（雅思課外精讀）《泰晤士報(bào)》廣播節(jié)目上線取代BBC

雅思托福考試是國(guó)際性英語(yǔ)標(biāo)準(zhǔn)化水平測(cè)試之一，參加考試和報(bào)班學(xué)習(xí)的學(xué)子眾多，那么【雅思課外精讀】《泰晤士報(bào)》廣播節(jié)目上線，取代BBC？？下面是由小編為大家整理的相關(guān)信息，僅供參考，歡迎大家閱讀本文。

*注：本文摘自6月27日《經(jīng)濟(jì)學(xué)人》

Radio killed the video star

廣播毀了視頻

Times Radio tries to lure listeners to the paper

泰晤士報(bào)電臺(tái)試圖吸引聽眾去關(guān)注該報(bào)紙The new station may have political as well as commercial aims這個(gè)新電臺(tái)可能有其政治和商業(yè)目的

1. SINCE 1785 a full English breakfast has been incomplete without a copy of the Times spread across the kitchen table. From June 29th Britons will have the option of listening rather than reading as they chew their bacon, as Times Radio begins to broadcast for 20 hours a day during the week and 19 at weekends. Listeners can expect quality, expertise and warmth, promises Stig Abell, fresh from a 4.30am start to record a pilot of his breakfast show. The commercial aim is to warm them up to subscribe to the newspaper.

從1785年起，一頓完整的英式早餐是不能少了一份《泰晤士報(bào)》的。從今年6月起，《泰晤士電臺(tái)》在工作日每天播報(bào)20小時(shí)，周末播報(bào)19小時(shí)，英國(guó)人可以選擇邊吃飯邊收聽廣播，而不是往常那樣邊吃飯邊看報(bào)。斯蒂格阿貝爾承諾，聽眾可以感受到優(yōu)質(zhì)、專業(yè)和溫度，他剛完成凌晨四點(diǎn)半開始的早間節(jié)目試播。該報(bào)的商業(yè)目的就是引起聽眾的注意，讓他們訂閱報(bào)紙。

2. As readers have become less willing to pay for news, papers have tried alternative formats. Until recently the main hope was video. Seeking advertising and prominence in Facebooks news feed, papers piled intomaking short films. But video was particularly unsuited to the way that journalists actually look, says Claire Enders, a pitiless analyst. Some of them did the most ridiculous turns. The experience was unprofitable as well as humiliating: ad revenue was thin on the ground and Facebook changed its algorithm, no longer rewarding video publishers. The heralded pivot to video has since become journalistic shorthand for doom.

讀者越來(lái)越不愿意為新聞付費(fèi)了，報(bào)紙也在開始嘗試其他模式。直到最近，主要還是嘗試視頻形式。為了能在Facebook的信息流中打廣告提升知名度，報(bào)紙紛紛開始制作短片。但是，分析師克萊爾恩德斯稱，視頻和記者很不搭，有些記者甚至做出了一些可笑的舉動(dòng)。這些經(jīng)歷無(wú)利可圖還讓人蒙羞：廣告收入很低，F(xiàn)acebook改變了算法，不再給視頻上傳者獎(jiǎng)勵(lì)。被大肆宣揚(yáng)的轉(zhuǎn)向視頻已經(jīng)成為新聞界末日的代名詞。

3. So the focus has shifted to audio. The success of the New York Timess The Daily podcast, with 2m downloads every weekday, persuaded editors that audio is an effective way to fish for subscribers. Times Radio will not run ads. With a rumoured annual budget of around 3m, breaking even will therefore mean persuading 10,000 listeners a year to take out a 312 digital subscription to the paper. Getting sponsors for shows will lower the bar to success; several such deals have already been done.

因此，新聞的焦點(diǎn)就轉(zhuǎn)到了音頻上。《紐約時(shí)報(bào)》的《每日播客》每天有2百萬(wàn)下載量，這讓編輯們相信，音頻是吸引用戶訂閱的有效方式?！短┪钍坎タ汀凡粫?huì)再刊登廣告。據(jù)傳，《泰晤士報(bào)》每年的預(yù)算是300萬(wàn)英鎊左右，要想實(shí)現(xiàn)收支平衡，就要想辦法讓1萬(wàn)聽眾花費(fèi)312英鎊訂閱電子版報(bào)紙。為節(jié)目爭(zhēng)取到贊助有助于減少預(yù)算，該報(bào)已經(jīng)獲得了幾筆贊助。

4. Podcasts are ubiquitous (The Economist has several). But Times Radio, with its all-day broadcast on digital radio, is a bigger venture. It brings opportunities: live radio has an energy that is hard to conjure in podcasts, and allows reaction to unfolding events. British radio listening is up during the pandemic, growing by 24% in March, according to MIDiA Research.Times Radio will borrow assets from other parts of News UK, its parent company: the shows are being made by Wireless, a radio firm, and some presenters are from its newspapers.

