Video is now an integral part of most marketing plans. It’s ability to reach target audiences through visuals, music and words, however, necessarily entails many different cultural requirements. As such, it is often necessary for this content to be translated and transcreated in order to engage local audiences, since often the generic source version will not have a nuanced impact that makes the medium so effective.
Let’s consider this typical scenario of a video that a brand wants to share in multiple markets. In this example, it is possible to see how simplifying the approach to localization can be affordable and a great way to reach more markets through multiple channels.
Sophisticated approach: The video could be localized with a voiceover and dubbed locally for each of the 14 markets. This is a higher-end approach and therefore more expensive to produce. Reaching many markets is achievable, but costs may reach into the tens of thousands of dollars.
Simplified approach: The video could be subtitled, centrally, for a few hundred dollars per language. This would enable a brand to reach 14 additional markets for significantly less cost than the voiceover approach.
The ability to globalize a video project depends upon the interaction of many different professionals, often including a skilled video team, voice-over artists, in-country linguists and marketing leads. The ability to coordinate these resources and produce a deliverable that reinforces brand values requires expert services and support from those who understand this multimedia investment.
Script translation involves adapting the content based on the timing and flow of the audio/visual elements. Translations are produced in two ways:
- Time sensitive in which translation length is adapted to duration of the original audio
- Timing is included in the script to capture the anticipated duration of each audio string
- Linguists follow a natural speech pattern, tempo and eliminate unnatural speech breaks so that the translation is adapted to the timing requirements
- Scripts are translated by following a time-constrained process; modifications to the script during SME review may be limited
- Free flowing is a more flexible translation process that allows for translated content to vary in length.
- Audio that doesn’t need to be synchronized against visual elements
- Visual elements that can easily be synched to audio which can be longer or shorter than the original English
- The localized products may vary in length from the original product
Audio linguistic QA
Once files go through post-production, a linguist performs an audio linguistic quality assurance (QA) in order to verify that the overall recorded content and pronunciation match the project requirements. Failure to include this step could lead to content errors. This step ensures that:
- No audio files are truncated or corrupted
- Script content matches audio files
- Pronunciation matches the agreed upon guidelines
If files do not meet these standards, a re-recording may be required. If the files pass the QA requirements, there should be no linguistic issues and all audio content should be ready for delivery or final compilation within the localized product.
A strategic approach to multimedia localization
These types of localization projects typically require custom production strategies. Ultimately, the goal should always be to define a solution in the most effective approach. That’s where SDL comes in.
Using our global network of sound studios, translation experts and multimedia specialists, SDL provides an end-to-end solution for the creation, management and delivery of your localized products. The SDL media services team has been providing professional voiceover, dubbing, subtitling and rich media localization to organizations like yours for more than 20 years. Find out more about our extensive translation services for multimedia to learn how we support global customers in this increasingly important medium.
Stay tuned for step 10: “Monitor, measure & multiply”