《信使》杂志最新一期发布：中国的“喜马拉雅FM”：你点我播电台

Sharing the latest articles of the UNESCO Courier with you.

与您第一时间分享联合国教科文《信使》杂志的最新文章。

值2月13日世界无线电日之际，联合国教科文《信使》杂志发布2020年首刊“电台广播：空前强大且生机勃发”。本文以喜马拉雅 FM 的发展和广播员诗展的个人经历，介绍了中国生机勃勃的电台广播文化。《信使》官方微信平台也邀请了广播员诗展本人，用音频的方式，为大家分享自己的故事。同时感谢中国国际电视台 CGTN 的郑亦冰先生的英文朗读。

On the occasion of World Radio Day on 13 February, the UNESCO Courier released its first issue for 2020: Radio: Stronger and more vibrant than ever. One article in this issue introduces China’s vibrant radio broadcasting culture through the development of Himalaya FM and the personal experience of Shi Zhan, a professional broadcaster on this new media platform. The UNESCO Courier WeChat public platform invited Mr. Shi Zhan to share with us his story by audio. We also gratefully acknowledge the contribution of Mr. Zheng Yibing, reporter of China Global Television Network, for broadcasting this article in English.

诗展（中国播音员兼脱口秀主持人）

从传统播音员到新媒体主播，来自吉林省广播电视台的专业主持人经历了一番有意思的转变。2014年以来，诗展（Shi Zhan）通过总部设在上海的“喜马拉雅FM”（中国知名的线上音频平台），以新的有声故事形式，将中国古代王朝历史向听众娓娓道来。 

Having worked as a professional host for the radio and television station of Jilin province, one traditional Chinese broadcaster experienced an interesting transformation into a new media host. Since 2014, Shi Zhan has been practising a new form of audio storytelling – vividly recreating the history of China’s ancient dynasties on Shanghai-based Himalaya FM, the country’s most successful audio network.

一次偶然的机会，我参加了在线音频平台“喜马拉雅”为专业媒体人员、业余声音爱好者和各行各业的人开设的培训课程，并在课上学会了如何运用新媒体广播的前沿理念和技术。在尊重史实和照顾听众喜好的基础上，通过创造性的叙述和知识分享，我现在已经成为这个平台上最受欢迎的主播之一。 

It was by pure chance that I enrolled in a training course that Himalaya, the online audio platform, was offering to media professionals, amateur voice lovers and people from all walks of life. It was from this course that I learnt how to use cutting-edge ideas and techniques in new media broadcasting. By using creative narration and sharing knowledge based on a respect for historical facts and audience preferences, I am now one of the most popular hosts on the platform.

凭借新媒体思维和对中国历史的幽默诠释，我吸引了大量粉丝，数量已超过了80万，这是我在传统媒体工作时听众人数的十倍。近年来，音频内容在中国大受欢迎。大多数西方国家的广播平台靠公共或私人广告获得资金，但中国的网络广播平台正在逐渐说服听众——特别是年轻一代——为音频内容和知识付费。 

With my new media thinking and humorous interpretation of Chinese history, I have attracted over 800,000 fans – ten times the number of fans I had in traditional media. Audio content has gained popularity in China over recent years. Unlike in most Western countries, where public or private advertising funds radio platforms, Chinese networks are gradually convincing audiences – especially the younger generation – to pay for audio content and knowledge.

目前，音频节目呈现付费趋势，听众愿意为收听自己喜爱的节目付费（费用通常很低）。在这种趋势下，节目主播越受欢迎，他们的收入就会越高。最近，我从依靠“喜马拉雅”平台获得的收入中拿出15万美元，准备创建自己的工作室。

This monetizing of audio programmes – where listeners think it is worthwhile to chip in, often in very small amounts, to listen to their favourite shows – has allowed radio hosts to increase their incomes, depending on their popularity. I recently spent $150,000 of my income from Himalaya to build my own studio.

“喜马拉雅FM”是流媒体直播、有声读物和播客界的探路者，在中国、日本和美国都设有办事处，并且计划进一步扩展。该平台目前的用户已超过6亿（根据某公司发布的截至2019年10月的数据）。网络特有的功能让业余和专业的制作人都可以创作内容以飨听众，而潜在的听众群体可能分布范围很广，数量更多。 

A pioneer in live-streaming broadcasts, audiobooks and podcasts, Himalaya FM – with offices in China, Japan and the United States, and plans to expand further –  has over 600 million users (as of October 2019, according to a company release). The network’s unique expertise has enabled amateur and professional producers to create content for a potentially broad and burgeoning audience. 

