英国年轻人热捧社交电视 边看边评论

Young Britons have taken to a new television and social media trend which could have far-reaching consequences for the worlds of broadcasting and advertising, according to a new study.

最新调查显示，英国年轻人热捧新电视和社交媒体，这将对广播电视业和广告业产生深远影响。

Specialist digital marketing agency Digital Clarity on Tuesday published a survey of 1,300 British mobile internet users below the age of 25 which showed that most use a mobile device to talk to friends about the show they are watching.

专业数字营销机构“数位清晰”本周二公布了一份对1300名25岁以下英国移动互联网用户的调查，结果发现，大多数用户在观看节目期间使用移动设备与好友进行交流。

The Social TV trend exposed by the study could change the landscape for broadcasters and advertisers chasing youthful eye for on-screen attention, Digital Clarity said in a statement.

“数位清晰”发表声明称，社交电视这一流行趋势有望改变电视播放公司和广告客户吸引年轻人目光的方式。

Eight out of 10 respondents to the poll said they used Twitter, Facebook or other mobile applications to actively comment on shows and chat with their friends as they watch.

八成受访者表示会使用Twitter、Facebook或其它移动设备积极发表节目评论，而且会边看节目边与好友聊天。

"Up until 12 months ago, TV was struggling to reach the younger market as more and more channels were becoming available," Digital Clarity founder Reggie James said. "Social TV has changed this completely by turning programs into online events where you have to watch them as they happen."

“数位清晰”的创始人雷吉 詹姆斯说：“直到一年前，尽管推出了越来越多的频道，但电视在进军年轻人市场方面一直举步维艰。社交电视完全扭转了这一局面，电视节目搬上网后，只要有新节目，人们就特别想观看。”

The significance of Social TV isnot lost onthe television networks which have found themselves with a new marketplace and a different pitch for advertisers, Digital Clarity said.

“数位清晰”指出，社交电视的重要性对电视运营商意义重大，这为他们发现了新的市场，也为广告客户发现了一条全新的投放途径。

A joint Nielsen and Yahoo study in the United States last year found that the trend was already well established across the Atlantic with over 86 percent of mobile internet users choosing to communicate with each other in real time during broadcasts, Digital Clarity said.

尼尔森和雅虎去年在美国联合开展的调查显示，社交电视在美国已非常普及，超过86%的移动互联网用户在电视播放期间实时互动。Last month, the U.S. HBO channel re-ran the Howard Stern film "Private Parts" with Stern simultaneously providing live commentary, which resulted in ratings far higher than could have been forecast for a 14-year-old movie.

上月，美国HBO频道重播根据霍华德 斯特恩的自传改编的电影《隐私部分》时，斯特恩同步发表评论，使这部14年前的老电影收视率远超预期。

Now second screening, as it is referred to in the United States, has become commonplace in Britain too.

目前，老片重映在英国也变得非常普遍。

"The audience have already taken their seats and are ready to join the conversation," James said. "It's now up to the TV companies to tap into this huge and lucrative market."

詹姆斯说：“观众已经准备好接受社交电视，随时准备发言。电视运营商是时候发掘这一巨大的、利润丰厚的市场了。”

One of the key findings of the study was that Social TV is popular because it allows young people to instantly comment on their favorite shows to friends in different locations via the web or mobile phones.

本次调查还发现，社交电视之所以受欢迎，是因为年轻人可以通过网络或手机对自己喜爱的节目与不同地方的好友分享即时评论。

Survey respondent and 20-year-old student Ashleigh Foulser said he loves being able to keep in touch this way with his friends while he is away from home at college.

20岁的受访者阿什利·福尔瑟是一名学生，他表示离家上大学时喜欢与好友通过这一方式保持联系。

The British survey discovered that the most common way to communicate is to use Twitter (72 percent), followed by Facebook (56 percent) and mobile applications (34 percent), while 62 percent of Social TV users like a combination of all three.

“数据清晰”调查发现，社交媒体中，Twitter使用比例最高，为72%；其次是Facebook（56%）；移动应用设备使用比例为34%，另有62%的社交电视用户表示同时使用这三种交流方式。