纪录片Pixar Story问世了

我8月访问迪斯尼总部时只知道Pixar官方传记将在年底问世,不料最近意外获知,其官方纪录片Pixar Story10月23日起在全美公映。

该片制片人、导演兼编剧Leslie Iwerks从2001年起断断续续地拍摄这部片子,独家专访了Pixar前老板、《星球大战》的导演George Lucas、现老板、苹果教主Steve Jobs、从迪斯尼出走至Pixar立下汗马功劳、现任迪斯尼动画部首席创意官的John Lasseter、Pixar创始人、现任迪斯尼动画部总裁的Ed Catmull、迪斯尼前任CEO Michael Eisner、现任CEO Bob Iger、著名影星Tom Hanks、喜剧演员Billy Crystal、Tim Allen、Brad Bird和其他人,由这些亲历者来讲述Pixar如何革新并重塑美国动画业的传奇故事。

Leslie Iwerks出身世家,与动画、迪斯尼也是渊源颇深。她祖父Ub Iwerks是米老鼠的原型设计师、共同创作者,曾两获奥斯卡奖。Leslie以她祖父的经历拍了获奖纪录片The Hand Behind the Mouse,同名的书也得了奖。她本人拍的另外一部纪录片Recycled Life去年获奥斯卡奖纪录片提名。

和这部纪录片同时问世的便是Catmull告诉我的那本传记,准确的全名是“To Infinity and Beyond,The Story of Pixar Animation Studios”,相当于片子的衍生产品。相信这部纪录片不太可能被正式引进,这也免遭片名被翻成《皮克萨总动员》的“噩运”——自Toy Story引进大陆被翻成《玩具总动员》后,Pixar几乎每部片子都被翻成“总动员”:海底总动员、汽车总动员,最新上映的Ratatouille,也舍传神的中译名《料理鼠王》不用,被统一成《美食总动员》。

Pixar Story Post

The Economist关于VIM的专题报道

万众瞩目的VIM昨天闭幕了,2007年10月13日至19日出版的第385卷第8550期The Economist为大会出了专题报道:

economsit cover

不过印刷版杂志在内地发行时被统一撕去若干页,分别是——

1,第15页:

The party congress in China

China, beware

Oct 11th 2007
From The Economist print edition

The country’s rulers care too much for their own welfare, and too little about the rural peasants

BASKING in its 2008 Olympic glow, no longer shy at counting itself among the world’s greats and blessed with a still booming economy, China looks the coming power. And so it is, up to a point. Yet as the Communist Party’s bigwigs assemble behind closed doors in Beijing for their five-yearly congress, it is China’s frailties, not its strengths, that preoccupy them.

Not for the first time, Hu Jintao, the party’s boss and China’s president, rightly picks out two big problems: the widening gap between China’s mostly urban rich and its mostly rural poor, and the party’s lack of “internal democracy”—comrade-speak for accountability and the courage to question and debate. In other words, neither China’s Communist Party nor its village dwellers are keeping up as the rest of China changes fast. None of the 1.3 billion ordinary Chinese gets a vote in the party’s secretive conclaves. But among more than 700m left-behind peasants, frustrations are building (see pages 27-29).

As in any fast-developing economy, for all its successes China’s breakneck growth masks a multitude of problems, from rampant corruption and devastating pollution to a frail banking system and the lack of independent courts to uphold the rule of law. Meanwhile, three decades of “get rich quick” advice from party central have left the country divided between a richer coast and still impoverished interior, between upwardly mobile city dwellers and stagnating rural communities. These days, the income disparity between China’s richest few and poorest many (peasants, migrant workers, pensioners) would make many a modern capitalist blush.

From communism to carpet-baggers

Mr Hu has tried to accommodate some demands for change. Most recently, a law was passed that for the first time enshrines private property rights—a huge ideological leap for a party with its origins a long march back in Mao’s communes. But like much else in China, these new rights will benefit mostly city-dwellers; a growing urban middle class will now be able to buy and sell their homes or businesses. In the countryside, where peasants are able only to lease their land, not own it (and not even use it as collateral for loans), the new law will do nothing to rectify the landgrabs orchestrated by venal local officials, who turf people off the land so as to do lucrative deals with carpet-bagging developers.

In this and other ways, the reforms that Deng Xiaoping first launched in China’s countryside 30 years ago have now left its peasants in the ditch. But village dwellers have not only seen their city compatriots get richer quicker; increasingly, their own concerns have also been neglected. Since 1989, when disgruntled workers joined student democracy protesters and it all ended in bloodshed on Beijing’s Tiananmen Square, a ruling party fearful of any further challenge to its power has paid better heed to the grievances of China’s urban masses. Urbanites have won greater freedom to spend their rising incomes as they wish, while much ballyhooed experiments in greater village democracy have gone nowhere. With access to the internet and mobile phones, China’s middle classes can organise themselves to oppose, say, the siting of an unwanted chemicals factory and thus draw government attention. Despite many thousands of village protests each year against corrupt officials, poor medical services and bad schools, China’s peasants—more dispersed, less organised and therefore more easily ignored or suppressed—can usually do little but seethe.

Mr Hu bemoans China’s widening inequalities, but has so far done little to bridge them. In fact there is much that could improve the peasants’ lot. Growth at any cost has led to a tax system that unduly favours the wealthy regions that generate their income through industry. Central government could adjust that. It could help further by shouldering a much bigger share of the costs of basic health care and education in the rural areas. Of the five tiers of government, a couple could be stripped away and not be missed. Indeed, thinning the ranks of idle cadres with their fingers in the coffers would ease the financial burden on China’s hard-pressed villagers.

Shooting for trouble

Are such reforms too extensive and costly for a still developing country such as China? No longer. Four years ago, China put its first man in space (only the third country to do so, after Russia and America), at what true cost the government will not say. Now it is aiming for the moon, at a cost of many more billions: its first (unmanned) moon-shot is expected to take place soon. Like the Olympics, China’s space programme is an expensive publicity stunt, designed to encourage nationalist fervour in a population—and a party—long since bored with the maxims of Marx, Lenin and Mao.

