China
China, itself, is a prime example of the global change in communication. China has become the largest internet market in the world with 338 million online users. This is more than the total population of the USA. China is the largest mobile phone market in the world with over 700 million mobile users. More than 100 million users are surfing the Internet via their mobile phones. More than half of online users have blogs - contributing their voices to local and national debate. Chinese media - such as Xinhua News Agency, China Central Television - CCTV, Chinese Radio International - CRI; have all actively expanded their operations beyond China's borders and are working hard to make an impact on the global stage. And the BBC too has been reaching out - including of course to China
中國
中國本身就是全球通信變革的例子。中國已經(jīng)成為世界上的互聯(lián)網(wǎng)市場，網(wǎng)民達3.38億，比美國的總人口還多。中國也是世界上的移動電話市場，手機用戶超過7億，其中1億多用戶通過手機上網(wǎng)。一半以上的中國網(wǎng)民開設了博客，他們通過博客在本地以至全國性的辯論中發(fā)表自己的見解。中國的媒體，比如新華通訊社、中央電視臺和中國國際廣播電臺，也都積極開拓中國國界以外的海外業(yè)務，并努力在全球舞臺上發(fā)揮影響力。與此同時，BBC也在擴大受眾影響--這當然也包括中國在內。
Globalisation, the English Language and the BBC
One of the most important trends of the last decade has been the globalisation of trade and communications. That process has 'adopted' the English language as one of its key instruments. This is not a 'win-lose' - a victory for English speaking countries and a loss for non-English speaking countries. On the contrary, the development of English as a lingua franca, alongside the development and expansion of other world languages can be seen as a win-win for global society. It can preserve local culture and values while opening better channels for intercultural dialogue, exchange and communication.
全球化、英語和BBC
10年來最重要的趨勢之一就是貿易和通信的全球化。在這個過程中，英語成為了其中一個關鍵的工具。這不是一種"有贏有輸"的局面--也就是英語國家贏，非英語國家輸?shù)那闆r。相反，英語作為世界語言的發(fā)展，以及其他世界性語言的壯大，都可以看作全球社會的雙贏。這既可以保存當?shù)氐奈幕蛢r值觀，同時也為文化之間的對話、交流和溝通打開了更好的渠道。
Many linguists suggest that the future facing us is bilingual or even trilingual. In China an estimated 300 million people are learning English, and in India the number is put at 350 million. English has become a truly international language with more speakers of English as a second language than as a first or mother tongue.
很多語言學家提出，我們在未來將使用雙語甚至三語。中國約有3億人在學英語，印度學英語的人估計有3.5億。英語已經(jīng)成為真正的國際語言，因為把英語作為第二語言的人數(shù)已經(jīng)超過以英語為第一語言或母語的人數(shù)。
As a global multimedia broadcaster in English and over 30 other languages the BBC understands this emerging multilingual future. Our listeners, viewers, and web users switch between languages and cross-check different sources themselves. Well over half our audiences have English as a second language, and on some services the proportion is as high as 80%. We actively promote English learning, but we also promote other languages as well, such as Arabic, Spanish, Mandarin, Hindi, and Urdu to name just a few.
作為使用英語和其他30多種語言的全球多媒體廣播公司，BBC認識到了這個多語種未來的重要性。我們的聽眾、觀眾和網(wǎng)絡用戶在不同的語言之間轉換，多方查證不同的消息來源。我們有一大半受眾把英語作為第二語言，而對某些市場而言，這個比例高達80%。我們積極鼓勵英語學習，同時我們也鼓勵學習其他語言，比如阿拉伯語、西班牙語、漢語普通話、印地語和烏爾都語等。
In English language learning our best results have been achieved working in close collaboration with local partners: China is a good example.
在英語學習方面，我們通過與當?shù)鼗锇槊芮泻献魅〉眯Ч?。中國是一個很好的例子。
Our performance:
The BBC English language teaching (ELT) China team was set up in 2004 and by 2009 achieved online traffic of 76 and a half million (monthly PIs in June 2009) through successful syndication agreements with 23 Chinese websites including QQ and Sina, two of the biggest sites in China.
