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Davide Rossi
Chairman of Univideo

Milan – November 2005

Question

The interest in specialised sites and the constant participation in related forums and the same expectancy that many have shown towards our journal, show an increasing interest on behalf of the spectator/observer for the dubbing world. Together with the curiosity of voice enthusiasts it seems to us that a new interest in the quality of dubbing is being born.

Answer

It’s true. I’ve also noticed a great interest on behalf of the public as far as dubbing is concerned and a certain critical judicial capacity too. For example, the phenomenon of different dubbing for the cinematographic version and the home-video version of the same film does not go unobserved. Whoever has seen the film at the cinema expects the same quality of dubbing if he buys or rents the home-video version and to find a differently dubbed version – often worse – causes disappointment, a certain dissatisfaction that the network allows everyone to express.

Question

What, in your opinion, is the cause of the lack of attention that home-video distributors dedicate to dubbing?

Answer

Whoever buys home-video rights generally does not query the dubbing work already done. Dubbing is considered a ‘technical’ matter and delegated to the producer who, on his part, would not appreciate being checked on. This confirms that, generally speaking, distribution pays little attention to the quality of dubbing.

Question

If, in the past, a film’s lack of success on our screens could be attributed to certain qualities of the same film, DVD gives the possibility to verify how much the cause of the film’s lack of success is due to mediocre Italian dialogue, to inferior dubbing. With a DVD, in short, nothing can be missed. Are the distributors aware of this?

Answer

Generally speaking, I would say they’re not. There isn’t much sensitivity there. The discussion of quality continues to have a very low priority in business industrial logics and there’s a huge tendency to forfeit the contents value. Up until VHS this was still possible but now that the market is going towards a very high standardization, technological too, I think it’s necessary to create a culture of quality which is non-existent. In other words, the question of localization of the products cannot be seen only in economic terms but must also be seen in cultural terms. This is generally true for all products but becomes fundamental for cultural products, like cinema which nowadays, is the main principal communication vehicle in existence.

Question

The only real sensitivity seems to be for saving money

Answer

It’s a false perspective. Also in economic terms, the quality, and specifically the quality of dubbing, is a strong point which we have to try and recuperate. It’s a strategic consolidation element in our field particularly where new technology is concerned. In a word, in order to differentiate and render DVDs competitive with respect to other fast and easy ways of enjoyment, it’s necessary to take care of every aspect of it with great attention to the dubbing side.

Question

What action can Univideo take in this respect?

Answer

Univideo’s obligation will be to include the importance of dubbing quality amongst the strategic priorities of its 2006 agenda which will fix the forth-coming objectives of our associates.

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