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| 娱乐的发展前景，向你——这个数字化世界的主人，承诺了更丰富的展示以及无限的选择。 The world's largest broadcaster first glimpsed the future of entertainment through the eyes of grade-school kids and grannies. Jana Bennett, director of television for the British Broadcasting Corp., remembers the shock well. The BBC was trying to get a grip on how new technologies are changing the way people use television, radio and new media. So in April 2004 the top brass invited "extreme users," those most deeply engaged in multimedia and Web sites, to chat. Expecting stereotypical geeks, they instead met grade-schoolers broadcasting their own music mixes created from BBC's radio Web pages, homemakers publishing online, and a "Gaming Granny" deep into multiplayer fantasy games. "We were blown away," remembers Bennett. "We realized there were large numbers of people out there doing things that we weren't doing." 透过小学生和老奶奶们的眼睛，全世界最大的广播公司最早瞥见了娱乐的未来前景。BBC电视业务总监加纳·贝内特还清楚地记得自己的震惊。BBC试图了解新科技如何改变人们使用电视、广播和新兴媒体的方式。2004年四月，高层邀请那些疯狂热衷于使用多媒体和互联网的“超级用户”进行座谈。他们期待着典型科技怪人的出现，却遇到了那些在BBC电台网站上发布自己原创音乐的中小学生、在网上发布文章的家庭妇女以及一位沉迷于多媒体幻想游戏的“祖母级电玩发烧友”。“我们被打败了，我们意识到有非常多的人在网上做着我们没在做的事。”贝内特回忆说。  That realization lit a fire under the BBC, and this fall, the venerable company will begin rolling out its new digital self. For starters, more than 50 percent of the fall television lineup will be available for free download over the Internet, as the broadcaster tests a new digital video-on-demand system. Meanwhile, the BBC will also be delivering snippets of top comedy shows to mobile phones, in a trial run for a TV-to-phone service, with more to come. All BBC producers are now required to think about how each new project might play out over every kind of medium and device. "Entertainment is no longer linear," says Bennett. "You have to think in terms of a broader life cycle of a show—how it will play on TV or computer, in a game, on a phone—and you have to embrace a new kind of creative partnership with your audience." 调查结果无异于在BBC点了一把火，这个秋天，这家老牌公司开始启动自身的数字化进程。首先，BBC超过50%的秋季电视节目将可以通过互联网进行免费下载，广播公司还测试了一种新的数字化视频点播系统。其间，BBC公司还向行动电话传送顶级喜剧节目的剪辑片段，将其作为一项“电视到电话”的试行服务，接下来还会有更多。现在，BBC所有的制作人都必需思考怎样通过各式媒体和设备将自己的新制作向大众传播。贝内特表示：“娱乐不再是线性的，你不得不思考如何延长一个节目的生命周期——怎样通过电视、电脑、游戏或是电话进行传播——你必须接纳你与观众建立的一种创造性的新伙伴关系。” The BBC's new strategy reflects two important truths of 21st-century media. Just as all politics is local, all news and entertainment is now personal—in the digital age, users can manipulate media to do what they want, when they want. Thanks to high-speed broadband pipes and peer-to-peer technology that puts more computing power in the hands of individuals, it's become much easier to create and manipulate media online. In this new world, consumers, as much as creators, are in control. BBC的新策略反映了21世纪传媒的两个重要事实。如同所有政策都有局部性一般，现在，所有新闻和娱乐都有着个人性质——在这个数字化时代。使用者可以根据自己的意愿操控媒体做什么、什么时候做。归功于高速宽带和对等网络科技，个人用户的手中拥有了更强大的计算机力量，在线创建和操控媒体变得更为简单。在这个新的世界里，用户几乎等于创造者，一切尽在其掌握之中。 |
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