China
China, itself, is a prime example of the global change in communication. China has become the largest internet market in the world with 338 million online users. This is more than the total population of the USA. China is the largest mobile phone market in the world with over 700 million mobile users. More than 100 million users are surfing the Internet via their mobile phones. More than half of online users have blogs - contributing their voices to local and national debate. Chinese media - such as Xinhua News Agency, China Central Television - CCTV, Chinese Radio International - CRI; have all actively expanded their operations beyond China's borders and are working hard to make an impact on the global stage. And the BBC too has been reaching out - including of course to China
中國(guó)
中國(guó)本身就是全球通信變革的例子。中國(guó)已經(jīng)成為世界上的互聯(lián)網(wǎng)市場(chǎng)，網(wǎng)民達(dá)3.38億，比美國(guó)的總?cè)丝谶€多。中國(guó)也是世界上的移動(dòng)電話市場(chǎng)，手機(jī)用戶超過(guò)7億，其中1億多用戶通過(guò)手機(jī)上網(wǎng)。一半以上的中國(guó)網(wǎng)民開(kāi)設(shè)了博客，他們通過(guò)博客在本地以至全國(guó)性的辯論中發(fā)表自己的見(jiàn)解。中國(guó)的媒體，比如新華通訊社、中央電視臺(tái)和中國(guó)國(guó)際廣播電臺(tái)，也都積極開(kāi)拓中國(guó)國(guó)界以外的海外業(yè)務(wù)，并努力在全球舞臺(tái)上發(fā)揮影響力。與此同時(shí)，BBC也在擴(kuò)大受眾影響--這當(dāng)然也包括中國(guó)在內(nèi)。
Globalisation, the English Language and the BBC
One of the most important trends of the last decade has been the globalisation of trade and communications. That process has 'adopted' the English language as one of its key instruments. This is not a 'win-lose' - a victory for English speaking countries and a loss for non-English speaking countries. On the contrary, the development of English as a lingua franca, alongside the development and expansion of other world languages can be seen as a win-win for global society. It can preserve local culture and values while opening better channels for intercultural dialogue, exchange and communication.
全球化、英語(yǔ)和BBC
10年來(lái)最重要的趨勢(shì)之一就是貿(mào)易和通信的全球化。在這個(gè)過(guò)程中，英語(yǔ)成為了其中一個(gè)關(guān)鍵的工具。這不是一種"有贏有輸"的局面--也就是英語(yǔ)國(guó)家贏，非英語(yǔ)國(guó)家輸?shù)那闆r。相反，英語(yǔ)作為世界語(yǔ)言的發(fā)展，以及其他世界性語(yǔ)言的壯大，都可以看作全球社會(huì)的雙贏。這既可以保存當(dāng)?shù)氐奈幕蛢r(jià)值觀，同時(shí)也為文化之間的對(duì)話、交流和溝通打開(kāi)了更好的渠道。
Many linguists suggest that the future facing us is bilingual or even trilingual. In China an estimated 300 million people are learning English, and in India the number is put at 350 million. English has become a truly international language with more speakers of English as a second language than as a first or mother tongue.
很多語(yǔ)言學(xué)家提出，我們?cè)谖磥?lái)將使用雙語(yǔ)甚至三語(yǔ)。中國(guó)約有3億人在學(xué)英語(yǔ)，印度學(xué)英語(yǔ)的人估計(jì)有3.5億。英語(yǔ)已經(jīng)成為真正的國(guó)際語(yǔ)言，因?yàn)榘延⒄Z(yǔ)作為第二語(yǔ)言的人數(shù)已經(jīng)超過(guò)以英語(yǔ)為第一語(yǔ)言或母語(yǔ)的人數(shù)。
As a global multimedia broadcaster in English and over 30 other languages the BBC understands this emerging multilingual future. Our listeners, viewers, and web users switch between languages and cross-check different sources themselves. Well over half our audiences have English as a second language, and on some services the proportion is as high as 80%. We actively promote English learning, but we also promote other languages as well, such as Arabic, Spanish, Mandarin, Hindi, and Urdu to name just a few.