“用声音分享人类智慧”

“Sharing human wisdom through audio”

律师、医生和其他专业人士可以使用音频将自己的知识分享给普通公众，他们的努力得到了“喜马拉雅”的支持，因为这个在线音频平台的使命就是“用声音分享人类智慧”。该平台为享有版权保护的付费内容提供了广阔的市场，同时也拥有广泛的发行渠道。这家公司的经营模式能够让所有人受益。例如，来自沈阳的主播德叔（De Shu）带领一批残障人士阅读和录制有声书，帮他们获得了丰厚的收入。 

Professional lawyers, doctors and other experts can share their knowledge with the general public through audio. Their efforts are supported by Himalaya, whose stated mission is to “share human wisdom through audio”. The online audio platform provides a large market for paid copyright content, and a wide distribution channel. Anyone can benefit from the company’s business model. One striking example of this is of broadcast host Deshu from Shenyang, who led a group of disabled people to read and record audiobooks, earning them a good wage.

在发展迅猛且竞争激烈的中国在线音频市场，“喜马拉雅”这一亚洲音频巨头采用了上述新型广播实践，使传统广播制作人得以成功转型为新媒体主播。我参加过培训班，也在“喜马拉雅”平台有多年工作经验，从中，我学会了如何在遵循新媒体的三种基本准则的同时，创作出具有原创性的内容。这些做法不仅改变了我的思维方式，也改变了业界规则。 

In a fast-growing and intensely competitive Chinese online audio market, the new radio practices followed by the Asian audio giant have enabled traditional  radio producers to achieve a successful transformation into new media hosts.  My training and years of experience with Himalaya have taught me to create original content while adhering to three fundamental new media practices – which have transformed my way of thinking and have proved game-changing.

新媒体的第一个准则是，不仅要关注听众的点击率，更要关注完播率。完播率代表听众从头到尾完整收听节目的概率。截至2019年10月，“喜马拉雅”用户收听节目的平均时长为170分钟，但后台数据显示，我的节目仅仅开场几分钟后，就有一半的听众停止了收听。说实话，这让我感到非常惊讶，也很失落。 

The first new media practice involves paying more attention to the completion rate than merely looking at the click-through rate of listeners. The completion rate signifies the probability that the audience will listen to the programme till the end. Himalaya’s users spent an average of 170 minutes listening to its shows (as of October 2019), but the back-end data reflected that after just a few minutes of listening, half of my listeners left. This really surprised and frustrated me.

为解决这个问题，我花了半年时间培养互联网“用户思维”模式，强迫自己养成“跟踪最新时事和捕捉最新消息的敏锐头脑”。在这一行业，做足功课和紧跟潮流都是非常重要的。在录制每一期节目之前，我都会拿出两个小时研读新闻和时事，然后用八个小时写出原始脚本，最终提炼成时长只有八分钟的节目。经过这番“打磨”，我的节目听众人数增加了一倍，完播率也迅速提升。 

To solve this problem, I spent half a year cultivating the internet’s “user thinking” model, forcing myself to develop “a sharp mind while covering the latest events and discovering the latest news”. Doing your homework and being up-to-date is very important in this business. Before recording each programme, I study the news and current affairs for two hours and spend eight hours writing an original script – before finally distilling it to a programme of only eight minutes. This “grinding” of my own work has doubled my audience, and allowed me to rapidly increase the completion rate.

新媒体的第二个准则是改善用户体验，这一点至关重要。为此，我逐步摸索出了自己的方法——放弃传统广播中“响亮”的背景音乐，而只将音乐用作烘托气氛的工具，让听众更加关注内容本身。

The second new media practice involves improving the user experience, which is of paramount importance. To achieve this, I developed my own method. This involved  moving away from the “loud” background music of traditional radio, and using music as a tool to enhance the atmosphere – so the audience would pay more attention to the content itself.

“选材”和“创作”是新媒体第三个准则的关键词。作为一名新媒体主播，我敢于选择听众在其他地方接触不到的素材，用自己的诠释制作出原创内容——这让我的听众觉得节目既有趣味性，又不乏知识性。 

“Selection” and “creation” are the keywords of the third new media practice. As a new media host, I dare to choose material that is not accessible to the audience anywhere else. This original content is created with my own interpretation – making it both interesting and informative for my listeners.

我目前正在为“喜马拉雅”制作关于秦始皇陵及兵马俑坑的语音导览项目，游客只需扫描二维码就可以收听我的解说。 

My current projects for Himalaya include working on an audio guide on the terracotta warriors of  the Mausoleum of the First Qin Emperor. Tourists only need to scan the QR code to listen to my narration.

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