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Industry Focus: Visual Media Video Killed the Radio Star — What About Translation? Dubbing Vs Language | Technology | Business October/November 2010 Industry Focus: Visual Media Video killed the radio star — what about translation? Dubbing vs. subtitling Moving toward multimedia content Challenges of internet slang in game localization in China Operations infrastructure for real-time translations Who decides translation quality? Getting Started Guide: Translation 01 Cover #115.indd 1 9/22/10 8:42:59 AM 02-03 Ads #115.indd 2 9/22/10 8:44:38 AM UPCOMING EVENTS QJune 2011 QGran Hotel Princesa Sofia Q Barcelona, Spain QOctober 2011 QSanta Clara Convention Center QSanta Clara, California Sponsorship and exhibit information available on request. [email protected] • [email protected] www.localizationworld.com [email protected] 02-03 Ads #115.indd 3 9/22/10 8:44:39 AM on the web at www.multilingual.com Resources MultiLinHual #115 Volume 21 Issue 7 October/November 2010 Are you looking for more detailed information Editor-in-Chief, Publisher: Donna Parrish about products and services? Are you interested Managing Editor: Katie Botkin in more case studies and stories about product Proofreader: Jim Healey LPSOHPHQWDWLRQVDQGVSHFL¿FORFDOL]DWLRQSURMHFWV" News: Kendra Gray Our new white papers section at www.multilingual Production: Doug Jones, Darlene Dibble Cover Photo: Doug Jones .com/whitepapers can provide some answers for Webmaster: Aric Spence \RX+HUH\RXZLOO¿QGLQIRUPDWLRQIURPYDULRXV Technical Analyst: Curtis Booker technology and service leaders describing their Data Administrator: Cecilia Spence ODWHVW¿QGLQJVDQGRIIHULQJV Assistant: Shannon Abromeit This invaluable resource offers useful information Circulation: Terri Jadick from the top suppliers in our industry. There is no charge to download Special Projects: Bernie Nova these resources, so please check them out! Advertising Director: Jennifer Del Carlo Advertising: Kevin Watson, Bonnie Hagan Editorial Board Jeff Allen, Ultan Ó Broin, Arturo Quintero, Jessica Roland, Lori Thicke, Jost Zetzsche Advertising Subscriptions [email protected] Don’t let a whole year of good ideas escape. Subscribe now and www.multilingual.com/advertising 208-263-8178 keep new issues of MultiLingual on your desk. Subscriptions, back issues, The print magazine is mailed nine times customer service [email protected] a year (eight issues plus an annual www.multilingual.com/ resource directory/index) for just US $58, subscriptionInformation international $85 per year, and includes Submissions, letters full access to MultiLingual, the digital [email protected] magazine — delivered in a new interactive Editorial guidelines are available at www.multilingual.com/editorialWriter format. A digital subscription is available Reprints: [email protected] for only $28. MultiLingual Computing, Inc. Subscribe today online at www.multilingual.com/subscribe and start 319 North First Avenue, Suite 2 keeping up with one of the fastest-growing industries on the planet. Sandpoint, Idaho 83864-1495 USA [email protected] www.multilingual.com © MultiLingual Computing, Inc. All rights reserved. Reproduction without permission is prohibited. For reprints and e-prints, please e-mail [email protected] or call 208-263-8178. Stay in touch MultiLingual (ISSN 1523-0309), October/November 2010, is published monthly except Jan-Feb, Apr-May, Jul-Aug, Oct-Nov for US $58, international $85 per year by MultiLingual Computing, Inc., Keep up to date with all the news, thoughts and trends with 319 North First Avenue, Suite 2, Sandpoint, ID 83864-1495. Periodicals postage paid at Sandpoint, ID and additional mailing offices. MultiLingual. Current news is available at www.multilingual.com/news POSTMASTER: Send address changes to MultiLingual, 319 North First and the free biweekly newsletter, MultiLingual News, delivers this Avenue, Suite 2, Sandpoint, ID 83864-1495. information to your inbox. Want to hear the latest ruminations from our editorial board and staff? Blogos (www.multilingualblog.com) is the place to look. And, newest on the list, you can follow us on Twitter at www.twitter.com/multilingualmag MultiLingual is printed on 30% post-consumer recycled paper. 4 | MultiLingual October/November 2010 04-05 MLC-TOC #115.indd 4 9/22/10 8:47:08 AM u ti inHua M l L October/November 2010l Language | Technology | Business #115 Volume 21 Issue 7 QUp Front QFeature Articles Q 4 www.multilingual.com Q Industry Focus Q 6 Post Editing 26 Video killed the radio star — what about translation? QNews — Terena Bell Q 7 News Q 13 Calendar 31 Dubbing vs. subtitling — Francesca Riggio QReviews 33 Multimedia localization for Russia and beyond — Anatoly Murintsev 15 Fluency 36 Moving toward multimedia content Up Front — Reviewed by Jost Zetzsche — Catherine Deschamps-Potter Q Columns and Commentary 40 Challenges of internet slang in game localization in China 18 Off the Map — Kate Edwards — Xiaochun Zhang 20 World Savvy — John Freivalds 22 The Business Side — Adam Asnes Q Translation 24 