Netflix is trying to get you hooked on more reality TV with better dubbing
SEOUL—A push by Netflix to keep its subscribers hooked involves 90-minute cram sessions on South Korean culture and expressions to ensure better-quality dubbing and translations. Dae-bak expresses a pleasant surprise. Aish means disappointment.
The students are hundreds of voice actors and staff in the U.S., Europe and elsewhere tasked with dubbing South Korean content for a global audience, while maintaining its roots and authenticity. The teachers are Netflix officials trying to educate performers on the perfect mix of authentic Korean nuance and accessible translations. The streaming giant is trying to help unscripted reality TV—a genre that often proves difficult to export—and other non-English content find global appeal.
As it faces increased competition in streaming, Netflix aims to help shows that are popular in one market—such as South Korean dating shows, physical competitions and game shows—take off internationally. Streaming giants have leaned toward more productions of unscripted shows, which can be cost-effective compared with big-scale TV originals. Five years ago, about 70% of content from major streamers was scripted.
Today unscripted shows are nearing an equal split, according to Ampere Analysis, a London-based research firm. Typically, an unscripted show will cost one-fifth of a higher-budget drama, on a per-hour basis, Ampere said. Streaming platforms, as they have grown more cost conscious, are spending less on splashy originals designed to lure new subscribers, said Richard Broughton, Ampere’s executive director.
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