经济学人279:看电视 分开的屏幕
时间：2019-02-11 作者：英语课 分类：经济学人商业系列
Business
商业报道
Watching television
看电视
Cracking the screens
分开的屏幕
Media bosses hope mobile devices will help, rather than hurt, television
媒体老板希望移动设备能够帮助而不是伤害电视业
IN THE television business, as at buffets 1, people crave 2 seconds.
电视业务，就像自助餐，人们渴望快捷。
A series is deemed a success if it is renewed for another season.
如果能一个赛季续约就被认为是一系列的成功。
2_副本.jpgThe industry is currently obsessed 3 with the second screen—mobile phones and tablets that people play with while they watch TV.
该行业目前无法摆脱于第二屏幕-他们在看电视时玩手机和平板电脑。
Around three-quarters of American internet users regularly fiddle 4 with a mobile device while watching the gogglebox.
大约四分之三的美国互联网用户经常边玩手机边看电视。
Media executives are abuzz working out how to turn this distraction 5 into profitable transactions.
媒体高管们正在讨论如何将这种分心转成有利可图的交易。
Twitter, a social-media firm which published its filing on October 3rd for an initial public offering, has big ambitions for little screens.
Twitter，一个在10月3日提交其首次公开募股的社交媒体公司，其在小屏幕上有很大的野心。
It trumpets 6 its role as a complement 7 to TV, pointing out that Americans sent 24m tweets during this year's Super Bowl and that 45% of the TV ads during the event invited viewers to tweet about them.
它鼓吹其对电视的补充作用，并指出美国人在今年的超级碗发出两千四百万微博和45％的电视广告在活动期间邀请观众发关于他们的微博。
The firm has launched Twitter Amplify 8, a service that lets media firms and others tweet clips of shows or sporting events.
该公司已经推出了增强的Twitter，一个让媒体公司和其他企业的微博关注节目或体育赛事的服务。
These carry sponsorship messages from advertisers and make money for both the TV company and Twitter.
这些可以从广告公司带来赞助消息并为电视公司和Twitter赚钱。
Old-fashioned TV companies see the opportunity too, and insist the second screen will not hurt their first, and primary, source of advertising 9 revenue.
传统的电视公司也发现了这个机遇,坚持认为第二屏幕不会伤害他们首要的和初级的广告收入来源。
Viewers who are multitasking with other devices tend to tune 10 in for longer, because they are commenting on the shows online or interacting with extra content through the networks' apps.
携有其他设备的多任务观众往往收听时间更长,因为他们会在线发表评论或通过应用软件交流其他的内容。
A survey by Bravo, an American network owned by Comcast, found that viewers using mobile phones were also more likely to sit through adverts 11.
美国网络康卡斯特旗下的布拉沃的一项调查发现观众使用手机更有可能把广告看完。
TV executives predict it will become more common to sync TV and mobile ads, so marketing 12 messages are reinforced across the two screens.
电视高管预测电视和移动广告同步将变得更加普遍,所以营销信息在两个屏幕之间得到加强。
On October 7th, Nielsen, a firm whose ratings determine how much TV networks get paid for ads, launched a new product that analyses how many people comment about shows on Twitter.
10月7日，评级决定电视网络收取多少广告费的尼尔森公司推出一款新产品, 分析有多少人在推特上评论节目。
Sporting events and talent shows present the greatest opportunity, because they attract passionate 13 fans who like to chatter 14 online.
体育赛事和选秀节目提供了最大的机会,因为他们可以吸引热情的球迷在线交流。
Some shows, such as The X Factor, encourage voting, and others feature social-media comments on live TV.
一些节目,比如X因子鼓励投票和其他社交媒体评论电视直播功能。
There are now as many start-ups vying 15 to profit from the second screen as there are Real Housewives.
现在有许多新公司从第二屏幕争夺利润，因为有真正的家庭主妇。
A daft name, like Zeebox or Viggle, is mandatory 16.
一定要取一个像Zeebox或Viggle的愚蠢名字。
But with more screens, advertising may become confusing.
但是屏幕再多广告可能会变得混乱。
Firms will start to advertise on mobiles while viewers watch a TV ad for a rival product, predicts Charles Muirhead of Rightster, an online-video platform.
公司Muirhead Rightster在一个在线视频平台预测观众看电视上竞争对手的广告时公司将开始在手机上做广告。
And media firms must be careful not to besiege 17 viewers with too many ads and novel features.
媒体公司必须小心不要用太多广告和新颖特点烦扰观众。
There's a fine line between providing consumers with information they want and annoying them, says Alan Wurtzel, president of research at NBCUniversal, a media firm.
媒体公司nbc环球的总裁艾伦说提供的是观众想要的信息还是厌烦的信息是有一条明显的界限的。
The second screen is unlikely to be as lucrative 18 as many hope.
第二个屏幕并不是像希望的那样有利可图。
For one, its impact will be limited to certain shows.
其一, 其影响将被限制在特定的节目。
Second-screen applications work best when people watch live TV, says Jonathan Reynaga of Tiny Horse, a digital-media firm.
一个叫Tiny Horse的数字媒体公司的Jonathan Reynaga 说第二屏幕在人们观看直播电视时应用最好。
But more people are watching shows on demand.
