【10.9.3CNN】中国媒体会颠覆电视广播业吗？
本帖最后由 miaosi58 于 2010-9-8 14:50 编辑【原文标题】Can Chinese media rule the airwaves?
【中文标题】中国媒体会颠覆电视广播业吗？
【登载媒体】CNN
【来源地址】http://edition.cnn.com/2010/BUSINESS/09/03/china.media.expansion/index.html?hpt=C1#fbid=9-OgA4h5ATO&wom=false
【译者】 缪斯
【翻译方式】人工
【声明】 本翻译供Anti-CNN使用，未经AC或译者许可，不得转载。
【译文】
曾经一度许多西方媒体的出路是承包，现在中国媒体的出路正在迅速扩大。
中国已经向它的国营媒体机构投资了十亿美元，以建立面向外国观众的新的电视网络，电台和报纸。
但是非国营广播公司存在着一些不足。
其中一个电视台是蓝海网（蓝海传媒），它是由一个在中国的中国人拥有和经营的。它希望向美国有线电视台的观众们提供一个了解这个世界上人口最多的国家的新视角。
蓝海传媒与国有传媒公司最大的不同就是它不是国有的。
它的创始人贾斯汀•古是一位持有美国护照的华裔，正因为此，该项目没有收到政府的任何资金赞助。
古说：“在一开始的时候，我们意识到这可能是我们的救生索，我们将是完全独立的、没有政府资助的。”
即使如此，关于蓝海传媒如何出现，面临过的挑战以及扩张计划的故事给海外华文媒体的未来画上了问号。它能赢得观众吗？它能在政府的严格控制之下陈述巨大变化的发生吗？
布鲁金斯学会国家美中关系委员会董事李政（音译）说，中国政府认为中国的整个国际形象已经成为全国的主要问题。
根据最近BBC/Globescan的调查数据显示，在28个国家中，只有非洲、巴基斯坦对中国持肯定的看法，在亚洲、北美、欧洲和拉丁美洲，公众对中国的看法不是中立就是很糟。
李说，“他们认为造成这种误解的部分原因是缺乏对中国和中国人的了解。”
“他们还认为随着中国经济实力的不断增长，中国的文化和政治影响力也会随之加强，这就是中国的精神状态。”
这种状态会带来许多国家的主要国营媒体发生重大变化。
他们很多现在雇佣西方记者和编辑来帮助他们重组内容。还有一种推力是去雇佣在国外受训的大量中国记者，或者向最近设置了国际新闻项目的中国大学借力。
这些媒体也忙于推出全球性的尝试。例如，新华社，作为中国最大的新闻服务部门，在今年七月开创了24小时的英语频道，并宣布将在曼哈顿的中心建立办事处。
与此同时，中国中央电视台已经开播了英语、西班牙语、法语频道，去年又新增了在22个国家直播的阿拉伯语频道。中国日报也在创建美国版本和欧洲版本以及中国国际广播台，将其传播范围从德州扩大到泰国。
古曾经在一家独立的制作公司给中央电视台做过节目，蓝海传媒和国营电视台的区别不仅仅在于它是独立于政府的，还在于节目内容的不一样。
他说，“我们当然想要反映中国的实情，尤其是中国一些负面的东西”
“我们不会回避的，如果你不去刻意报道这些方面，你就没有向国外的观众提供一幅完整的画面。凡是关于中国的一些重要的事情，我们都会报道出来”
本周该卫星网络庆祝了它运行一周年，现在它只和在纽约、新泽西和夏威夷的有线电视运营商合作。不过古说该公司现在正在进行一场谈判，希望在一年内占有美国主要有线电视市场。
古说该网络设在一个比较高的位置，距离中央电视台在北京的总部只有几分钟，该网络已经在运行一些敏感话题，例如卖淫，虐待儿童和监狱黑幕。去年六月，蓝媒电视甚至做了一个关于媒体对1989年天安门事件周年反应的专题报告，一个几乎从未被政府新闻机构提及的话题。
国营机构已经聘请了许多外籍员工产出节目，包括苏珊奥斯曼，前英国广播公司主播也在国际广播台主持节目。
然而依然存在着许多问题，中国的新闻机构，无论是国营的还是以其他形式运行，应该去吸引西方的观众，特别是美国观众。
北京一个涵盖中国媒体的网站创始人Jeremy Goldkorn说，“美国人怀疑他们”“没有人会认真对待他们”
相反，中国和世界上其它发展中国家一样正在积极拓展它的媒体发展道路。
蓝海传媒电视已经计划在非洲，这个新华社的消息已经成为主要新闻来源的地方，拓展业务，乔治华盛顿大学艾略特国际事务学院中国政策项目主任David Shambaugh在最近的纽约时报专栏里写道。
“如果他们真的具备成功的软实力，他们似乎更加可能在发展中国家发出有力的声音”
“【中国媒体】不具备在美国或欧洲竞争的实力。”
但是古却不这么认为。
“我认为这件事非常有潜力”他说。
“对有关中国的信息需求量非常大，我们认为还没有人完满的满足了这个需求，所以我们还有时间去发展这项大事业。”
今年7月蓝海传媒收到了中国的一个私募基金鼎晖投资1000万美元的投资。
他补充说道：“中国被误解了，并且我们可以很容易被许多人误解”
“当他们第一次听到这种事情，他们无法想象中国会允许它的存在。但是你知道这仅仅是因为现在有了很多讲关于中国的内容”
【原文】
Beijing, China (CNN) -- At a time when many Western media outlets are contracting, Chinese media outlets are expanding, rapidly.
