And our goal with dubbing is to tell stories in a way that stays true to the creative intent, and to take it to audiences around the world without losing that intent," says Catherine Retat, Director of International Dubbing, Netflix. And dubbing plays a big role in making that possible. "Netflix has always believed that great stories can come from anywhere and be loved everywhere. And a primary reason pegged for this growth is dubbing and releasing films in Indian vernacular languages, such as Hindi, Tamil and Telugu, among others.
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The global localisation industry has grown up to 40 per cent in the last 3 years and is expected to surpass $2.5 billion by 2021 and OTT content localisation will be the defining factor for such growth, according to a research report from the London-based media consulting firm Digital TV Research.Īlso Read: Squid Game and K Culture's phenomenal success- is Bollywood losing out?Īnother report, this time from the Mumbai-headquartered media research firm Ormax Media, argues that Hollywood's share of revenues within India's box office figures has also been steadily increasing it went from 12.5 per cent in 2018 to 15 per cent in 2019. The huge rise in demand for content has led to a flourishing post-production industry, which includes dubbing. The boom in content has had a ripple effect across the ecosystem. Dubs consumption has also grown on average by over 120 per cent YoY. On average, the availability of dubs has increased 27 per cent year-on-year (YoY). Since 2012, the availability and consumption of dubbed content on Netflix has progressively increased. Netflix currently dubs shows and films in 34 languages. Growing dubbing industry in India and around the world: Then the dubbing director works with the cast in a studio, recording, advising on delivery, and fitting dialogue to the scene. The dubbing process begins with the original script being adapted into the dubbing language, a big part of which is casting the right voice talent so that the viewers believe it's coming from the character on screen.
The commonality of authentic stories showing the emotions of laughter, joy, grief and pain, is felt across cultures and nations, irrespective of where we live, which is why authentically told stories resonate with viewers across the globe, however, for that to happen more, the language barrier has to become a thing of past.Ĭreativity and technology come together to offer great entertainment without borders