Casting for Dubbing: Six Key Challenges in the Chinese Market

Over the years, I've worked on casting voices for many iconic characters, from cartoons to blockbuster film franchises. I developed a methodology for dubbing actors globally to replicate these famous voices as closely as possible. However, when it comes to live-action media, things take a different turn.

Unlike the well-known animated characters that have become international brands, live-action media doesn’t always require consistency in voice matching across countries. In fact, in many cases, actors don’t sound the same when their films are dubbed in different regions. So, what’s the real challenge in live-action dubbing, if it’s not about matching voices? It lies in everything else: acting skills, recording speed, availability, location, and how well the actor follows direction.

Here are the main challenges when casting for live-action dubbing in China:

1. Established Voice Talents

In countries with established dubbing industries such as France, Italy, Germany, and Spain, film stars typically have a "fixed" voice actor who dubs them in all their films. This is not a formal contract but rather a cultural norm. In China, many big stars, especially Hollywood actors, have an established voice that audiences associate with them.

The challenge comes when a dubbing actor has already established themselves as the voice of a particular star. Can dubbing directors select a different voice actor for the same star in a different film? The answer is both yes and no. While it is possible, doing so could stir up discontent among audiences and fans, especially in the age of social media. Additionally, there’s a financial consideration – choosing a well-known voice actor who’s fast and reliable is more cost-effective than repeatedly casting different voices.

In China, where the dubbing industry has grown rapidly, many popular voice actors are already tied to specific international stars. This can lead to a situation where the same voice is heard for various actors across different films and series. Furthermore, when dubbing for films with multiple key actors, there’s the added challenge of coordinating schedules, particularly when the dubbing talent is located in different cities. In these cases, studios must ensure sound consistency, which often requires complex technical setups.

2. American Dubbing Approach

In the U.S., the relationship between films and their voices is different. While Hollywood stars may change voice actors across various films, China has a more consistent approach to dubbing. For example, when dubbing international films like Space Jam or Looney Tunes: Back in Action, I was focused on maintaining continuity with the voices already used in the animated series.

The key difference is that in the U.S., foreign films were traditionally not dubbed; they were subtitled or remade into local versions. However, in China, with the rise of streaming platforms like iQIYI, Tencent Video, and Bilibili, audiences are now accustomed to dubbed foreign films and TV series. This has led to an increase in the need for reliable voice talents who can ensure both quality and consistency across content.

3. Actor Availability

Dubbing a feature film generally takes a short amount of time – typically one to two weeks. However, dubbing a TV series is much more complex. When it comes to current TV series that release episodes weekly, the director must ensure that the voice actors are available each week to record their lines. This tight schedule can create challenges, particularly when dubbing live-action TV shows, where episodes often change as new material is added during post-production.

For example, when dubbing popular Chinese dramas or international series like The Big Bang Theory, dubbing actors might need to return for additional recordings even after the initial session. This creates logistical challenges, but platforms like Tencent Video and WeTV now offer entire seasons at once, which makes scheduling much easier. This also results in cost savings, as actors can record multiple episodes at once, reducing the time spent in the studio.

4. The Best Fit: Casting Choices

One of the most critical decisions in casting for a new series is whether to select the most talented voice actor for the role or someone who will be consistently available throughout the production. In China’s fast-paced media industry, casting directors often face the dilemma of choosing an actor with the best fit for the character versus someone who will be reliable and easy to work with throughout the entire series.

I've often found myself in situations where the recording sessions would be long, difficult, or strained depending on the personalities of the actors. The preferred choice is often the actor who is easy to work with, reliable, and can commit to the full season's recording schedule. The last thing any director wants is to change a voice actor halfway through a series, which can disrupt continuity and irritate viewers.

5. Sound-Alike Dubbing

When a voice actor needs to be replaced, the search begins for a “sound-alike.” This task is not as simple as it seems. It’s not just about mimicking the voice; the new actor must also capture the nuances in delivery, tone, and accent, which can make a huge difference in how the audience perceives the voice.

In China, this challenge is particularly prominent due to the large variety of regional accents and dialects. For example, dubbing for films from Hong Kong or Taiwan often requires voice actors to adjust their style to match not only the character’s voice but also their cultural background. Finding a voice actor who can seamlessly step into another’s shoes and deliver the same intonation is a difficult task, especially when dealing with iconic voices or well-established stars.

6. The Unknown Factor

The casting process remains the most unpredictable and secretive part of dubbing. No matter how much preparation or research goes into casting, the outcome is often uncertain. As one saying goes, "Casting is not just about voice approval." It’s about ensuring the actor's performance aligns with the character and the overall vision of the director.

In China, with the increasing competition in the media industry, casting for dubbing has become even more challenging. The rise of streaming platforms, the surge in demand for high-quality dubbing, and the increasing expectations of Chinese audiences have made it even more crucial to get the right actor for the job. Whether it’s for a local Chinese production or a dubbed international series, the complexities of casting, recording, and ensuring sound consistency are all part of the nuanced process that makes or breaks a dubbing project.

◀️：Leveraging Data Collection and Annotation to Drive Better Financial Decisions in China

▶️：Bridging the Language Gap: The Crucial Role of Translation and Localization in Government Services