Media Localization
Media localization is the process of making audiovisual content locally suitable for the target audience. The complexity of this process involves not only the transcription, translation, and localization of texts in an audiovisual product, but also generation of locally meaningful text along with audio and visual engineering.
In an interview, former Netflix executive Chris Fetner describes the role of media localization in the industry and how leading media companies such as Netflix, the BBC, and Discovery handle complex localization processes.
Localization Is Key to Customer Satisfaction
Fetner emphasizes the close relationship between customer satisfaction and successful localization by mentioning brand loyalty. For customers, being able to relate with the product is just as important as understanding it. When it comes to media platforms such as Netflix, Fetner says customers come to the conclusion that the product is bad, rather than putting the blame on the localization provider, which in turn hurts brand loyalty in the long term. When they find content that they can relate with, however, customers tend to stick with the brand.
The Product Has to Be Inclusive
When companies are expanding to new markets, it is important to make sure that the product appeals to everyone in the local audience. This becomes even more crucial in countries where multilingualism is prevalent. Fetner demonstrates the importance of inclusiveness with the Latin America example. Latin Americans who speak English as a second language will still prefer viewing content in their native language, which makes localization in Spanish necessary if the company is aiming for long-term loyalty.
Customer Feedback
Media content is aimed at the entertainment of individuals and public masses. Therefore, customer feedback is an inherent part of the localization process, whether it has to do with a specific product provided by the company or the general strategy of the platform. Some media products may not be as equally appealing to local audiences as others due to the characteristics of the storyline. At that point, the difference that successful localization makes becomes more prominent. To craft the best localization strategy for media products, insights from the viewer consumption model should be examined with attention.
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