Why do we require subtitling?
There is an increasing need for subtitling in the world of entertainment, education and infotainment.
The most widely used form of subtitling is in movies and television programs where programs in an endless stream of programs are being produced each day. In today’s day, almost every country has countless TV stations and their own film industry.
Take for example Hollywood, Bollywood and the film industry in China. These alone produce hundreds of films each year. There are then several smaller film industries in other countries.
Each country’s films fetch larger returns if they reach other countries. One option is to dub these films, i.e. to have the dialogue-audio to be re-recorded in the respective language. The other option is to keep the audio channel as is and provide subtitles on the screen. This keeps the original soundtrack of the film while still providing a medium of communicating to the target audience in a different language what is being transacted on screen.
Indian films are being sold in wider markets today than they were in the past – Hollywood’s reach has permeated now every nook and corner of the world and are therefore earning a larger fan base. The international earnings for films is much higher all thanks to subtitling. Subtitling has proved to be the means to bridge the language barrier and with producers becoming more and more conscious about returns on investment, subtitling is the way to go.
The television market has been hitherto unexplored and only slowly are people waking up to the idea and potential that subtitling has to offer. Imagine walking a Mexican soap opera on an Hindi or Tamil television channel or selling Indian soaps to Arabia, Iran or China. The net revenues for television producers are set to increase multifold with an increase in the viewership simply with the help of a simple translation of their dialogues.
Not that subtitling is a simple process as far as the communicative aspect is concerned, however, it is indeed simple as far as the technology and process is involved. All that is required are competent translators between the source and target languages that have a good and deep understanding of both cultures and also an understanding of the entertainment world and this genre of translation and writing. Apart from that, the process per se is not difficult.
So what does it take to open the doors to the world and let the world market in on our culture! It’s subtitling all the way!