The fully Multimedia BBC
No media operates in splendid isolation any more. Although BBC Global News can boast a record weekly audience figure of 238 million this year - a reliance on radio alone would have given us only 177 million - a drop of six million radio listeners over the last year.
全面多媒體的BBC
沒(méi)有哪個(gè)媒體還能與世隔絕地運(yùn)作。盡管今年BBC全球新聞部每個(gè)星期的受眾可以達(dá)到創(chuàng)紀(jì)錄的2.38億，但如果只依賴(lài)廣播，我們每周可能僅有1.77億聽(tīng)眾--過(guò)去一年，我們的廣播聽(tīng)眾減少了600萬(wàn)。
2008/9 is the year BBC Global News went fully multimedia; and reaped the benefits of that change and that investment. This is not without pain. We have ceased to broadcast on air and online in 11 languages over the last three years - language services that made a historically made a huge contribution to the democratic processes now prevalent throughout Eastern Europe.
2008至2009年是BBC全球新聞部走向全面多媒體化并從這種變化和投資中獲益良多的一年。這并非沒(méi)有代價(jià)的。過(guò)去三年來(lái)，我們停止了11種語(yǔ)種的廣播和網(wǎng)上服務(wù)，這些語(yǔ)種的報(bào)道曾經(jīng)對(duì)如今遍及東歐的民主化進(jìn)程起到了巨大的推動(dòng)作用。
We had to make tough choices. But our audience reach has grown through investment in new platforms. For instance, our online reach has grown 29 per cent in over the last year. In Africa, radio listening patterns are changing rapidly, but not how you might imagine. Yes, it's a heavily FM environment, but it's not radios our audience are listening to. Listening to FM via mobile phone is already happening among 13% of Nigerians, though in Lagos this climbs to 23% who listen to FM radio on mobile devices.
我們必須要做出艱難的抉擇。但是，對(duì)新媒體平臺(tái)的投資使我們的受眾群得以擴(kuò)大。比如，我們?cè)诰W(wǎng)絡(luò)平臺(tái)上的受眾過(guò)去一年來(lái)增加了29%。在非洲，廣播收聽(tīng)模式也在迅速發(fā)生變化，但可能不是你想象的那樣。不錯(cuò)，那里仍是以調(diào)頻廣播為主，但我們的聽(tīng)眾聽(tīng)的并不一定是收音機(jī)。13%的尼日利亞人現(xiàn)在通過(guò)手機(jī)收聽(tīng)調(diào)頻廣播節(jié)目，在拉各斯市，通過(guò)手機(jī)收聽(tīng)調(diào)頻節(jié)目的聽(tīng)眾更達(dá)到23%。
In Africa - mobile texting has simply exploded as a form of communicating with the BBC. In 2007 we invited our African listeners to vote for the "Africa footballer of the year". We got hundreds of texts an hour which collectively propelled Ghanian footballer Michael Essien in to the number one spot for the Award. This year we had to deal with tens of thousands of votes a day which this time propelled the Egyptian footballer Mohamed Aboutrika in to number one spot.
在非洲，手機(jī)短信已經(jīng)一躍成為與BBC溝通的主要方式。2007年，我們邀請(qǐng)非洲聽(tīng)眾投票評(píng)選"非洲年度球員"。我們每小時(shí)就收到上千條短信，這些短信把加納足球球星邁克爾·埃森推到取得殊榮的榜首位置。今年，我們每天都要處理無(wú)數(shù)條投票短信，而這次得票最多的是埃及球星穆罕默德·阿布特里卡。
This shouldn't surprise us in the fastest growing mobile market in the world, where ownership of mobile phones is 63% and where 13% of Kenyans already use mobiles to access news. The same in Asia - there was more than a 250% increase in mobile ownership in India last year.
我們不應(yīng)該對(duì)此感到意外，在迅速增長(zhǎng)的世界移動(dòng)通訊市場(chǎng)，手機(jī)擁有者已達(dá)63%，而13%的肯尼亞人用手機(jī)了解新聞。亞洲也是一樣，印度去年的手機(jī)用戶(hù)增長(zhǎng)了250%。
Creative content and innovation in programming
The lesson we've learnt is that the combination of media has given us new ways of creating a closer relationship with audiences. Creating content for new platforms has been a spur to innovation and a fresh approach.
