2021年经济学人 付费有线电视的衰落(2)

A second factor is content.

第二个因素是内容。

American cable TV is running out of shows as studios move their best ones to their own streaming platforms.

随着制片公司将他们最好的节目转移到自己的流媒体平台上，美国有线电视的节目即将耗尽。

In Europe, where some streamers have yet to launch, pay-TV firms retain the rights to many of the most popular titles.

在欧洲，一些流媒体尚未推出，付费电视公司保留了许多最受欢迎的电视节目的版权。

Britons seeking the third season of WarnerMedia’s “Succession”, for instance, must go to Sky, a Comcast-owned satellite firm, since Warner’s HBO Max has yet to stream outside the Americas.

例如，英国人想要看华纳传媒的《接班》第三季，就必须去康卡斯特旗下的卫星公司Sky上看，因为华纳的HBO Max还没有在美洲以外的地区提供服务。

The last reason Europe still favours cable is that American streamers have forged partnerships¹ with European pay-TV firms rather than competing with them.

欧洲仍然青睐有线电视的最后一个原因是，美国流媒体运营商已经与欧洲付费电视公司建立了合作伙伴关系，而不是竞争关系。

In the race for subscribers, the quickest way for streamers to bulk up in Europe has been to join forces with satellite and cable incumbents².

在争夺订户的竞争中，流媒体公司在欧洲扩大规模的最快方式是与卫星和有线电视公司联手。

They are the ones with access to consumers and the ability to handle local marketing³ and ad sales.

他们能够接触到消费者，并有能力处理当地的市场营销和广告销售。

In Spain, Vodafone offers bundled subscriptions⁴ to Netflix, Disney+ and others.

在西班牙，沃达丰为网飞、迪士尼+等公司提供捆绑订阅服务。

Next year ViacomCBS’s Paramount+ will launch in six European countries on Sky’s platform.

明年，维亚康姆哥伦比亚广播公司的派拉蒙+将于天空电视台的平台上在6个欧洲国家推出。

Will cord-cutting eventually cross the Atlantic?

切断有线电视的趋势最终会跨越大西洋吗？

As long as Hollywood studios continue to license⁵ their programming to local players, consumers will have every reason to stick with pay-TV.

只要好莱坞制片公司继续将节目授权给当地的电视公司，消费者就有充分的理由继续使用付费电视。

For the studios themselves those deals are lucrative⁶, points out Mr Broughton: “Doing a Disney and cancelling all those contracts, then replacing them with your direct-to-consumer service, leaves you with a bit of a gap in your financials.”

布劳顿指出，对于电影公司本身来说，这些交易是有利可图的：“创建一个迪士尼，取消所有那些合同，然后取而代之，直接面向消费者的服务，这会给你的财务状况留下一点缺口。”

In the long run, though, studios would rather bring viewers onto their own platforms, as in America.

不过，从长远来看，电影公司更愿意把观众引到自己的平台上，就像美国这样。

In that scenario⁷, pay-TV firms may be left with little to offer but sport, alongside streaming bundles of the sort offered by France’s Orange or Britain’s Virgin⁸ Media.

在这种情况下，付费电视公司可能没有什么可提供的了，除了体育和法国Orange或英国Virgin Media提供的流媒体捆绑服务。

Warner plans a gradual European roll-out of HBO Max over the next few years.

华纳计划在未来几年逐步在欧洲推出HBO Max。

By the time the fourth season of “Succession” is out, audiences may be watching it online.

等到《继承人》第四季播出时，观众们可能已经在网上观看了。

1 partnerships   

n.伙伴关系( partnership的名词复数 )；合伙人身份；合作关系

参考例句：

• Partnerships suffer another major disadvantage: decision-making is shared. 合伙企业的另一主要缺点是决定要由大家来作。 来自英汉非文学 - 政府文件
• It involved selling off limited partnerships. 它涉及到售出有限的合伙权。 来自辞典例句

2 incumbents   

教区牧师( incumbent的名词复数 )； 教会中的任职者

参考例句：

• In general, incumbents have a 94 percent chance of being reelected. 通常现任官员有94%的几率会再次当选。
• This arangement yields a wonderful gain to incumbents. 这种安排为在职人员提供了意外的得益。

3 marketing   

n.行销，在市场的买卖，买东西

参考例句：

• They are developing marketing network.他们正在发展销售网络。
• He often goes marketing.他经常去市场做生意。

4 subscriptions   

n.（报刊等的）订阅费( subscription的名词复数 )；捐款；（俱乐部的）会员费；捐助

参考例句：

• Subscriptions to these magazines can be paid in at the post office. 这些杂志的订阅费可以在邮局缴纳。 来自《简明英汉词典》
• Payment of subscriptions should be made to the club secretary. 会费应交给俱乐部秘书。 来自《简明英汉词典》

5 license   

n.执照，许可证，特许；v.许可，特许

参考例句：

• The foreign guest has a license on the person.这个外国客人随身携带执照。
• The driver was arrested for having false license plates on his car.司机由于使用假车牌而被捕。

6 lucrative   

adj.赚钱的，可获利的

参考例句：

• He decided to turn his hobby into a lucrative sideline.他决定把自己的爱好变成赚钱的副业。
• It was not a lucrative profession.那是一个没有多少油水的职业。

7 scenario   

n.剧本，脚本；概要

参考例句：

• But the birth scenario is not completely accurate.然而分娩脚本并非完全准确的。
• This is a totally different scenario.这是完全不同的剧本。

8 virgin   

n.处女，未婚女子；adj.未经使用的；未经开发的

参考例句：

• Have you ever been to a virgin forest?你去过原始森林吗？
• There are vast expanses of virgin land in the remote regions.在边远地区有大片大片未开垦的土地。