| Written by Kyle Barghout, on 14-02-2008 10:07 |
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It may have taken anime many years to become successful in coutries other than Japan, however it was not an easy task, and took the help of FanSubbers to get it going.
Distribution
While anime had entered markets beyond Japan in the 1960s, it actually grew as a major cultural export during its market expansion during the 1980s and 1990s. The anime market for the United States alone is "worth approximately $4.35 billion, according to the Japan External Trade Organization".
Anime has also been a commercial success in Asia, Europe and Latin America, where anime has become even more mainstream than in the United States. For example, the Saint Seiya video game was released in Europe due to the popularity of the show even years after the series has been off-air.
Anime distribution companies handled the licensing and distribution of anime beyond Japan. Licensed anime is modified by distributors through dubbing into the language of the country and adding language subtitles to the Japanese language track. Using a similar global distribution pattern as Hollywood, the world is divided into five regions.
Some editing of cultural references may occur to better follow the references of the non-Japanese culture. Certain companies may remove any objectionable content, complying with domestic law. This editing process was far more prevalent in the past, but its use has declined because of the demand for anime in its original form. This "light touch" approach to localization has favored viewers formerly unfamiliar with anime. The use of such methods is evident by the success of Naruto and Cartoon Network's Adult Swim programming block, both of which only have minor edits to the original.
With the advent of DVD, it was possible to include multiple language tracks into a simple product. This was not the case with VHS cassette, in which separate VHS media were used and with each VHS cassette priced the same as a single DVD. The "light touch" approach also applies to DVD releases as they often include both the dubbed audio and the original Japanese audio with subtitles, typically unedited. Anime edited for television is usually released on DVD "uncut," with all scenes intact.
TV networks regularly broadcast anime programming. In Japan, major national TV networks, such as TV Tokyo broadcast anime regularly. Smaller regional stations broadcast anime under the UHF. In the United States, Cable TV channels such as Cartoon Network, Disney, Sci-Fi, and others dedicate some of their time slots for anime. Then the Anime Network specifically shows anime. Sony based Animax and Disney's Jetix channel broadcast anime within many countries in the world. Anime Central solely broadcast's Anime in the UK.
Although it is a violation of copyright laws in many countries, some fans add subtitles to anime on their own. These are distributed as FanSubs (see the articles on this subject). The ethical implications of producing, distributing, or watching FanSubs are topics of much controversy even when FanSub groups do not profit from their activities. Once the series has been licensed outside of Japan, FanSub groups often cease distribution of their work. In one case, Media Factory Incorporated requested that no FanSubs of their material be made, which was respected by the FanSub community. In another instance, Bandai specifically thanked FanSubbers for their role in helping to make The Melancholy of Haruhi Suzumiya popular in the English speaking world.
The Internet had played a significant role in the exposure of anime beyond Japan. Prior to the 1990s, anime has had limited exposure beyond Japan's borders. Coincidentally, as the popularity of the Internet grew, so it did for anime too. Much of the fandom of anime grew through the Internet. The combination of internet communities and increasing amounts of anime material, from video to images, helped spur the growth of fandom. As the Internet gained more widespread use, Internet advertising revenues grew from 1.6 billion yen to over 180 billion yen between 1995 and 2005.
[some of the content in this article was provided by Wikipedia]
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