Another way in which Mr Hu and his comrades could help the peasants would be to divert some of the double-digit annual increases in defence spending to help the estimated 40% of China’s villages that have no access to running water. The trouble is that China’s military build-up has become the measure of the party’s commitment to another nationalist cause that it has stoked in an effort to bolster its tattered credentials: the eventual recovery, by persuasive hook or military crook, of the island of Taiwan, which China claims as its own.

So far the combination of this appeal to nationalism and the pursuit of economic growth at almost any price has helped the party maintain its grip. But just as China’s periodic shrill threats to Taiwan threaten the stability of the wider region, so the plight and growing anger of China’s peasantry are a harbinger of potential trouble ahead at home.

It is trouble that China’s Communist Party is increasingly ill-prepared to deal with. For all Mr Hu’s rhetoric about greater internal democracy, the party is too fearful for its own survival to open itself up to a genuine clash of ideas. Although a few brave voices have called for that (see page 33), there has been no open debate in the run-up to the congress about how to address any of China’s pressing rural problems. To add to their burdens, China’s peasants are saddled with a ruling party that is too worried about its own survival to spend more than a little lip-service on theirs.

2,第27页:

Rural China

Missing the barefoot doctors

Oct 11th 2007 | LUOCHUAN
From The Economist print edition

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Many a problem lies in the way of a “new socialist countryside”

THE county of Luochuan, on the loess plateau of northern Shaanxi Province, used to be one of China’s poorest places. Today it looks relatively prosperous. The main street of the county seat is lined with hotels and restaurants, and the reddening orchards of this apple-growing district stretch beyond the town. Household net incomes per head in rural Luochuan are now approaching the average for the Chinese countryside. Last year they rose by more than 9%, slightly under average.

During the Maoist purges of the 1960s, this was a place where, according to Luochuan’s official history, “everyone was afraid”. But memories of the Cultural Revolution have long since faded. Luochuan’s state-owned agricultural-machinery factory, which once turned out tanks and hand-grenades for Maoist mobs, has been idle for years and is trying to find a buyer. Farmers can now grow what they want, instead of grain as Mao insisted.

But Luochuan’s rural citizens are nostalgic for the past. They want a public-health system that works. Mao’s system of “barefoot doctors” for country districts, set up in Luochuan in 1970, may have been rudimentary, but at least it was readily accessible and practically free. Public-health care in Luochuan, as elsewhere in rural China, is now in tatters. And the extent of rural discontent is at last becoming known, as western journalists are slowly allowed to explore the backward interior.

story map

In recent years China’s Communist Party has begun to pay attention to a deep malaise in the countryside: the prohibitive cost of health care and education for the rural poor, mounting debts at the lowest levels of government, bloated bureaucracy and a growing wealth gap between rural and urban areas. Riots have become common, fuelled by the attempts of avaricious governments to raise money by selling farmers’ land. Incomes may have been rising, but so has dissatisfaction. In some parts of China, more than 60% of those in dire poverty have been driven there by medical expenses. And for many rural residents the higher levels of schooling are becoming unaffordable.

President Hu Jintao and his prime minister, Wen Jiabao, like to take credit for what they portray as a change of tack. Under their leadership, the party’s emphasis has switched from an all-out pursuit of economic growth to the need for balanced development that takes more account of the country’s poorest. The need, they often say, is to build a “new socialist countryside”. At a five-yearly congress due to begin on October 15th (see page 33), the party, at Mr Hu’s request, will rewrite its own charter to give the president’s theory about the need for “scientific development” (meaning pro-poor and pro-environment) the same sanctity as the philosophies of Mao, Deng Xiaoping and Mr Hu’s predecessor, Jiang Zemin. But among the rural poor there will be little celebration.

“If peasants become better off, the country is secure,” said Mr Wen earlier this year. On average, they are becoming wealthier. For the past three years rural income per head has risen by more than 6% annually in real terms. In the first half of this year, pushed by fast-rising food prices, it was up 13%, the highest increase since 1995 according to official media. But the gap between rural and urban incomes has continued to widen. And progress has been far slower in areas like Shaanxi, far from the prospering coast (see chart 1).

story chart 1

Rural China is still home to about 60% of the country’s 1.3 billion people, but agriculture’s contribution to GDP has fallen from more than a quarter in 1990 to less than 12% today. Central-government spending on agriculture and rural welfare as a proportion of total spending has similarly fallen from 8-11% in the 1990s to 7-8% for most of this decade. Thanks to a booming economy under Mr Hu and Mr Wen, the central budget is getting bigger and its expenditure is growing fast. But outlays on health care and education, as a proportion of total spending, remain lower than they were a decade ago.

Where boom doesn’t reach

The 2,217 delegates to the congress, for whom dissent is taboo, will praise Mr Hu’s achievements. For the first time in Chinese history, farmers, except for tobacco-growers, have been exempted from tax on their land or agricultural production. This has marked the end of a process of rural tax cuts that began well before Mr Hu took office. Since 2003 a new medical-insurance system, involving for the first time a financial commitment by the central government, has been set up in at least 80% of rural counties in place of the long-discarded barefoot-doctor scheme. At the same time, rural children have begun to enjoy free education during their nine years of compulsory schooling—although many still have to pay for their textbooks.

Since 2004 the government, for the first time, has been giving direct subsidies to grain farmers in an effort to keep them growing grain and to curb grain-price rises. This year the subsidies are due to rise 63%, to 42.7 billion yuan ($5.7 billion). Grain output has risen for three consecutive years, the best stint of growth since 1985. But high grain prices may have encouraged this more than the subsidies, which have been largely offset by the rising cost of fuel, fertiliser and other materials.

The changes are a temporary salve, at best. In the case of the medical-insurance scheme, the biggest beneficiaries are the richest peasants. The poorest are just as likely to choose to die at home rather than risk deeper impoverishment of their families by venturing into hospital. The measures also do next to nothing for a huge section of the rural population that has moved to the cities in recent years. These people, perhaps 150m of them, enjoy neither the recent benefits accorded to those who have stayed on the land nor the far greater subsidies enjoyed by their city-born counterparts. In 2004 the World Health Organisation (WHO) described the launch of the new medical system during such a rapid population shift as “the equivalent of launching a ship with a radically new design at the height of a typhoon”. The ship is not weathering well.