創(chuàng)造性的內(nèi)容和節(jié)目編排上的創(chuàng)新
我們學(xué)到的經(jīng)驗(yàn)是，媒體一體化為我們提供了與受眾建立更密切關(guān)系的新方式。為新平臺(tái)創(chuàng)造內(nèi)容，已經(jīng)成為了我們不斷創(chuàng)新的一種激勵(lì)。
US Bus
Last year for the US election we decided to try to get beneath the candidates campaigns and press conferences and hired a bus to take us coast to coast. Multiple language services reporting along the way with debates key issues highlighted as the road trip progressed. Online, as well as streamed coverage and downloads there were, of course, reporter blogs and an animating map to track progress and connect with the coverage. Connecting with new audiences via social media like Facebook, Twitter and Flickr.
美國(guó)巴士
去年美國(guó)大選期間，我們決定嘗試走出競(jìng)選運(yùn)動(dòng)和新聞發(fā)布會(huì)以外：為此，我們租用了一輛巴士，走訪美國(guó)各地。隨著實(shí)地走訪的展開(kāi)，多語(yǔ)種報(bào)道突出展示了圍繞關(guān)鍵問(wèn)題的辯論。網(wǎng)絡(luò)和音視頻的連續(xù)報(bào)道，當(dāng)然，還有記者博客和動(dòng)漫走訪地圖的跟蹤推進(jìn)，與報(bào)道連為一體，并通過(guò)Facebook、Twitter和Flickr等社交媒體網(wǎng)站與新的受眾建立溝通交流。
Indian train
Having tried the road, when this year it came to the next major elections in India, we went one better, by rail. The concept was simple - capture the big issues from a huge cross-section of the world's largest democracy and, probably, one of the drivers of the global economic recovery; for a global audience of around 230 million. Up to 17 different language services had reporters on the train; including BBC World Service English, BBC Chinese, BBC Hindi, BBC Urdu, BBC Tamil, BBC Bengali, BBC Somali, BBC Swahili, BBC World News, BBC Arabic television, BBC Persian TV and BBC.Com/news.
印度火車(chē)
嘗試了公路后，今年，當(dāng)又一次重要的選舉活動(dòng)在印度舉行時(shí)，我們進(jìn)了一步：走鐵路。這個(gè)想法很簡(jiǎn)單：通過(guò)鐵路這個(gè)巨大的橫斷面為約2.3億世界觀眾報(bào)告世界的民主國(guó)家--或許是全球經(jīng)濟(jì)復(fù)蘇的推動(dòng)者之一--正面對(duì)哪些重要問(wèn)題。踏上火車(chē)的記者擁有多達(dá)17個(gè)語(yǔ)種的報(bào)道平臺(tái)，包括BBC英語(yǔ)部、BBC中文部、BBC印地語(yǔ)部、BBC烏爾都語(yǔ)部、BBC斯瓦希里語(yǔ)部、BBC世界新聞電視臺(tái)、BBC阿拉伯語(yǔ)電視、BBC波斯語(yǔ)電視和BBC英語(yǔ)新聞網(wǎng)等。
This was an innovative multi-platform, multilingual initiative to deliver international audiences with a diverse range of news from across India, during the run-up to the country's General Election in May - again fed out on Twitter, Flickr and more to try to connect with new audiences and get our coverage talked about.
The key lesson for us over the last 2 years has been taking an innovative idea or commission and building it out to reach audiences in a multitude of ways, bringing it closer to them and allowing them to contribute and participate…building engagement.
在印度5月大選之前，這個(gè)多平臺(tái)、多語(yǔ)種的創(chuàng)新行動(dòng)旨在向國(guó)際受眾提供來(lái)自印度各地的各類(lèi)新聞，而且再次使用Twitter、Flickr和其他媒介與新型受眾溝通，從而讓我們的報(bào)道成為人們談?wù)摰脑掝}。兩年來(lái)，我們獲取的關(guān)鍵經(jīng)驗(yàn)在于，拿到一個(gè)有創(chuàng)意的想法或任務(wù)后，就要在這個(gè)基礎(chǔ)上發(fā)展下去，以多種方式影響受眾，讓它更接近受眾并使受眾愿意做出貢獻(xiàn)和參與進(jìn)來(lái)，也就是建立互動(dòng)的關(guān)系。
No media operates in splendid isolation any more. Although BBC Global News can boast a record weekly audience figure of 238 million this year - a reliance on radio alone would have given us only 177 million - a drop of six million radio listeners over the last year.
