Global conversation
Building engagement is key.
For our audiences throughout the world we are investing in new digital interactive services that are transforming the usual monologue of 'us broadcasting to them' into a true dialogue. People want to have their say about events in the news - and more than that, they want to enter into a genuine debate with politicians and other people who make the news, and to connect with other people in their own country and all over the world, to share opinions about issues and events that concern them.
全球?qū)υ?BR> 建立互動關系是關鍵。
為了世界各地的受眾，我們正在投資于新的數(shù)字互動服務，把"我們向他們傳播"這個通常的獨角戲變成真正的對話。人們希望對新聞事件有發(fā)言權，不僅如此，他們還希望與制造新聞事件的政治家和其他人物展開真正的辯論，與本國乃至全世界的人溝通，針對與他們有關的問題和事件交流看法。
Our new services are designed to make this dialogue possible, bringing people around the world together in a global conversation that would have been unimaginable just a few years ago. We've had to reinvent ourselves too; to be less 'teacher and pupil' and more 'friend and companion'. We have been able to host a real global conversation about the issues that matter around the world. In doing so, we're enabling people to enter into a new relationship not just with their own political leaders but also with the world's global leaders of other countries.
我們新聞服務的目的就是為了讓這種對話成為可能，讓世界各地的人們共同參與全球?qū)υ?，而這在幾年前還不可想象。我們也必須重新塑造自己，減弱"師生"關系，加強"友伴"關系。我們能夠主持真正的全球?qū)υ?，討論事關全球的問題。這樣做，我們將使人們不僅能與本國的政治領袖，而且能與其他國家的領袖形成新的關系。
What gives this global conversation real depth and greater reach than our competitors is that it can take place in seven parallel languages at the same time. So you can enter a debate in Arabic, which is happening simultaneously in Spanish, Russian, Chinese and Hindi. Comments from the different sites are translated quickly, so the debate becomes multilingual and accessible in whatever language suits you the user. We host bloggers on our sites - allowing individuals to provide insights in to their lives and even talk to other bloggers who hold different views and perspectives.
我們開展的這種全球?qū)υ挶雀偁帉κ指猩疃?、更具廣度之處在于，它可以同時用七種語言進行。因此，你可以用阿拉伯語加入辯論，而這場辯論同時也有西班牙語、俄語、中文和印地語的版本。自不同地區(qū)的評論迅速被翻譯為當?shù)卣Z言；因此，辯論是多語種的，使用者可以用適合自己的語言參與。我們的網(wǎng)站上開設了博客，使個人得以發(fā)表對生活的領悟，甚至與持不同看法和視角的其他博主開展討論。
So at the height of the violence during the occupation in Iraq, we were able to talk to jewellers and dentists and taxi drivers across the country in places it would have been very difficult and sometimes too dangerous for our reporters to visit. We were able to hear from Iraqis first hand about what life was and is like: how it has changed and whether things were getting better or worse over time. This sort of material is available to all BBC outlets in the UK and around the world - although in this case it was gathered primarily in Arabic.
因此，在伊拉克暴力事件嚴重時，我們得以與伊拉克各地的珠寶商、牙醫(yī)和出租司機交談，而對記者來說，這樣的地區(qū)可能難以進入，有時過于危險。我們因此得以從伊拉克人那里獲得有關生活今昔對比的第一手情況：生活有哪些變化，情況是在好轉(zhuǎn)還是在惡化？這類信息涌向了BBC在英國和世界各地的機構，盡管初是用阿拉伯語獲取的。
These techniques help us gain a greater understanding of what is going on over a broader canvas and can also break news. It can be hard to keep up sometimes. Filtering the enormous amount of emails and offers that come in to the BBC can over stretch us mightily. And the ways material moves around from device to device can also be dizzying. So we are learning to be fleet of foot and flexible in our responses and watch carefully how our audiences behave and what they demand.
這種技術幫助我們更好地了解到事物的全貌，而且也能率先報出突發(fā)事件的新聞。要跟上形勢有時很難。篩選大量電子郵件和信息來源有時讓我們力不從心。信息從設備到設備的傳輸方式，有時也把人弄得頭暈目眩。因此，我們逐漸學會了加快步調(diào)、靈活應對，并密切關注受眾的反應以及要求。
People now listen to radio through their TV sets; they watch streamed video on their mobile phones and computers and search Google through their TV sets. There appears to be no end to the adaptability and imagination of our audiences and we must keep up. So we no longer live in an age of the broadcast. We live in an interconnected world where boundaries are breaking down and where conversations and exchanges take place, often beyond the control of regulators and governments, and often about an agenda which has been brought to the attention of our Editors by the audience themselves. It is what our audiences want and expect. They will go wherever they can to find this kind of engagement and they will judge what they find by its quality.