In Jiuxian, one of Luochuan’s 16 townships, the hospital is one of the better looking buildings amid a hotch-potch of grey and brown Mao-era edifices (some of them “caves”, built directly in the loess soil and open only at the front). It has recently been rebuilt at a cost of 4.5m yuan. A cluster of crates in the lobby containing new medical equipment has yet to be unpacked. A handwritten notice explains how the township’s 14,000 citizens, most of them scattered in 34 surrounding villages, can enjoy the benefits of what is known as the “new co-operative medical system” introduced three years ago.

The system sounds a good deal. For a premium of a mere 15 yuan (about $2) a year, Jiuxian’s residents can claim back a big part of their hospital costs. Before 2004 they had no insurance at all. Now, beyond a certain threshold (which varies between 100 yuan and 600 yuan according to the quality of hospital) and up to a ceiling of 10,000 yuan a year, they can reclaim between 40% and 60% (the better the hospital, the lower the percentage). The premium is waived entirely for the “impoverished”, of which there are several hundred in the township. For each premium paid, the central government contributes another 10 yuan. The provincial, prefectural and county governments add a total of another 10 yuan to the kitty.

The premiums may sound small for such potentially great rewards. But for rural residents, who earned on average 3,371 yuan last year, 15 yuan amounts to nearly two days’ income. In Luochuan, as in other counties where the insurance scheme has been launched, officials have reported very high rates of participation by farmers, usually over 80%. But a former senior official in Luochuan’s health bureau says participation has not been as voluntary as officials make it out to be.

Yang Xiumei, who is lying on a hard bed in a small, dim ward (left untouched by upgrading) of Jiuxian’s hospital, has picked the wrong time to suffer haemorrhaging and abdominal pains. In her village, says the 44-year-old Ms Yang, officials told farmers that insurance premiums would be deducted, whether they liked it or not, from subsidies they were due to be given for growing grain. But they have received neither the subsidies nor the crucial enrolment booklet for the insurance scheme. The hospital considers her uninsured, and her costs are mounting.

What if Ms Yang had received her booklet? Her insurance would not kick in until she had spent 100 yuan, the equivalent of nearly 11 days’ income for the average Luochuan rural resident. Beyond that she would then be able to claim 60% of her expenses, but these could amount to several hundred more yuan even for a relatively minor complaint. The Jiuxian hospital, with its three doctors, can perform only the simplest operations and provide only basic care. Anything more serious requires a trip to the Luochuan county seat, 20km (12 miles) away. For insured Jiuxian residents who used county-level facilities, average out-of-pocket expenditure in June was 1,219 yuan, or four months’ income.

Unnecessary X-rays

Hospitals are under pressure to push up charges. Jiuxian’s hospital is subsidised by the county government, but only enough to cover 85% of its staff’s wages, which are relatively generous. The rest of its money has to come from fees and selling medicine. The government caps the prices of common medicines, but doctors get round these by prescribing other medicines or ordering unnecessary procedures, such as X-rays. Without changes in the way rural hospitals are funded, poorer farmers will feel little benefit from the new insurance scheme. Henk Bekedam of the WHO says the poor would not even be able to find the cash to pay for treatment at first, even though some of it would be reimbursed.

Researchers from the Chinese Academy of Social Sciences in Beijing have been trying to set up a parallel insurance system in Jiuxian. Under this scheme, farmers have been encouraged—more politely this time—to pay another annual premium of 10 yuan. For this they are offered free consultations and drugs about 25% cheaper than those sold in the hospital. At first the academics tried using hospital staff to administer the scheme, but it quickly became clear that the doctors were not interested in prescribing cheap drugs, only expensive ones. As disgruntled farmers pulled out of the scheme in droves, the researchers scaled back their staff and closed down all but one of their six clinics dotted around the township. Now they have just one doctor, a pharmacist and a nurse manning a clinic-cum-dispensary in the township seat. The participation rate has dropped from 40% to around 12%. Charity donations, which had helped them, have recently run out.

The county and township governments are not keen supporters of the researchers’ efforts. Their main interest is to ensure that Jiuxian’s hospital covers its costs. Funding it more fully from their own budgets would not be easy, especially since almost all agricultural taxes have been abolished. The official media hailed this as the lifting of a centuries-old burden on peasants. But rural governments in areas with few non-agricultural industries, though partly compensated by the central government for their losses, went into budgetary shock.

Cave-dwelling teachers

Zealous officials in Yanan prefecture, of which Luochuan is part, were among the first to respond to Mr Wen’s tax-abolition initiative. Buoyed up by revenues from local oil and gas industries, they abolished agricultural taxes in 2004, resulting in a 200-yuan-a-year net gain on average for farmers in Luochuan, according to the official media. But Luochuan’s county and township governments struggled merely to meet payroll commitments for their staff. Subsidies received by Luochuan to cover its loss of tax income were fixed at the level of its agricultural tax revenues in 2002. But miscellaneous fees imposed on farmers earlier in the decade were lost too, according to a report in Macroeconomics, a monthly journal published in Beijing.

Revenue losses have coincided with another extra financial burden: Mr Wen’s policy of free education for rural children. Education expenditure from the county budget increased by 20.8% last year, compared with increases of only 6.9% and 5.6% in the previous two years. More money provided by the central, provincial and prefectural governments has helped, but not enough. Once again, Yanan prefecture has chosen to do things the hard way. It has required all schools not only to abolish fees (as ordered by the central government), but also to subsidise all boarders and give free textbooks to everyone. Luochuan county has to pay 10% of the cost of these extras from its own coffers.

story chart 2

At Anmin Junior Middle School, next to the county seat, so much money is flowing in to subsidise the free education programme, which began in Luochuan in 2005, that the school is handing out ten yuan in cash to boarders’ families every term. Last year, with a special grant of around 2.4m yuan, the school knocked down the teachers’ “cave” dwellings and built smart new dormitories for them. The school’s headmaster, Gao Feilong, says the dropout rate is now zero. In the 1990s soaring fees were forcing some of Luochuan’s pupils to quit school.

