對(duì)迪士尼新流媒體平臺(tái)的期望，應(yīng)該有所降低

對(duì)迪士尼新流媒體平臺(tái)的期望，應(yīng)該有所降低

There are high expectations for — and a lot of hoopla surrounding — Disney’s upcoming streaming service Disney+, which is scheduled to launch in November.

人們對(duì)迪士尼即將推出的流媒體服務(wù)“迪士尼+”抱有很高的期望，并對(duì)其大加宣傳。該服務(wù)計(jì)劃于11月推出。

The grand reception could be completely warranted, but I’d like to throw in an ounce of healthy skepticism.

盛大的接待可能是完全有理由的，但我還是要提出一點(diǎn)健康的懷疑。

Disney has a great library of movies, and owns the extremely successful Marvel franchise. But to successfully go digital and compete in the established streaming video arena will take more than that.

迪斯尼擁有一個(gè)巨大的電影圖書(shū)館，擁有極其成功的漫威系列。但要想成功實(shí)現(xiàn)數(shù)字化，并在成熟的流媒體視頻領(lǐng)域展開(kāi)競(jìng)爭(zhēng)，需要的不僅僅是這些。

Streaming isn’t about making movies or simply having them on your platform anymore. It’s about the complicated digital delivery of video in HD and ultra HD formats — a challenge masters of video delivery deal with every day.

流媒體不再是制作電影，也不再是簡(jiǎn)單地在你的平臺(tái)上播放。這是關(guān)于高清和超高清格式視頻的復(fù)雜數(shù)字傳輸——每天都是視頻傳輸大師們面臨的挑戰(zhàn)。

And infrastructure build-out and signal delivery is no small task when there are tens of millions of users watching different things at the same time — and different binge-watching schedules on different kinds of devices.

當(dāng)有數(shù)以千萬(wàn)計(jì)的用戶同時(shí)觀看不同的事物，以及在不同類型的設(shè)備上觀看不同的狂歡時(shí)刻表時(shí)，基礎(chǔ)設(shè)施建設(shè)和信號(hào)傳遞并不是一項(xiàng)小任務(wù)。

Technologically, Disney+ will be competing with Netflix, Amazon, YouTube, the new Apple TV and even Microsoft Xbox to a certain degree.

從技術(shù)上講，迪士尼+將在一定程度上與Netflix、亞馬遜、YouTube、新蘋(píng)果電視甚至微軟Xbox展開(kāi)競(jìng)爭(zhēng)。

But Disney+’s biggest hurdle may very well be content. The new format of streaming is different than anything Disney or Hulu has done before. Streaming today is a hit-based business with new and fresh stuff like the series “Stranger Things,” “Tom Clancy’s Jack Ryan” and “Undercover,” and movies like “BirdBox.”

但迪士尼+最大的障礙很可能是內(nèi)容。這種新的流媒體形式與迪士尼或Hulu之前所做的任何事情都不同。如今的流媒體是一個(gè)以熱門劇集為基礎(chǔ)的行業(yè)，推出了《怪奇物語(yǔ)》(Stranger Things)、《湯姆·克蘭西(Tom Clancy)的《杰克·瑞恩》(Jack Ryan)和《臥底》(Undercover)等新鮮劇集，以及《鳥(niǎo)箱》(BirdBox)等電影。

Edgy is not exactly a Disney hallmark. It will need to come up with binge-worthy content because big-budget, box office blockbusters is not what streaming is all about.

急躁并不是迪斯尼的標(biāo)志。它將需要提供值得沉迷的內(nèi)容，因?yàn)榇箢A(yù)算、票房大片并不是流媒體的全部。

Watching Disney’s transition from big motion pictures to cost-effective, quality digital content will be interesting — and hopefully the service will indeed be a plus for consumers.

觀看迪斯尼從大型電影到高成本、高質(zhì)量的數(shù)字內(nèi)容的轉(zhuǎn)變將是一件有趣的事情，而且希望這項(xiàng)服務(wù)確實(shí)能為消費(fèi)者帶來(lái)好處。

But expecting an instant success would be a mistake.

但期望馬上獲得成功，將是一個(gè)錯(cuò)誤。