Cover Hit Productions studio
Hit Productions studio
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Dubs or subs? Take a peek behind the curtain of locally dubbed shows to see the industry that strives to bring foreign media to general Filipino audiences
Dubs or subs? This is a question usually heard when discussing anime, but what if the shows were dubbed in Filipino? Dubbed anime, TV series, and movies were a staple of many Filipinos' childhoods, as these shows would air in the mornings or at primetime slots in the evenings. Cartoons and anime were aimed at young viewers while Spanish-language Mexican telenovelas were targeted at mature audiences. Because these various shows were dubbed in Filipino, anime made such a breakthrough in Philippine pop culture thanks to localised content aired on cable channels like HeroTV. While it may not be everyone's cup of tea, no one can deny that these localisations are necessary. They provide jobs for people in the entertainment and audio-visual production industries, and these dubs make content more accessible to far-off areas and people who do not understand the original language.
Just last year, the release of the animated adaptation of Trese—which was based on the English comic series of the same name by Budjette Tan and Kajo Baldisimo—brought Filipino dubbing to the forefront of many netizens' minds. While there have been critics who were particularly vocal about the Filipino version of the series, one has to admit that being able to watch a series that represents Philippine culture, in our own language, brings a feeling of joy and pride. The Filipino version of the series was bristling with local talent, with Rudolf Baldonado Jnr, a well-known voice actor-director, at the helm and taking on the monumental task of translating the English script of Trese into Filipino while staying true to the nuance and meaning of the original.
Tatler had the opportunity to speak with Baldonado, the Head of Localisation at Hit Productions, the Philippines' acclaimed audio production studio, to shed some light on the people who work tirelessly behind the scenes to bring foreign-language movies, shows, anime, and more to the Filipino populace.
What is the difference between localisation and dubbing?
Localisation is the internationally recognised term for anything that involves changing the language of media to be accessible to other countries, languages, and cultures. So it also involves subtitling, narration, etc.
Dubbing pertains specifically to the task of replacing the language of the dialogue of any media. Dubbing, in itself, is an industry. But if you want a term that encompasses everything, then it is localisation.
Are there many studios that take on this kind of work?
Because of easy access to media through the internet, localisation has soared to the top of the most lucrative businesses internationally. Everyone is hungry for new content, and localising material is the easiest way to go, as opposed to producing an entirely new adaptation of a show to sell to different countries.
Where would these dubs be available?
Nowadays, you can find it and watch it from anywhere. Free TV, cable, online. . .anywhere there is an audience wanting to understand foreign material, there are shows localised for them.
Above Rodolfo "Rudolf" Baldonado, Jnr.
Rodolfo "Rudolf" Baldonado, Jnr.
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When did it start? When and how did you enter the industry?
I don't know exactly when the broader international industry of localisation started, but it did enjoy a boom during the pandemic. With people locked inside their houses, entertainment was the prime commodity. So content creators and producers had to make their work accessible to the most number of viewers, which meant localizing their content. I started in the dubbing Industry as a translator in 1998. It was a side job while I was studying, being a working student and all that.
What would you say is the role of localisations in Philippine media?
It has mainly become the most effective means of airing foreign material marketable to the masses. Especially with Asian shows such as Japanese anime and Korean soap operas. Without the dubbed versions of these shows, we would not have had the massive following these shows currently enjoy.
What are some notable projects that HIT Productions has done?
The projects that I can mention are the recent releases on Netflix. We dubbed high-profile titles like Red Notice, Enola Homes, Don't Look Up, The Sea Beast, and many others that have not come out yet.
What is the process behind localising a movie or TV series?
It is a very tedious process that involves both creative and technical craft and skill. In a nutshell, the process goes like this:
Translation: Dialogue is translated to the vernacular, taking into consideration how the content can be relatable to the culture.
Casting: Finding the right voice actors who both have the voice and the acting skills to perform like the original and record the translated dialogue to replace the original.
Recording: The actual task of dubbing. Hours and hours of recording each voice actor, each character in the show, and making sure they sound great.
Editing and Mixing: It's not enough that the voices and language have been replaced. The dubbed tracks need to be embedded in the show's audio as if it was the original, creating the illusion of a localised show.
Can you share with us your favourite or most notable project?
I would love to, but unfortunately, there are still quite a few projects that I cannot mention just yet. But as a dubber, of course, nothing beats being chosen by Nickelodeon to be the official Filipino voice for Spongebob Squarepants when the show was localised for free TV. As a director, I will not forget my first major Korean soap, Coffee Prince, which I also translated. As for our Netflix shows, I have very memorable projects that just wrapped up, but can't share them because it's not out yet. But who knows, hopefully, the shows may be released very soon.
The skill and mastery of Filipino voice actors is getting more and more recognition around the world as streaming services are releasing content with Filipino language options ready upon release. Prime Video's The Lord of the Rings: The Rings of Power surprised netizens with a Filipino option hiding in the settings, though the show premiered last September 1 and has only two episodes as of writing. As of now, Filipino dubbed shows can be most easily found on Netflix or on aired on local channels throughout the day.
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