A survey conducted by Shenzhen University found 82% of farmers in Luochuan were happy with the recent school-fee reforms. But they were far less happy with the quality of teaching and school facilities. Fixing these problems would require a lot more money from a county that is already spending a quarter of its budget on education (mostly on teachers’ wages). To cut costs, Luochuan has closed down nearly half of its 320 primary and middle schools since 2003, resulting in lay-offs for more than 700 teachers and forcing many more children to board. At Anmin School about half of the pupils live in a cramped, spartan dormitory building in a muddy yard at the back of the barrack-like complex. There may be no dropouts now, but for poorer students the huge cost of continuing their education beyond this level is a disincentive to study hard.

Luochuan’s finances would work far better if it cut its bloated bureaucracy. It is trying. The county government has, in effect, taken over management of township budgets, stripping the townships of what little power they still retained. Some provinces are now bypassing both the prefectural- and township-level governments in order to get funds more directly to rural areas. But experiments with rural democracy—hailed by the party in the 1990s as a great way to improve public supervision of how money is spent—have proved too challenging to the party’s political grip.

Many Chinese experts say the burden of supporting basic health care and education should be shifted to higher-level governments. That done, prefecture and township governments could be massively trimmed or eliminated altogether. But neither widespread lay-offs in an already volatile countryside nor a huge increase in central-government spending are palatable options for China’s leaders.

Nor are they rushing to address the needs of those millions of country-dwellers who have moved in recent years to work in urban areas. Even peasants who have been living for several years in cities are still classified as rural residents, and as such are often excluded from urban welfare schemes. A former Luochuan resident working in Beijing, 700km to the north-east, would have to go back to the county for medical treatment if he wished to get reimbursement. Only a few million migrant workers enjoy medical insurance provided by their urban employers. From January 1st it will be compulsory for employers to offer it. But since many migrants are employed informally, without contracts, this will not make much difference.

Such problems need urgent attention. Officials say that by 2020 about 60% of the population will be living in cities or towns. This implies that more than 200m more people will move from the countryside by then. That figure may be too alarmist: there are signs that urban factories are running out of migrant labour, and reports that bad working and living conditions in some cities are deterring the rural poor. But over the coming years China’s rural problems will increasingly become urban ones. China and its cities will need to spend a lot more to deal with them.

3,第33页:

China’s Communist Party congress

Still in Mao’s shadow

Oct 11th 2007 | BEIJING
From The Economist print edition

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And 1.3 billion people are still in the dark about what their leaders want

IN THE absence of serious elections, the big event in Chinese politics is the five-yearly congress of the ruling Chinese Communist Party. From October 15th Hu Jintao, who has led the party since the last congress, will preside over a gathering that offers him the chance to demonstrate his authority and explain his vision for China in the next five years. On neither count is he expected to inspire.

The 2,217 delegates, most of them officials chosen in rigged elections to attend the meeting in Beijing’s Great Hall of the People, will voice no criticism of Mr Hu’s record. He has done next to nothing to fulfil repeated promises of greater democracy within the party. The congress, expected to last about a week, will be as tightly scripted as the 16 others in the party’s 86-year history. Delegates will name a new Central Committee of around 200 members. This will meet at the end of the congress to name a new Politburo to rule the country until 2012. Mr Hu and his colleagues will ordain the outcome.

But rumours abound that Mr Hu has been having trouble appointing the exact Politburo he would like. Observers had long assumed that the Politburo’s Standing Committee—the apex of power in China—would include a new member to be groomed as Mr Hu’s heir-apparent. This would be Li Keqiang, the 52-year-old party chief of Liaoning Province in the north-east. Now rumours suggest that Mr Hu has been forced by colleagues to promote two heirs-apparent. The second is said to be Xi Jinping, 54, party chief of Shanghai.

The two men will presumably have to contend for the top slot in 2012. Chinese politics is too opaque to know how the succession of either man would change the way the country works. This was not always so. In the build-up to the party’s 13th congress in 1987 the emergence of Zhao Ziyang as Deng Xiaoping’s chosen successor appeared to herald an era of liberalisation, Mr Zhao being a noted reformist. But he was deposed by hardliners two years later during the Tiananmen Square unrest and kept under house arrest until he died in 2005. Since the early 1990s Chinese leaders have succeeded in presenting a far more unified front. Mr Hu, Mr Xi and Mr Li have no apparent policy differences.

They could represent different factions, however. Mr Xi, a popular theory has it, is closer to Mr Hu’s predecessor, Jiang Zemin, who remains a behind-the-scenes force in Chinese politics at the age of 81. One of Mr Jiang’s pet projects, a glass and titanium egg-shaped opera house costing $360m opposite the Great Hall of the People, opened last month after years of controversy about plonking such an extravagant oddity in the nation’s political heart. On a tour of the building this week for the foreign press, a construction official told The Economist that Mr Jiang had sung to staff there during a recent inspection.

Both Mr Xi and Mr Li (who both have degrees in law) have received considerable attention from China’s state-controlled media. Mr Li’s leadership has been praised for a massive programme of building affordable housing and clearing slums. Mr Xi’s leadership has been implicitly linked with Shanghai’s recent accomplishments, even though he only took over as the city’s chief in March following the dismissal of his predecessor, Chen Liangyu, for alleged corruption. Among notable events since then have been the topping out in September of the Shanghai World Financial Centre, which will be the country’s tallest building and, says the official press, the third-tallest in the world. Mr Xi enjoys the additional distinction, which China’s official press prefers not to mention, of being the son of a late revolutionary leader, Xi Zhongxun. Such “princelings” appear to be on the rise.

If both men are elevated to the Standing Committee, the country’s obscure politics will be shrouded by another veil of uncertainty. After Mr Hu was promoted to the Standing Committee at the party’s 14th congress in 1992, it was taken almost as read that he would eventually succeed Mr Jiang (even though he was Deng’s choice, not Mr Jiang’s). Liberals in the party have long argued that there should be more open competition for top posts. But Mr Hu is not in favour of elections for his job. The outcome is more likely to be determined by factional squabbling.

In the build-up to the congress there has been a ritual upsurge of complaints by liberals that the party is stalling on the issue of making China more democratic. In the latest edition of Yanhuang Chunqiu, a Beijing monthly, Mao Zedong’s former secretary, Li Rui, gave warning of looming chaos in China unless it embraces democracy. Mr Hu, however, though keen to impress the rest of the world with China’s openness as it prepares to host the Olympic Games, fears the opposite is true: that political reform could trigger a tidal wave of discontent from democrats and the underprivileged.

