Estonian media executives: language law should not dictate how content is translated

The heads of Estonian media companies Duo Media Networks and TV3 Grupp Eesti argue that amendments to the Language Act adopted this summer should not dictate how broadcasters translate foreign content — whether through subtitles, voice-over, or dubbing.

Under the new rules, any foreign audiovisual work, or a copy already dubbed into another foreign language, must also be made available with an Estonian translation. The changes took effect in July.

Duo Media Networks head Juri Pihel says the method of adapting foreign content mainly depends on audiences' cultural and viewing habits, noting that different European countries favor different approaches — some rely mainly on dubbing or voice-over, others on subtitles. In his view, as long as an Estonian translation is provided, additional language versions should not be a matter for politicians to regulate.

TV3 Grupp Eesti head Toomas Luhats warns the issue could affect, for example, content aimed at Latvian and Lithuanian audiences, citing the Go3 service, whose catalog includes Latvian and Lithuanian voiced versions. He believes enforcing the law could force companies to restrict access to such language versions, which could also affect Estonian media companies' standing in the regional market.

Luhats specifically points to possible consequences for ETV+'s Russian-speaking audience — if older viewers lose the voice-over they are used to and are forced to watch with subtitles, some may simply stop watching that content altogether. He also sees an information-security dimension, since viewers who struggle to follow subtitles might turn to alternative content, including sanctioned Russian television channels.

As Rus.ERR previously reported, the heads of ERR, Duo Media Networks, TV3 Grupp Eesti and V World North Europe sent a joint letter to Education and Research Minister Kristina Kallas proposing to keep the requirement for an Estonian translation while allowing additional dubbed or voice-over versions in other languages. As evidence, they cited ETV+'s experience: after dropping voice-over and dubbing, the audience for some of the channel's foreign series fell by more than 50%, while 63% of ETV+ viewers are over 65 years old.