颠覆性的苹果高管让电视节目合作伙伴不胜其烦

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概要:  导语:苹果公司2019年要推出流媒体视频服务。但道路曲折。遭到内容制片方的诟病。视频服务道路漫漫。 Apple hasn’t officially announced its subscription-based vide...

 

导语:苹果公司2019年要推出流媒体视频服务。但道路曲折。遭到内容制片方的诟病。视频服务道路漫漫。

Apple hasn’t officially announced its subscription-based video streaming service, but some of its key production partners are already chafing at interference from company executives — including CEO Tim Cook. A scathing New York Postreport suggests that Hollywood producers and agents “can’t stop griping about how ‘difficult’ Apple is to deal with,” leading to angry creative teams and production delays.

苹果虽然还没有正式宣布其基于订阅的视频流服务, 但其一些主要生产合作伙伴已经对苹果公司高管的干扰感到不胜其烦--其中包括对首席执行官蒂姆·库克。一份尖刻的《纽约邮报》报告显示, 好莱坞制片人和代理商 "不停地抱怨苹果有多难应付”, 这直接带来了其创意团队愤怒和制作延迟。

In August 2017, Apple reportedly established a $1 billion fund to develop exclusive television shows and movies from A-list writers, actors, and producers. Following deals with everyone from M. Night Shyamalan to Oprah Winfrey, Rob McElhenney, and Reese Witherspoon, today’s report says that the company now has “several dozen shows” in the works, and plans to unveil the service this month. However, it will offer “just a handful” of the shows by the end of 2019, in part because it has insisted on changing both the content and an unspecified technology.

据报道, 20178, 苹果公司成立了一个10亿美元的基金, 用于开发来自一线作家、演员和制片人的独家电视节目和电影。如今,在与奈特·沙马兰、奥普拉·温弗瑞、罗伯·麦克艾亨利和瑞茜·威瑟斯彭等人达成协议后,该公司现在有几十个节目正在筹备中,并计划在本月推出这项服务。然而,截止2019年末,公司仅将上映"少数"节目,部分原因是它坚持改变(修改)节目内容和一种未详细说明的技术。

According to the Post’s report, Apple executives have become heavily involved in the productions, offering numerous “notes” to guide development, despite writers and directors preferring to work without corporate intrusions. Cook has reportedly urged producers not to “be so mean!,” building on previous claims that the company hired edgy producers such as Bryan Fuller, yet wanted to make family-friendly content that could be aired in Apple’s retail stores. Additionally, Apple has nixed themes such as religion or technology’s negative potential, as it wants to avoid controversy and portray technology positively.

根据纽约邮报的报道,尽管编剧和导演更喜欢在没有公司干扰的情况下工作,但苹果的高管已经大量参与到制作中,提供大量的意见来指导开发。据报道,库克敦促内容制片方不要 "如此刻薄!", 此前有人声称, 该公司雇佣了布莱恩·富勒等前卫的制作人,希望制作出可以在苹果零售商城播放的适合家庭观看的内容。此外,苹果还扼杀了宗教和技术可能有负面影响的主题,去避免争议,并且积极构建技术的正面形象。

More worryingly, the company reportedly hasn’t been satisfied with the quality of the shows, and has been firing and hiring writers during production. “A lot of the product is not as good as they hoped it to be,” a producer source said, and “there’s a lack of clarity on what they want.” The sources have characterized Apple’s executives as intrusive, nitpicky, and non-transparent — concepts that wouldn’t surprise anyone familiar with the company, but apparently are rubbing its creative partners the wrong way.

更令人担忧的是该公司对这些节目的质量并不满意, 并在制作过程中一直在解雇原编剧、雇用新的编剧。一位制片人说: "很多产品并没有他们希望的那么好, 他们也不清楚他们想要的东西到底是什么。"此人称,苹果高管们的咄咄逼人、吹毛求疵、不透明性——这些观念不会让任何熟悉该公司的人感到惊讶,但是显然苹果正以错误的方式激怒其创意合作伙伴。

Amongst the service’s many unknowns is a unique technology angle that was touted by Apple SVP Eddy Cue last year — potentially some form of interactivity for shows. The report suggests that Apple has continued to tweak the technology, requiring its recently hired video executives to keep traveling between their Los Angeles offices and Apple HQ in Cupertino to approve technology changes.

在这项服务的众多未知数中, 有一个独特的技术角度是苹果公司高级副总裁艾迪·库伊去年提出的,其可能是某种形式的节目互动。报告显示, 苹果一直不断得对这项技术进行调整, 要求其最近聘用的视频业务高管经常往返于洛杉矶办事处和苹果位于库比蒂诺的总部之间, 以支持技术上的改动。

Apple’s video service will come into direct competition with existing streaming rivals such as Netflix, Hulu, and Amazon Prime Video, as well as an upcoming service called Disney+ from long-time Apple partner Disney. Recent reports suggest that the service will include both Apple-developed content and TV channel-style access to video libraries from third-party providers.

苹果的视频服务将与 Netflix公司、Hulu和亚马逊即时视频等现有流媒体竞争对手展开直接竞争, 苹果的长期合作伙伴迪士尼即将推出的一项名为迪士尼 + 的服务,也将从合作伙伴变为竞争对手。最近的报道表明这项服务将既包括苹果开发的内容,也有根据第三方内容提供商的内容组建的电视频道式样的内容。

 


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