Estonian media firms seek reversal of foreign-language dubbing ban

The leaders of ERR, Duo Media Networks, TV3 Grupp Eesti and V World North Europe have sent a joint letter to Education and Science Minister Kristina Kallas, calling for a review of amendments to the Language Act adopted this summer. They argue that the ban on foreign dubbing and voice-over translation does not protect the Estonian language but instead creates serious economic risks and threats to national security.

The letter's authors say banning foreign-language voiceovers does not automatically mean viewers switch to subtitled content. As an example, they cite ETV+, where the absence of voice-over and dubbing led to a viewership drop of more than 50% for some foreign series. According to the letter, 63% of ETV+ viewers are over 65, and another 28% are aged 50 to 64.

The executives fear part of the Russian-speaking audience could abandon legal Estonian media platforms in favor of other sources, including pirated content and Russian media outlets. They cite State Chancellery data showing that in early 2022, about a third of Estonia's non-ethnic-Estonian residents considered Russian TV channels an important information source, a figure that fell to roughly 10% by 2025. The authors argue that maintaining legal, attractive alternatives is important for continuing to reduce the influence of Russian television.

Possible economic consequences

The letter notes that Estonia-registered companies also operate in Latvia and Lithuania using local-language versions of content. The new requirements, the authors warn, could lead to the closure of certain channels or relocation of operations to other countries, reducing advertising and subscription revenue, jobs and tax income in Estonia. They also point out that the new rules could weaken local companies' competitiveness compared with international platforms not directly subject to similar restrictions.

The authors stress that subtitles cannot always replace voice-over — particularly for people with visual impairments, reading difficulties, and some older viewers — and that limited subtitle space sometimes forces translations to be shortened.

The letter proposes keeping media services' obligation to provide an Estonian translation of foreign audiovisual content, while allowing providers to additionally offer other language versions, including voice-over and dubbing, once an Estonian version is available. As an example, they cite Go3, which offers Latvian and Lithuanian audiences content with voice-over translation in their respective languages. The document was signed by ERR board chairman Erik Roose, Duo Media Networks head Jüri Pihkel, TV3 Grupp Eesti head Toomas Luhats, and V World North Europe board member Risto Rosimannus. Copies were also sent to Culture Minister Heidy Purga and parliamentary culture committee chair Liina Kersna.