全面多媒體的BBC
沒(méi)有哪個(gè)媒體還能與世隔絕地運(yùn)作。盡管今年BBC全球新聞部每個(gè)星期的受眾可以達(dá)到創(chuàng)紀(jì)錄的2.38億，但如果只依賴(lài)廣播，我們每周可能僅有1.77億聽(tīng)眾--過(guò)去一年，我們的廣播聽(tīng)眾減少了600萬(wàn)。
2008/9 is the year BBC Global News went fully multimedia; and reaped the benefits of that change and that investment. This is not without pain. We have ceased to broadcast on air and online in 11 languages over the last three years - language services that made a historically made a huge contribution to the democratic processes now prevalent throughout Eastern Europe.
2008至2009年是BBC全球新聞部走向全面多媒體化并從這種變化和投資中獲益良多的一年。這并非沒(méi)有代價(jià)的。過(guò)去三年來(lái)，我們停止了11種語(yǔ)種的廣播和網(wǎng)上服務(wù)，這些語(yǔ)種的報(bào)道曾經(jīng)對(duì)如今遍及東歐的民主化進(jìn)程起到了巨大的推動(dòng)作用。
We had to make tough choices. But our audience reach has grown through investment in new platforms. For instance, our online reach has grown 29 per cent in over the last year. In Africa, radio listening patterns are changing rapidly, but not how you might imagine. Yes, it's a heavily FM environment, but it's not radios our audience are listening to. Listening to FM via mobile phone is already happening among 13% of Nigerians, though in Lagos this climbs to 23% who listen to FM radio on mobile devices.
我們必須要做出艱難的抉擇。但是，對(duì)新媒體平臺(tái)的投資使我們的受眾群得以擴(kuò)大。比如，我們?cè)诰W(wǎng)絡(luò)平臺(tái)上的受眾過(guò)去一年來(lái)增加了29%。在非洲，廣播收聽(tīng)模式也在迅速發(fā)生變化，但可能不是你想象的那樣。不錯(cuò)，那里仍是以調(diào)頻廣播為主，但我們的聽(tīng)眾聽(tīng)的并不一定是收音機(jī)。13%的尼日利亞人現(xiàn)在通過(guò)手機(jī)收聽(tīng)調(diào)頻廣播節(jié)目，在拉各斯市，通過(guò)手機(jī)收聽(tīng)調(diào)頻節(jié)目的聽(tīng)眾更達(dá)到23%。
In Africa - mobile texting has simply exploded as a form of communicating with the BBC. In 2007 we invited our African listeners to vote for the "Africa footballer of the year". We got hundreds of texts an hour which collectively propelled Ghanian footballer Michael Essien in to the number one spot for the Award. This year we had to deal with tens of thousands of votes a day which this time propelled the Egyptian footballer Mohamed Aboutrika in to number one spot.
在非洲，手機(jī)短信已經(jīng)一躍成為與BBC溝通的主要方式。2007年，我們邀請(qǐng)非洲聽(tīng)眾投票評(píng)選"非洲年度球員"。我們每小時(shí)就收到上千條短信，這些短信把加納足球球星邁克爾·埃森推到取得殊榮的榜首位置。今年，我們每天都要處理無(wú)數(shù)條投票短信，而這次得票最多的是埃及球星穆罕默德·阿布特里卡。
This shouldn't surprise us in the fastest growing mobile market in the world, where ownership of mobile phones is 63% and where 13% of Kenyans already use mobiles to access news. The same in Asia - there was more than a 250% increase in mobile ownership in India last year.
我們不應(yīng)該對(duì)此感到意外，在迅速增長(zhǎng)的世界移動(dòng)通訊市場(chǎng)，手機(jī)擁有者已達(dá)63%，而13%的肯尼亞人用手機(jī)了解新聞。亞洲也是一樣，印度去年的手機(jī)用戶(hù)增長(zhǎng)了250%。
Creative content and innovation in programming
The lesson we've learnt is that the combination of media has given us new ways of creating a closer relationship with audiences. Creating content for new platforms has been a spur to innovation and a fresh approach.
