[NTG-context] redefine word "Figure" for a specific language

Hi all, this is my first post here, and only because I couldn't find an answer in the database. I am using ConTeXt for an italian document (I used LaTeX years ago for my thesis and I like ConTeXt much better!) I would like to redefine the word used in figure captions. The default english is "Figure". If I switch to \mainlanguage[it] the word becomes "Fig." How can I arbitrarily decide what to show there? thanks for the attention, Fabio