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| Secondly, the Internet changes the timeline of entertainment production, broadcast and consumption. Instead of a movie opening on the big screen, then trickling down to television, video and the Internet, it can appear in all formats at once, as 2929 Entertainment plans to do with new Steven Soderbergh releases. At the same time, in a world of digital choice, people can ignore your offerings, but they can also keep watching, reading or listening forever. That concept, famously dubbed the "Long Tail" by wired editor Chris Anderson, also changes the entire economic model of entertainment, creating hugely successful niche products over longer periods of time. 其次，互联网改变了娱乐制作、广播和消费的档期。不是在大屏幕上公映一部电影，之后再分流到电视台、广播和互联网，而是立刻能以各种形式出现，犹如2929娱乐公司计划为史蒂文·索德伯格新作品所做的一般。与此同时，在一个充满数字化选择的世界里，人们可以不理睬你所提供的东西，但他们也可以一直观看、阅读和收听。《连线》杂志的编辑克里斯·安德森提出的那个著名的概念——“长尾”，同样改变了整个娱乐界的经济模式。正用较长的时间周期创造出非常成功的小市场产品。 That doesn't mean that the blockbuster movie, album, or TV series goes away. In many ways, it gets more important, as media companies put bigger bucks into marketing top products over multiple devices, and consumers look for standouts in a crowded lineup. "Event entertainment is getting bigger," says Bennett, citing the recent BBC nature series "Coast," which attracted 5 million viewers, or 21 percent of the viewing population. "That's a lot more than we would have gotten five years ago." 这并不意味着流行大片、唱片或电视系列节目就消失了。在很多方面，那变得更为重要，正如传媒公司注入更多资金来通过多种途径行销顶级产品，而消费者则从众多节目中寻找精品。贝内特声称：“时事娱乐正变得越来越重要。”拿BBC的自然系列节目“海岸”来说，这部系列片吸引了五百万观众的收看，或者说是达到了２１％的收视率。“这比五年前我们能达到的高出了很多。” That fact belies fears that the new world of entertainment will be isolating. It's true that digital media allows for endless personalization: Mom and Dad can watch separate TV shows, while Sister trades photos with online friends and so on. But the Internet also creates new opportunities for connection. Blogs and photo-sharing Web sites are thriving, and new communities of online DJs and filmmakers are springing up. Viewers are trading the made-for-mobile-phone dramas called mobisodes, or building virtual communities around Web broadcasts (many viewers of "Coast" used the BBC Web site to organize real-life coastal walks around Britain). The BBC is currently working on a digital storytelling project that would encourage kids to make their own documentaries online. "A lot of great television has been made by the public," Bennett says. 此事实表明了对新娱乐世界将变得孤立的担忧是假象。数字化媒体确实容许无穷的个性化：爸爸妈妈可以分开来观看不同的电视演出，姐姐在和网友交换照片以及其他。但互联网也为各种联系创造了新的机会。博客和相片共享网站正繁荣发展，网络DJ和电影制片者组成的新团体正横空出世。电视观众正在观看被称为“手机电视剧”的为手机制作的戏剧，或是围绕网络广播建立虚拟社团（“海岸”的很多观众就利用BBC网站组织了真实的环行英伦海岸活动）。BBC最近正在实施一个讲故事数码方案，这个计划旨在鼓励孩子们在网上制作他们自己的纪录片。“很多出色的电视节目都是由大众制作的。”贝内特说。 That includes the news. During recent events like the Southeast Asian tsunami and Hurricane Katrina, major networks rebroadcast pictures and reports from on-scene bloggers. In an April speech, Rupert Murdoch said that News Corp. might "experiment with the concept of using bloggers to supplement our daily coverage of news on the Net." Of course, there are some big questions about how you control quality among citizen bloggers, but solutions are already emerging. Take Wikipedia.org, the online, user-generated encyclopedia. Anyone can edit a page, which could theoretically lead to total anarchy. Instead, the community of users are themselves so involved and diligent that spam or misinformation tends to come down as quickly as it goes up. Wikipedia is a nonprofit, but some venture capitalists say that the advertising potential of the site could make it a billion-dollar busi-ness (community members have thus far bucked any movement in that direction). |
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