Indeed, he shows no interest even in more cautious suggestions. Early this year a party journal, Study and Pursuit, published proposals for reforming the party- congress system. These included convening congresses annually, imposing a 50% limit on the proportion of delegates who hold official rank and electing fewer delegates, in order to cut costs and encourage genuine debate (of which there is currently none). This year the number of delegates has actually been increased by more than 100 compared with 2002. So the applause for Mr Hu will be even louder.

媒体的未来

毕业后相继在报社、电视台、网站、杂志社做编辑或记者快有12个年头了,直到最近才开始真正感受到互联网对传播与媒体的撕裂、颠覆性的影响。分享一段我收藏的视频“媒体革命”,看一看、想一想,我们国内的媒体会发生这样的变革吗?

Man is God.
He is everywhere, he is anybody, he knows everything.
This is the Prometeus new world.
All started with the Media Revolution, with Internet, at the end of the last century.
Everything related to the old media vanished: Gutenberg, the copyright, the radio, the television, the publicity.
The old world reacts: more restrictions for the copyright, new laws against non authorized copies. Napster, the music peer to peer company is sued.
At the same time, free internet radio appears;
TIVO, the internet television, allows to avoid publicity; the Wall Street Journal goes on line; Google launches Google news.
Millions of people read daily the biggest on line newspaper. Ohmynews written by thousands of journalists; Flickr becomes the biggest repository in the history of photos, YouTube for movies.
The power of the masses.
A new figure emerges: the prosumer, a producer and a consumer of information. Anyone can be a prosumer.
The news channels become available on Internet.
The blogs become more influential than the old media.
The newspapers are released for free.
Wikipedia is the most complete encyclopedia ever.
In 2007 Life magazine closes.
The NYT sells its television and declares that the future is digital. BBC follows.
In the main cities of the world people are connected for free.
At the corners of the streets totems print pages from blogs and digital magazines.
The virtual worlds are common places on the Internet for millions of people.
A person can have multiple on line identities.
Second Life launches the vocal avatar.
The old media fight back.
A tax is added on any screen; newspapers, radios and televisions are financed by the State; illegal download from the web is punished with years of jail.
Around 2011 the tipping point is reached: the publicity investments are done on the Net. The electronic paper is a mass product: anyone can read anything on plastic paper.
In 2015 newspapers and broadcasting television disappear, digital terrestrial is abandoned, the radio goes on the Internet.
The media arena is less and less populated. Only the Tyrannosaurus Rex survives. The Net includes and unifies all the content. Google buys Microsoft. Amazon buys Yahoo! and become the world universal content leaders with BBC, CNN and CCTV.
The concept of static information - books, articles, images - changes and is transformed into knowledge flow.
The publicity is chosen by the content creators, by the authors and becomes information, comparison, experience.
In 2020 Lawrence Lessig, the author of ‘Free Culture’, is the new US Secretary of Justice and declares the copyright illegal.
Devices that replicate the five senses are available in the virtual worlds. The reality could be replicated in Second Life.
Any one has an Agav (agent-avatar) that finds information, people, places in the virtual worlds.
In 2022 Google launches Prometeus, the Agav standard interface.
Amazon creates Place, a company that replicates reality. You can be on Mars, at the battle of Waterloo, at the Super Bowl as a person. It’s real.
In 2027 Second Life evolves into Spirit. People become who they want.
And share the memory. The experiences. The feelings. Memory selling becomes a normal trading.
In 2050 Prometeus buys Place and Spirit. Virtual life is the biggest market on the planet. Prometeus finances all the space missions to find new worlds for its customers: the terrestrial avatar.
Experience is the new reality.

TiVo走了

此题对应于我去年9月在周末画报发表的“TiVo来了”

那篇报道提到美国个人数码录像机(PVR,Personal Video Recorder)先锋TiVo来中国了。这两天在弄因天盛的英超、文广的NBA而起的付费电视稿子,偶尔从文广的朋友那里得知,TiVo走了,更准确的说,是替您录(TGC)走了,在今年6月离开了中国市场。TGC实际上是TiVo一个华人高管离职回台湾创业成立的,获得了TiVo在两岸三地的独家代理权,然后把TiVo的名字本地化为替您录,很直白,也很土。

当时采访那家由台湾人打理的公司就直觉不看好,那篇报道已经委婉点出。TiVo的作用是让观众做电视节目的主人,但国内电视内容那么差,外面盗版影碟又新又快又好又便宜,热爱美剧的朋友通过网络下载能和美国人民同步欣赏最新剧集,比如最近的《越狱》第三季,凭什么让我们掏3000块钱买这么个机器,而且每月要花15元服务费?而且,在操作上,盒子的节目信号线接着有线电视网络,接收电子节目菜单的线接着电信网络来同步下载,谁乐意费那个劲?最好玩的是,去年8月上海文广在与TGC合作(估计是卖电子节目菜单给TGC)的同时,和上海电信共同推广“电视新看法”的IPTV,这不是封了TGC的活路?今年3月,TGC还跟国美开展合作,但已经有人预言其在中国必败了。

就是TiVo本身在美国,也是一个感觉很cult的小众产品和服务,在Direct TV工作过的王微曾这么告诉我。如今,互联网已经视频化了,YouTube土豆JoostPPlive⋯⋯国内外互联网视频分享、P2P流媒体播放迅速发展起来,数字电视也开始双向互动,还有TiVo什么戏么?

我对web 2.0的觉悟

愚生鲁钝,一年半以前韦思岸跟我讲web 2.0的participation,我木知木觉;半年前Isaac谈feed导致的互联网内容细微颗粒化,我还是没有真切的感受。直到陆续用上了豆瓣delicious哪吒、玩上了twitter饭否、泡上了facebook若邻,尤其是最近建了这个独立部落格,才真正有了感受:消息更灵通了,有耳聪目明的感觉;信息潮涌而来,但基本是自己选择的有相关性的信息,处理消化这些信息的能力越来越强,也越来越有弹性;和他人编织的社会关系也越来越清晰的呈现在网络上,上了线的关系维持发展地越来越紧密,没上线的就越来越疏远;知道的比以前多了,有了自由的感觉,对那些保密封闭束缚专制的东西就越来越不能忍受⋯⋯

因此,有朋友继续把愤青的帽子放在我的头上,而且加了个“老”字,实在是不敢当,今年来订阅了不少部落格,发现老愤青在网上此起彼伏,比如王正鹏,很专业的报业老愤青,刚才哪吒把他最新的blog推送过来,我看了一眼就浑身一激灵:如果还吃报纸这碗饭,怎么能不好好想想这个问题?

