Localization processes applied to media-rich content Fabio Minazzi – Binari Sonori Srl – Italy,...
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Transcript of Localization processes applied to media-rich content Fabio Minazzi – Binari Sonori Srl – Italy,...
Localization processes applied to media-rich content
Fabio Minazzi – Binari Sonori Srl – Italy, [email protected]
Mario De Bortoli – Euro RSCG 4D Digital – UK, [email protected]
Dublin, 25 October 2006
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Today’s media-rich communication environment
CONVERGENCE
Television
Radio
Mobile telephones
Internet
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”
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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.
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Media-rich scene - Example
On screen text
Interactive elements
Raster graphics
Video Audio
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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
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Component production process and constraints (1)
Video
Source Titles/Subtitles
Target Titles/Subtitles
Translation
ConstraintsTime
SpaceCultural
Video PostProduction
Target VideoQA:constraints
OK?
No
Audio
Source script
Target script
Translation
ConstraintsTime
Cultural
Audio PostProduction
Target Audio
Speechrecording
QA:constraints
OK?
No
Graphics
Sourceextracted text
Targetextracted text
Translation
ConstraintsSpace
Cultural
Target Graphics
DTP
QA:constraints
OK?
No
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Component production process and constraints (2)
DynamicOn Screen Text
Source Strings
Target strings
Translation
ConstraintsSpace
Cultural
Target onscreen text
Softwareintegration
QA:constraints
OK?
No
InterfaceElements
Source Strings
Target strings
Translation
TargetInterfaceelements
Softwareintegration
ConstraintsSpace
CulturalFunctional
QA:constraints
OK?
No
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Component-specific vs. cross-component constraints (1)
Video
Source Titles/Subtitles
Target Titles/Subtitles
Translation
Audio
Source script
Target script
Translation
Video PostProduction
Target Video
Audio PostProduction
Target Audio
Speechrecording
Graphics
Sourceextracted text
Targetextracted text
Translation
Target Graphics
DTP
DynamicOn Screen
Text
Source Strings
Target strings
Translation
Constraintscomponent-
specific
Target onscreen text
Softwareintegration
InterfaceElements
Source Strings
Target strings
Translation
TargetInterfaceelements
SoftwareintegrationQA:
constraintsOK?
Localized product
NOTargetVideo
TargetAudio
TargetGraphics
Target onscreen text
TargetInterfaceelements
Product assembly
OK for targetlocale ?
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Component-specific vs. cross-component constraints (2)
Video
Source Titles/Subtitles
Target Titles/Subtitles
Audio
Source script
Target script
Translation
Video PostProduction
Target Video
Audio PostProduction
Target Audio
Speechrecording
Graphics
Sourceextracted text
Targetextracted text
Translation
Target Graphics
DTP
DynamicOn Screen
Text
Source Strings
Target strings
Translation
Constraints- component-specific- cross-component
Target onscreen text
Softwareintegration
InterfaceElements
Source Strings
Target strings
Translation
TargetInterfaceelements
SoftwareintegrationQA:
constraintsOK?
Product
Translation
Localized product
YESTargetVideo
TargetAudio
TargetGraphics
Target onscreen text
TargetInterfaceelements
Productassembly
OK fortarget
locale?
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Constraints influence on Components: 5 x 4 table
Multimedia components Constraint Type
Audio text
Video text
Graphics text
On screen text (software)
Interface elements
(software) Space constraint
Influence
Influence
Influence
Influence
Influence
Time constraint
Influence
Influence
Influence
Influence
Influence Cultural constraint
Influence
Influence
Influence
Influence
Influence Functional constraint
Influence
Influence
Influence
Influence
Influence
STRONG Influence VARIABLE Influence LITTLE Influence
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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
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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
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Example: online promotional tutorial
5 components build the scenes. Each component has one or more constraints.
On screen text: error message with space constraint
Interface elements: need to fit the available area (space and cultural constraints)
Graphics text: examples text with space and cultural constraints
Audio with time constraint, synchronized with cursor animation
Video: cursor animation, no text, but sets time constrain
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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
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Process adopted
Translation is performed in a specific order, to account for Driving Localization Components
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Feature of media-rich contents
• Driving localization components change with each media-rich piece of communication.
• The process therefore changes from project to project.
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Example: IBM video podcast US website
20
Example: IBM video podcast Germany
21
IBM podcast: titles
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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
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Workflow based on Driving components
Audio and video are the driving components
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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
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Questions
?
26
Contacts
•Fabio Minazzi
•+39 02 6186 6320
•Mario De Bortoli
•+44 (0)20 7017 1332