世界500强CEO访谈 第55期:华纳集团杰弗里比克斯 与电视媒体一致(3)

 　　Bewkes: I’m not going to speak for them because they know their business and what their tradeoffs are. So far, the difference with broadcast today is they’re putting their programming increasingly online without regard to whether anybody is subscribing 1 to multichannel video and I think all the multichannel branded video networks are not doing it.

　　比克斯：我不想谈论这件事情，因为我相信他们知道自己在做什么，他们可以自己权衡这件事情。至今为止，广播的不同之处就在于，他们开始越来越多地将节目在线播放，然而他们并没有考虑到有观众已经预定了他们节目的视频录像，但是我想，那些多波段的视频网络并没有这样做。
　　Reporter: Who puts it together? Who makes sure if I go to AOL and I want to watch a program, or if I go to Fancast and want to watch a program, that it’s ok for me to watch it?
　　记者：谁会将这些事情组成一个整体呢？谁来确保我是否想要去美国在线看电视，或者我还是去Fancast看节目，我是否能看呢？
　　Bewkes: What we’re talking about ... a given network does an affiliation 2 agreement with all kinds of broadband providers like-and this is all hypothetical— with the usual suspect broadband providers so Verizon, AT and T, Cox, Comcast, Time Warner Cable, DirecTV, Yahoo-however you get your broadband and you could say if you have access to wherever consumers want to go—the TNT or MTV websites through you and watch the shows, or you want to have them on your servers and they watch them, you can have the affiliate 3 rights to do that and you don’t have to collect any money or pay us any money, they just have to be authenticated 5 as a multichannel video subscriber 6. All of the video providers would have a link in their software where they could be pinged to see if the person is a video subscriber. That’s not a complicated thing. It's simply a software program. And that’s whether I’m in a hotel room in Washington or my own living room? It doesn’t matter because you’re going through a broadband site to watch CNN or TBS and they’re basically saying fine... Remember the background on this. Everybody’s already paying for video. This is not likely to be an obstacle for virtually anybody.
　　比克斯：我们在谈论的是……某一个网络与各种宽带服务提供商进行联营协定---假设Verizon公司、AT and T公司、考克斯、康卡斯特，时代华纳有线公司、DirecTV公司、雅虎等与那些通常不可信的宽带提供商，不论你怎样得到你的宽带，你可以说你是否可以访问消费者希望的任何地方，通过你们访问TNT或MTV网站节目，或者你想将他们加入你的服务器并观察他们，你有权利这样做，你不用收取任何金钱或给我们支付任何款项，他们只需要作为多通道视频用户身份验证。视频的提供者都希望有一个自己的软件链接，看看该人是不是一个视频用户。这不是一个复杂的事情。它只是一个软件程序。我现在是在华盛顿的宾馆里还是自己家里，这都不重要。因为你是通过宽带观看CNN或日本TBS电视台的，一切进展都很顺利。记住这个大背景。每个人已经付钱看视频。因为这不可能对任何人来说都是障碍。
　　Reporter: Do you have anyone else who’s willing this week at the cable show or anytime very soon to say I’m going to join up with Jeff in doing this?
　　记者：这周有人在近期的一些节目中，或者通过其他的方式，告诉我们说："我愿意加入杰夫，来做好这个项目”吗？
　　Bewkes: Well，let’s not take away the suspense 7. We’re going to be there in a day or two, let’s do it there.
　　比克斯：让我们不要揭开这个悬念，我们还有一两天就实现了，然后开始搞。
　　Reporter: How do you take this from your idea and try it on one system with one network and make this bigger, faster?
　　记者：您是怎样形成这个想法的，并且在网络中的一个系统上开始实施然后不断扩大加快的呢？
　　Bewkes: You build the software capability 8 to do the authentication 9 and you start making affiliate agreements between networks and broadband providers. We’re going to take those and organize some agreements with broadband providers to do this provided the ability to authenticate 4 is there. That’s going to take a little time. I’m basically saying to other networks you should do the same.
　　比克斯：您建立了软件能力进行身份验证，开始在网络和宽带提供商之间做附属协议。我们将接受这些并组织和宽带连接提供商的一些协议来进行验证，因为验证能力是存在的。这将 需要一点时间。基本上说，我会对其他的网络商说，你们也应该这样做。
　　Reporter: It’s our pleasure to have you here. We really appreciate your time and effort. Thank you very much, Mr. Jeffrey.
　　记者：很高兴今天您能够抽出时间来接受我们的采访，非常感谢您，杰弗里先生。
　　Bewkes: Glad to be here. Thank you.
　　比克斯：谢谢！