Who
is dubbing?
Nick,
which is present in India since 1999, launched its
dubbed Hindi programmes last year. From May 2004,
the channel started airing 18.5 hours of its daily
programming in Hindi. UTV's Hungama TV has recently
acquired a host of new Japanese and French animated
series.
 |
|
Ellie
Lewis
|
"With
Disney's full-fledged entry with a lot of dubbed content,
competition has heated up on language dubbing. The
effort is now to put up a strong dubbed content library,"
reasons Mainframe Software Communications head Ellie
Lewis. Mainframe's clients include Disney, Warner
Brothers and HMV Saregama.
Cartoon
Network and Pogo have been making all its programming
available in Hindi in the Northern and Western parts
of India. Cartoon Network has already got a strong
dubbed library since they had been dubbing content
to Hindi since the last six years.
 |
|
Anshuman
Misra
|
"As
part of our localisation strategy, Cartoon Network
began enhancing its Hindi dubbed programming on-air
from 2001. Since then, all the Hindi comprehending
parts of the country enjoy Cartoon Network programming
in Hindi," says Turner International India MD
Anshuman Misra.
It
is not only kids' channels which have resorted to
dubbing for market penetration. It also include The
History Channel, National Geographic Networks Asia
which dubs it international content to Hindi and Tamil
and Discovery Channel which dubs to Hindi. Among Hindi
channels, apart from general entertainment channels
which have dubbed programme slots, we have Hindi movie
channels Set Max and Star Gold dubbing Hollywood movies
to Hindi.
Down
South we have Star Vijay, Jaya TV, KTV, Teja TV and
Kiran TV exploring the potential of dubbed Hollywood
movies. The mythological genre has also been making
its contributions. Production house Creative Eye has
dubbed its popular mythological shows Om Namah Shivay
and Shree Ganesh in Tamil, Telugu and Malayalam. The
two shows together put up a volume of 354 hours of
dubbed content in each language.
Ghosh
says in the regional sector, South is the biggest
consumer of dubbed content. "There, dubbing happens
mainly in Tamil and Telugu. Hindi and English get
dubbed into Southern languages. Other than that, most
of the market is concentrated in Delhi and Mumbai,"
he says.
Investments
Industry
analysts sight the lack of tough entry barriers as
the main
| The
technology
Globally
there are lads of software and hardwares used
for dubbing and music recording, but there are
2 softwares that stand out.
1) Pro Tools (runs on a Mac & PC)
2) Nuendo (runs on PC)
Both
of these are freely and widely available in
India. Pro tools is the more sought after while
Nuendo is more for home or small/cheaper setups.
UTV
use Protools or Nuendo with a combinations of
analog or digital mixers and beta recorders
and players. These are the most commonly used
technology in the country today. En Sync uses
Pro tools in mumbai and Nuendo in Chennai.
|
reason
for such a fragmented market. The convenience of outsourcing
the infrastructure in cheaper rates makes it easy
to launch a dubbing outfit.
"If
you are really smart, you won't need a single penny
as investments. You approach international clients
who give you up to 45 per cent payments in advance.
And you roll back the balance amount," discloses
Saksena.
The
studio rent ranges from Rs. 25,000 to Rs. 5,00,000
depending on quality. And if you want to set up your
own equipments instead of outsourcing the infrastructure,
then equipment costs will be approximately Rs. 8,00,000
and then real estate and other miscellaneous costs
have to be taken into account. Ghosh says a full-fledged
state-of-the art dubbing set up may cost up to Rs.
5 million.
|
