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(qǐng)大家指正，互相學(xué)習(xí)哈~ The future of pay-television 付費(fèi)電視的未來(lái) 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(fèi)電視的模型，在媒體商業(yè)中首要的利潤(rùn)生產(chǎn)者和優(yōu)秀的項(xiàng)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(píng)論家激動(dòng)不已的或者獲獎(jiǎng)的 電視秀 都出現(xiàn)在免費(fèi)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(fèi)電視（或者，就像很多美國(guó)人所說(shuō)的，“有線電視”）是重播，音樂(lè)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(gè)以拳擊（電視？）和電影著稱的訂閱機(jī)構(gòu)，決定涉足一小時(shí)時(shí)長(zhǎng)的戲劇 What began as an interesting experiment has become the standard way of supporting high-quality programming.
后來(lái)變成支撐高質(zhì)量節(jié)目的標(biāo)準(zhǔn)方式，正是以這個(gè)有趣嘗試為開(kāi)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(guó)以及世界范圍內(nèi)收看到的優(yōu)秀電視戲劇首次出現(xiàn)在付費(fèi)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(dāng)《黑道家族》向人們展示了怎樣制作土匪片時(shí)，HBO正在用《座天使的游戲》為荒誕片設(shè)定標(biāo)準(zhǔn)。
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(fèi)電視頻道已經(jīng)鉆研到了二十世紀(jì)六十年代的廣告片（《壞人》），毒品交易片（《絕命毒爸》）以及文藝復(fù)興時(shí)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(guó)以外的付費(fèi)電視公司，例如英國(guó)的BSB，正準(zhǔn)備把錢投入到創(chuàng)新系列中去
Talent is drifting to pay-television, in part because there are fewer appealing roles in film.
人才轉(zhuǎn)而流向付費(fèi)電視，部分是因?yàn)樵陔娪敖缇哂形Φ膷徫桓?/font>
Meanwhile, broadcast networks have retreated into a safe zone of sitcoms, police procedurals and singing competitions.
同時(shí)，廣播網(wǎng)絡(luò)已經(jīng)退出到一個(gè)安全的領(lǐng)域，即情景戲劇，偵探小說(shuō)和歌唱比賽當(dāng)中去了
Reprints
Subscription has proved by far the best way of paying for high-quality television.
到目前為止，對(duì)高質(zhì)量電視的最好付費(fèi)方式已經(jīng)有訂閱數(shù)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(yè)的發(fā)展因經(jīng)濟(jì)循環(huán)而上下起伏，同時(shí)廣告業(yè)可以被數(shù)碼錄像機(jī)所跳過(guò)
And any outfit that depends on advertising is liable to worry more about offending advertisers than about pleasing viewers.
同時(shí)，在冒犯廣告商和討好觀眾之間，任何依靠于廣告業(yè)的機(jī)構(gòu)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(duì)于強(qiáng)制的，具有普遍多樣性的，資源訂閱同樣更可取，它們?yōu)锽BS和其他歐洲公共廣播公司付費(fèi)，這種廣告公司由每個(gè)人的稅收為依靠，必須取悅每一個(gè)人。
And a government can starve public broadcasters of money, too—as the BBC is painfully learning.
同時(shí)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(xùn)
But pay-television is now under threat, especially in America (see article). 但是現(xiàn)在付費(fèi)電視并未受到威脅，特別是在美國(guó)的 Prices have been driven so high at a time of economic malaise that many people simply cannot afford it. 在經(jīng)濟(jì)增長(zhǎng)乏力時(shí)期，價(jià)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(yǔ) 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(wǎng)絡(luò)傳播的電影和電視秀收費(fèi)一點(diǎn)，或者不收費(fèi)。 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(dǎo)致人們?nèi)∠麄兊挠嗛喌脑虿⒉幻鞔_ But the proportion of Americans who pay for TV is falling. 但是美國(guó)人為電視節(jié)目付費(fèi)的比例正在下降 Other countries may follow. 其他國(guó)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(fèi)電視的執(zhí)行官認(rèn)為人們總能找到方式來(lái)購(gòu)買他們的產(chǎn)品，可能是通過(guò)消減電影票或瓶裝水的開(kāi)支，這種觀點(diǎn)看似越來(lái)越使人有希望
Every month it appears more likely that the pay-TV system will break down.
每個(gè)月市場(chǎng)表現(xiàn)得更加像是付費(fèi)電視系統(tǒng)將會(huì)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(zhǎng)的時(shí)代即將結(jié)束，有線電視和衛(wèi)星電視經(jīng)銷商將會(huì)開(kāi)始削減最不受歡迎的節(jié)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(chǔ)節(jié)目”串燒節(jié)目，提供觀眾最需要的節(jié)目頻道，以及可能會(huì)省去體育節(jié)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(chǎng)景中，不再無(wú)法想象，付費(fèi)電視可能變成全部免費(fèi)，伴隨著各種頻道直接向顧客兜售自己，可能通過(guò)網(wǎng)絡(luò)分發(fā)他們的節(jié)目目錄
How can media firms survive in such a world?
在這樣的一個(gè)世界里，媒體公司要怎么幸存
After the bundle
在捆綁營(yíng)銷之后
It won’t be easy.
行情并不會(huì)好轉(zhuǎn)
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(kāi)始大量銷售，目前付費(fèi)電視的經(jīng)銷商為他們做這些事情，他們必須開(kāi)發(fā)出大量更多屬于自己的項(xiàng)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(chǎn)品，他們將會(huì)不得不變成為一個(gè)技術(shù)公司，建立應(yīng)用程序和比他們現(xiàn)在更快捷的網(wǎng)站，只有這樣他們才能預(yù)測(cè)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(gè)整體應(yīng)該會(huì)變的更加強(qiáng)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(gòu)買單個(gè)頻道而不是一個(gè)大捆綁式的節(jié)目，他們將會(huì)不得不考慮下單個(gè)的真正價(jià)值，更多的是因?yàn)槊總€(gè)頻道比目前所價(jià)值的要花費(fèi)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(huì)提高他們的節(jié)目作為回應(yīng)，消耗美國(guó)民眾平均每天大約四個(gè)半小時(shí)的活動(dòng)應(yīng)該會(huì)變得更*人心弦，而非相反
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發(fā)表于 2011-8-21 23:31
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