播客無(wú)處不在（《經(jīng)濟(jì)學(xué)人》也有幾個(gè)這樣的節(jié)目）。但是，《泰晤士報(bào)》的全天播報(bào)是一次更大的冒險(xiǎn)。這會(huì)帶來(lái)一些機(jī)遇：直播電臺(tái)擁有播客沒有的優(yōu)勢(shì)，還可以讓人們對(duì)事件的發(fā)展作出反應(yīng)。據(jù)MIDiA Research的數(shù)據(jù)，英國(guó)廣播收聽量在疫情期間上升了24%。泰晤士廣播公司將從其母公司英國(guó)新聞借入資產(chǎn)：這個(gè)播客節(jié)目是由無(wú)線電公司W(wǎng)ireless制作的，一些主持人來(lái)自其報(bào)社。

5. Still, radio is a massive step up from podcasts in terms of costs, says Keith Jopling of MIDiA. It is unclear whether it will be a correspondingly massive help in reaching new audiences. Radio is an oldsters medium: the average listener to Radio 4, the BBCs most Times-esque station, is 56. And, whereas podcasts travel well abroad, Times Radio has a domestic focus.

MIDiA的基思喬普林(Keith Jopling)表示，盡管如此，廣播成本比播客高很多。而且，目前還不清楚廣播是否真的能夠幫助報(bào)紙?jiān)黾佑嗛営脩?。廣播是老年人專屬：BBC最具時(shí)代氣息的電臺(tái)第四電臺(tái)的聽眾平均年齡是56歲。而且，播客在國(guó)外反響不錯(cuò)，但是《泰晤士報(bào)》卻把自己播客的重點(diǎn)放在了英國(guó)國(guó)內(nèi)。

6. For this reason, some people detect a political motive. News UKs owner, Rupert Murdoch, is a long-time BBC critic; last year News UK commissioned a report claiming BBC Radio 5 Live was not meeting its regulatory obligations. In February Downing Street briefed that it had plans towhack the BBC; ministers were banned from appearing on its Today programme, over its supposed bias. The purpose of Times Radio was thus to have a replacement for Radio 4 at the ready when the revolution comes, believes Ms Enders. But the pandemic has put the revolution on hold. Government relations are back to the normal world, says a BBC executive, who claims not to be losing sleep over Times Radio.

基于這一點(diǎn)，一些人察覺到了其政治動(dòng)機(jī)。英國(guó)新聞集團(tuán)的所有者魯珀特默多克(Rupert Murdoch)長(zhǎng)期以來(lái)一直對(duì)BBC持批評(píng)態(tài)度；去年，英國(guó)新聞集團(tuán)(News UK)提交了一份報(bào)告，稱BBC 5臺(tái)現(xiàn)場(chǎng)直播沒有履行其監(jiān)管義務(wù)。今年2月，唐寧街簡(jiǎn)報(bào)稱計(jì)劃打擊BBC;部長(zhǎng)們不許出現(xiàn)在其《今日》節(jié)目中，稱是因?yàn)锽BC對(duì)某些事件的偏見。恩德斯認(rèn)為，《泰晤士電臺(tái)》的目的是在變革到來(lái)之際，隨時(shí)有一個(gè)電臺(tái)來(lái)取代BBC第四電臺(tái)。但是，疫情推遲了變革。英國(guó)廣播公司(BBC)的一位主管表示，該公司與政府的關(guān)系恢復(fù)正常，他聲稱自己并沒有因?yàn)椤短┪钍坎タ汀范鴱匾闺y安。

7. Nor should he, given that the BBC has 60% of radio listeners, and Radio 4 alone a budget of nearly 100m. Still, Mr Murdoch, who quit the British TV business last year with the sale of Sky to Comcast, seems keen to keep a hand in British broadcasting. His son and apparent heir, Lachlan, has spent much of his career in audio. Times Radio may represent nothing more than table stakes for the Murdochs, but it is a game they have been playing for a long time.

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