上海5G:百度TV

此时此刻,百度TV正在北京热热闹闹地举行新闻发布会,宣布视频广告终于跨过电视机、户外液晶,登陆互联网:在百度旗下15万家网站联盟,那些该看到广告的网民会看到以浮挂、嵌入和插播三种形式的视频广告;我在上海遥祝百度TV的幕后推手、独家合作伙伴随视传媒成功迈开第一步。

我是今年3月经刘新华介绍认识了这家公司,对其概念、技术和执行印象深刻,一直保持着联系。趁上周随视创业团队在上海举行广告代理招商活动,请他们周六下午来上海5G作客,介绍他们对互联网视频广告的理解和操作,以及如何取得百度的独家合作伙伴的过程。果然,3小时的演讲答问精彩纷呈、宾主尽欢。以下是5G志愿者Sophia和Jerry精心整理的问答记录摘要——可以说是今天北京发布会问答的预热版。

问:你们为什么选择和百度合作?

答:互联网已经覆盖了 1.5亿人群,但还是以软性广告为主。互联网很创新,每天都有新的网站出来,但是由于太追求差异化,缺少这样一种硬广告的形式。视频广告的技术门槛和成本已经很低了,我们就想到把这个技术用来做为广告形式,也就是说在各种网站浏览的时候受众都可以看到同样的液晶屏。各种类型的页面都可以配上这种类型的广告。和分众传媒不同的是,我们是第一个全收视人群监播的广告网络,广告主每天都可以收到一张IP监播单子,包括受众的来源,是否收费等具体情况。

Content March的技术使得我们在和百度合作的时候进展非常顺利。我们和百度在思想和逻辑层面也非常吻合。和百度合作之前,我们尝试过自己整合媒体,但是三五个月后发现过程太漫长,所以决定寻找合作伙伴,它已经有这样的资源同时又需要这样的产品。百度也非常赞赏我们的技术团队。他们一直在寻找一种机会,寻找爆发性成长。我们经过 9个月的漫长考验,因为百度的企业流程和文化非常扎实。经过考验后,我们接到正式授权,成为百度TV这个产品的独家运营伙伴。

问:为什么是你们成为百度TV 的独家运营伙伴?

答:美满的合作都希望是独家的。我们的团队具备所有需要的能力,两方合作后已经是完整的产品,再有第三方就是多余了,所有的生意都带有一定的排他性。

问:除了你们的创意,还有什么核心的东西足以让你们和百度保持长久的合作?

答:百度最主要的核心资源是媒体资源,Content March包括content tag和ad tag,百度所掌握的是content tag,而我们的后台掌握ad tag,并且所有的行为数据都是我们来管理。

问:你们担心百度在学会一整套体系后摆脱你们?

答:合作是一个心态的问题。合作一旦开始,就不要去担心,而是去经营它。媒体资源是强大的后盾,但是谁握着广告主,谁就掌握着主动权。相互替代没有绝对的不可能,但是代价非常高。

问:如果百度要投资控股,或者注资收购,你们会怎么做?

答:条件成熟、价格合理, Why Not?

问:百度TV上的广告是否有缓冲时间?是否需要插件?

答:缓冲时间不超过3秒,无需插件。百度负责网站联盟的关系维护,我们直接与百度进行结算。

问:从互动上,是否可以进行链接?百度用pk 吧做互动,你们是怎样做的?

答:我们为小护士等厂家都做了深度互动,包括问题、活动等。如果客户本身有互动设计,我们就只提供链接。我们有统一的后台,会对传统企业的调查进行辅助。广告商可以在 12小时内看到客户的分类数据。没有任何媒体是可以完全主导的,都是一个媒体组合中的一个,我们要做的是一个合适的角色。

问:点击视频后进入的品牌空间,你们怎么定义?

答:百度 TV是一个硬广告平台、展示平台。广告的目的是扔出去让你先看几眼,让你进来接着看。但后台怎样我们并不在意,这完全可以以客户的意志为转移。网络当然有互动属性,但我们所关注的是让网民产生互动的兴趣的一端。今后 Action如果越来越多的受到客户青睐,那么我们自然打算收钱。

问:随视怎么看待竞争状态?怎么看待Icast、好耶的竞争?

答:从起跑点来说,我们比这两家都要早,我们从开始就是做海量匹配、全程监播的。我们的代码技术基础也是相当雄厚的。

问:你们怎样看待最近全球互联网公司对网络广告服务平台的收购?

答:这代表着这些搜索引擎的关键字广告向展示广告的转型。目前搜索引擎已经达到了一个阶段性瓶颈,该买的都买了。从中国的国情来看,互联网展示广告的机会也来了,有一部分企业不能够理解更高的媒体形式,反而对最传统的、最土的形式最有兴趣。

问:你认为视频广告会成为互联网广告的主流吗?

答:这就像报纸一样有软文和硬广告,不一定是主流,视频广告一定会成为其中的一个重要部分。

问:你们的CPV和CPM的比例是多少?

