Posted by While content localization is an important facet of reaching a global audience, multimedia localization is perhaps even more important, especially for websites that are rich with recorded video, Flash animations, and/or user interactivity. There are many elements to such presentations that might be candidates for localization, such as:
* Audio files, including narration and music / sound effects
* Video files, including both live action and screen captures
* Accompanying text, including subtitles, documentation, and slides
* Flash animations, user interface controls, and survey / quizzes.
Multimedia localization is, by its very nature, a more difficult process than written content localization because many parts can make up a single presentation. During the planning phase of localizing a multimedia presentation, it’s important to consider which elements actually need to be localized for a specific market audience, and those elements which are more generic. For example, an image can evoke a different visceral response, positive or negative, depending on where (and by whom) the image is being viewed. That’s why having a project manager who is familiar with local customs and communication nuances can be so critical in delivering the desired message via a regionally targeted multimedia presentation.
When it comes to minimizing costs in multimedia localization, the availability of original files makes it much cheaper to localize the presentation, rather than entirely recreate the experience. Without the original file formats content may need to be re-created from scratch incurring further cost and time delays, and introducing the risk that re-created content may differ in look and feel from the original.
Utilizing the original files means localizing graphics, video or Flash can be as easy as a simple text edit, keeping layout, animation, graphics and other elements exactly the same as the original version. Web multimedia presentations pose other challenges. File formats need to be compatible with local standards. For example, a codec like DivX for video might look good in terms of quality and work well in terms of file size, however the codec is much less widespread than Flash or H264. The latter are better if you want content displayed on mobile devices since these are standard across a huge range of platforms and usually don’t need any lengthy downloads or setup processes to play.
The most important part of multimedia localization is testing the finished multimedia project in the target market, and having it reviewed by a team familiar with not only local technology, but customs and idiom. If the multimedia experience isn’t enjoyable (and easy and non-offensive) for a potential customer in the target market, the presentation can do more harm than good to sales efforts.
