Language Business

After their success on the big screen,it is now time for television broadcasters to make the most of the popularity of dubbed Hollywood flicks.

After their success on the big screen,it is now time for television broadcasters to make the most of the popularity of dubbed Hollywood flicks. While Filmy has blocked the prime time slot for dubbed movies,Zee Network has them as part of their festive packages,and with its substantial collection of Hollywood films UTV Action is scouting for dubbing artists through auditions across the country. World over,releasing a movie in the local language makes more sense. We are trying to bridge the gap between demand and supply that exists in the dubbed film segment in India. One of the initiatives involves searching for dubbing artists. To participate,one needs to audition on My FM 94.3 Chandigarh radio,and the RJs will shortlist the names for us. The next round will be in Delhi. The winners will get to dub for Hollywood flicks aired on the channel, says Manasi Sapare,programming head,UTV Action.

The stakes are rising after television channels entered into major tie-ups with international production houses including Turner,Warner Brothers,MGM and DreamWorks during the last two years. If James Camerons Avatar opened with Rs 220 million in its dubbed version,in Hindi,Tamil and Telegu,movies like Anaconda,X-Men,Spider-Man 3,Chronicles of Narnia,Slumdog Millionaire and

Ice Age 3 brought more returns in dubbed versions,than their English release.

Filmy was one of the first to screen dubbed Hollywood films,three years back. The response has been amazing and we have blocked the 10.30 pm slot for the movies. We are also increasing the number of titles in the genre, says Rajeev Chakrabarti,business head,Filmy. He attributes the success to rising awareness among the audience. Earlier dubbed films,or those with subtitles,did average business because people could not comprehend them,but with changes in lifestyle,everyone is better-informed, adds Chakrabarti.

While Zee Network had launched Zee Talkies couple of years back,the channel has now decided to stick to occasional airing of dubbed films. We ran an animation festival for eight Sundays,before Childrens Day,and the dubbed versions that were screened received a great response, says a spokesperson from Zee Cinema,adding that more such festivals will be organised. HBO also experimented with dubbed films in 2008.

Sapare points out that the target audience is those above the age of 15,particularly men. Says she,Like Hindi is the ruling language in India,Hollywood in Hindi is also part of the entertainment bouquet,especially for the male audience that is the reason we dont have a lot of dubbed romantic comedies or animation. We concentrate on fantasy,action and adventure. Comprising over 250 titles,the channel has rights for blockbusters like Superman Returns,Book Of Eli,Pirates of the Caribbean,300,Oceans 11,Rambo 4,Ghost Rider,Superman,Men In Black and S.W.A.T among others. Recently,we premiered District 9,The Forbidden Kingdom,Universal Solider 3 in India and we will be showcasing several more Hollywood blockbusters, adds Sapare.

Stay updated with the latest - Click here to follow us on Instagram