2014年经济学人 科技和BBC 融为一体

Technology and the BBC

Mashing¹ it up

Technology is changing the way radio operates

WHEN Radio 1, a BBC music station, launched in the late 1960s teenagers flocked to it. Its presenters², many of whom had previously³ worked in pirate radio, were brash and it played pop music. Despite fears that radio would be wiped out by television and then by the internet, the medium has proved remarkably⁴ resilient. But it is changing its shape to keep up with a younger audience. On November 10th the station launched a channel on iPlayer, the BBC's video-on-demand site. The move was heralded⁵ as an “historic moment” by Ben Cooper, the controller of Radio 1.

Between 2008 and 2013 the share of people listening to radio in Britain increased slightly—although the average time spent listening to it has dropped among all of those under 65. But among younger people it is proving far less popular. Since 2008 the amount of time spent listening to the radio by those aged⁶ 15- to 24-years-old fell by 13%.

Fewer children grow up with radios in their bedrooms, while social media are chipping away at the time youngsters might spend tuning⁷ in, says Simon Terrington, a media analyst⁸. Sites such as Facebook also provide an alternative to the “community” feel of listening to live radio, he adds. And streaming services, such as Spotify, are increasingly popular. As a result the radio accounts for less than a quarter of the time 15 to 24-year-olds spend actively⁹ listening to things; but streaming or listening to music accounts for nearly two-thirds of their time.

Stations are responding to this changing market by boosting online services and apps. Commercial stations such as Capital and Kiss FM have pages on YouTube and television channels. But the publicly funded BBC is particularly keen to keep younger audiences hooked. Last year the BBC launched its Playlister service, which can also be accessed outside Britain. This helps listeners find music that has been played on radio or television and listen to it on third-party apps, including Spotify. In October more playlists from DJs were also added to it.

“We're trying to create a new music experience,” says Mark Friend, the head of digital radio at the BBC. This requires a radio station to be present on lots of different media, such as YouTube, and to be actively engaging listeners through social media. More content—through archive material, or online-only videos—will be “mashed up” with live shows. Radio 1 already sponsors several live music events. Rather than being just a radio station, it has become a brand.

Other stations will also have to adapt. “Radio 4 cannot afford to be just a linear playout any more either,” says Mr Friend (referring to Radio 1's more cerebral¹⁰ cousin). This is an opportunity for the BBC to try to gain new audiences. But it also poses a problem. As it becomes more and more like its rivals, its distinctiveness¹¹ becomes weaker—as may the argument to keep pumping it with public money.

1 mashing   

捣碎

参考例句：

• Long ago, they served as a useful third set of mashing molars. 许多年前，它们可是有用的第三套磨牙系统。
• During continuous mashing, filter 2 is filled when filter 1 is full. 在连续糖化过程中，当压滤机1填满后即填充压滤机2。

2 presenters   

n.节目主持人，演播员( presenter的名词复数 )

参考例句：

• Each week presenters would put the case for their favourite candidate. 每个星期主持人推出他们最喜欢的候选人。 来自互联网
• Karaoke was set up to allowed presenters to sing on the stage. 宴会设有歌唱舞台，可让出席者大演唱功。 来自互联网

3 previously   

adv.以前，先前（地）

参考例句：

• The bicycle tyre blew out at a previously damaged point.自行车胎在以前损坏过的地方又爆开了。
• Let me digress for a moment and explain what had happened previously.让我岔开一会儿，解释原先发生了什么。

4 remarkably   

ad.不同寻常地，相当地

参考例句：

• I thought she was remarkably restrained in the circumstances. 我认为她在那种情况下非常克制。
• He made a remarkably swift recovery. 他康复得相当快。

5 heralded   

v.预示( herald的过去式和过去分词 )；宣布（好或重要）

参考例句：

• The singing of the birds heralded in the day. 鸟鸣报晓。 来自《简明英汉词典》
• A fanfare of trumpets heralded the arrival of the King. 嘹亮的小号声宣告了国王驾到。 来自《简明英汉词典》

6 aged   

adj.年老的，陈年的

参考例句：

• He had put on weight and aged a little.他胖了，也老点了。
• He is aged,but his memory is still good.他已年老，然而记忆力还好。

7 tuning   

n.调谐，调整，调音v.调音( tune的现在分词 )；调整；（给收音机、电视等）调谐；使协调

参考例句：

• They are tuning up a plane on the flight line. 他们正在机场的飞机跑道上调试一架飞机。 来自《简明英汉词典》
• The orchestra are tuning up. 管弦乐队在定弦。 来自《现代汉英综合大词典》

8 analyst   

n.分析家，化验员；心理分析学家

参考例句：

• What can you contribute to the position of a market analyst?你有什么技能可有助于市场分析员的职务？
• The analyst is required to interpolate values between standards.分析人员需要在这些标准中插入一些值。

9 actively   

adv.积极地，勤奋地

参考例句：

• During this period all the students were actively participating.在这节课中所有的学生都积极参加。
• We are actively intervening to settle a quarrel.我们正在积极调解争执。

10 cerebral   

adj.脑的，大脑的；有智力的，理智型的

参考例句：

• Your left cerebral hemisphere controls the right-hand side of your body.你的左半脑控制身体的右半身。
• He is a precise,methodical,cerebral man who carefully chooses his words.他是一个一丝不苟、有条理和理智的人，措辞谨慎。

11 distinctiveness   

特殊[独特]性

参考例句：

• Q10. How are the newness and distinctiveness of a design assessed? 如何评估一项外观设计的新颖性和独特性？
• We will add your biological and technological distinctiveness to our own. 你们的文化将会适应为我们服务。