評論
打印
Business
商業報道
Watching television
看電視
Cracking the screens
分開的屏幕
Media bosses hope mobile devices will help, rather than hurt, television
媒體老板希望移動設備能夠幫助而不是傷害電視業
IN THE television business, as at buffets, people crave seconds.
電視業務，就像自助餐，人們渴望快捷。
A series is deemed a success if it is renewed for another season.
如果能一個賽季續約就被認為是一系列的成功。
The industry is currently obsessed with the second screen—mobile phones and tablets that people play with while they watch TV.
該行業目前無法擺脫于第二屏幕-他們在看電視時玩手機和平板電腦。
Around three-quarters of American internet users regularly fiddle with a mobile device while watching the gogglebox.
大約四分之三的美國互聯網用戶經常邊玩手機邊看電視。
Media executives are abuzz working out how to turn this distraction into profitable transactions.
媒體高管們正在討論如何將這種分心轉成有利可圖的交易。
Twitter, a social-media firm which published its filing on October 3rd for an initial public offering, has big ambitions for little screens.
Twitter，一個在10月3日提交其首次公開募股的社交媒體公司，其在小屏幕上有很大的野心。
It trumpets its role as a complement to TV, pointing out that Americans sent 24m tweets during this year's Super Bowl and that 45% of the TV ads during the event invited viewers to tweet about them.
它鼓吹其對電視的補充作用，并指出美國人在今年的超級碗發出兩千四百萬微博和45％的電視廣告在活動期間邀請觀眾發關于他們的微博。
The firm has launched Twitter Amplify, a service that lets media firms and others tweet clips of shows or sporting events.
該公司已經推出了增強的Twitter，一個讓媒體公司和其他企業的微博關注節目或體育賽事的服務。
These carry sponsorship messages from advertisers and make money for both the TV company and Twitter.
這些可以從廣告公司帶來贊助消息并為電視公司和Twitter賺錢。
Old-fashioned TV companies see the opportunity too, and insist the second screen will not hurt their first, and primary, source of advertising revenue.
傳統的電視公司也發現了這個機遇,堅持認為第二屏幕不會傷害他們首要的和初級的廣告收入來源。
Viewers who are multitasking with other devices tend to tune in for longer, because they are commenting on the shows online or interacting with extra content through the networks' apps.
攜有其他設備的多任務觀眾往往收聽時間更長,因為他們會在線發表評論或通過應用軟件交流其他的內容。
A survey by Bravo, an American network owned by Comcast, found that viewers using mobile phones were also more likely to sit through adverts.
美國網絡康卡斯特旗下的布拉沃的一項調查發現觀眾使用手機更有可能把廣告看完。
TV executives predict it will become more common to sync TV and mobile ads, so marketing messages are reinforced across the two screens.
電視高管預測電視和移動廣告同步將變得更加普遍,所以營銷信息在兩個屏幕之間得到加強。
On October 7th, Nielsen, a firm whose ratings determine how much TV networks get paid for ads, launched a new product that analyses how many people comment about shows on Twitter.
10月7日，評級決定電視網絡收取多少廣告費的尼爾森公司推出一款新產品, 分析有多少人在推特上評論節目。
Sporting events and talent shows present the greatest opportunity, because they attract passionate fans who like to chatter online.
體育賽事和選秀節目提供了最大的機會,因為他們可以吸引熱情的球迷在線交流。
Some shows, such as The X Factor, encourage voting, and others feature social-media comments on live TV.
一些節目,比如X因子鼓勵投票和其他社交媒體評論電視直播功能。
There are now as many start-ups vying to profit from the second screen as there are Real Housewives.
現在有許多新公司從第二屏幕爭奪利潤，因為有真正的家庭主婦。
A daft name, like Zeebox or Viggle, is mandatory.
一定要取一個像Zeebox或Viggle的愚蠢名字。
But with more screens, advertising may become confusing.
但是屏幕再多廣告可能會變得混亂。
Firms will start to advertise on mobiles while viewers watch a TV ad for a rival product, predicts Charles Muirhead of Rightster, an online-video platform.
公司Muirhead Rightster在一個在線視頻平臺預測觀眾看電視上競爭對手的廣告時公司將開始在手機上做廣告。
And media firms must be careful not to besiege viewers with too many ads and novel features.
媒體公司必須小心不要用太多廣告和新穎特點煩擾觀眾。
There's a fine line between providing consumers with information they want and annoying them, says Alan Wurtzel, president of research at NBCUniversal, a media firm.
媒體公司nbc環球的總裁艾倫說提供的是觀眾想要的信息還是厭煩的信息是有一條明顯的界限的。
The second screen is unlikely to be as lucrative as many hope.
第二個屏幕并不是像希望的那樣有利可圖。
For one, its impact will be limited to certain shows.
其一, 其影響將被限制在特定的節目。
Second-screen applications work best when people watch live TV, says Jonathan Reynaga of Tiny Horse, a digital-media firm.
一個叫Tiny Horse的數字媒體公司的Jonathan Reynaga 說第二屏幕在人們觀看直播電視時應用最好。
But more people are watching shows on demand.
但是更多的人正在看節目點播。
No one is sure whether the money spent on advertising will grow thanks to the second screen, or simply come out of marketers' overall TV budgets.
沒有人能說清楚花在廣告上的錢的增長得益于第二屏幕或簡單地來自營銷人員的整體電視預算。
At a recent gathering of TV executives in Cannes, Dan Rose, who oversees partnerships for Facebook, gave a slick presentation about his firm's ambitions for making money from TV.
最近在戛納舉辦的一次電視行業高管的聚會上,丹羅斯負責為Facebook尋找合作伙伴,他做了一次漂亮的演示表達了他們公司從電視賺錢的野心。
He did not discuss whether the advertising pie would shrink for TV companies.
他沒有討論電視廣告是否將會縮水。
The audience must have found themselves wondering.
觀眾必須發現自己想。
He left the stage without taking questions.
他離開了舞臺但沒有回答問題。