答:这是商业机密,但可以说的是我们的ROI是非常好的,广告诱导效果良好,且作弊的技术门槛很高,防作弊效果也很好。如果客户的一定要通过展示才能得到较好效果的,我们是十分合适的,而其他产品则不一定要这样,所以说我们是硬广。对于地域投放,我们可以通过IP控制精确的针对地域进行投放,一万元以上就可以投。而传统电视广告,如果投放规模太小则不一定可以起作用。对于品牌广告来说硬广平台很多,但我们是一个有效补充。

见到了Pixar创始人

这次8月应邀赴迪士尼总部参访最兴奋的莫过于见到Edwin Catmull了,他是Pixar创始人、现任迪士尼动画部负责人。

我在5月写的小书评《阅读乔布斯》已 经表达了我对Pixar的景仰之情:“这是我阅读中最意外也是最大的收获,想当年让我耳目一新、乐不可支的《玩具总动员》就是他们这么辛苦做出来的哦—— 我现在特别想了解认识Pixar那些创始人。”没想到,这个愿望这么快就实现了——原本迪士尼曾打算安排中国记者去旧金山参观Pixar,后来可能考虑到 Pixar的光芒会掩盖迪士尼总部的精彩就取消了,迪士尼方面跟我打招呼说,知道你对此最遗憾——好吧,人不能太贪心,下一次吧。

在洛杉矶Glendale迪士尼动画部大楼见到特地从旧金山飞来的Catmull,心情还是挺激动的。他的打扮就象那本书里说的“高科技吉普赛游牧部落”的老首领,走路腿有点瘸,说话很慢,表情云淡风清,果然是那种闲云野鹤的人,可以理解他和另外一个创始人Alvy Ray Smith的大部分股份为何因坚持Pixar的事业转移到史蒂夫乔布斯手中了。

介绍中,Catmull说,Pixar并入迪士尼后,由他和John Lasseter(Pixar的创意领袖、另外一个传奇人物 )接管迪士尼3个动画工作室的管理和创意,把Pixar的导演负责制和创意工作方法引进迪士尼动画部,这就改变了以往制片人选剧本找导演、由上而下的工作 方式,改为导演选择团队、然后团队挑选剧本创意、由下而上的方式。这可以部分解释Pixar的动画创意为何总是那么酷,令人意想不到。

另外让我意外的是,电脑动画和手绘动画的制作时间是一样的长。除了色彩渲染可以交由电脑自动操作,其他的还是要靠人在电脑上一笔一笔的画,花时间不比手绘 短,Pixar那帮人开拓电脑动画领域,追求的不是赶工省力,而是追求手绘永远画不出来的创意和效果,用先进技术来追求更美妙的创意。所以我们有眼福了, 大家看过哪些Pixar制作的三维动画片?请举手!又一个意外是,合并后的迪士尼动画部又恢复了手绘动画,最近在制作《青蛙公主》。

最后一个惊喜:Catmull私下告诉我,Pixar的正式传记将在年底问世,名字叫“Infinity and Beyond”,这让我又充满了期待:我要读这本书、我要去旧金山参观Pixar!

天盛:成为“先烈”的可能性消失了

今天下午,SMG一个朋友突然在MSN上给我传了个新闻稿,说SMG拿下了明后两年的NBA赛事中国转播权,10月17日将放在付费的数字电视频道上播出。“受天盛刺激了?”这是我的第一反应。

天盛传媒这个名字,凡是英超球迷从年初起就久仰其赫赫“恶名”,是它拍下了英超从2007年到2010年的中国转播权,极其强硬地终结了中国球迷长达12年的免费电视盛宴,“想看?装盒子付钱吧!”直到现在,天盛还浸泡在球迷咒骂的唾沫之中⋯⋯我是在英超开锣后的8月16日采访了天盛创始人宋政,写了篇人物稿,刊登在今天出街的《周末画报》财富版,标题是《宋政:我不想成为‘先烈’》。

SMG这条消息一出,要恭喜天盛成为中国付费电视”先烈“的可能性消失了——资本实力在全国屈指可数的SMG跟进天盛,在付费电视频道直播国际热门体育赛事,可见这个市场开始成熟了,”水温“要比宋政跳入时的88度高了不少。SMG的朋友当然否认此举受天盛”刺激‘,但言语之间不经意流露出当时竞拍英超由于种种原因未果,现在拿下NBA,也算是“出了口恶气”。

对宋政来说,这也是个好消息,和强手过招好过在迷雾中领跑。天盛矢志在内容上走分众道路,和在广告渠道上疯狂圈地的分众传媒可以说是伙伴加战友, 精神气质上也如出一辙,强行突破、勇猛战斗、强劲乃至强悍的市场推广和销售,是天盛生存之必须。为此,宋政在办公室挂满天盛语录来鼓舞斗志,如“毛主席教导我们:星星之火,可以燎原,我们共产党人好比种子,人民好比土地,我们到了一个地方,就要同那里的人民结合起来,在人民中间生根,开花。天盛是中国数字传媒的星星之火,要在这个世界上最大的传媒处女地上烽火燎原!每一个天盛人都要深入到各地的民众中去,激发出其蕴含的巨大消费潜力和能量。我们是新媒体、新消费、新概念、新产业的倡导者、播种者、实践者和缔造者!”

是不是口气大的很?凡是中国那些80前的、要“无中生有”的创业者,比如史玉柱、陈天桥总是要从毛那里汲取力量和勇气,宋政也不例外。他说,“我们这代人受毛主席影响很深的。我在小学两年级就当大队长了,(那是因为)在小学一年级的时候,赶上老人家去世。我的大队辅导员就说,一年级的孩子参加追悼会,一边哭一边说,毛主席走了,我们中国怎么办,就认为我具备做大队长的素质。”

那天3个多小时的采访里,宋政谈了他不少经历,在天盛买断英超版权之前, 他很低调,不为人熟悉。而且我也对他这个人感兴趣,我一向相信什么样的人做什么样的事。他最兴致勃勃的是讲他刚毕业在上影厂当导演拍纪录片的情景。“当时我跑遍了贵州所有的县。当时贵州文化厅、人大的一个副主任和一个贵州文化厅的副厅长开了一个车陪我们下去,采风大半年、拍了7个月,一共有6个片子,拍了彝族的婚礼、苗族的建筑、侗族的打歌,还有葬礼等等。这只是当时作为艺术青年的一个理想和激情,但是确实非常有意思,克服了非常非常多的困难。我们去的地方没有电,经常遇到塌方,我们被堵在山寨里。我们先把镇上小买部的饼干全部买光了,发潮的劣质饼干的那种味道我现在还记忆犹新。那个时候还没有方便面。后来到田里和彝族人一样吃一些 土豆,他们一楼有一个课堂,里面有一堆炭火,既取暖,然后你把土豆放在里面煨熟了,放一点盐就可以吃了。我们在村公所里面打地铺睡在地上,我们有个摄影师半夜上厕所在荒郊野外,上完以后发现有一头野猪盯着他看⋯⋯”