我們的成績
BBC英語教育（簡稱ELT）的中國團隊成立于2004年。通過與23家中國網(wǎng)站（包括中國網(wǎng)站中的QQ和新浪）達成聯(lián)合，到2009年，我們的網(wǎng)上流量達到7650萬（2009年6月的統(tǒng)計數(shù)字）。
Background:
As part of the BBC World Service strategy, ELT was well-placed to gain a BBC audience and awareness of BBC brand due to the high level of interest in learning English in China. Initially we targeted radio audiences through partnerships with Chinese radio stations. The style of programmes was innovative and pioneering, we moved from rather didactic sounding programmes to an FM friendly sound to attract the radio stations. Our programmes were received well by partners but audience figures were difficult to measure and research indicated that radio was not a popular medium in China for learning. This led us to investigate other platforms.
背景
在中國，人們學習英語的熱情很高。因此，作為BBC世界新聞戰(zhàn)略一部分的英語教育處于有利位置，可以為BBC贏得受眾，增進人們對BBC品牌的認識。最初，我們通過與中國的電臺合作吸引廣播聽眾。節(jié)目形式新穎而富有創(chuàng)意，我們從說教式的節(jié)目轉向更適于在調頻臺播放的內容，以吸引廣播電臺的參與。我們的節(jié)目得到了合作伙伴的歡迎，但聽眾人數(shù)難以衡量，研究顯示，廣播在中國不是流行的學習媒介。這使我們著手調查其他平臺。
bbcukchina.com
In January 2006 we set up the website bbcukchina.com which was created to offer Chinese students and young professionals in China information about the UK and educational material in an entertaining way. bbcukchina.com seeks to enhance cross-cultural understanding between the UK and China, taking full advantage of the demand for engaging English learning materials in China.
BBC英倫網(wǎng)（BBCUKChina.com）
2006年1月，我們開設了BBC英倫網(wǎng)，以生動活潑的方式向中國學生和年輕的專業(yè)人士提供有關英國的信息和教育內容。BBC英倫網(wǎng)力圖充分利用中國人對英語學習內容的需求，加強英中之間的跨文化交流。
We have worked closely with Chinese websites and businesses to promote China/UK relations through university seminars and joint activities focussing on English language teaching, studying in the UK as well as Britain life and culture etc.
We understood that the most efficient way to maximise traffic was via syndication to Chinese sites (they already had large audiences and were easier and faster for users in China to download material).
我們與一些中國網(wǎng)站和企業(yè)密切合作，圍繞英語教學、留學英國以及英國的生活和文化等舉辦大學校園研討會和聯(lián)合推廣活動，并通過這些活動宣傳促進中英關系的發(fā)展。我們知道，提高網(wǎng)站流量的方式是與中國網(wǎng)站聯(lián)手進行內容合作（它們已經(jīng)擁有大批受眾，而且中國用戶通過這些網(wǎng)站下載材料也較為便捷）。
The site as a whole had traffic of just under 100 million monthly page impressions in June 2009 via partnerships and traffic direct to the BBC site.With the relaunch of our new site this August, bbcukchina will be able to progress yet further by offering a more advanced platform for multimedia programmes, including video streaming and an improved user interface.
2009年6月，BBC英倫網(wǎng)的每月網(wǎng)頁瀏覽量接近１億，這包括人們通過合作伙伴的訪問和對BBC網(wǎng)站的直接訪問。今年8月，我們重新推出了BBC英倫網(wǎng)。希望通過提供更先進的多媒體節(jié)目平臺，包括增加在線視頻內容和改進用戶界面，使BBC英倫網(wǎng)得到進一步的發(fā)展。
We have a mobile product in China in partnership with Nokia China and hope to find opportunities to launch on a TV platform with a Chinese partner. The BBC is currently involved in developing English language e-learning (Internet) and m-learning (mobile telephone) options in a number of countries, and welcomes discussions with public and private sector partners in this area.