但是更多的人正在看节目点播。
No one is sure whether the money spent on advertising will grow thanks to the second screen, or simply come out of marketers' overall TV budgets.
没有人能说清楚花在广告上的钱的增长得益于第二屏幕或简单地来自营销人员的整体电视预算。
At a recent gathering 19 of TV executives in Cannes, Dan Rose, who oversees 20 partnerships 21 for Facebook, gave a slick presentation about his firm's ambitions for making money from TV.
最近在戛纳举办的一次电视行业高管的聚会上,丹罗斯负责为Facebook寻找合作伙伴,他做了一次漂亮的演示表达了他们公司从电视赚钱的野心。
He did not discuss whether the advertising pie would shrink for TV companies.
他没有讨论电视广告是否将会缩水。
The audience must have found themselves wondering.
观众必须发现自己想。
He left the stage without taking questions.
他离开了舞台但没有回答问题。
1.play with 同…一起玩；玩弄
Meanwhile, officials play with numbers.
同时，官员们玩起了数字游戏。
Palestinian boys play with toy guns in a refugee camp in ramallah.
巴勒斯坦的小男孩在拉马拉的难民营玩玩具手枪。
2.fiddle with 乱动；摆弄；拨弄
Innovators are also inveterate 22 experimenters, who fiddle with both their products and their business models.
创新者也是根深蒂固的实践者，他们可以随意摆弄他们的产品和经营模式。
But there is also plainly a need to fiddle with some of the global political architecture.
但这是一个胡乱摆弄全球政治结构的徒劳的需要。
3.turn into 变成；译成；成为
Could all of this really turn into a full-fledged crisis?
所有这一切真的会变成一场完全的危机？
Could 2010 turn into 1994 or 2004 for the markets?
2010年的市场会变成1994或2004年的市场吗？
4.point out 指出，把注意力引向…；提示
Nobody seems minded to point out an obvious fact.
似乎没人愿意指出一个显而易见的事实。
I have something to point out.
有些地方我要指出来。
- All life's buffets should be met with dignity and good sense. 所有人生之打击都应以尊严和理智对付之。
- In addition to buffets, American families enjoy picnics and barbeques. 除自助餐外，美国家庭还喜欢野餐和户外烧烤餐。
- Many young children crave attention.许多小孩子渴望得到关心。
- You may be craving for some fresh air.你可能很想呼吸呼吸新鲜空气。
- He's obsessed by computers. 他迷上了电脑。
- The fear of death obsessed him throughout his old life. 他晚年一直受着死亡恐惧的困扰。
- She plays the fiddle well.她小提琴拉得好。
- Don't fiddle with the typewriter.不要摆弄那架打字机了。
- Total concentration is required with no distractions.要全神贯注，不能有丝毫分神。
- Their national distraction is going to the disco.他们的全民消遣就是去蹦迪。
- A wreath was laid on the monument to a fanfare of trumpets. 在响亮的号角声中花圈被献在纪念碑前。
- A fanfare of trumpets heralded the arrival of the King. 嘹亮的小号声宣告了国王驾到。
- The two suggestions complement each other.这两条建议相互补充。
- They oppose each other also complement each other.它们相辅相成。
- The new manager wants to amplify the company.新经理想要扩大公司。
- Please amplify your remarks by giving us some examples.请举例详述你的话。
- Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
- The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。
- He'd written a tune,and played it to us on the piano.他写了一段曲子，并在钢琴上弹给我们听。
- The boy beat out a tune on a tin can.那男孩在易拉罐上敲出一首曲子。
- the adverts on television 电视广告
- The adverts are not very informative. 这些广告并没有包含太多有用信息。
- 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。
- He is said to be the most passionate man.据说他是最有激情的人。
- He is very passionate about the project.他对那个项目非常热心。
- Her continuous chatter vexes me.她的喋喋不休使我烦透了。
- I've had enough of their continual chatter.我已厌烦了他们喋喋不休的闲谈。
- California is vying with other states to capture a piece of the growing communications market.为了在日渐扩大的通讯市场分得一杯羹，加利福尼亚正在和其他州展开竞争。
- Four rescue plans are vying to save the zoo.4个拯救动物园的方案正争得不可开交。
- It's mandatory to pay taxes.缴税是义务性的。
- There is no mandatory paid annual leave in the U.S.美国没有强制带薪年假。
- The Afghan air force was using helicopters to supply the besieged town.阿富汗空军正用直升机向被围城镇提供补给。
- She was besieged by the press and the public.她被媒体和公众纠缠不休。
- 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。
- He called on Mr. White to speak at the gathering.他请怀特先生在集会上讲话。
- He is on the wing gathering material for his novels.他正忙于为他的小说收集资料。
- She oversees both the research and the manufacturing departments. 她既监督研究部门又监督生产部门。 来自《简明英汉词典》
- The Department of Education oversees the federal programs dealing with education. 教育部监管处理教育的联邦程序。 来自互联网
- 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
- Hitler was not only an avid reader but also an inveterate underliner.希特勒不仅酷爱读书，还有写写划划的习惯。
- It is hard for an inveterate smoker to give up tobacco.要一位有多年烟瘾的烟民戒烟是困难的。