Question

求翻译! 之前还有一份 是一起的...

That concern, says Nendick, had CEOs contemplating how DVRs will change their business. It's estimated that $4 billion worth of advertising will be skipped three years later. That has corporate chiefs looking at new ad models: everything from product placement or shows within a show to cable channels that are more tightly focused on a demographic, more subscriber-based models and greater emphasis on live news and sports.
“Sports and news are the two types of programming that still need to be seen now,” explains Nendick. “Pure CPM and ad rates for that type of programming have increased significantly, even as absolute viewership has declined.”
Another threat is the Internet. Broadband access is projected to hit 50% of online U.S. households by next year, and online advertising is recovering. Unlike other media, the Internet impacts everyone. “Internet players are direct competitors to everyone,” says one CEO. “They'll take a large share of advertising and audience.”
Adding to that impact is TV transmitted over the Internet. We don't know if it will replace TV as we know it today, notes another CEO. Other trends they are watching are digital cable and satellite, online content distribution, DVDs and the growth of videogames. The latter two pose a different sort of challenge, since most adults have a limited number of evening hours to spend on entertainment. DVDs and videogames reduce the time spent watching TV. “Who would have guessed that electronic-game revenue would exceed movie-ticket sales?” muses one CEO.
In order to keep up with emerging technologies, a CEO needs to have technically sophisticated people feeding the decision process. That doesn't mean focusing on the most forward-looking technology but being aware of the state of technology today and likely changes in the future.
One of the tricks is to hire top people to provide sound feedback. The dotcom crash taught business that it's vital to hire decision-makers whose job security isn't tied to the success of the new initiative. If it is, they'll call for more cash and resources, even if the project isn't in the company's best interest. That realization underscores the need for financial discipline.
“The CFO now has a seat at the table when discussing investments,” says Nendick. “New ideas need to pass financial muster as well as being good technological opportunities.”
Or as one CEO puts it: “You can't let the accountants run the place, because we sell creative products. But you can't let the creative guys run it without adult supervision, or else you'd have the inmates taking over the asylum.”

Answer 1

这一担忧说,盘算着如何Nendick数字录像机,首席执行官们将会改变他们的生意。据估计价值40亿美元的广告将会被跳过了3年。公司的首领,在寻找新广告模式:一切从置入性行销或显示在一个给有线电视频道,越来越紧密地集中在一款基于收费用户模型和人口统计,更多更强调生活的新闻和体育活动。

“体育和新闻是这两种类型的编程方法,现在仍然需要被解释道,“Nendick CPM广告。“纯费率,那种类型的编程有明显提高,甚至是绝对的收视率已经在下降。”

另一个威胁是通过互联网。预计击中宽带接入网络,美国家庭的50%,到明年,和在线广告正在康复中。与其它媒体,互联网的阴影笼罩在各种人。“互联网玩家的直接竞争对手,适合每个人,”有人说公司的首席执行官。”他们就可以拿到很大份额的广告和观众。”

增加的影响是电视透过网际网路的传输。我们不知道它是否会取代电视今天我们所知道的那样,笔记另一个公司的首席执行官。他们正在看其他的趋势是数字有线和卫星的网上内容分布、dvd和视频游戏的生长。后两种姿势另一种挑战,因为大多数成年人都有数量有限的晚上时间花费在娱乐上。dvd和视频游戏减少花费的时间看电视。“谁能猜到,销售收入将超过movie-ticket堆砌,缪斯之一吗?”CEO。

为了跟上新兴技术,一名首席执行官需要有技术先进人们喂的决策过程。这并不意味着关注最前瞻性技术但没有觉知的状态的技术,而可能的改变,在未来的。

人的技巧是聘用顶尖人才提供良好的反馈。教过商务网络股崩溃,这是极为重要的雇佣决策者,他们的工作安全不拴在成功的新举措。如果是这样,他们就会叫提供更多的现金和资源,即使这个项目并不在他的公司的最佳利益。强调需要,实现财政纪律。

“首席财务官现在有一个座位,桌子上说,“在讨论投资Nendick。”新理念需要经过金融召集作为良好的技术机会。”

还是作为一个首席执行官所说:“你不能让会计师事务所管理这个地方,因为我们卖有创意的产品。但你不能让创意的人运行它没有成人监督,否则你就该囚犯接管了精神病院。”

Answer 2

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