Over the past 30 years, the nature of broadcasting has undergone great changes due to technological advances, globalization, and financial pressures. This has led to consolidation in the media industry into a few large companies. However, small independent companies still play an important role in fostering diversity and innovation. Public service principles of informing, educating, and entertaining citizens remain important ideals to guide the future development of broadcasting.

1. Broadcasting in a Digital Age 数码时代的广播业 Dr. John Elsom 约翰 · 艾尔森博士 Photo from http://www.czech.cz/

2. Changes in the Broadcasting Landscape 广播业界的改变 Over the past thirty years, there have been great changes in the nature of broadcasting. 过去三十年，广播业本质有重大的改变 Taken together, they form a major challenge for all broadcasters world-wide. 集合起来，令全球广播业面临严峻挑战 What are they? And how can we cope we them? 这些改变是什麽？我们又该如何应付这些挑战呢？ Technological 技术上 Geo-political 地理暨政治上 Financial 经济上 As a result, there have been changes in how the state and private broadcasting companies are managed. 公营及私营广播公司的营运方法也因此有了改变。

3. Changes in Technology 技术改变 Delivery Systems 传送系统 Satellites 卫星 Optical fibre 光纤 Digitalisation 数码化 There is no shortage of capacity. 容量不存在匮乏 Audio-visual Equipment 视听工具 Size and Fidelity 大小和像真度 Editing 剪接 Transmission 傅播 Are state broadcasting companies needed? 还需要公营广播公司吗？

4. Geo-Political Changes 地理暨政治改变 Broadcasting is global. This has – 广播是全球性的，并具有 — Political 政治 Religious 宗教 Cultural 文化 — Consequences 影响 . Is it possible to protect a country from thought invaders? 可以保护国家不受思想侵略者影 响吗？ Risks of Extremism and Fundamentalism 极端主义和原教旨主义危机

5. Anti-Broadcasting Technology 反广播技术 As a result, there have been attempts to ban 因此曾有以禁止以下活动的事例： Satellite receivers in India, 在印度使用卫星接收器 TV in Afghanistan, 在阿富汗收看电视 BBC in Zimbabwe 英国广播公司到津巴布韦采访 No country is free from censorship. 没有国家不存审查制度 There are new growth industries in – 有些活动却又日益滋长： Monitoring 监控 Jamming 干扰 Infiltrating 混入 Is global broadcasting more unreliable than national or local broadcasting? 那代表全球广播不比国家或地区 广播可靠吗？

6. Financial Changes 经济改变 What are the broadcasters’ sources of funding? 广播公司的经济来源有： Sale of equipment 售卖仪器 State funding 国家拨款 Advertising and sponsorship 广告和赞助 Subscriptions 订费 Intellectual Property Rights, including Copyright 知识 产权，包括版权 All of these methods are under pressure. 这些方法却遭受重重压力 Is there a global media race? 全球媒体间有竞争吗？ Who ‘owns’ a broadcast in cyber-space? 网络空间上谁「拥有」广播？ Can state broadcasting be protected from global market forces? 国营广播公司可以不受全球市场影响吗？

7. Can we defend Intellectual Property rights? 如何保护知识产权？ IP extends across a range of inventions & creativity– 知识产权保护一系列原创及发明： Software and recorded material 软件和纪录材料 Books, music, paintings, dance and games 书籍﹐音乐，绘画，舞蹈和遊戏 Pharmaceuticals 药物 Architecture 建築 Textiles and design 纺织和设计 In an age of globalisation and easy copying, how can the IP be defended? 在这全球化时代，複製愈益简单，那如 何保护知识产权？ Today 今天 – Recorded material can be loaded and downloaded – 纪录材料可上载下载 Pirates can be traced - but at great expense and intrusion into personal lives – 可追溯侵权者 – 但代价昂贵且侵犯私人生活 Many people are employed by illegal copying companies. 盗版公司员工众多 It is hard for an individual artist to pursue claims in the courts. Large companies can do so. 独立艺术家难以通过法院追讨陪偿；但 大公司可以 The Internet seems to favour small creative companies, but they cannot protect their IP rights. 网络看来有利於小型创意工业，在保护 知识产权上却刚刚相反

8. BIG and Small Companies 大 公司 与 小 公司 As a result of the changes, there are now – 由於以上改变，故此 — Eight world media giants which combine all media outlets, from print to cyberspace; 形成世界八大媒体公司，结合出版到网络空间所有媒体服务 But they can be vulnerable to the humble blogger. 但他们弱点较小小的博客多 Bloggers during the Iraq War were more widely trusted than Fox News (News International) 伊拉克战争时博客比美国福克斯国际新闻更为公众信任 More time is now spent on the Internet than watching TV . 人们花在网络上的时间比电视要多 Small companies are also vulnerable – 小公司也有他们的弱点： They cannot be protected against piracy, 他们没能力抗衡盗版 The resources are limited 且资源短缺 How do they earn their livings? 他们如何维生呢？ In the UK, the BBC takes 25% of programmes from the independent sector. 在英国， 25% 英国广播公司频道转播的节目来自独立媒体

9. Do Small Companies Matter? 小公司重要吗？ In the UK, we have a belief in the ‘ pluralist’ society – 在英国我们相信「多元」社会： Many beliefs and values existing side by side. 多样信仰和价值共存 The unseen competition leads to evolution and progress. 看不见的竞争带来改革和进步 Large centralised media companies stifle creativity and innovation. 大型集权媒体公司往往窒碍创意和革新 BBC is a centralised national company – 英国广播公司是家国营集权公司： and a service provider for many small companies. 并是许多小型公司的服务供应商 At its core is the “Public Service Principle”. 它以「公共服务原则」为营运核心

10. Public Service Principle 公共服务原则 Original meaning 原意 – Inform 报告 Educate 教育 Entertain 娱乐 This contained some Christian meaning. 这含有基督教意义 Peace unto nations 宣扬世界和平 Truth, not just facts 报告真相而非事实 Now it means 现意 – Diverse opinions 意见多样 Religious, ethnic and gender strands 不同宗教、种族和性别元素 National debates and 全国辩论和 International news 国际时事 Can the BBC survive against the media giants? 英国广播公司可跟媒体巨头共存吗？

11. What sort of Future 未来如何？ We have 我们有 – A rich, varied system for communications & creative thought 丰富多样的传讯系统 A greater force for the transformation of lives - even than early print and the publication of books 一个比早期印刷术更巨大的力量在改变我们的生活 But 可是 – We have to establish the framework within which the development can take place 我们得建立架构让发展得以进行 The law, the rules and the common ideals – 立法立规立公众典範 This is more difficult than the technology. 这比发展技术要艰难得多

12. Thank You! 谢谢 ﹗ Dr. John Elsom 约翰 · 艾尔森博士 Translate & Design: Queenie Kung 翻译及设计： Queenie Kung