創(chuàng)造性的內(nèi)容和節(jié)目編排上的創(chuàng)新
我們學(xué)到的經(jīng)驗(yàn)是，媒體一體化為我們提供了與受眾建立更密切關(guān)系的新方式。為新平臺(tái)創(chuàng)造內(nèi)容，已經(jīng)成為了我們不斷創(chuàng)新的一種激勵(lì)。
US Bus
Last year for the US election we decided to try to get beneath the candidates campaigns and press conferences and hired a bus to take us coast to coast. Multiple language services reporting along the way with debates key issues highlighted as the road trip progressed. Online, as well as streamed coverage and downloads there were, of course, reporter blogs and an animating map to track progress and connect with the coverage. Connecting with new audiences via social media like Facebook, Twitter and Flickr.
美國(guó)巴士
去年美國(guó)大選期間，我們決定嘗試走出競(jìng)選運(yùn)動(dòng)和新聞發(fā)布會(huì)以外：為此，我們租用了一輛巴士，走訪美國(guó)各地。隨著實(shí)地走訪的展開(kāi)，多語(yǔ)種報(bào)道突出展示了圍繞關(guān)鍵問(wèn)題的辯論。網(wǎng)絡(luò)和音視頻的連續(xù)報(bào)道，當(dāng)然，還有記者博客和動(dòng)漫走訪地圖的跟蹤推進(jìn)，與報(bào)道連為一體，并通過(guò)Facebook、Twitter和Flickr等社交媒體網(wǎng)站與新的受眾建立溝通交流。
Indian train
Having tried the road, when this year it came to the next major elections in India, we went one better, by rail. The concept was simple - capture the big issues from a huge cross-section of the world's largest democracy and, probably, one of the drivers of the global economic recovery; for a global audience of around 230 million. Up to 17 different language services had reporters on the train; including BBC World Service English, BBC Chinese, BBC Hindi, BBC Urdu, BBC Tamil, BBC Bengali, BBC Somali, BBC Swahili, BBC World News, BBC Arabic television, BBC Persian TV and BBC.Com/news.
印度火車(chē)
嘗試了公路后，今年，當(dāng)又一次重要的選舉活動(dòng)在印度舉行時(shí)，我們進(jìn)了一步：走鐵路。這個(gè)想法很簡(jiǎn)單：通過(guò)鐵路這個(gè)巨大的橫斷面為約2.3億世界觀眾報(bào)告世界的民主國(guó)家--或許是全球經(jīng)濟(jì)復(fù)蘇的推動(dòng)者之一--正面對(duì)哪些重要問(wèn)題。踏上火車(chē)的記者擁有多達(dá)17個(gè)語(yǔ)種的報(bào)道平臺(tái)，包括BBC英語(yǔ)部、BBC中文部、BBC印地語(yǔ)部、BBC烏爾都語(yǔ)部、BBC斯瓦希里語(yǔ)部、BBC世界新聞電視臺(tái)、BBC阿拉伯語(yǔ)電視、BBC波斯語(yǔ)電視和BBC英語(yǔ)新聞網(wǎng)等。
This was an innovative multi-platform, multilingual initiative to deliver international audiences with a diverse range of news from across India, during the run-up to the country's General Election in May - again fed out on Twitter, Flickr and more to try to connect with new audiences and get our coverage talked about.
The key lesson for us over the last 2 years has been taking an innovative idea or commission and building it out to reach audiences in a multitude of ways, bringing it closer to them and allowing them to contribute and participate…building engagement.
在印度5月大選之前，這個(gè)多平臺(tái)、多語(yǔ)種的創(chuàng)新行動(dòng)旨在向國(guó)際受眾提供來(lái)自印度各地的各類(lèi)新聞，而且再次使用Twitter、Flickr和其他媒介與新型受眾溝通，從而讓我們的報(bào)道成為人們談?wù)摰脑掝}。兩年來(lái)，我們獲取的關(guān)鍵經(jīng)驗(yàn)在于，拿到一個(gè)有創(chuàng)意的想法或任務(wù)后，就要在這個(gè)基礎(chǔ)上發(fā)展下去，以多種方式影響受眾，讓它更接近受眾并使受眾愿意做出貢獻(xiàn)和參與進(jìn)來(lái)，也就是建立互動(dòng)的關(guān)系。