译者 goldenbbbccc
Twitter UK boss says social TV happens whether broadcasters like it or not
不管现在的广播电视经营者是否支持，社交都是大势所趋
'But they have a choice about how to harness that social TV energy' explains Tony Wang
“但是他们可以选择如何驾驭社交电视所带来的改变”，Tony Wang这样解释道。
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Twitter's UK general manager Tony Wang, speaking at MIPCube. Photo: Stuart Dredge
推特英国的经理Tony Wang，在MIPCube上讲话。 摄影：Stuart Dredge
Twitter's UK general manager Tony Wang expects broadcasters to start using the microblogging service in more "artful" ways beyond showing hashtags and account handles on-air.
推特英国的经理Tony Wang希望广播电视经营者能开始更巧妙的利用微博提供的服务，而不仅仅是实时播出那些微博标签和帐号标签(account handles)。
"Broadcasters are not the ones to choose whether to have social TV. It happens whether they like it or not. But they have a choice about how to harness that social TV energy," he told the MIPCube conference in Cannes.
”广播电视经营者不能决定社交电视是否会出现。无论他们是否喜欢社交电视，这是大势所趋。但是他们可以选择如何取驾驭，利用社交电视所带来的改变“，他在戛纳的MIPCube会议讲道。
Wang cited stats showing that 80% of under-25s are using a second screen to communicate with friends while watching TV, while 72% of them are using Twitter, Facebook and other mobile apps to comment on the shows they watch.
Wang引用的数据显示，80%的25岁以下的用户，在看电视的同时，使用第二块屏幕来跟朋友们交流，这些人中，72%的人在使用推特(Twitter)，脸谱(Facebook)，和其它的移动应用取评论他们看的节目。
He added that Twitter sees three distinct strategies from broadcasters when it comes to social TV: some are doing nothing, others are doing something, and a few are doing "artful" things on-air. "It's the past, present and future of social TV."
他补充道，推特看到广播电视商们会用3种不同的策略来应对社交电视的趋势：有些什么也不做，而其它的会有所动作，而一些正在直播中运用的非常灵巧。“这就是社交电视的过去，现在和未来。“
Wang outlined three common tactics in the "do something" category: on-air hashtags, Twitter handles and live-tweets from stars.
Wang概括了3中通常的”略有作为“的策略：直播的微博标签，推特标签(Twitter handles)和明星的实时微博。
Examples: tweets using the hashtag #oscars spiked massively when broadcaster ABC showed it on-screen, while Piers Morgan adds between 650 and 700 new followers a minute when his @piersmorgan handle is shown on-screen during his CNN show.
例子：那些有oscars标签的微博在ABC电视播出奥斯卡颁奖时大量的涌现，而皮尔斯摩根因为CNN节目中，屏幕上出现了他的@piersmorgan的用户标签，而增加了650到700个新的粉丝。
Meanwhile, CBS saw the number of daily tweets about its Survivor show quadruple in 2011 after presenter Jeff Probst began tweeting while it was on-air.
同时，主持人杰夫(Jeff Probst)在CBS节目”幸存者“节目直播中，开始发布微博，因而其节目的日均微博数变为原先的4倍。
Wang hit back at comments made in January by the BBC's director of policy and strategy John Tate, who told a London conference that "interactivity has its place but you don't want to overdo it – shows like Sherlock and Frozen Planet on the BBC are very intense for the viewer and need people not to be distracted."
Wang回击了一月份，BBC的政策主播约翰的论调，在伦敦会议上的论调：”互动的存在是合理的，但是不能过度 -- 像福尔摩斯和冰冻星球这样的节目，对于观众是十分紧凑的，需要观众们不要分心。“
Wang disagrees, and showed a series of tweets during his MIPCube speech from fans of Frozen Planet saying how much they were enjoying it, or providing feedback on the show.
Wang并不同意这样的意见，并且展示了一系列在他的MIPCube会议演讲进行中，那些冰冻星球节目的粉丝发布的微博状态。这些微博说了他们有多么喜欢这个节目，抑或是向这个节目提出了建议。
"People are definitely engaging with the shows whether it's a social programme... or something that's more intense and serious, as that BBC article had mentioned," said Wang, who claimed social media both attracts new viewers to shows, and retains their interest over the course of a series.
”人们一定会面对那些或是关于社交或是内容紧凑而严肃的节目，比如提到的BBC的文章“，Wang说，”他们说社交媒体不仅为节目带来新观众，并且通过一系列的内容来让他们保持兴趣。“
Wang finished off by giving some examples of more artful use of Twitter by broadcasters, including Fox News encouraging viewers of the Republican presidential debates to tweet candidates' names plus #answer or #dodge to vote on whether the candidates had been facing or dodging questions.
Wang在演讲结束时，展示了一些广播电视巧妙运用推特的例子，包括福克斯新闻(Fox News)鼓励共和党总统大选辩论的观众去推特上面，用候选人的名字加上#answer或者#dodge来投票表明候选人是在直面问题或是在闪烁其辞。
The broadcaster analysed the data during the debate show, and during breaks showed graphs on-screen to show who was perceived as dodging which questions.
广播电视人员分析了从辩论节目来的数据，在节目的中间休息时，在屏幕上用图表展示了都有哪些候选人在哪些问题态度闪躲暧昧了。
Twitter is also seeing more broadcasters experiment with drama shows, where additional storylines are played out through tweets from fictional characters.
推特也看到更多的广播电视在电视剧节目中进行了试验，那些额外的故事剧情通过在微博里面的虚构人物讲述了出来。
"Living out a parallel storyline during breaks between seasons and breaks between episodes," he said. "The storylines continue off-air and onto Twitter."
在电视剧各季间的间歇和章节间的空白中，播出那些平行的剧情，”他说，“他们的剧情得以在不直播的时候，在推特上继续。”
