英國年輕人熱捧社交電視 邊看邊評論

Young Britons have taken to a new television and social media trend which could have far-reaching consequences for the worlds of broadcasting and advertising, according to a new study.

最新調查顯示，英國年輕人熱捧新電視和社交媒體，這將對廣播電視業和廣告業產生深遠影響。

Specialist digital marketing agency Digital Clarity on Tuesday published a survey of 1,300 British mobile internet users below the age of 25 which showed that most use a mobile device to talk to friends about the show they are watching.

專業數字營銷機構“數位清晰”本週二公佈了一份對1300名25歲以下英國移動互聯網用戶的調查，結果發現，大多數用戶在觀看節目期間使用移動設備與好友進行交流。

The Social TV trend exposed by the study could change the landscape for broadcasters and advertisers chasing youthful eye for on-screen attention, Digital Clarity said in a statement.

“數位清晰”發表聲明稱，社交電視這一流行趨勢有望改變電視播放公司和廣告客戶吸引年輕人目光的方式。

Eight out of 10 respondents to the poll said they used Twitter, Facebook or other mobile applications to actively comment on shows and chat with their friends as they watch.

八成受訪者表示會使用Twitter、Facebook或其它移動設備積極發表節目評論，而且會邊看節目邊與好友聊天。

"Up until 12 months ago, TV was struggling to reach the younger market as more and more channels were becoming available," Digital Clarity founder Reggie James said. "Social TV has changed this completely by turning programs into online events where you have to watch them as they happen."

“數位清晰”的創始人雷吉 詹姆斯說：“直到一年前，儘管推出了越來越多的頻道，但電視在進軍年輕人市場方面一直舉步維艱。社交電視完全扭轉了這一局面，電視節目搬上網後，只要有新節目，人們就特別想觀看。”

The significance of Social TV isnot lost onthe television networks which have found themselves with a new marketplace and a different pitch for advertisers, Digital Clarity said.

“數位清晰”指出，社交電視的重要性對電視運營商意義重大，這爲他們發現了新的市場，也爲廣告客戶發現了一條全新的投放途徑。

A joint Nielsen and Yahoo study in the United States last year found that the trend was already well established across the Atlantic with over 86 percent of mobile internet users choosing to communicate with each other in real time during broadcasts, Digital Clarity said.

尼爾森和雅虎去年在美國聯合開展的調查顯示，社交電視在美國已非常普及，超過86%的移動互聯網用戶在電視播放期間實時互動。Last month, the U.S. HBO channel re-ran the Howard Stern film "Private Parts" with Stern simultaneously providing live commentary, which resulted in ratings far higher than could have been forecast for a 14-year-old movie.

上月，美國HBO頻道重播根據霍華德 斯特恩的自傳改編的電影《隱私部分》時，斯特恩同步發表評論，使這部14年前的老電影收視率遠超預期。

Now second screening, as it is referred to in the United States, has become commonplace in Britain too.

目前，老片重映在英國也變得非常普遍。

"The audience have already taken their seats and are ready to join the conversation," James said. "It's now up to the TV companies to tap into this huge and lucrative market."

詹姆斯說：“觀衆已經準備好接受社交電視，隨時準備發言。電視運營商是時候發掘這一巨大的、利潤豐厚的市場了。”

One of the key findings of the study was that Social TV is popular because it allows young people to instantly comment on their favorite shows to friends in different locations via the web or mobile phones.

本次調查還發現，社交電視之所以受歡迎，是因爲年輕人可以通過網絡或手機對自己喜愛的節目與不同地方的好友分享即時評論。

Survey respondent and 20-year-old student Ashleigh Foulser said he loves being able to keep in touch this way with his friends while he is away from home at college.

20歲的受訪者阿什利·福爾瑟是一名學生，他表示離家上大學時喜歡與好友通過這一方式保持聯繫。

The British survey discovered that the most common way to communicate is to use Twitter (72 percent), followed by Facebook (56 percent) and mobile applications (34 percent), while 62 percent of Social TV users like a combination of all three.

“數據清晰”調查發現，社交媒體中，Twitter使用比例最高，爲72%；其次是Facebook（56%）；移動應用設備使用比例爲34%，另有62%的社交電視用戶表示同時使用這三種交流方式。