本帖最后由 棉小花娃娃 于 2011-8-22 00:11 编辑
全文翻译，翻的不好请大家指正，互相学习哈~ The future of pay-television 付费电视的未来 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）
付费电视的模型，在媒体商业中首要的利润生产者和优秀的项目，正趋于瓦解 FIFTEEN years ago nearly all the television shows that excited critics and won awards appeared on free broadcast channels. 十五年前，将近所有的让评论家激动不已的或者获奖的 电视秀 都出现在免费的广播频道。 Pay-television (or, as many Americans call it, “cable”) was the domain of repeats, music videos and televangelists. 付费电视（或者，就像很多美国人所说的，“有线电视”）是重播，音乐视频和电视布道者的主宰 Then HBO, a subscription outfit mostly known for boxing and films, decided to try its hand at hour-long dramas. 随后HBO，一个以拳击（电视？）和电影著称的订阅机构，决定涉足一小时时长的戏剧 What began as an interesting experiment has become the standard way of supporting high-quality programming.
后来变成支撑高质量节目的标准方式，正是以这个有趣尝试为开端的。
Most of the great television dramas that are watched in America and around the world appear first on pay-TV channels.
大部分在美国以及世界范围内收看到的优秀电视戏剧首次出现在付费电视频道
Having shown others how to make gangster dramas with “The Sopranos”, HBO is laying down the standard for fantasy with “Game of Thrones”.
当《黑道家族》向人们展示了怎样制作土匪片时，HBO正在用《座天使的游戏》为荒诞片设定标准。
Other pay-TV channels have delved into 1960s advertising (“Mad Men”), drug dealing (“Breaking Bad”) and Renaissance court society (“The Borgias”).
其他的付费电视频道已经钻研到了二十世纪六十年代的广告片（《坏人》），毒品交易片（《绝命毒爸》）以及文艺复兴时期的宫廷生活
Pay-TV firms outside America, like Britain’s BSkyB, are beginning to pour money into original series.
美国以外的付费电视公司，例如英国的BSB，正准备把钱投入到创新系列中去
Talent is drifting to pay-television, in part because there are fewer appealing roles in film.
人才转而流向付费电视，部分是因为在电影界具有吸引力的岗位更少
Meanwhile, broadcast networks have retreated into a safe zone of sitcoms, police procedurals and singing competitions.
同时，广播网络已经退出到一个安全的领域，即情景戏剧，侦探小说和歌唱比赛当中去了
Reprints
Subscription has proved by far the best way of paying for high-quality television.
到目前为止，对高质量电视的最好付费方式已经有订阅数目所证明
Advertising veers up and down with the economic cycle, and can be skipped by using digital video recorders.
广告业的发展因经济循环而上下起伏，同时广告业可以被数码录像机所跳过
And any outfit that depends on advertising is liable to worry more about offending advertisers than about pleasing viewers.
同时，在冒犯广告商和讨好观众之间，任何依靠于广告业的机构都倾向于为冒犯广告商而犯愁
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
对于强制的，具有普遍多样性的，资源订阅同样更可取，它们为BBS和其他欧洲公共广播公司付费，这种广告公司由每个人的税收为依靠，必须取悦每一个人。
And a government can starve public broadcasters of money, too—as the BBC is painfully learning.
同时政府可以利用资金使公共广播公司陷入困境，就想BBS痛苦的教训
But pay-television is now under threat, especially in America (see article). 但是现在付费电视并未受到威胁，特别是在美国的 Prices have been driven so high at a time of economic malaise that many people simply cannot afford it. 在经济增长乏力时期，价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传播流言蜚语 promises of internet-delivered films and television shows for little or no money. 制造混乱的，有钱的公司，就像A,N，到处予以承诺，由网络传播的电影和电视秀收费一点，或者不收费。 Whether the lure of such alternatives or poverty is what is causing people to cancel their subscriptions is not clear. 是否 这样的可供选择的诱惑或者贫穷 是导致人们取消他们的订阅的原因并不明确 But the proportion of Americans who pay for TV is falling. 但是美国人为电视节目付费的比例正在下降 Other countries may follow. 其他国家的情况也如此 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.
付费电视的执行官认为人们总能找到方式来购买他们的产品，可能是通过消减电影票或瓶装水的开支，这种观点看似越来越使人有希望
Every month it appears more likely that the pay-TV system will break down.
每个月市场表现得更加像是付费电视系统将会崩溃
The era of ever-growing channel choice is coming to an end; cable and satellite distributors will begin to prune the least popular ones.
频道选择日益增长的时代即将结束，有线电视和卫星电视经销商将会开始削减最不受欢迎的节目
They may push “best of basic” packages, offering the most desirable channels—and perhaps leaving out sport.
他们可能推出“最好的额基础节目”串烧节目，提供观众最需要的节目频道，以及可能会省去体育节目
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.
在最具破坏性的场景中，不再无法想象，付费电视可能变成全部免费，伴随着各种频道直接向顾客兜售自己，可能通过网络分发他们的节目目录
How can media firms survive in such a world?
在这样的一个世界里，媒体公司要怎么幸存
After the bundle
在捆绑营销之后
It won’t be easy.
行情并不会好转
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.
他们必须开始大量销售，目前付费电视的经销商为他们做这些事情，他们必须开发出大量更多属于自己的项目
Repeats and old films lose their appeal in a world in which consumers can instantly call up vast archives.
在顾客能立即回想起大量的就作品的世界里，重播和旧电影失去了他们的吸引力
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.
如果他们想直接向观众销售产品，他们将会不得不变成为一个技术公司，建立应用程序和比他们现在更快捷的网站，只有这样他们才能预测到顾客可能需要想观看什么
But television as a whole should emerge stronger.
但是电视作为一个整体应该会变的更加强大
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.
如果人们购买单个频道而不是一个大捆绑式的节目，他们将会不得不考虑下单个的真正价值，更多的是因为每个频道比目前所价值的要花费更多
Media firms will improve their game in response. The activity that diverts 使分心the average American for some 大约four and a half hours each day should become more gripping, not less.
媒体公司将会提高他们的节目作为回应，消耗美国民众平均每天大约四个半小时的活动应该会变得更*人心弦，而非相反
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发表于 2011-8-21 23:31
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