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| So where does all this leave the traditional news and entertainment companies? Plenty (especially in Hollywood) are fearful of being put out of business by Google and Yahoo as they move forward with their efforts to control the "bundle" of voice, data and video into the home. Both now offer phone services, both are working on sophisticated video search technology, and Yahoo, under the leadership of former Warner Brother’s chairman and CEO Terry Semel, is moving more and more of its staff from Silicon Valley to L.A. As the worlds of media, technology and telecommunications collide, there will undoubtedly be more and more interesting new pairings (I e. eBay with Internet phone provider Skype). The major dot-coms have massive market capitalizations, as well as the all-important search technology and huge, and hugely revealing, customer databases. (Hollywood still can't figure out who the audience for any given movie is.) 那么，面对这一切，传统新闻和传媒公司的容身之地何在呢？大量的传统新闻和传媒公司（特别是在好莱坞）都害怕被Google和雅虎抢了生意，他们努力发展以控制捆绑一体的数字化语音、数据和视频进入千家万户。Google和雅虎现在都提供电话服务，并都在进行尖端视频搜索技术的开发，而在华纳兄弟娱乐公司前董事长兼首席执行官特里·塞梅尔的领导下，雅虎公司正在从硅谷调动大量的员工到洛杉矶。随着媒体、科技以及电信技术世界的碰撞，毋庸置疑的是：将会出现越来越有意思的组合（如eBay和互联网通话供应商Skype）。主流的网站集聚了大量的市场资本，还有首要的搜索技术，以及巨大的揭示性用户数据库。（好莱坞仍无法断定任一特定电影的观众是何许人也。） As 21st-century entertainment arrives, content will remain crucial. Its owners may not. Veteran entertainment investment banker Herb Allen says that as the Internet continues to cut out the middleman, it is the individual entertainment properties, rather than their corporate wrappers, that will increase in value. "Do videogames, top sports leagues and Discovery documentaries have a future? Absolutely. Do department-store style networks? I'm not so sure." 21世纪的娱乐到来了，其内容仍至关重要。谁是拥有者并不重要。经验丰富的娱乐投资银行家赫泊·艾伦表示：互联网继续取代经纪人，个体娱乐性将会增值，而非其公司的包装。“电玩、顶级体育竞技联赛和探索频道的纪录片有没有前途？答案是绝对肯定的。百货公司式的网络会否有前途呢？我就不那么肯定了。” While the gatekeepers may be in danger, producers and editors will become more important. Choice paralysis is a fact—studies have shown that people become overwhelmed and shut down when offered as few as 12 different options. Nielsen data show that even people who receive hundreds of channels tune in on only a dozen or so of them regularly. Virtual editors will play a growing role in the form of more sophisticated search engines that can scan not only text, but music and video, locating your favorite action scene in an old movie or a particular joke from a 1950s sitcom. 虽然主控人可能处于危险状态，制片人和编辑将变得更为重要。选择上的麻痹是一个事实——研究显示：人在面对12个不同的选择时，会变得不安和困惑。尼尔森公司的数据显示：即使人们可以收看到上百个频道，他们可能只会有规律地收看其中的12个左右。更先进的搜索引擎将不仅仅能扫描文本，而是包括音乐和视频，查找出一部老电影中你最喜欢的动作镜头或是从一部50年代情景喜剧中找出一个特别的笑话，以此状态虚拟编辑将发挥越来越大的作用。 There are those, even within the tech world, who worry about these automated editors. We are fast moving toward a world in which engineers and algorithms have as much effect on content selection as creative media types. "What happens to something—a story, a play, a research paper or an event—if Google decides, for whatever reason, that it's not important?" asks European venture capitalist Danny Rimer, one of the investors in Skype. Perhaps it will disappear altogether. Or perhaps it will simply make its way down the Long Tail of the Internet to the one-in-a-million consumer who will truly appreciate it. |
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