世界500强CEO访谈 第54期:华纳集团杰弗里比克斯 与电视媒体一致(2)

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　　记者：那它是怎样发挥自己的作用的呢？

　　Bevvkes: If you separate the broadcast-network business from the very large cable-branded network business, as you know all of the hundreds of channels—not cable, the multichannels, somebody ought to get a good word for this-it’s the branded channel business of TBS and MTV, Disney Channel, etc” and all of those have clear identities, loyal audiences that watch them on television一all we’re saying is that all of those branded channels delivered by cable, satellite and telecom, they should be available on demand on your television set and they should be available on demand on your PC and your mobile—broadband device. What we’re saying about TV Everywhere, we’d like to move in the direction of having all of those networks and certainly all of the ones that we run to be available to you for no extra charge, for free on broadband. You’ll be adding the other platforms-broadband and mobile—to your television experience for no extra charge.

　　比克斯：如果将有线广播网络业务与大的电缆网络业务分开的话，正如你所知道的，有上百种渠道，不是电缆的，而是多波段的包括日本TBS品牌渠道业务电视台和MTV，迪斯尼频道等等，所有这些都有明确的身份和忠实的听众，可以在电视上观看。我们要说的是，通过有线、卫星和电信提供的品牌渠道，便可以满足你对电视机的需求，他们应该提供您在个人电脑和移动宽带设备方面的所有需求，我们所说的关于TV Every where，我们想实现的发展方向是您能使用所有网络，当然包括所有我们运营的，而不收取额外的费用，在宽带上免费。你可以免费在你的电视机上增加其他的平台——比如宽带和移动功能。

　　Reporter: You can look at HBO for a pretty good example of this. HBO is available on demand-current episodes¹, current movies—right now，widely available on video on demand over your set-top box. I think the way people should think of this is, take TNT, which you mentioned, and other networks we don’t own, and have those available the same way HBO is available. You’d have current episodes, the last few episodes, you can keep up with your favorite series, whatever the schedule of that channel would be... I wouldn’t envision a windowing. I would envision whether it’s available literally² at the same time or the next day remains³ to be seen but there’s no conceptual reason why you couldn’t with a TV Everywhere model have it all available at the same time. If the idea is you should be able to watch your show whenever you want, why should there be a difference if you watch it on a laptop using broadband or on a mobile device?

　　记者：我们可以来看看HBO，它是一个很好的例子。HBO是随时可用的，现在目前的电影，录像等都可以满足你的需求。我认为，人们应当这样考虑，让你刚才提到的TNT以及其他非我们所有的网络像HBO—样可用。你可以保留目前正在播出的电视系列的最近几集。你可以保留你最喜欢的电视剧，不管节目什么时候播出。我不会设想一个窗口。我会想象它是否可在同一时间或第二天还能看到，但你为什么不能用TV Everywhere的模式让他们在同一时间都可用，还没有概念上的原因是在同一时间。如果你用宽带或移动设备的笔记本电脑看电视，那么和随时随地想看电视就看电视又有什么差别呢？

　　Bewkes: The practicality of it is do you stream all networks, which is hard for most networks to do because they don't have the rights so they’d simply be moving in that direction. The idea would be for most networks, they’d want to put their best foot forward and have programs that their fans most desire. HBO offers a choice. Every network may view this a little differently because they’re trying to make available what the audience is most interested in when they’re using VOD or using broadband. That could be different in different cases.

　　比克斯：它的实用性在于它是在你的所有网络中，这对大多数网络来说都是很难的。因为他们没有权利，所以他们会简单地朝着这个方向前进。这个想法适 用于大多数的网络，他们想尽全力向前，也有他们的粉丝最想要的电视节目。HBO就提供了一个选择。每个网络对此的观点可能都会有点不同，因为当 他们正在使用或使用宽带视频点播的时候，他们却正试图提供给观众。在不同的情况下，这也很有可能是不同的。

　　Reporter: Would you like to see the broadcast networks make their programming available in real-time，no matter if they put it up a day later somewhere else?

　　记者：您希望看到广播节目都在电视或网络上即时播放的情况吗，无论是否一天之后它会出现在别的一些网站上面？

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