作為使用英語(yǔ)和其他30多種語(yǔ)言的全球多媒體廣播公司，BBC認(rèn)識(shí)到了這個(gè)多語(yǔ)種未來(lái)的重要性。我們的聽(tīng)眾、觀眾和網(wǎng)絡(luò)用戶在不同的語(yǔ)言之間轉(zhuǎn)換，多方查證不同的消息來(lái)源。我們有一大半受眾把英語(yǔ)作為第二語(yǔ)言，而對(duì)某些市場(chǎng)而言，這個(gè)比例高達(dá)80%。我們積極鼓勵(lì)英語(yǔ)學(xué)習(xí)，同時(shí)我們也鼓勵(lì)學(xué)習(xí)其他語(yǔ)言，比如阿拉伯語(yǔ)、西班牙語(yǔ)、漢語(yǔ)普通話、印地語(yǔ)和烏爾都語(yǔ)等。
In English language learning our best results have been achieved working in close collaboration with local partners: China is a good example.
在英語(yǔ)學(xué)習(xí)方面，我們通過(guò)與當(dāng)?shù)鼗锇槊芮泻献魅〉眯ЧＶ袊?guó)是一個(gè)很好的例子。
Our performance:
The BBC English language teaching (ELT) China team was set up in 2004 and by 2009 achieved online traffic of 76 and a half million (monthly PIs in June 2009) through successful syndication agreements with 23 Chinese websites including QQ and Sina, two of the biggest sites in China.
我們的成績(jī)
BBC英語(yǔ)教育（簡(jiǎn)稱ELT）的中國(guó)團(tuán)隊(duì)成立于2004年。通過(guò)與23家中國(guó)網(wǎng)站（包括中國(guó)網(wǎng)站中的QQ和新浪）達(dá)成聯(lián)合，到2009年，我們的網(wǎng)上流量達(dá)到7650萬(wàn)（2009年6月的統(tǒng)計(jì)數(shù)字）。
Background:
As part of the BBC World Service strategy, ELT was well-placed to gain a BBC audience and awareness of BBC brand due to the high level of interest in learning English in China. Initially we targeted radio audiences through partnerships with Chinese radio stations. The style of programmes was innovative and pioneering, we moved from rather didactic sounding programmes to an FM friendly sound to attract the radio stations. Our programmes were received well by partners but audience figures were difficult to measure and research indicated that radio was not a popular medium in China for learning. This led us to investigate other platforms.
背景
在中國(guó)，人們學(xué)習(xí)英語(yǔ)的熱情很高。因此，作為BBC世界新聞戰(zhàn)略一部分的英語(yǔ)教育處于有利位置，可以為BBC贏得受眾，增進(jìn)人們對(duì)BBC品牌的認(rèn)識(shí)。最初，我們通過(guò)與中國(guó)的電臺(tái)合作吸引廣播聽(tīng)眾。節(jié)目形式新穎而富有創(chuàng)意，我們從說(shuō)教式的節(jié)目轉(zhuǎn)向更適于在調(diào)頻臺(tái)播放的內(nèi)容，以吸引廣播電臺(tái)的參與。我們的節(jié)目得到了合作伙伴的歡迎，但聽(tīng)眾人數(shù)難以衡量，研究顯示，廣播在中國(guó)不是流行的學(xué)習(xí)媒介。這使我們著手調(diào)查其他平臺(tái)。
bbcukchina.com
In January 2006 we set up the website bbcukchina.com which was created to offer Chinese students and young professionals in China information about the UK and educational material in an entertaining way. bbcukchina.com seeks to enhance cross-cultural understanding between the UK and China, taking full advantage of the demand for engaging English learning materials in China.
BBC英倫網(wǎng)（BBCUKChina.com）
2006年1月，我們開(kāi)設(shè)了BBC英倫網(wǎng)，以生動(dòng)活潑的方式向中國(guó)學(xué)生和年輕的專業(yè)人士提供有關(guān)英國(guó)的信息和教育內(nèi)容。BBC英倫網(wǎng)力圖充分利用中國(guó)人對(duì)英語(yǔ)學(xué)習(xí)內(nèi)容的需求，加強(qiáng)英中之間的跨文化交流。
We have worked closely with Chinese websites and businesses to promote China/UK relations through university seminars and joint activities focussing on English language teaching, studying in the UK as well as Britain life and culture etc.
We understood that the most efficient way to maximise traffic was via syndication to Chinese sites (they already had large audiences and were easier and faster for users in China to download material).
