????杰夫?朱克曾說，電視行業(yè)無法承擔(dān)“用模擬時(shí)代的美元交換數(shù)字時(shí)代的美分”這樣的代價(jià)。他因?yàn)檫@句話而廣為人知。那是幾年前的事，當(dāng)時(shí)朱克是NBC環(huán)球（NBC Universal）的CEO。

????如今，朱克是CNN全球（CNN Worldwide）的總裁。他說，數(shù)字電視已經(jīng)度過了1分硬幣和10分硬幣的時(shí)代。在科羅拉多州阿斯彭舉行的財(cái)富科技頭腦風(fēng)暴大會(huì)（Fortune Brainstorm Tech）上，他登臺(tái)與《財(cái)富》雜志主編蘇安迪進(jìn)行交談時(shí)說：“我們可能超越了25分硬幣的時(shí)代?！?/p>

????推動(dòng)CNN進(jìn)入數(shù)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(shù)字資產(chǎn)（CNN.com擁有1,200萬獨(dú)立訪客、850萬網(wǎng)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。“移動(dòng)端可能是我們未來最重要的組成部分?！蓖瑫r(shí)他還說，電視業(yè)務(wù)仍然是CNN的搖錢樹，忽略這一點(diǎn)會(huì)是該公司不可承受之重。CNN在擁抱數(shù)字世界時(shí)必須“知道我們的面包哪個(gè)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(jīng)大幅回升，但有線電視新聞業(yè)務(wù)還有“很長的路要走”【《財(cái)富》雜志的母公司時(shí)代華納擁有 CNN】。

????他的方法之一是擴(kuò)大有線電視網(wǎng)絡(luò)的覆蓋面和吸引力。他的初步舉措就包括放棄“CNN=政治”的標(biāo)簽?！拔覀冇袃蓚€(gè)國內(nèi)競爭對(duì)手，他們只報(bào)道政治新聞。”他在提到MSNBC和?？怂剐侣剷r(shí)說。他表示，CNN將繼續(xù)積極報(bào)道華盛頓和中東的政治新聞，但同時(shí)將把更多的資源用于報(bào)道娛樂、商業(yè)、體育和文化新聞。

????回到數(shù)字業(yè)務(wù)。賽安迪問朱克，他是否預(yù)見到模擬和數(shù)字在廣告收入方面會(huì)有平起平坐的一天？“我不排除這種可能性，”他說。“誰知道這個(gè)世界10年后會(huì)是什么樣子？”（財(cái)富中文網(wǎng)）

????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?"