The MySpace Effect MySpace和其母公司之间的相互影响

News Corp. COO, Peter Chernin, discusses how MySpace has influenced its parent company's business model, and vice-versa.

Is there a Myspace effect when you are a big so-called established Media Company? Can you point at things at Myspace, that you are doing differently throughout news corp that you weren't doing before myspace, or vice versa, is there a news corp. effect at a, what was strictly, what it was, essentially internet start-up?

Yeah, I think there is clearly an effect on both sides of the company. you know, I’m not sure that it’s not subtle in some ways. but I think that if you look at, i will give you an example of the myspace effect on news corp. which is a lot of people, you know, wrote about Hulu upfront and wrote about,you know,when we were getting ready to start Hulu which is an idea that ultimately we came up with, with NBC and everyone sort of talk about big media, talk about clown co., which is my particular favorite. but, you know, if we did anything right at Hulu, and I think we did a lot of things, it’s we were relentlessly focused on the audiences and focused on the user experience and we never got caught up in we were a big media company we had to protect this and we have these rules or that. Every decision we made, we made through the lens of What's gonna enhance the user experience, what's gonna make this better for the user. and I think that very much came from, from having managed Myspace. You know, I think, if you cut it two years earlier, everybody was writing that, you know, we were gonna "foxify" Myspace and we were gonna change it and we were gonna do this. And i think one of the things we learn very quickly in Myspace was,it frankly wasn’t, you know, it wasn’t our property, it was the users' property, it was something they control,it was their content, and we were only as good as our ability to give them tools and to give them access to things that interested them, but to the degree we started ever pushing things down on them, we figured out pretty quickly that that was gonna be a disaster. and I think that focus on the user and that focus on we are only as good as how users perceived us was very instrumental in making us do a lot of things right at Hulu. And I think that sort of effect goes throughout a lot of things. I think if you look at how we think about all sorts of digital iterations in the company. I think we’ve done a reasonably good job of looking out through the lens of user experience.

Right.

I think…

I suppose~

Myspace is very helpful.

Conversely, I think, you know, has news corp. helped MySpace? I think absolutely, you know I think that / it's been giving some operating discipline and I think it's certainly been giving a lot of cash which never hurts, you know, for you to try to build up.

Well, I was gonna to say the decision to create a Hulu versus put whatever bad investments into fox.com etc, / , which I’m sure, you know, you must have had people internally who would have preferred that you've done at the time, I’m guessing that was, you know, a view that you might not have had if you hadn’t done Myspace and some/ those other.

Look I ,I was, I was never particularly interested in doing it through fox.com because I think if you think about you know, what users needed, what users needed / first and foremost is aggregation. You know if you think about who, when you are a user and the first question you had to do is go now, was that a comedy central television show or a Fox show, or did NBC produce it for Fox? And I’ve got to go to 37 different websites we believe very clearly that aggregation was a tremendous benefit to users.

参考中文翻译：

新闻集团的Peter Chernin探讨了MySpace对其母公司商业模式的影响，以及对本身的影响。

你们是如此强大的媒体集团，MySpace对你们有什么影响呢？你可否列举出一些在收购MySpace前后新闻集团有什么不同，或者，反之，开始互联网产业之后新闻集团对MySpace有什么影响呢？

是的，我认为对公司双方都有明显的影响。你知道，我不确定是不是在某些方面的影响比较微弱。但是，我可以给你举例说明MySpace怎样影响新闻集团的。当我们和NBC合作推出Hulu视频网站时，很多人写了关于Hulu的文章，谈论大的媒体集团，谈论我最喜欢的clown co.。但是，你知道，如果我们在Hulu网站方面做了什么正确的事情，而且我们也已经做了很多，那就是我们始终无怨无悔的以观众为中心，始终考虑用户的经历，我们从来都没有被“我们是大媒体，应该保证这一点”的思想束缚，我们也没有这样那样的规定。我们所做的每一项决定，都是考虑怎样会增强用户的体验，怎样对用户最好。我想，这主要是因为我们管理了MySpace。我认为，我们很快从MySpace学到的就是，这不是我们的财产，这是用户的财产。这是由用户控制的，这是他们的内容，我们所作的只是尽自己的能力给他们一个工具，是他们一个途径来接触自己感兴趣的东西。但是从这种程度上讲，我们开始把所有的东西加给用户啊，我们很快得出结论，这将会是一个灾难。我认为集中于用户，仅仅满足于达到用户期望的那么好对我们做好Hulu是非常工具化的。我觉得那些影响贯穿了很多事情。我认为如果你看一下我们怎么思考公司内部所有的数据循环，你就会发现我们在用户体验方面做得相当不错。

对。
我想……
我认为……
MySpace非常有帮助性。

相反地，新闻集团有没有帮到MySpace呢？我认为绝对有影响。你知道，它给了MySpace一个运营规则，给了MySpace很多资金来建设的更好。

我还想说一下关于建立Hulu来与fox.com 相抗衡的决定，如果你内部有人的话，我确定那时候会有人支持你的决定。我猜想，在你没有做Myspace之前你不会有这样的观念的。

看，我在做fox.com的时候从来不会对这些特别感兴趣因为我认为，用户需要什么，用户最需要什么是一个集合体。你知道，作为一个用户，你进入一个网站第一个问题就是，会不会有喜剧节目或者fox show，NBC是不是会为FOX做节目？我研究了37个不同的网站，确信该集合体对用户非常有益。