CNN總裁：數字化是我們的未來

????杰夫?朱克曾說，電視行業無法承擔“用模擬時代的美元交換數字時代的美分”這樣的代價。他因為這句話而廣為人知。那是幾年前的事，當時朱克是NBC環球（NBC Universal）的CEO。

????如今，朱克是CNN全球（CNN Worldwide）的總裁。他說，數字電視已經度過了1分硬幣和10分硬幣的時代。在科羅拉多州阿斯彭舉行的財富科技頭腦風暴大會（Fortune Brainstorm Tech）上，他登臺與《財富》雜志主編蘇安迪進行交談時說：“我們可能超越了25分硬幣的時代?！?/p>

????推動CNN進入數字世界的不僅僅是美元誘惑，還有觀眾。朱克說，相比電視，更多的人通過CNN的數字資產（CNN.com擁有1,200萬獨立訪客、850萬網頁瀏覽量和500萬視頻播放量）獲知了英國小王子出生的消息?！拔覀儾唤橐庥^眾在什么屏幕上觀看CNN新聞，”朱克說?！耙苿佣丝赡苁俏覀兾磥碜钪匾慕M成部分?！蓖瑫r他還說，電視業務仍然是CNN的搖錢樹，忽略這一點會是該公司不可承受之重。CNN在擁抱數字世界時必須“知道我們的面包哪個部分抹了黃油”（指知道自己的利益所在——譯注）。

????今年1月，CNN收視率大幅下滑，部分原因是來自?？怂剐侣劊‵ox News）和MSNBC的競爭加劇。值此之際，朱克火線上任，成為CNN新一任掌門。他說，目前，CNN收視率已經大幅回升，但有線電視新聞業務還有“很長的路要走”【《財富》雜志的母公司時代華納擁有 CNN】。

????他的方法之一是擴大有線電視網絡的覆蓋面和吸引力。他的初步舉措就包括放棄“CNN=政治”的標簽?！拔覀冇袃蓚€國內競爭對手，他們只報道政治新聞?！彼谔岬組SNBC和?？怂剐侣剷r說。他表示，CNN將繼續積極報道華盛頓和中東的政治新聞，但同時將把更多的資源用于報道娛樂、商業、體育和文化新聞。

????回到數字業務。賽安迪問朱克，他是否預見到模擬和數字在廣告收入方面會有平起平坐的一天？“我不排除這種可能性，”他說?！罢l知道這個世界10年后會是什么樣子？”（財富中文網）

????譯者：千牛絮

????Jeff Zucker is famous for saying that the TV business couldn't afford to trade "analog dollars for digital pennies." That was a few years ago, when Zucker was CEO of NBC Universal.

????Now, Zucker is president of CNN Worldwide and says that digital television has gone past pennies and dimes. "We're probably beyond quarters," he said during an on-stage conversation withFortune managing editor Andy Serwer at the Fortune Brainstorm Tech conference in Aspen, Colo.

????It's not only dollars but also audiences that are pushing CNN into the digital world. More people got news of the birth of the royal baby in England on CNN's digital assets (12 million unique visitors and 85 million page views on CNN.com, as well as 5 million video streams) than on television, Zucker said. "We are not going to care what screen you are watching CNN on," Zucker said. "Mobile is probably the most important part of our future." At the same time, he said, CNN still cannot afford to ignore that its television business remains the company's cash cow. As CNN embraces digital, it has to "understand where our bread is buttered."

????Zucker took over the top job at CNN in January amid a ratings slump due in part from intensifying competition from Fox News and MSNBC. He says ratings have improved dramatically, the cable news operation still has "a long ways to go." (CNN is owned by Fortune's parent company, Time Warner (TWX))

????Part of his approach is to broaden the coverage, and presumably the appeal, of the network. Among his early moves was to ditch the "CNN=politics" tag line. "We have two domestic competitors that are all about politics," he said referring to MSNBC and Fox. CNN will continue to cover Washington and the Middle East aggressively, he said, but will also devote more resources to entertainment, business, sports and culture.

????Going back to the digital business, Serwer asked Zucker whether he foresaw a day when analog and digital would be on par in terms of ad dollars. "I wouldn't rule it out," he said. "Who is to say what the world looks like in 10 years?"