我們與一些中國(guó)網(wǎng)站和企業(yè)密切合作，圍繞英語(yǔ)教學(xué)、留學(xué)英國(guó)以及英國(guó)的生活和文化等舉辦大學(xué)校園研討會(huì)和聯(lián)合推廣活動(dòng)，并通過(guò)這些活動(dòng)宣傳促進(jìn)中英關(guān)系的發(fā)展。我們知道，提高網(wǎng)站流量的方式是與中國(guó)網(wǎng)站聯(lián)手進(jìn)行內(nèi)容合作（它們已經(jīng)擁有大批受眾，而且中國(guó)用戶通過(guò)這些網(wǎng)站下載材料也較為便捷）。
The site as a whole had traffic of just under 100 million monthly page impressions in June 2009 via partnerships and traffic direct to the BBC site.With the relaunch of our new site this August, bbcukchina will be able to progress yet further by offering a more advanced platform for multimedia programmes, including video streaming and an improved user interface.
2009年6月，BBC英倫網(wǎng)的每月網(wǎng)頁(yè)瀏覽量接近１億，這包括人們通過(guò)合作伙伴的訪問(wèn)和對(duì)BBC網(wǎng)站的直接訪問(wèn)。今年8月，我們重新推出了BBC英倫網(wǎng)。希望通過(guò)提供更先進(jìn)的多媒體節(jié)目平臺(tái)，包括增加在線視頻內(nèi)容和改進(jìn)用戶界面，使BBC英倫網(wǎng)得到進(jìn)一步的發(fā)展。
We have a mobile product in China in partnership with Nokia China and hope to find opportunities to launch on a TV platform with a Chinese partner. The BBC is currently involved in developing English language e-learning (Internet) and m-learning (mobile telephone) options in a number of countries, and welcomes discussions with public and private sector partners in this area.
此外，我們與諾基亞中國(guó)合作推出了手機(jī)內(nèi)容產(chǎn)品，并希望有機(jī)會(huì)與中國(guó)合作伙伴共同推出電視平臺(tái)。BBC目前在許多國(guó)家參與發(fā)展網(wǎng)上英語(yǔ)學(xué)習(xí)和手機(jī)英語(yǔ)學(xué)習(xí)，我們歡迎在這個(gè)領(lǐng)域與公營(yíng)及民營(yíng)伙伴開(kāi)展合作。
China, itself, is a prime example of the global change in communication. China has become the largest internet market in the world with 338 million online users. This is more than the total population of the USA. China is the largest mobile phone market in the world with over 700 million mobile users. More than 100 million users are surfing the Internet via their mobile phones. More than half of online users have blogs - contributing their voices to local and national debate. Chinese media - such as Xinhua News Agency, China Central Television - CCTV, Chinese Radio International - CRI; have all actively expanded their operations beyond China's borders and are working hard to make an impact on the global stage. And the BBC too has been reaching out - including of course to China
中國(guó)
中國(guó)本身就是全球通信變革的例子。中國(guó)已經(jīng)成為世界上的互聯(lián)網(wǎng)市場(chǎng)，網(wǎng)民達(dá)3.38億，比美國(guó)的總?cè)丝谶€多。中國(guó)也是世界上的移動(dòng)電話市場(chǎng)，手機(jī)用戶超過(guò)7億，其中1億多用戶通過(guò)手機(jī)上網(wǎng)。一半以上的中國(guó)網(wǎng)民開(kāi)設(shè)了博客，他們通過(guò)博客在本地以至全國(guó)性的辯論中發(fā)表自己的見(jiàn)解。中國(guó)的媒體，比如新華通訊社、中央電視臺(tái)和中國(guó)國(guó)際廣播電臺(tái)，也都積極開(kāi)拓中國(guó)國(guó)界以外的海外業(yè)務(wù)，并努力在全球舞臺(tái)上發(fā)揮影響力。與此同時(shí)，BBC也在擴(kuò)大受眾影響--這當(dāng)然也包括中國(guó)在內(nèi)。
Globalisation, the English Language and the BBC
One of the most important trends of the last decade has been the globalisation of trade and communications. That process has 'adopted' the English language as one of its key instruments. This is not a 'win-lose' - a victory for English speaking countries and a loss for non-English speaking countries. On the contrary, the development of English as a lingua franca, alongside the development and expansion of other world languages can be seen as a win-win for global society. It can preserve local culture and values while opening better channels for intercultural dialogue, exchange and communication.