人們現(xiàn)在通過電視機聽廣播，在手機和電腦上看實時視頻，利用電視機在谷歌搜索。受眾的適應性和想象力似乎無窮無盡，我們必須要跟上來。所以，廣播的時代已經(jīng)過去。我們今天生活在一個彼此聯(lián)系的世界，種種界線都在瓦解，對話和交流往往在不受政府和監(jiān)管者控制的情況下發(fā)生，議題的設置往往是由于受眾的關注才引起了新聞編輯的注意。這正是受眾想要的，也是他們期望的。他們會去到能夠去到的任何地方找到所需的交流，他們也會根據(jù)質(zhì)量來評判獲得的東西。
So quality is still the by-word for serious journalists. And unless our content is of the highest order and delivered in ways the audience want - whenever and wherever they want it - we will no longer be relevant and will be overtaken by those who can meet this new and growing demand. Thats why the BBC invests more heavily in newsgathering than any other news organisation I know; 72 bureaux, around 250 correspondents - the importance of first-hand reporting.
因此，質(zhì)量仍然是嚴肅新聞人的格言。除非我們的內(nèi)容是一流的，而且以受眾希望的方式傳遞，否則，我們將失去重要性，而被那些能夠滿足這種不斷增長的新需要的人所取代。正因為如此，BBC在新聞采集上的投入比我知道的任何新聞機構都多，72個記者站，約250名記者--這就是第一手報道的重要性。
But it is in terms of transparency we have made the biggest moves. Managing your relationship with the audience is now an essential part of the service a news organisation must provide. Audiences seek an emotional connection to the programmes and services they use if they are to offer their trust. Today, taking the lid off the news machine, and showing the public how we work and why, is essential to building trust. That openness is now as important as the journalism itself in the relationship with the audience.
但是，就透明度方面來講，我們的行動力度大。處理好與受眾的關系是新聞機構必須提供的服務的核心。假如要得到受眾的信任，就得在受眾的需求與他們收聽和收看的節(jié)目及服務之間建立情感關系，今天，掀開新聞機器的蓋子，向公眾展示我們?nèi)绾喂ぷ?、為什么工作，是建立信任的關鍵。如今，在與受眾的關系中，這種開放像新聞報道本身一樣重要。
We launched a BBC College of Journalism which trains our several thousand journalists in these principles and how to apply them to their news judgements hour by hour, day by day. The training website offering the best online modules for the training of journalists will shortly be publicly available allowing us to work in partnership with universities and colleges around the world teaching journalism. Its another way we are investing in the future of news and journalism. ] (optional cut)
我們開設了BBC新聞學院，培訓我們的數(shù)千名記者，逐時逐日向他們教授這些原則，以及如何把它們用于新聞判斷。一個佳的在線記者培訓網(wǎng)站不久也將開通，使我們得以與世界各地教授新聞報道的高校合作。這是我們投資于未來的新聞和新聞學的另一種方式
Building engagement is key.
For our audiences throughout the world we are investing in new digital interactive services that are transforming the usual monologue of 'us broadcasting to them' into a true dialogue. People want to have their say about events in the news - and more than that, they want to enter into a genuine debate with politicians and other people who make the news, and to connect with other people in their own country and all over the world, to share opinions about issues and events that concern them.
全球?qū)υ?BR> 建立互動關系是關鍵。
為了世界各地的受眾，我們正在投資于新的數(shù)字互動服務，把"我們向他們傳播"這個通常的獨角戲變成真正的對話。人們希望對新聞事件有發(fā)言權，不僅如此，他們還希望與制造新聞事件的政治家和其他人物展開真正的辯論，與本國乃至全世界的人溝通，針對與他們有關的問題和事件交流看法。
Our new services are designed to make this dialogue possible, bringing people around the world together in a global conversation that would have been unimaginable just a few years ago. We've had to reinvent ourselves too; to be less 'teacher and pupil' and more 'friend and companion'. We have been able to host a real global conversation about the issues that matter around the world. In doing so, we're enabling people to enter into a new relationship not just with their own political leaders but also with the world's global leaders of other countries.
我們新聞服務的目的就是為了讓這種對話成為可能，讓世界各地的人們共同參與全球?qū)υ?，而這在幾年前還不可想象。我們也必須重新塑造自己，減弱"師生"關系，加強"友伴"關系。我們能夠主持真正的全球?qū)υ?，討論事關全球的問題。這樣做，我們將使人們不僅能與本國的政治領袖，而且能與其他國家的領袖形成新的關系。
What gives this global conversation real depth and greater reach than our competitors is that it can take place in seven parallel languages at the same time. So you can enter a debate in Arabic, which is happening simultaneously in Spanish, Russian, Chinese and Hindi. Comments from the different sites are translated quickly, so the debate becomes multilingual and accessible in whatever language suits you the user. We host bloggers on our sites - allowing individuals to provide insights in to their lives and even talk to other bloggers who hold different views and perspectives.
我們開展的這種全球?qū)υ挶雀偁帉κ指猩疃?、更具廣度之處在于，它可以同時用七種語言進行。因此，你可以用阿拉伯語加入辯論，而這場辯論同時也有西班牙語、俄語、中文和印地語的版本。自不同地區(qū)的評論迅速被翻譯為當?shù)卣Z言；因此，辯論是多語種的，使用者可以用適合自己的語言參與。我們的網(wǎng)站上開設了博客，使個人得以發(fā)表對生活的領悟，甚至與持不同看法和視角的其他博主開展討論。
So at the height of the violence during the occupation in Iraq, we were able to talk to jewellers and dentists and taxi drivers across the country in places it would have been very difficult and sometimes too dangerous for our reporters to visit. We were able to hear from Iraqis first hand about what life was and is like: how it has changed and whether things were getting better or worse over time. This sort of material is available to all BBC outlets in the UK and around the world - although in this case it was gathered primarily in Arabic.
因此，在伊拉克暴力事件嚴重時，我們得以與伊拉克各地的珠寶商、牙醫(yī)和出租司機交談，而對記者來說，這樣的地區(qū)可能難以進入，有時過于危險。我們因此得以從伊拉克人那里獲得有關生活今昔對比的第一手情況：生活有哪些變化，情況是在好轉(zhuǎn)還是在惡化？這類信息涌向了BBC在英國和世界各地的機構，盡管初是用阿拉伯語獲取的。
These techniques help us gain a greater understanding of what is going on over a broader canvas and can also break news. It can be hard to keep up sometimes. Filtering the enormous amount of emails and offers that come in to the BBC can over stretch us mightily. And the ways material moves around from device to device can also be dizzying. So we are learning to be fleet of foot and flexible in our responses and watch carefully how our audiences behave and what they demand.
這種技術幫助我們更好地了解到事物的全貌，而且也能率先報出突發(fā)事件的新聞。要跟上形勢有時很難。篩選大量電子郵件和信息來源有時讓我們力不從心。信息從設備到設備的傳輸方式，有時也把人弄得頭暈目眩。因此，我們逐漸學會了加快步調(diào)、靈活應對，并密切關注受眾的反應以及要求。
People now listen to radio through their TV sets; they watch streamed video on their mobile phones and computers and search Google through their TV sets. There appears to be no end to the adaptability and imagination of our audiences and we must keep up. So we no longer live in an age of the broadcast. We live in an interconnected world where boundaries are breaking down and where conversations and exchanges take place, often beyond the control of regulators and governments, and often about an agenda which has been brought to the attention of our Editors by the audience themselves. It is what our audiences want and expect. They will go wherever they can to find this kind of engagement and they will judge what they find by its quality.
人們現(xiàn)在通過電視機聽廣播，在手機和電腦上看實時視頻，利用電視機在谷歌搜索。受眾的適應性和想象力似乎無窮無盡，我們必須要跟上來。所以，廣播的時代已經(jīng)過去。我們今天生活在一個彼此聯(lián)系的世界，種種界線都在瓦解，對話和交流往往在不受政府和監(jiān)管者控制的情況下發(fā)生，議題的設置往往是由于受眾的關注才引起了新聞編輯的注意。這正是受眾想要的，也是他們期望的。他們會去到能夠去到的任何地方找到所需的交流，他們也會根據(jù)質(zhì)量來評判獲得的東西。
So quality is still the by-word for serious journalists. And unless our content is of the highest order and delivered in ways the audience want - whenever and wherever they want it - we will no longer be relevant and will be overtaken by those who can meet this new and growing demand. Thats why the BBC invests more heavily in newsgathering than any other news organisation I know; 72 bureaux, around 250 correspondents - the importance of first-hand reporting.
因此，質(zhì)量仍然是嚴肅新聞人的格言。除非我們的內(nèi)容是一流的，而且以受眾希望的方式傳遞，否則，我們將失去重要性，而被那些能夠滿足這種不斷增長的新需要的人所取代。正因為如此，BBC在新聞采集上的投入比我知道的任何新聞機構都多，72個記者站，約250名記者--這就是第一手報道的重要性。
But it is in terms of transparency we have made the biggest moves. Managing your relationship with the audience is now an essential part of the service a news organisation must provide. Audiences seek an emotional connection to the programmes and services they use if they are to offer their trust. Today, taking the lid off the news machine, and showing the public how we work and why, is essential to building trust. That openness is now as important as the journalism itself in the relationship with the audience.
但是，就透明度方面來講，我們的行動力度大。處理好與受眾的關系是新聞機構必須提供的服務的核心。假如要得到受眾的信任，就得在受眾的需求與他們收聽和收看的節(jié)目及服務之間建立情感關系，今天，掀開新聞機器的蓋子，向公眾展示我們?nèi)绾喂ぷ?、為什么工作，是建立信任的關鍵。如今，在與受眾的關系中，這種開放像新聞報道本身一樣重要。
We launched a BBC College of Journalism which trains our several thousand journalists in these principles and how to apply them to their news judgements hour by hour, day by day. The training website offering the best online modules for the training of journalists will shortly be publicly available allowing us to work in partnership with universities and colleges around the world teaching journalism. Its another way we are investing in the future of news and journalism. ] (optional cut)
我們開設了BBC新聞學院，培訓我們的數(shù)千名記者，逐時逐日向他們教授這些原則，以及如何把它們用于新聞判斷。一個佳的在線記者培訓網(wǎng)站不久也將開通，使我們得以與世界各地教授新聞報道的高校合作。這是我們投資于未來的新聞和新聞學的另一種方式