此外，我們與諾基亞中國合作推出了手機內容產(chǎn)品，并希望有機會與中國合作伙伴共同推出電視平臺。BBC目前在許多國家參與發(fā)展網(wǎng)上英語學習和手機英語學習，我們歡迎在這個領域與公營及民營伙伴開展合作。
China, itself, is a prime example of the global change in communication. China has become the largest internet market in the world with 338 million online users. This is more than the total population of the USA. China is the largest mobile phone market in the world with over 700 million mobile users. More than 100 million users are surfing the Internet via their mobile phones. More than half of online users have blogs - contributing their voices to local and national debate. Chinese media - such as Xinhua News Agency, China Central Television - CCTV, Chinese Radio International - CRI; have all actively expanded their operations beyond China's borders and are working hard to make an impact on the global stage. And the BBC too has been reaching out - including of course to China
中國
中國本身就是全球通信變革的例子。中國已經(jīng)成為世界上的互聯(lián)網(wǎng)市場，網(wǎng)民達3.38億，比美國的總人口還多。中國也是世界上的移動電話市場，手機用戶超過7億，其中1億多用戶通過手機上網(wǎng)。一半以上的中國網(wǎng)民開設了博客，他們通過博客在本地以至全國性的辯論中發(fā)表自己的見解。中國的媒體，比如新華通訊社、中央電視臺和中國國際廣播電臺，也都積極開拓中國國界以外的海外業(yè)務，并努力在全球舞臺上發(fā)揮影響力。與此同時，BBC也在擴大受眾影響--這當然也包括中國在內。
Globalisation, the English Language and the BBC
One of the most important trends of the last decade has been the globalisation of trade and communications. That process has 'adopted' the English language as one of its key instruments. This is not a 'win-lose' - a victory for English speaking countries and a loss for non-English speaking countries. On the contrary, the development of English as a lingua franca, alongside the development and expansion of other world languages can be seen as a win-win for global society. It can preserve local culture and values while opening better channels for intercultural dialogue, exchange and communication.
全球化、英語和BBC
10年來最重要的趨勢之一就是貿易和通信的全球化。在這個過程中，英語成為了其中一個關鍵的工具。這不是一種"有贏有輸"的局面--也就是英語國家贏，非英語國家輸?shù)那闆r。相反，英語作為世界語言的發(fā)展，以及其他世界性語言的壯大，都可以看作全球社會的雙贏。這既可以保存當?shù)氐奈幕蛢r值觀，同時也為文化之間的對話、交流和溝通打開了更好的渠道。
Many linguists suggest that the future facing us is bilingual or even trilingual. In China an estimated 300 million people are learning English, and in India the number is put at 350 million. English has become a truly international language with more speakers of English as a second language than as a first or mother tongue.
很多語言學家提出，我們在未來將使用雙語甚至三語。中國約有3億人在學英語，印度學英語的人估計有3.5億。英語已經(jīng)成為真正的國際語言，因為把英語作為第二語言的人數(shù)已經(jīng)超過以英語為第一語言或母語的人數(shù)。
As a global multimedia broadcaster in English and over 30 other languages the BBC understands this emerging multilingual future. Our listeners, viewers, and web users switch between languages and cross-check different sources themselves. Well over half our audiences have English as a second language, and on some services the proportion is as high as 80%. We actively promote English learning, but we also promote other languages as well, such as Arabic, Spanish, Mandarin, Hindi, and Urdu to name just a few.
作為使用英語和其他30多種語言的全球多媒體廣播公司，BBC認識到了這個多語種未來的重要性。我們的聽眾、觀眾和網(wǎng)絡用戶在不同的語言之間轉換，多方查證不同的消息來源。我們有一大半受眾把英語作為第二語言，而對某些市場而言，這個比例高達80%。我們積極鼓勵英語學習，同時我們也鼓勵學習其他語言，比如阿拉伯語、西班牙語、漢語普通話、印地語和烏爾都語等。
In English language learning our best results have been achieved working in close collaboration with local partners: China is a good example.
在英語學習方面，我們通過與當?shù)鼗锇槊芮泻献魅〉眯Ч?。中國是一個很好的例子。
Our performance:
The BBC English language teaching (ELT) China team was set up in 2004 and by 2009 achieved online traffic of 76 and a half million (monthly PIs in June 2009) through successful syndication agreements with 23 Chinese websites including QQ and Sina, two of the biggest sites in China.