全球化、英語(yǔ)和BBC
10年來(lái)最重要的趨勢(shì)之一就是貿(mào)易和通信的全球化。在這個(gè)過(guò)程中，英語(yǔ)成為了其中一個(gè)關(guān)鍵的工具。這不是一種"有贏有輸"的局面--也就是英語(yǔ)國(guó)家贏，非英語(yǔ)國(guó)家輸?shù)那闆r。相反，英語(yǔ)作為世界語(yǔ)言的發(fā)展，以及其他世界性語(yǔ)言的壯大，都可以看作全球社會(huì)的雙贏。這既可以保存當(dāng)?shù)氐奈幕蛢r(jià)值觀，同時(shí)也為文化之間的對(duì)話、交流和溝通打開(kāi)了更好的渠道。
Many linguists suggest that the future facing us is bilingual or even trilingual. In China an estimated 300 million people are learning English, and in India the number is put at 350 million. English has become a truly international language with more speakers of English as a second language than as a first or mother tongue.
很多語(yǔ)言學(xué)家提出，我們?cè)谖磥?lái)將使用雙語(yǔ)甚至三語(yǔ)。中國(guó)約有3億人在學(xué)英語(yǔ)，印度學(xué)英語(yǔ)的人估計(jì)有3.5億。英語(yǔ)已經(jīng)成為真正的國(guó)際語(yǔ)言，因?yàn)榘延⒄Z(yǔ)作為第二語(yǔ)言的人數(shù)已經(jīng)超過(guò)以英語(yǔ)為第一語(yǔ)言或母語(yǔ)的人數(shù)。
As a global multimedia broadcaster in English and over 30 other languages the BBC understands this emerging multilingual future. Our listeners, viewers, and web users switch between languages and cross-check different sources themselves. Well over half our audiences have English as a second language, and on some services the proportion is as high as 80%. We actively promote English learning, but we also promote other languages as well, such as Arabic, Spanish, Mandarin, Hindi, and Urdu to name just a few.
作為使用英語(yǔ)和其他30多種語(yǔ)言的全球多媒體廣播公司，BBC認(rèn)識(shí)到了這個(gè)多語(yǔ)種未來(lái)的重要性。我們的聽(tīng)眾、觀眾和網(wǎng)絡(luò)用戶在不同的語(yǔ)言之間轉(zhuǎn)換，多方查證不同的消息來(lái)源。我們有一大半受眾把英語(yǔ)作為第二語(yǔ)言，而對(duì)某些市場(chǎng)而言，這個(gè)比例高達(dá)80%。我們積極鼓勵(lì)英語(yǔ)學(xué)習(xí)，同時(shí)我們也鼓勵(lì)學(xué)習(xí)其他語(yǔ)言，比如阿拉伯語(yǔ)、西班牙語(yǔ)、漢語(yǔ)普通話、印地語(yǔ)和烏爾都語(yǔ)等。
In English language learning our best results have been achieved working in close collaboration with local partners: China is a good example.
在英語(yǔ)學(xué)習(xí)方面，我們通過(guò)與當(dāng)?shù)鼗锇槊芮泻献魅〉眯ЧＶ袊?guó)是一個(gè)很好的例子。
Our performance:
The BBC English language teaching (ELT) China team was set up in 2004 and by 2009 achieved online traffic of 76 and a half million (monthly PIs in June 2009) through successful syndication agreements with 23 Chinese websites including QQ and Sina, two of the biggest sites in China.
我們的成績(jī)
BBC英語(yǔ)教育（簡(jiǎn)稱ELT）的中國(guó)團(tuán)隊(duì)成立于2004年。通過(guò)與23家中國(guó)網(wǎng)站（包括中國(guó)網(wǎng)站中的QQ和新浪）達(dá)成聯(lián)合，到2009年，我們的網(wǎng)上流量達(dá)到7650萬(wàn)（2009年6月的統(tǒng)計(jì)數(shù)字）。
Background:
As part of the BBC World Service strategy, ELT was well-placed to gain a BBC audience and awareness of BBC brand due to the high level of interest in learning English in China. Initially we targeted radio audiences through partnerships with Chinese radio stations. The style of programmes was innovative and pioneering, we moved from rather didactic sounding programmes to an FM friendly sound to attract the radio stations. Our programmes were received well by partners but audience figures were difficult to measure and research indicated that radio was not a popular medium in China for learning. This led us to investigate other platforms.
