（雅思课外精读）《泰晤士报》广播节目上线取代BBC

雅思托福考试是国际性英语标准化水平测试之一，参加考试和报班学习的学子众多，那么【雅思课外精读】《泰晤士报》广播节目上线，取代BBC？？下面是由小编为大家整理的相关信息，仅供参考，欢迎大家阅读本文。

*注：本文摘自6月27日《经济学人》

Radio killed the video star

广播毁了视频

Times Radio tries to lure listeners to the paper

泰晤士报电台试图吸引听众去关注该报纸The new station may have political as well as commercial aims这个新电台可能有其政治和商业目的

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.

从1785年起，一顿完整的英式早餐是不能少了一份《泰晤士报》的。从今年6月起，《泰晤士电台》在工作日每天播报20小时，周末播报19小时，英国人可以选择边吃饭边收听广播，而不是往常那样边吃饭边看报。斯蒂格阿贝尔承诺，听众可以感受到优质、专业和温度，他刚完成凌晨四点半开始的早间节目试播。该报的商业目的就是引起听众的注意，让他们订阅报纸。

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.

读者越来越不愿意为新闻付费了，报纸也在开始尝试其他模式。直到最近，主要还是尝试视频形式。为了能在Facebook的信息流中打广告提升知名度，报纸纷纷开始制作短片。但是，分析师克莱尔恩德斯称，视频和记者很不搭，有些记者甚至做出了一些可笑的举动。这些经历无利可图还让人蒙羞：广告收入很低，Facebook改变了算法，不再给视频上传者奖励。被大肆宣扬的转向视频已经成为新闻界末日的代名词。

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，新闻的焦点就转到了音频上。《纽约时报》的《每日播客》每天有2百万下载量，这让编辑们相信，音频是吸引用户订阅的有效方式。《泰晤士播客》不会再刊登广告。据传，《泰晤士报》每年的预算是300万英镑左右，要想实现收支平衡，就要想办法让1万听众花费312英镑订阅电子版报纸。为节目争取到赞助有助于减少预算，该报已经获得了几笔赞助。

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.

播客无处不在（《经济学人》也有几个这样的节目）。但是，《泰晤士报》的全天播报是一次更大的冒险。这会带来一些机遇：直播电台拥有播客没有的优势，还可以让人们对事件的发展作出反应。据MIDiA Research的数据，英国广播收听量在疫情期间上升了24%。泰晤士广播公司将从其母公司英国新闻借入资产：这个播客节目是由无线电公司Wireless制作的，一些主持人来自其报社。

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的基思乔普林(Keith Jopling)表示，尽管如此，广播成本比播客高很多。而且，目前还不清楚广播是否真的能够帮助报纸增加订阅用户。广播是老年人专属：BBC最具时代气息的电台第四电台的听众平均年龄是56岁。而且，播客在国外反响不错，但是《泰晤士报》却把自己播客的重点放在了英国国内。

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.

基于这一点，一些人察觉到了其政治动机。英国新闻集团的所有者鲁珀特默多克(Rupert Murdoch)长期以来一直对BBC持批评态度；去年，英国新闻集团(News UK)提交了一份报告，称BBC 5台现场直播没有履行其监管义务。今年2月，唐宁街简报称计划打击BBC;部长们不许出现在其《今日》节目中，称是因为BBC对某些事件的偏见。恩德斯认为，《泰晤士电台》的目的是在变革到来之际，随时有一个电台来取代BBC第四电台。但是，疫情推迟了变革。英国广播公司(BBC)的一位主管表示，该公司与政府的关系恢复正常，他声称自己并没有因为《泰晤士播客》而彻夜难安。

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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