我們的成績
BBC英語教育（簡稱ELT）的中國團隊成立于2004年。通過與23家中國網(wǎng)站（包括中國網(wǎng)站中的QQ和新浪）達成聯(lián)合，到2009年，我們的網(wǎng)上流量達到7650萬（2009年6月的統(tǒng)計數(shù)字）。
Background:
As part of the BBC World Service strategy, ELT was well-placed to gain a BBC audience and awareness of BBC brand due to the high level of interest in learning English in China. Initially we targeted radio audiences through partnerships with Chinese radio stations. The style of programmes was innovative and pioneering, we moved from rather didactic sounding programmes to an FM friendly sound to attract the radio stations. Our programmes were received well by partners but audience figures were difficult to measure and research indicated that radio was not a popular medium in China for learning. This led us to investigate other platforms.
背景
在中國，人們學習英語的熱情很高。因此，作為BBC世界新聞戰(zhàn)略一部分的英語教育處于有利位置，可以為BBC贏得受眾，增進人們對BBC品牌的認識。最初，我們通過與中國的電臺合作吸引廣播聽眾。節(jié)目形式新穎而富有創(chuàng)意，我們從說教式的節(jié)目轉向更適于在調頻臺播放的內容，以吸引廣播電臺的參與。我們的節(jié)目得到了合作伙伴的歡迎，但聽眾人數(shù)難以衡量，研究顯示，廣播在中國不是流行的學習媒介。這使我們著手調查其他平臺。
bbcukchina.com
In January 2006 we set up the website bbcukchina.com which was created to offer Chinese students and young professionals in China information about the UK and educational material in an entertaining way. bbcukchina.com seeks to enhance cross-cultural understanding between the UK and China, taking full advantage of the demand for engaging English learning materials in China.
BBC英倫網(wǎng)（BBCUKChina.com）
2006年1月，我們開設了BBC英倫網(wǎng)，以生動活潑的方式向中國學生和年輕的專業(yè)人士提供有關英國的信息和教育內容。BBC英倫網(wǎng)力圖充分利用中國人對英語學習內容的需求，加強英中之間的跨文化交流。
We have worked closely with Chinese websites and businesses to promote China/UK relations through university seminars and joint activities focussing on English language teaching, studying in the UK as well as Britain life and culture etc.
We understood that the most efficient way to maximise traffic was via syndication to Chinese sites (they already had large audiences and were easier and faster for users in China to download material).
我們與一些中國網(wǎng)站和企業(yè)密切合作，圍繞英語教學、留學英國以及英國的生活和文化等舉辦大學校園研討會和聯(lián)合推廣活動，并通過這些活動宣傳促進中英關系的發(fā)展。我們知道，提高網(wǎng)站流量的方式是與中國網(wǎng)站聯(lián)手進行內容合作（它們已經(jīng)擁有大批受眾，而且中國用戶通過這些網(wǎng)站下載材料也較為便捷）。
The site as a whole had traffic of just under 100 million monthly page impressions in June 2009 via partnerships and traffic direct to the BBC site.With the relaunch of our new site this August, bbcukchina will be able to progress yet further by offering a more advanced platform for multimedia programmes, including video streaming and an improved user interface.
2009年6月，BBC英倫網(wǎng)的每月網(wǎng)頁瀏覽量接近１億，這包括人們通過合作伙伴的訪問和對BBC網(wǎng)站的直接訪問。今年8月，我們重新推出了BBC英倫網(wǎng)。希望通過提供更先進的多媒體節(jié)目平臺，包括增加在線視頻內容和改進用戶界面，使BBC英倫網(wǎng)得到進一步的發(fā)展。
We have a mobile product in China in partnership with Nokia China and hope to find opportunities to launch on a TV platform with a Chinese partner. The BBC is currently involved in developing English language e-learning (Internet) and m-learning (mobile telephone) options in a number of countries, and welcomes discussions with public and private sector partners in this area.
此外，我們與諾基亞中國合作推出了手機內容產(chǎn)品，并希望有機會與中國合作伙伴共同推出電視平臺。BBC目前在許多國家參與發(fā)展網(wǎng)上英語學習和手機英語學習，我們歡迎在這個領域與公營及民營伙伴開展合作。