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YouTube欲大变身 推专业原创视频

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小编摘要:据知情人士透露,谷歌公司正在对YouTube进行重大改革。随着允许人们在客厅观看在线视频的电视机的兴起,YouTube正试图对自身进行重新定位。


据知情人士透露,谷歌公司正在对YouTube进行重大改革。随着允许人们在客厅观看在线视频的电视机的兴起,YouTube正试图对自身进行重新定位。
Google Inc. is working on a major overhaul of YouTube as it tries to position itself for the rise of televisions that let people watch online video in their living rooms, according to people familiar with the matter.
一些知情人士说,YouTube正在考虑和广播及有线电视竞争。想要实现这一目标,YouTube必须吸引用户在网站上停留更长时间,并说服广告商自己能影响目标客户。
YouTube is looking to compete with broadcast and cable television, some of these people said, a goal that requires it to entice users to stay on the website longer, and to convince advertisers that it will reach desirable consumers.
Agence France-Presse/Getty Images知情人士说,YouTube正打算斥资高达1亿美元委托第三方制作专门为该网站设计的低成本内容。
It is planning to spend as much as $100 million to commission low-cost content designed exclusively for the Web, people familiar with the matter said.
即将推出的变化是YouTube这家全球最受欢迎的视频网站为朝新方向转型而下的一个重大赌注。在处于无序状态的用户生成内容和成本高昂、壁垒分明的成熟电视节目之间,谷歌希望能开拓出一个专业制作网络原创视频的细分市场,并借此培养忠实观众。
The pending change is a big bet by the world's most-popular video site to push in a new direction. Between the Wild West of user-generated content and the pricier precincts of full-blown TV shows, Google is hoping to carve out a niche of original, professionally produced Web videos that it hopes will cultivate loyal viewers.
YouTube计划对主页做出变动,以突出一系列围绕艺术和体育等主题的频道。一些知情人士透露,每周大约有二十几个频道会播放几个小时专业制作的原生节目。其它频道将主要播放网站上已有的内容。
YouTube is planning changes to its homepage to highlight sets of 'channels' around topics such as arts and sports. About 20 or so of those channels will feature several hours of professionally produced original programming a week, some of these people said. Additional channels would be assembled from content already on the site.
YouTube的一位发言人拒绝对这一新的举措置评。
A YouTube spokesman declined to comment on the new initiatives.
YouTube此举正值颠覆人们收看电视节目方式的流媒体视频服务强劲发展之际。Netflix Inc.正在构建一个电视节目内容和电影的存储空间,最近该公司正在设法获得播放热门电视剧《广告狂人》(Mad Men)的授权。亚马逊(Amazon.com Inc.)和Hulu LLC也有类似的举动。Hulu的投资者包括《华尔街日报》的母公司新闻集团(News Corp)。
YouTube's move comes as streaming video services are growing stronger, upending the way people watch TV shows. Netflix Inc. is building up a cache of TV content and movies, recently securing rights to stream the hit series 'Mad Men.' Amazon.com Inc. and Hulu LLC are making a similar grab. Hulu's investors include Wall Street Journal owner News Corp.
上述举措给有线电视和卫星电视公司施加了很大压力。为了参与竞争,有线电视和卫星电视正在开发和获取新的业务。周三,卫星电视运营商Dish Network Corp.在Blockbuster Inc.的破产拍卖中胜出,后者拥有流媒体电影业务。
The moves are pressuring cable and satellite companies, which are developing and acquiring new services to compete. On Wednesday, satellite operator Dish Network Corp. won a bankruptcy auction for Blockbuster Inc., which has a streaming movie business.
对于YouTube来说,推出这些举措代表公司进入了一个新的发展阶段。几年前,YouTube网站的设计理念是将流量导向个人视频,并帮助这些视频剪辑迅速走红。YouTube也因此取得了视屏网站的主导地位。那时候YouTube很少与内容所有者接触,主要将精力放在最大化那些广受欢迎的视频的流量,而不关心这些视频是愚蠢的还是严肃的、能否带来收入。
The efforts represent a new phase for YouTube, which years ago gained dominance with a site designed to drive traffic to individual videos and to help those clips go viral. It had little contact with content owners and focused on maximizing traffic to whatever was popular, whether it was silly or serious, revenue-generating or not.
按每月单一用户访问量计算,YouTube是目前世界排名第三的视频网站。据花旗集团(Citigroup)估计,YouTube去年收入大致为5.44亿美元。
YouTube is now the world's No. 3 website in terms of unique monthly visitor and generated about $544 million in revenue last year, according to estimates from Citigroup.
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2011-04-08 16:01 编辑:icetonado
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