Normative behaviour in situations of language transfer has been gaining ground in Translation Studies and research. The choice between subtitling and revoicing is such a situation, on a rather preliminary level. This article is a summary of an empirical study into why human agents decide to subtitle rather than revoice children’s TV programmes. Not surprisingly, the trend seems to arise from other audiovisual forms and media. Overall, however, the positive audience response towards certain dubbed products seems to depend more on the good promotion and quality of the specific programmes than on the individual merits of any language transfer method per se, as most language transfer commissioners seem indifferent to the implications of such a choice.