Beijing is pouring billions into the country's state-run media machine, which is churning out new TV networks, radio stations and newspapers aimed at foreign audiences.
But there are gaps emerging for non-state broadcasters to operate.
One such TV station is Blue Ocean Network (BON TV) that is owned and operated by Chinese from within China. It hopes to offer American cable TV viewers a new perspective on the world's most populous country.
Video: China's media explosion The Chinese government believe that China's international image has become a major problem.
--Li Cheng, U.S.-China analyst
The key difference between BON TV and its state-owned counterparts is that, well, it is not state-owned.
According to its co-founder Justin Ku, an ethnic Chinese who holds an American passport, the project has not received government money.
"At the very beginning, we realized that is probably our lifeline -- to be totally independent and non-government funded," Ku said.
Even so, the story of how BON TV came about, the challenges it has faced and its plans for expansion raise questions about the future of Chinese media abroad. Can it win over audiences and is it indicative of a greater sea-change taking place within China's heavily government-controlled media?
" believes that China's whole international image has become a major problem for the country," said Li Cheng, a director of the National Committee on U.S.-China Relations at the Brookings Institution.
A recent BBC/Globescan poll of 28 nations showed that only in Africa and Pakistan is China viewed positively while in Asia, North America, Europe and Latin America, public opinion is either neutral, poor or negative.
"They believe part of this misunderstanding is the lack of knowledge of China, and the Chinese," Li said.
"And they also believe as China's economic power continues to grow, it should also have cultural and political influence as well. That is the mindset."
We want to reflect China, including the negative side of China.
--Justin Ku, founder BON TV
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It is a mindset that has resulted in big makeovers for many of the country's major state-run media outlets.
Some are now recruiting Western reporters and editors to help reshape content. There also is a push to hire from the pool of Chinese journalists who have been trained abroad or in a number of recently-launched international journalism programs at Chinese universities.
These media outlets have also been busy launching global endeavors. In July, for example, Xinhua News Agency, the country's largest news service, started a 24-hour English-language channel and announced it would open offices in the heart of Manhattan.
Meanwhile, China Central Television (CCTV), which already broadcasts in English, Spanish and French started an Arabic channel airing in 22 countries last year. The China Daily newspaper is creating U.S. and European editions, and China Radio International (CRI), continues to expand its reach on stations from Texas to Thailand.
According to Ku, who once produced programming for CCTV through an independent company, what differentiates BON TV from its state-run counterparts is not only its independence from the government but also the content that it offers.
"Of course, we want to reflect China, including the negative side of China," he said.
"We will not shy away from that. If you purposely censor yourself without reporting those things, you are not providing a full picture to Western audiences. Anything that is fundamentally important to what China is now, we will report it."
The satellite network, which celebrates its first year in operation this week, now only has contracts with cable operators in New York, New Jersey and Hawaii. The company, however, is in negotiations that Ku hopes will have it available in most major U.S. cable markets within a year.
Ku says the network, located in a high-rise only minutes away from CCTV's Beijing headquarters, has run sensitive stories on prostitution, abused children and black jails. Last June, he said, BON TV reported on "media reaction" to the anniversary of the military crackdown on demonstrations in Tiananmen Square in 1989 -- a taboo topic that is rarely, if ever, mentioned by government news agencies.
Like state-run agencies, it has hired a number of foreign staff to anchor and produce its shows, including Susan Osman, a former BBC anchorwoman who also hosts programs on CRI.
Yet many question whether any Chinese news operation, state-run or otherwise, will ever appeal to Western, particularly American, audiences.
"Americans are suspicious of them," said Jeremy Goldkorn, founder of the Beijing-based Danwei.org, a site that covers media in China. "No one is going to take them seriously."
Instead China stands to make in-roads with its media in the developing world where it is also aggressively expanding its reach.
BON TV has plans to launch in Africa where Xinhua is already "becoming the principle source of news," according to David Shambaugh, director of the China Policy Program at George Washington University's Elliott School of International Affairs, in a recent New York Times op-ed.
"If they do have success with soft power, it does sound more likely they could develop a voice in the developing world," said Goldkorn.
" don't have the structures to compete in America or Europe."
Ku, however, sees it differently.
"We think this thing has very big potential," he said.
"There is a huge demand for information about China, and we feel there is nobody that has fulfilled that need satisfactorily, so we think the time is ripe for us to launch this big mission, this big undertaking."
In July, BON TV received a $10 million investment from CDH Investments, a Chinese private equity fund.
"China is misunderstood, and we can easily be misunderstood by a majority of people," he added.
"When they first heard about this kind of thing, they cannot imagine that China would allow it to exist. But the mere fact that it is existing speaks a lot about China today, you know." 辛苦~谢谢啦 有很多事就应该由私营公司来做，政府的名声的确太差了无论是国内还是国外。 “他们认为造成这种误解的部分原因是缺乏对中国和中国人的了解。”——只是这样吗？恐怕还有特意的误导吧。
“我们当然想要反映中国的实情，尤其是中国一些负面的东西”——这就能解释为什么会造成那么多的误解了。 中国长期被西方媒体妖魔化，现在也没有改变 中国长期被西方媒体妖魔化，现在也没有改变
无可就要 发表于 2010-9-8 23:35 http://bbs.m4.cn/images/common/back.gif
所以媒体有责任走出去，让更多人了解真实的中国
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