出租车里的广告

现在几乎很难找到一辆没有广告的出租车了。

以前出租车的广告还比较安静,不过是绑在或插在椅背后的单片或杂志式广告,你爱看不看。自从分众传媒在写字楼电梯装上有声有色的液晶广告屏,无数人受了启发蜂拥而上,寻找类似封闭空间塞入液晶屏收集所谓无聊的眼球,出租车首当其冲被塞入了各种液晶:挂在副驾驶座前、放在副驾驶座头垫背后,整天在人们眼前晃……

效果如何?从乘客的角度来看很可疑。大部分出租车液晶把公交车上的移动电视搬了过来,一大半新闻节目的内容和一小半的广告,小液晶屏里放一点新闻人们或许还看看,广告就让人避之不及了,何况不少乘客上车会打手机,这时液晶还开着就嫌吵的慌,都要司机把声音关掉,现在不少液晶电视都变无声了,这效果能好到哪里去?

倒是发现一种放在副驾驶座头垫背后的触摸液晶广告屏有点好玩,可以用手指点选不同的广告,一步一步像做选择题一样点下去,这一步步就把广告信息给吸收进去;其中最好玩的是跟刘翔比赛跨栏的小游戏,每到一个栏前,你点一下,那人就起跳跨栏,点早或点晚了,就摔倒在栏前,一副很惨的样子……不对!我兴高采烈地把游戏说半天,它到底做的是什么广告怎么都想不来……

总之,作为乘客,你怎么不喜欢出租车里的液晶,也只不过忍受一段时间而已,的哥对这些天天在身边的声光电可谓忍了再忍,苦不堪言。液晶还不是最讨厌的,声音可以关掉、画面可以不看,最讨厌的是那个随着牌子翻开就响的“我吃我吃我吃吃吃”的订餐小秘书电话广告,有一个的哥怒气冲冲地说,“只要能找到那根电线,一定把它掐掉,你不过听一遍,我一天拉四十几趟活就得听四十多遍,回到家里耳朵里还是‘我吃我吃我吃吃吃’……”

那些广告分成收入有的哥和乘客的一份吗?为什么有广告的出租车车费不能用广告费抵充便宜一些呢?在中国,这真是太天真的问题。前两天看到刊登在报纸上的广州地铁广告的招商广告,直截了当地宣称自己“占据垄断优势”、“迫视效果”好,这些话分众传媒只会在对客户销售时说,而它就向被它“伏击抢夺”的眼球的读者如此赤裸裸地标榜。

出租车广告的事情就说到这,贴一张图吧,真不明白“传销发财是场梦、一旦陷入家财空”这两句话到底是跟乘客还是的哥说呢?

手机电视:一场事先张扬的战争

近一周来看了不少关于手机电视的资料,有了以下一些感想,就教于方家:

说手机电视标准之争是一场事先张扬的战争,是因为手机电视还停留在人们的美妙憧憬之中、大规模商用尚未展开、商业模式未明,而手机厂商已经在前台为技术标准打得不可开交。诺基亚、高通热情投入的原因很简单——近年来,照相手机、音乐手机,一波又一波手机更新换代总是能推动用户更换手中的旧手机,电视手机当然也不例外。

可是为设备采购、网络建设买单的运营商却没手机厂商那么踊跃——人们确实越来越多地在用手机拍照片、听音乐、玩游戏,然而,绝大多数用户没有把拍下的照片用彩信发送出去,而是存到电脑里;很少从运营商网络下载自己想听的音乐,基本没运营商什么事,手机电视能成为帮助运营商赚钱的“杀手级应用”吗?

目前,全球有120多家运营商正在测试运行手机电视,主要是验证技术和服务的稳定可靠,并摸索手机电视观众的使用特征,一般不向用户收费。这就很难探知用户是否愿意花钱收看手机电视,而且不少调研结果相互矛盾:在O2在英国牛津的手机电视试验中,有72%的受访者说他们会以适当的价格在未来12个月内使用这个服务;而调查公司M:Metrics受托调查显示现在手机用户数比之前下降了19%

忘了那些结果繁多的调查和预测吧,想想你自己是一名用户,你会在什么情况下用手机收看实时的电视节目?直播的新闻、体育赛事和热门的真人秀,而完整的电影、肥皂剧并不合适。也就是说,用户需要手机电视往往是瞬间爆发的即时需求,而这很难让用户培养长期付钱的习惯。

也许,让人们养成用手机、PDAMP4PSP所有这些移动手持设备观看视频内容的习惯或许花不了几年时间,但是让运营商靠边站的噩梦很可能再次上演。苹果在去年初推出了视频版iPod,用户可以在网上免费或花很少的钱下载自己喜欢的节目存到iPod里在所有网络信号弱或没有的环境里自由观看,而上月底在美国强劲上市的iPhone手机更是模糊了移动网络和有线互联网的区别,iPhone用户可以通过Wi-Fi浏览Youtube上更为丰富、完全免费的视频节目。就在今年4月,韩国手机厂商LG电子和美国通信设备供应商Harris公司合作向美国电视台提供完全绕开移动运营商的手机电视技术,也就是让电视台直接将节目信号发送给手机用户,这样作为内容供应商的广播公司能完全掌握用户。

还有,传统单向广播的电视简单照搬到手机上,牺牲其天生的双向互动特性,不仅可惜,而且也不符合手机用户的使用习惯。如今,运营商为手机电视设想的收费方式是每月收取固定的订阅费,但手机用户很可能会拒绝有线电视台把那些不喜欢的节目频道打包给他们的传统做法,因为越来越追求个性的用户更愿意主动搜索点播自己喜欢的节目。这就是为什么诺基亚在今年3GSM大会上推出有Youtube视频RSS订阅源推送的N系列手机的原因。

对诺基亚、高通来说,多方押注总是没错的,不管将来是占用无线电频率广播,还是走更宽阔的3G网络或WiMax,手机电视总是蓬勃兴起的,而参与游戏的各方扮演的戏份因自己的选择而各有不同。

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