本帖最后由 棉小花娃娃 于 2011-8-22 00:11 編輯
全文翻譯，翻的不好請大家指正，互相學習哈~ The future of pay-television 付費電視的未來 Breaking the box
打破盒子？
The pay-TV model, principal generator of profits and good programmes in the media business, is coming apart（瓦解）
付費電視的模型，在媒體商業中首要的利潤生產者和優秀的項目，正趨于瓦解 FIFTEEN years ago nearly all the television shows that excited critics and won awards appeared on free broadcast channels. 十五年前，將近所有的讓評論家激動不已的或者獲獎的 電視秀 都出現在免費的廣播頻道。 Pay-television (or, as many Americans call it, “cable”) was the domain of repeats, music videos and televangelists. 付費電視（或者，就像很多美國人所說的，“有線電視”）是重播，音樂視頻和電視布道者的主宰 Then HBO, a subscription outfit mostly known for boxing and films, decided to try its hand at hour-long dramas. 隨后HBO，一個以拳擊（電視？）和電影著稱的訂閱機構，決定涉足一小時時長的戲劇 What began as an interesting experiment has become the standard way of supporting high-quality programming.
后來變成支撐高質量節目的標準方式，正是以這個有趣嘗試為開端的。
Most of the great television dramas that are watched in America and around the world appear first on pay-TV channels.
大部分在美國以及世界范圍內收看到的優秀電視戲劇首次出現在付費電視頻道
Having shown others how to make gangster dramas with “The Sopranos”, HBO is laying down the standard for fantasy with “Game of Thrones”.
當《黑道家族》向人們展示了怎樣制作土匪片時，HBO正在用《座天使的游戲》為荒誕片設定標準。
Other pay-TV channels have delved into 1960s advertising (“Mad Men”), drug dealing (“Breaking Bad”) and Renaissance court society (“The Borgias”).
其他的付費電視頻道已經鉆研到了二十世紀六十年代的廣告片（《壞人》），毒品交易片（《絕命毒爸》）以及文藝復興時期的宮廷生活
Pay-TV firms outside America, like Britain’s BSkyB, are beginning to pour money into original series.
美國以外的付費電視公司，例如英國的BSB，正準備把錢投入到創新系列中去
Talent is drifting to pay-television, in part because there are fewer appealing roles in film.
人才轉而流向付費電視，部分是因為在電影界具有吸引力的崗位更少
Meanwhile, broadcast networks have retreated into a safe zone of sitcoms, police procedurals and singing competitions.
同時，廣播網絡已經退出到一個安全的領域，即情景戲劇，偵探小說和歌唱比賽當中去了
Reprints
Subscription has proved by far the best way of paying for high-quality television.
到目前為止，對高質量電視的最好付費方式已經有訂閱數目所證明
Advertising veers up and down with the economic cycle, and can be skipped by using digital video recorders.
廣告業的發展因經濟循環而上下起伏，同時廣告業可以被數碼錄像機所跳過
And any outfit that depends on advertising is liable to worry more about offending advertisers than about pleasing viewers.
同時，在冒犯廣告商和討好觀眾之間，任何依靠于廣告業的機構都傾向于為冒犯廣告商而犯愁
Voluntary subscription is also preferable to the compulsory, universal variety that pays for the BBC and other European public broadcasters. A broadcaster supported by a tax on everyone must try to please everyone
對于強制的，具有普遍多樣性的，資源訂閱同樣更可取，它們為BBS和其他歐洲公共廣播公司付費，這種廣告公司由每個人的稅收為依靠，必須取悅每一個人。
And a government can starve public broadcasters of money, too—as the BBC is painfully learning.
同時政府可以利用資金使公共廣播公司陷入困境，就想BBS痛苦的教訓
But pay-television is now under threat, especially in America (see article). 但是現在付費電視并未受到威脅，特別是在美國的 Prices have been driven so high at a time of economic malaise that many people simply cannot afford it. 在經濟增長乏力時期，價格被抬升的太高以至于很多人都支付不起 Disruptive, deep-pocketed firms like Amazon and Netflix lurk, whispering傳播流言蜚語 promises of internet-delivered films and television shows for little or no money. 制造混亂的，有錢的公司，就像A,N，到處予以承諾，由網絡傳播的電影和電視秀收費一點，或者不收費。 Whether the lure of such alternatives or poverty is what is causing people to cancel their subscriptions is not clear. 是否 這樣的可供選擇的誘惑或者貧窮 是導致人們取消他們的訂閱的原因并不明確 But the proportion of Americans who pay for TV is falling. 但是美國人為電視節目付費的比例正在下降 Other countries may follow. 其他國家的情況也如此 Pay-TV executives argue that people will always find ways of paying for their wares, perhaps by cutting back on cinema tickets or bottled water. That notion seems increasingly hopeful.
付費電視的執行官認為人們總能找到方式來購買他們的產品，可能是通過消減電影票或瓶裝水的開支，這種觀點看似越來越使人有希望
Every month it appears more likely that the pay-TV system will break down.
每個月市場表現得更加像是付費電視系統將會崩潰
The era of ever-growing channel choice is coming to an end; cable and satellite distributors will begin to prune the least popular ones.
頻道選擇日益增長的時代即將結束，有線電視和衛星電視經銷商將會開始削減最不受歡迎的節目
They may push “best of basic” packages, offering the most desirable channels—and perhaps leaving out sport.
他們可能推出“最好的額基礎節目”串燒節目，提供觀眾最需要的節目頻道，以及可能會省去體育節目
In the most disruptive scenario, no longer unimaginable, pay-TV would become a free-for-all, with channels hawking themselves directly to consumers, perhaps sending their content over the internet.
在最具破壞性的場景中，不再無法想象，付費電視可能變成全部免費，伴隨著各種頻道直接向顧客兜售自己，可能通過網絡分發他們的節目目錄
How can media firms survive in such a world?
在這樣的一個世界里，媒體公司要怎么幸存
After the bundle
在捆綁營銷之后
It won’t be easy.
行情并不會好轉
They will have to start marketing heavily: at present the pay-TV distributors do that for them. They must produce much more of their own programming.
他們必須開始大量銷售，目前付費電視的經銷商為他們做這些事情，他們必須開發出大量更多屬于自己的項目
Repeats and old films lose their appeal in a world in which consumers can instantly call up vast archives.
在顧客能立即回想起大量的就作品的世界里，重播和舊電影失去了他們的吸引力
If they are to sell directly to the audience they will have to become technology firms, building apps and much slicker websites than they have now, which anticipate what customers might want to watch.
如果他們想直接向觀眾銷售產品，他們將會不得不變成為一個技術公司，建立應用程序和比他們現在更快捷的網站，只有這樣他們才能預測到顧客可能需要想觀看什么
But television as a whole should emerge stronger.
但是電視作為一個整體應該會變的更加強大
If people buy individual channels rather than a huge bundle, they will have to think about what they really value—the more so because each channel will cost more than it does at present.
如果人們購買單個頻道而不是一個大捆綁式的節目，他們將會不得不考慮下單個的真正價值，更多的是因為每個頻道比目前所價值的要花費更多
Media firms will improve their game in response. The activity that diverts 使分心the average American for some 大約four and a half hours each day should become more gripping, not less.
媒體公司將會提高他們的節目作為回應，消耗美國民眾平均每天大約四個半小時的活動應該會變得更*人心弦，而非相反
| 
發表于 2011-8-21 23:31
收藏
分享
支持
反對
樓主
