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BGR India Launches Hindi Gadgets Site

BGR.in, the Indian version of gadget site BGR (Boy Genius Report), which was rolled out a few weeks back by parent company India.com, has launched a hindi version at BGR Hindi. Just like its English counterpart, site features translated content from the parent site, and has opinions, predictions and reviews from its authors, including Executive Editor Rajat Agrawal, and writer Nimish Dubey.

Nikhil adds: Gadgets is one segment that gets a lot of traffic in India, and there are gadget blogs that are a dime-a-dozen. Much of this traffic comes via search, and terms like ‘iphone’, ‘nokia’ and ‘micromax’ attract readers searching for gadget reviews. This is, though, the first Hindi gadget blog we’ve come across, and we wonder if search will have the same impact on Indic language content. There are Indic language search engines, but we’re not sure of how mant users from India actually use them.

Exclusive Content Vs Translation

Although it does not look like a separate team is working on exclusive hindi content, it might be possible that BGR hired people to translate existing content. On being asked if a separate team had been appointed for the hindi site, on twitter, Agrawal responded that he did not wish to reveal details.

More than just translating stories, the ultimate challenge for content providers is to target the sensibilities of Hindi speaking audience, for which one has to redo the entire content from a different perspective. On BGR’s Hindi version, the translation at times features colloquial idioms, while at other times it is literal. Still, given the fact that one encounters systematic difficulties trying to translate tech jargon into Hindi (we don’t even want to contemplate trying), this is a good beginning. Although, we are no qualified linguists or translators, we would just like to point out some oddities, on the basis of our day to day Hindi usage –

– एयरटेल को इस्तेमाल करने वालों का फ़ोन इस समय के लिए लगभग नपुंसक हो गया ; literally translates to “Airtel users found their phones to be impotent during this period”

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P.S – Try Google Translate for even funnier translations.

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