi@binarisonori.com +39 02 6186 6320 Mario De Bortoli mario.debortoli@eurorscg.com +44 (0)20 7017 1332 Contacts