Discovery to bring local lingo in dubbed fare

NEW DELHI: As programming focus continues shifts, Discovery Communications has decided to review the use of language in its fare dubbed in Hindi.

Reason: to bring it closer to levels of comprehension of the common man in India.


A senior executive of Discovery India told, "We do undertake periodically an exercise to evaluate whether the usage of phrases and words in dubbed feeds is contemporary and understandable to our viewers. In Hind's case too, we are doing the same."

Infotainment channels like Discovery, Animal Planet, Discovery Travel and Lifestyle and NGC have seen substantial upsurge in their viewership from the time they started making available a separate feed of their respective channels in Indian languages like Hindi, Tamil and Telugu.



This route of broadcasting the viewership through Hindi language feeds where the content is dubbed (as in the case of infotainment channels and kids channels ) or created has also been taken by sports channels like ESPN, which has several Hindi versions of its popular programmes in English.

The present Discovery initiative has been necessitated as it was felt that those translating voice-overs and programming material into Hindi from mostly English --- or the `language creators', as Discovery would like to dub them --- need to be made aware of the changing priorities and attitude of the company.

For example, the Discovery programming executive said an exact translation of the English word `tectonic' into Hindi may end up confusing the viewer further. In such cases, it has been decided in principle to retain the original English word.

Similarly, in another instance the reference to historical events like `crusade' has created problems while trying to find an appropriate Hindi equivalent.

Pointing out that two workshops of the language creators have been lined up in the second half of March, the Discovery executive explained, "The effort is to make Hindi appropriate to the requirements and needs of the Hindi speaking audience instead of using high-flown language."

Another reason behind this move is that programming on various Discovery channels are undergoing a change and newer fare in the categories of history and wildlife are being introduced where literal translation of English phrases are not possible.

The English-to-Hindi dictionaries available in the market have not been of much help either. For example, a particular such book, which sells like hot cakes in smaller towns of India, translates guitar into sitar.

According to Discovery India, there are about six levels before a dubbed programming is cleared for airing on the channels and with the Hindi evolving, it's necessary that newer people are taken on for such assignments.

At the moment, Discovery India employs the services of about three outside companies where people are engaged in translating English programming into Hindi. Recently, Discovery took on another company to expand its base of `language creators.' This new company is headed by Sailesh, a former print medium journalist-turned-TV professional who has worked in Hindi newspaper like Navbharat Times and TV channels like Zee News and most recently Total TV, a Delhi-specific channel.

Discovery Communications, Inc. is a leading global real-world media and entertainment company operating in more than 160 countries and territories reaching one billion cumulative subscribers. Worldwide, the company operates 19 television brands, including Discovery Channel and TLC.

Outside of the US, the company serves 450 million cumulative subscribers and operates 10 television brands. DCI ownership consists of four shareholders: Liberty Media Corporation, Cox Communications, Inc., Advance/Newhouse Communications and John S. Hendricks, the company's founder and chairman.

India has been successfully used by DCI to incubate its new portfolio of channels dedicated to lifestyle programming in markets outside the United States.

Latest Reads
Comment: DNPA formation raises key questions & upsets independent publishers

“When it comes to rain making, not all followers are equally valuable. Some people have a lot more influence than others,” said Areva Martin, author and autism expert, in `Make It Rain!: How to Use the Media to Revolutionize Your Business & Brand’.

Television TV Channels News Broadcasting
Untapped TV audience of 100 mn for international channels

The International Television Research Group (inTV) and GlobalWebIndex compared internet users aged 16-64 who watch any of the international TV channels such as BBC News, Bloomberg Television, CNBC, CNN, Euronews, Eurosport, France 24, National Geographic Channel, Sky News and TV5Monde channels at...

Television TV Channels Viewership
Zeel channels continue to rule Hindi channels; Colors, Star Maa return to across genres list

BENGALURU: Zee Entertainment Enterprises Ltd (Zeel) free to air (FTA) Hindi GECs Zee Anmol and flagship Zee TV were once again ranked second and third in Broadcast Audience Research Council of India (BARC) weekly list of top 10 channels across genres for week 37 of 2018 (Saturday, 8 September 2018...

Television TV Channels Viewership
Kannada, Marathi, Tamil, Telugu market witness no change in BARC week 37

Colors Bangla and Jalsha Movies swapped their third and fourth positions in the Bengali space in the BARC data’s week 37. Big Ganga and Bhojpuri Cinema exchanged their first and second positions in the Bhojpuri segment. In the Kannada, Marathi, Tamil and Telugu market, no changes were observed....

Television TV Channels Viewership
Republic TV leads English news in BARC week 37

NDTV 24x7 stood at fifth position in the English news genre according to All India BARC data week 37. No changes were observed this week in the English business news genre. Aaj Tak continued to lead in Hindi news genre (U+R). Moreover, Aaj Tak and ABP News also continued to dominate in Hindi news...

Television TV Channels Viewership
ALTBalaji appoints Divya Dixit as Senior Vice President, Head of Marketing

Balaji Telefilms has recently been integrating great leadership talent from across the board to spearhead the business and become a powerhouse. Further fortifying its leadership at ALTBalaji - India’s largest platform for original and exclusive digital content, the company announced the appointment...

Television TV Channels GECs
DSport to broadcast Laver Cup from 21-23 September

DSport will bring live action from the second edition of Laver Cup, a men's tennis tournament between teams from Europe and the rest of the world to be held in Chicago from 21-23 September 2018.

Television TV Channels Sports
India’s top media companies announce formation of Digital News Publishers Association

Amidst a plethora of industry bodies and sectoral alliances in the Rs. 1.5 trillion Indian media and entertainment sector, another such organization today took birth. It has been christened the Digital News Publishers Association (DNPA). 

Television TV Channels News Broadcasting
Raj Nayak, Janak Sarda to be felicitated by International Advertising Association

At the annual International Advertising Association (IAA) Inspire awards to be held at Bucharest on 2 October 2018 with advertising and marketing leaders from all over the world in attendance, Viacom18 COO Raj Nayak and past president IAA India Chapter will be felicitated with the prestigious "...

Television TV Channels People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories