????YouTube正在開啟有線電視2.0時代嗎？——在這個時代，頻道從成百個激增到數(shù)千個，同時它所開創(chuàng)的平臺正在打造真實而專業(yè)的內(nèi)容產(chǎn)業(yè)。

????美國國家廣播環(huán)球公司（NBC Universal）的媒體創(chuàng)新和跨平臺事業(yè)部執(zhí)行副總裁勞倫?扎拉茲尼克表示，YouTube和早期的有線電視有著驚人的相似之處。在科羅拉多州阿斯彭市舉辦的《財富》科技頭腦風暴大會（Brainstorm Tech conference）上，扎拉茲尼克稱，就像早期的有線電視一樣，現(xiàn)在YouTube上的內(nèi)容大多也顯得粗糙幼稚。因此一般認為，廣告主是絕不會大批光顧這個平臺的，而人們也紛紛抱怨選擇太多，無所適從。扎拉茲尼克說：“30年前也是這種情況”，他指的正是有線電視業(yè)發(fā)展早期的狀態(tài)。

????那么，兩者顯著的區(qū)別是什么？資本。她說：“有線電視剛起步時”，融資能力“極強”。而相形之下，YouTube上催生的內(nèi)容產(chǎn)業(yè)就遠沒有那么牢固的根基。但是，不把YouTube當作內(nèi)容創(chuàng)作者的正經(jīng)平臺未免不夠明智。用她的說法就是：“一旦這個平臺吸引了龐大的受眾群來消費，它就會成為一個必爭之地。”

????扎拉茲尼克的這番見解與《財富》雜志（Fortune）下期的封面故事主題不謀而合。這個主題叫“YouTube改變世界”。報道是筆者的作品，將在本周四上線發(fā)布。

????這次與扎拉茲尼克同臺發(fā)言的是吉姆?蘭佐尼。作為哥倫比亞廣播集團（CBS Interactive）的總裁，蘭佐尼承認YouTube在媒體消費中的份額正飛速增長，對年輕人來說尤其如此。但他同時也表示，正像電視沒能消滅廣播，電影也沒能終結(jié)電視一樣，YouTube和在線視頻也不會摧毀目前仍然強大的電視業(yè)。他說：“終有一天，消費者會以某種方式在所有這些媒體形式中找到消遣。”

????蘭佐尼和扎拉茲尼克都是負責帶領(lǐng)各自的公司邁入數(shù)字時代的領(lǐng)導(dǎo)者。兩人都表示，數(shù)字化已經(jīng)是他們公司的主流，而且正日益占據(jù)主導(dǎo)地位。

????當問及他們最擔心哪家對手時，蘭佐尼說是蘋果公司（Apple），因為蘋果在移動設(shè)備上正成為日益重要的發(fā)行控制者。而扎拉茲尼克則說是尼爾森公司（Nielsen），部分原因在于她的公司在快速適應(yīng)數(shù)字時代上存在短板，無法像尼爾森那樣準確測量不同環(huán)境下的收視率。（財富中文網(wǎng)）

????譯者：清遠

????Is YouTube ushering the era of Cable 2.0 – a world where channels go from hundreds to thousands and where real and professional content businesses are being built in the platform?

????The similarities between YouTube and the early days of cable are striking, said Lauren Zalaznick, executive vice president, media innovation and cross platform initiatives at NBC Universal. Speaking at Fortune's Brainstorm Tech conference in Aspen, Colo., Zalaznick said just like the early days of cable, the content on YouTube looks amateurish, the conventional wisdom is that advertisers will never go there in force, and people complain there is too much choice. "That was true 30 years ago," Zalaznick said, referring to the early days of the cable industry.

????The big difference?Money.Finances were "very strong at the beginning of the cable era," she said. In contrast, the content businesses being birthed on YouTube (GOOG) are on more shaky footing, she said. Yet, to ignore YouTube as a serious platform for content creators would be foolish. "When there is that much energy about audience consumption, you have to be there."

????Zalaznick's remarks echoed the themes of Fortune's next cover story, "How YouTube Changes Everything," which I wrote and will publish online on Thursday.

????Zalaznickshared the stage with Jim Lanzone, the president of CBS Interactive (CBS), who acknowledged that YouTube accounts for a fast growing portion of media consumption, especially for younger people. But Lanzone said that just like TV didn't kill radio and movies didn't kill TV, YouTube and online video is not about to damage the television business, which remains strong. "At the end of that day, in some way consumers are finding time in all of this," Lanzone said.

????Both Lanzone and Zalaznick are charged with leading their companies into the digital age. Both said digital is already mainstream at both companies and becoming so more every day.

????When asked which company they were most afraid of, Lanzone said Apple (AAPL), which is becoming an increasingly important gatekeeper for distribution on mobile devices. Zalaznick, for her part, singled out Nielsen, in part because of its own shortcomings in adapting quickly enough to the digital age so it can accurately measure viewership in different environments.