Perspectives — Jeff Williams 45 Operations infrastructure 62 Takeaway — Ultan Ó Broin for real-time translations — Bob Myers 50 Who decides translation quality? — Wayne Bourland Q53 Basics Q55 Buyer’s Guide About the cover Mobile device and multimedia items 61 Advertiser Index displayed in the window of a Japanese shop, located in the International District of Seattle, specializing in electronic media for the Asian community. www.multilingual.com October/November 2010 MultiLingual 55 04-05 MLC-TOC #115.indd 5 9/22/10 8:47:09 AM Katie Botkin Post Editing Visualizing the future Honestly, how often do we consume visual media? The other (see the Friendface episode of The IT Crowd for a British younger you are, the more you’re likely to find it a completely parody on this phenomenon). However, visual media is neither normative part of life; as ubiquitous as car exhaust, grass, more nor less than a tool in the right hands, and it’s a tool we’ve insects or jeans, and exponentially more mundane. Most got to pay attention to, at least until we decide to become Hof my generation and those younger than us carry around reclusive tunnel-dwelling Troglodytes — kudos if you can name video in the palm of our hands, turn to our phones to answer the visual media reference here. everything, have never gotten cable because Hulu is free and In our focus, Terena Bell outlines visual media use in the Netflix is cheap, can’t read past a third-grade level if there’s a flashing ad somewhere, and hoard and exchange ironic translation industry, Francesca Riggio explains the shift towards YouTube and FAIL Blog clips like trading cards of yore. subtitling within it (aided by a sidebar from Anatoly Murintsev), Catherine Deschamps-Potter discusses multimedia trends, and Citing visual media is even how we flirt. There’s nothing Xiaochun Zhang expounds on the visual use of Chinese slang in quite so attractive as a hot guy with a keen sense of humor. video games. In this day and age, “humor” consists chiefly of satirizing pop culture and finding the funniest things on the internet — and Translation also is a running theme in this issue, complete with it’s particularly choice if this is coupled with self-deprecating a Getting Started Guide on the subject, aimed at newcomers timing on just how long craning over a screen together and inserted handily in the magazine (also available for free should last before we make a bold counterculture move and download on our website). For those further versed in the topic, interact with the real world again. there’s Bob Myers’ article on real-time translation and Wayne Bourland’s take on translation quality. Adam Asnes’ column It’s a bizarre turn of events the world has taken if you step also deals with quality, as does Ultan Ó Broin’s Takeaway. Kate back and survey it a bit. Maybe we should, as John Freivalds Edwards writes on cultural costumes, and Jeff Williams gives his does in this issue, protest the overuse of smartphones, for example. I know I do. Particularly when people get together perspective on how people enter the industry. in one room and start texting or surfing like mad on their Visual media is the future of our industry, if only because it is electronic devices, either with the non-present or with each the present tense of the younger crowd. Welcome. : 64#05.#6+10#0&.1%#.+<#6+10 &# &$!" %%%!&! 64#05.#6+10r.1%#.+<#6+10r+06'424'6#6+10 6 | MultiLingual October/November 2010 [email protected] 06 PostEditing #115.indd 6 9/22/10 8:48:01 AM Vendor Management Seminar: value creation rather than cost reduction On July 23-24, 2010, Las Vegas assigned the biggest budget played host to the fourth version of in the company, affirmed News the Vendor Management Seminar that MT and post-editing (VMS) organized by IMTT and Master- will be part of the new Word Services. services offered by larger This edition of VMS welcomed language service providers. vendor managers, owners of small, Gene Schriver (GLOBO) medium-sized and large translation talked about how the companies, CEOs, consultants, VPs, growth of online services customer-service representatives and and telephone interpreting, operations managers, which made expected to double by 2013, interactions highly enriching and will bring plenty of oppor- memorable. Size and program sched- tunities given that vendors ule are unique characteristics of the Renato Beninatto and Arturo Quintero can work from home with VMS that allow participants plenty of at the fourth Vendor Management Seminar. basic equipment. The hot time to meet in an informal environ- topic was disintermediation, ment. The balance between vendor and client It was also interesting to listen to end- and Renato Beninatto (Milengo) and Bob perspectives is another feature of the VMS. buyers such as Ting Zhuang from Enwinsen Donaldson (Text & Form) closed the two- “Big or small, service is about relation- who said that, apart from the importance day seminar with a debate, concluding that ships,” said Marie Flacassier of BeatBabel.
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