????為什么你覺(jué)得這對(duì)亞馬遜是一筆意義重大的投資？

????去年我們一共生產(chǎn)了24部試播節(jié)目，甚至比一家普通的電視臺(tái)為全年的黃金時(shí)段準(zhǔn)備的節(jié)目還多。我們非常忙，因?yàn)槲覀儧](méi)有自己的演員陣容。可能幾年內(nèi)我們就會(huì)收回一部分投資。

????拍電視劇對(duì)亞馬遜的意義是什么？

????拍電視劇是為了向顧客提供價(jià)值，讓顧客覺(jué)得我們的服務(wù)是獨(dú)特的，同時(shí)可以與顧客建立一種關(guān)系，讓他們還會(huì)回來(lái)……生產(chǎn)原創(chuàng)內(nèi)容的另一個(gè)目標(biāo)是吸引顧客加入這項(xiàng)服務(wù)。

????亞馬遜通過(guò)眾包的方法在做電視劇，那么在這個(gè)過(guò)程中你最想調(diào)整的部分是什么？

????在這個(gè)過(guò)程中我什么也不想調(diào)整，因?yàn)樗屛覀兛梢杂懈鄬?shí)驗(yàn)性的東西。雖然有人通過(guò)直接向電視劇公司訂購(gòu)整部電視劇也獲得了成功，但是我認(rèn)為，如果你直接從電視劇公司訂購(gòu)整部劇集的話，它可能限制了你實(shí)際上能夠與誰(shuí)合作。你的選擇范圍可能會(huì)更小。

????需求至上的環(huán)境與廣播環(huán)境很不同，在需求至上的環(huán)境下，你真正想要的是找到的確非常喜歡這部劇的人，只有非常喜歡的人才會(huì)費(fèi)力從眾多資源中把它找出來(lái)看。觀眾必須得非常希望在現(xiàn)代化的電視上看到這部劇，而不能產(chǎn)生想換頻道的欲望或者只是簡(jiǎn)單看看這是什么節(jié)目就算了。現(xiàn)在一部拍得“還挺好”的電視劇是遠(yuǎn)遠(yuǎn)不夠的。

????現(xiàn)在我們可以更好地了解是否有一部分人對(duì)這部劇非常感興趣。就在不久之前，你還得更重視觀眾的熱情的廣度，而不是觀眾熱情的深度。這意味著像《透明》這種電視劇可以在這種環(huán)境下表現(xiàn)得很好。過(guò)去有些劇集雖然不是很獨(dú)特，但符合所有人的口味。這種劇在過(guò)去可能很有價(jià)值，但今天對(duì)我們來(lái)說(shuō)就不那么有價(jià)值了。

????你們的觀眾群有多大？

????我們沒(méi)有披露這類數(shù)據(jù)，但是我們的電視劇經(jīng)常一經(jīng)推出，就在亞馬遜服務(wù)中成為收看最多的劇集之一。比如《阿爾法屋》曾一度登上亞馬遜收視榜的榜收，意味著它在亞馬遜的整體服務(wù)中扮演了一個(gè)重要的角色。

????你們下一步打算做什么？

????下一步我們會(huì)繼續(xù)推出幾部試播劇，到了秋季，這些劇集就會(huì)陸續(xù)上線。然后我們還會(huì)推出新一輪的試播劇。到目前為止我們還沒(méi)有（像奈飛那樣）把我們所有的電視劇都在同一時(shí)間推出，但是我們可能想嘗試一下。這種做法比較復(fù)雜，因?yàn)槟銢](méi)法真正進(jìn)行測(cè)試。媒體和顧客對(duì)這種做法都抱有一些熱情，所以我們?cè)诮衲昵锛具@些劇集上線之前會(huì)研究一下。（財(cái)富中文網(wǎng)）

????譯者：樸成奎

????Would you say this is a significant investment for Amazon?

????We've put out 24 pilots in the last year, which is more than a typical broadcast network will do per year for prime time for sure. We're busy because we don't have a slate, a lineup. Maybe in a few years we can pull it back a little bit.

????Why does this make sense for Amazon?

????Because it's all about providing value for customers, making the service feel unique and distinctive, and having a relationship with customers where they are coming back ... Part of the purpose of original content is to get people to really engage with the service.

????So Amazon crowdsources its shows. What do you want to tweak about that process?

????I want to tweak nothing about that process! It allows us to be a lot more experimental. Kudos to everyone who has a success ordering straight to series, but I would think that if you were going to order everything straight to series, it probably constrains you a little bit in terms of who you are realistically going to work with. You'd probably have a shorter list.

????What you really want in the on-demand environment, which is different than the broadcast environment, is you need to find people who really like the show enough to seek it out. You need to really want to watch the show in modern TV. It's not about changing the channel anywhere, or just seeing what's on. It's not good enough to be good-ish.

????We can do a better job getting insight into whether there's a pocket of people who are really interested in the show. A while ago you had to focus more on breadth of enthusiasm rather than depth of enthusiasm. That means a show like Transparent really works in this environment. There are shows in the past that were not as distinctive but universally palatable that would have been valuable, but today for us would not be valuable.

????How big are your audiences?

????Well, we don't disclose, but we see that often our shows are the top shows on the service right after they're released. You see Alpha House go to No. 1 for awhile, and that means it is playing a meaningful role for the service as a whole.

????What's ahead?

????Well we'll see a couple more pilots, and then in the fall these series will premier. And then there'll be a new round of pilots. So far we haven't released our shows all at the same time [like Netflix has done], but we might want to try it. It's complicated because you can't really test it. There is some enthusiasm in the press and with customers for doing it all at once, so we're going to take a look at it before we debut our shows this fall.