Simplifying Multimedia Localization
By James M. Allred, Language Solutions Consultant, Globalization Group, Inc.

Thanks to constant multimedia innovation, more companies are incorporating sound, video and animation in their products. Everything from software applications to training materials are becoming full productions nearly fit for Hollywood.  These advances have created a host of new product localization challenges that cause professionals to scratch their heads and query, “How do I cope with multimedia localization?”

Multimedia products?

Multimedia products generally include a composite of the following components:

• Text/Documentation
• Artwork (static, dynamic)
• Audio (dialogue, sound effects, music)
• Video (movies, animation, text feed)
• Interactive content

Localizing a broad spectrum of components such as these requires a multi-talented team of professionals that not only know their expertise, but also have a background in localization. These professionals must follow detailed processes that differ for each component localized, but that ensure localization quality and consistency. By combining high-quality, detailed process with professionals that are experts in their multimedia fields, the localized product delivered is cost effective and timely to produce.

A simple process for complex localization

Step 1: Preparing your product = internationalization
With reference to software, internationalization is the process of making software adaptable to the requirements of different native languages, local customs, and character string encodings. Basically, internationalization certifies that a product is ready to localize for the global market. Multimedia products also need to be developed with the end in mind. Before writing even the first word of any multimedia product, it is essential to ask:

• Where will this product be used?
• What can I do now to make the conversion easier?

Step 2: Planning for success
Luckily, localization is a fairly predictable process. The standard industry rate is 2000 words per translator, per day. From this vantage, it is easy to determine how long recording will take. Any competent multimedia localization firm can provide standard metrics that will help with the scheduling process. If you don’t have in-house capabilities, it is very important to find a localization partner that is compatible with your organization.

Step 3: Choosing a multimedia localization firm
Selecting the right localization partner is a key to successful multimedia localization. The firm you choose must have highly evolved project management, engineering, quality assurance (QA) and translation skills, which are tailored to the demands of multimedia projects. They also must be able to demonstrate experience with multimedia localization. Excellent communication skills and competitive pricing are other key factors to consider. Getting four or five bids for project cost comparison is always advisable. Watch for introductory pricing and other pricing gimmicks that could hurt in the long-run. Also, consider if the localization firm values post-mortem reviews. Reviewing successes and challenges following any project is essential to continuous improvement. In the end, you need to know your supplier just as well as your most trusted employee.

 Step 4: Striking the right balance
Multimedia localization can be a pretty tricky process. You might be tempted to leave everything with your new supplier and walk away. Run from this temptation. You need to constantly understand what’s going on and stay up-to-date with the process. If you have chosen the right firm you will not be cut out of the loop. Your supplier will insist on daily, honest communication and will value your input.

Step 5: Moving forward
Now it’s time to sit down with your multimedia localization partner and really work out the details. From this point, the process could be very simple or very complex depending on the desired result and on how well you’ve prepared. Here are a few tips that will prepare you for this step:

• Copy editing – Remember that many languages, such as German, take as much as 30% more space as English. Thus, when writing and editing copy keep sentences as concise as the context allows. In some cases, it may be beneficial to edit a separate script specifically for translation. This script should be shorter than the English original and should be free of slang.
• File organization – Develop a simple, but comprehensive file naming system, then use it 100% of the time. Switching naming systems or using them inconsistently will disrupt project/process flow.
• Equipment – Don’t skimp on equipment, especially audio equipment. If you’re outsourcing to an audio recording studio make sure you understand what level of audio equipment they are using and that they know exactly what they’re doing in relation to your project.
• Choosing an Audio Studio – Certify their multilingual experience. Some studios specialize in multilingual recordings. Find these studios and use them!
• Casting – Make sure the voice over talent matches the purpose. It’s not always necessary to pay $400 - $500 dollars per hour for professional talent. If you’re on a tight budget, find 2 or 3 solid voices, then fill in the gaps with teachable novices. However, if your application requires professionals, use professionals. You’ll quickly notice the difference; sometimes professionals are worth the price.
• Production – Before recording even the first 30 seconds, make sure everyone involved understands their part and agrees to the process you have created.
• Testing – Thorough testing is always necessary and normally has two steps:
• Pre-test – performed by you and your multimedia localization partner at or near the production facility. The pre-test focuses on functionality.
• 3rd party target market test – performed in the target market, using end-user equipment and administered by you and your multimedia localization partner. The 3rd party target market test focuses on linguistic issues as well as functionality.

Now that your product is ready for distribution, here are two points for final consideration:  

• When localizing for European languages convert from NTSC file format (used in the U.S.) to the PAL format.
• Keep in mind that piracy is a real threat especially to video games and software applications; simultaneous shipping and placement are essential.

Successfully coping with multimedia localization is never easy, but always interesting. It is important to maintain an open network of individuals and partners that not only support an efficient process, but that can also provide you with sound advice when treading in new territory. The people you work with and the process you create to produce a respected multimedia product abroad are key to the financial success of the effort.