背景
在中國(guó)，人們學(xué)習(xí)英語(yǔ)的熱情很高。因此，作為BBC世界新聞戰(zhàn)略一部分的英語(yǔ)教育處于有利位置，可以為BBC贏得受眾，增進(jìn)人們對(duì)BBC品牌的認(rèn)識(shí)。最初，我們通過(guò)與中國(guó)的電臺(tái)合作吸引廣播聽(tīng)眾。節(jié)目形式新穎而富有創(chuàng)意，我們從說(shuō)教式的節(jié)目轉(zhuǎn)向更適于在調(diào)頻臺(tái)播放的內(nèi)容，以吸引廣播電臺(tái)的參與。我們的節(jié)目得到了合作伙伴的歡迎，但聽(tīng)眾人數(shù)難以衡量，研究顯示，廣播在中國(guó)不是流行的學(xué)習(xí)媒介。這使我們著手調(diào)查其他平臺(tái)。
bbcukchina.com
In January 2006 we set up the website bbcukchina.com which was created to offer Chinese students and young professionals in China information about the UK and educational material in an entertaining way. bbcukchina.com seeks to enhance cross-cultural understanding between the UK and China, taking full advantage of the demand for engaging English learning materials in China.
BBC英倫網(wǎng)（BBCUKChina.com）
2006年1月，我們開(kāi)設(shè)了BBC英倫網(wǎng)，以生動(dòng)活潑的方式向中國(guó)學(xué)生和年輕的專業(yè)人士提供有關(guān)英國(guó)的信息和教育內(nèi)容。BBC英倫網(wǎng)力圖充分利用中國(guó)人對(duì)英語(yǔ)學(xué)習(xí)內(nèi)容的需求，加強(qiáng)英中之間的跨文化交流。
We have worked closely with Chinese websites and businesses to promote China/UK relations through university seminars and joint activities focussing on English language teaching, studying in the UK as well as Britain life and culture etc.
We understood that the most efficient way to maximise traffic was via syndication to Chinese sites (they already had large audiences and were easier and faster for users in China to download material).
我們與一些中國(guó)網(wǎng)站和企業(yè)密切合作，圍繞英語(yǔ)教學(xué)、留學(xué)英國(guó)以及英國(guó)的生活和文化等舉辦大學(xué)校園研討會(huì)和聯(lián)合推廣活動(dòng)，并通過(guò)這些活動(dòng)宣傳促進(jìn)中英關(guān)系的發(fā)展。我們知道，提高網(wǎng)站流量的方式是與中國(guó)網(wǎng)站聯(lián)手進(jìn)行內(nèi)容合作（它們已經(jīng)擁有大批受眾，而且中國(guó)用戶通過(guò)這些網(wǎng)站下載材料也較為便捷）。
The site as a whole had traffic of just under 100 million monthly page impressions in June 2009 via partnerships and traffic direct to the BBC site.With the relaunch of our new site this August, bbcukchina will be able to progress yet further by offering a more advanced platform for multimedia programmes, including video streaming and an improved user interface.
2009年6月，BBC英倫網(wǎng)的每月網(wǎng)頁(yè)瀏覽量接近１億，這包括人們通過(guò)合作伙伴的訪問(wèn)和對(duì)BBC網(wǎng)站的直接訪問(wèn)。今年8月，我們重新推出了BBC英倫網(wǎng)。希望通過(guò)提供更先進(jìn)的多媒體節(jié)目平臺(tái)，包括增加在線視頻內(nèi)容和改進(jìn)用戶界面，使BBC英倫網(wǎng)得到進(jìn)一步的發(fā)展。
We have a mobile product in China in partnership with Nokia China and hope to find opportunities to launch on a TV platform with a Chinese partner. The BBC is currently involved in developing English language e-learning (Internet) and m-learning (mobile telephone) options in a number of countries, and welcomes discussions with public and private sector partners in this area.
此外，我們與諾基亞中國(guó)合作推出了手機(jī)內(nèi)容產(chǎn)品，并希望有機(jī)會(huì)與中國(guó)合作伙伴共同推出電視平臺(tái)。BBC目前在許多國(guó)家參與發(fā)展網(wǎng)上英語(yǔ)學(xué)習(xí)和手機(jī)英語(yǔ)學(xué)習(xí)，我們歡迎在這個(gè)領(lǐng)域與公營(yíng)及民營(yíng)伙伴開(kāi)展合作。