????他說(shuō)：“線上視頻宣傳性和貨幣化功能的產(chǎn)生，以及新興杰出品牌的出現(xiàn)，預(yù)示著新機(jī)遇正在靠近。”他還補(bǔ)充說(shuō)，這些品牌通常直接來(lái)自于詹姆森（Jameson）、捷豹（Jaguar）、耐克（Nike）和可口可樂(lè)（Coca-Cola）這類(lèi)準(zhǔn)備自行建立 “新聞編輯部”的廣告主。

????“由這些大型視頻和社會(huì)化媒體平臺(tái)進(jìn)行傳播是一次獨(dú)一無(wú)二的、跨時(shí)代的轉(zhuǎn)變。它意味著企業(yè)可以借此掌控自己的聲音，隨時(shí)與觀眾打成一片，”他說(shuō)?！斑@對(duì)營(yíng)銷(xiāo)總監(jiān)們來(lái)說(shuō)是一種解放，他們也可以與觀眾直接聯(lián)系。”

????因此，巴克洛夫特傳媒公司與它自己的廣告主在內(nèi)容上的競(jìng)爭(zhēng)也越來(lái)越激烈。為了引領(lǐng)行業(yè)發(fā)展，這家公司將集中精力發(fā)展它認(rèn)為廣告主更青睞的內(nèi)容流上，同時(shí)還要確保這些內(nèi)容流適用于每種設(shè)備。

????“我們的競(jìng)爭(zhēng)是為了獲得更多的關(guān)注，”巴克洛夫特說(shuō)?！坝幸惶欤^眾會(huì)意識(shí)到我們的節(jié)目在和《廣告狂人》（Mad Men）競(jìng)爭(zhēng)。將來(lái)，巴克洛夫特電視臺(tái)會(huì)出現(xiàn)在你的電視機(jī)里、電話上、平板電腦上、墻壁上以及任何你想看到的地方?！?/p>

????巴克洛夫特表示，盡管他的公司從宣傳規(guī)模上小有成就，但仍須以制作高品質(zhì)節(jié)目為己任?！拔覀兊慕K極目標(biāo)是希望巴克洛夫特電視臺(tái)成為全球事實(shí)性節(jié)目的最佳公司之一。在未來(lái)可預(yù)見(jiàn)的一段時(shí)間內(nèi)，我們都將專注于這個(gè)目標(biāo)?！保ㄘ?cái)富中文網(wǎng)）

????譯者：張暾

????“The birth of online video advertising and monetization and the emergence of excellent new brands shows there is a new moment of opportunity,” he says, adding that those brands can often come directly from advertisers like Jameson, Jaguar, Nike , and Coca-Cola , which decided to create its own “newsroom.”

????“The distribution offered by these huge video and social media platforms is a unique generational shift that means it is a great opportunity for corporations to take control of their voice and really engage with their audience on a minute-by-minute basis,” he says. “It is a wonderful liberation for marketing chiefs to be able to connect directly in that way.”

????That means Barcroft Media is increasingly competing with its own advertisers for content. To stay ahead of the trend, the company is focusing on content streams that it believes are more friendly to advertisers, and making sure that those streams are available on every device.

????“Our competition is for eyeball time,” Barcroft says. “Our audience would see watching Mad Men as competition to watching us. You are going to expect to watch a Barcroft TV film on your TV, phone, tablet, on the wall, wherever you want.”

????Though the company made its name on scale, today it is more interested in premium content, Barcroft says. “Our ambition with Barcroft TV is to become one of the world’s leading suppliers of factual content. In the medium term, that is what we are concentrating on.”