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20100201ECO阅读 看了一篇老的,因为头儿也做过这篇,想对照一下怎么阅读 How to sink控制 crush pirates The decline of music piracy holds lessons for other industries Nov 12th 2009 | From The Economist print edition YOU open a window on your computer’s screen. You type in the name of a cheesy song口水歌么? from the 1980s. A list of results appears. You double-click on one of them, and within a few seconds the song is playing. This is what it was like to use Napster a decade ago; and it is also how Spotify, another free online-music service, works today. The difference? Napster was an illegal file-sharing service that was shut down by the courts. Spotify, by contrast, (经常转折词放在句中,如果是我可能就however了)is an entirely legal, free service supported by advertising. This shows how much things have changed in the world of online music in the past decade. It also explains why online music piracy may at last be in decline. For most of the past decade the music industry focused on litigation诉讼 to try to prevent piracy. Over the years the Recording Industry Association of America (RIAA) has accused 18,000 internet users of engaging in illegal file-sharing. Most of them settled, though two cases went to court this year. In both cases the defendants (a single mother and a student) lost and were ordered to pay damages (of $1.92m and $675,000 respectively). But the industry(业内人士) has realised that such cases encourage the publication of embarrassing headlines more than they discourage piracy, for as each network was shut down, another would sprout in its place.【法律类的题目】 Yet as piracy flourished on illegal networks, legal alternatives also started to appear. Apple launched its iTunes Music Store, offering downloads at $0.99 per track, in 2003. Many others have followed, including a new, above-board version of Napster. And in the past two years new music sites and services have proliferated. Spotify offers free, advertising-supported streams流量么?; paying customers付费用户 are spared the ads and can use the service on smart-phones智能手机. Nokia’s Comes With Music scheme includes a year’s unlimited downloads in the price of some mobile phones. TDC, a Danish telecoms operator, bundles access to a music service with its broadband packages. All of these different, legal music services offer the “celestial jukebox”—whatever you want, right away, from the internet—that made Napster so compelling when it appeared on the scene. True, revenue from these services will be less than from CD sales, but it is much better than nothing. The recorded-music industry will get smaller—but it will not disappear. That is because there is growing evidence that this plethora of new services adds up to an attractive alternative to piracy for many (see article). In June a poll of Swedish users of file-sharing software found that 60% had cut back or stopped using it; of those, half had switched to advertising-supported streaming services like Spotify. In Denmark, over 40% of subscribers to TDC’s broadband-plus-music package also said they were making fewer illegal downloads as a result. In a British poll published in July, 17% of consumers said they used file-sharing services, down from 22% in December 2007. Music executives reckon people are moving from file-sharing networks to Spotify, though they may continue to download some music illegally. To be sure,可以肯定是的 the carrots of more attractive legal services are being accompanied by innovative forms of stick. In particular, a new approach called “graduated response” is gaining momentum势头良好. As its name indicates, it involves ratcheting up the pressure on users of file-sharing software by sending them warnings by e-mail and letter and then cutting off or throttling their internet access
if they fail to respond after three requests. Graduated-response laws were introduced earlier this year in Taiwan and South Korea, and were enacted in France last month. Other countries are expected to follow suit. But mainly carrots (carrots and sticks) Yet in Britain music file-sharing共享音乐文件 seems to be in decline even though a graduated-response law has yet to be introduced. The country also boasts自夸 one of the broadest selections of legal music services: Spotify and Comes With Music were both launched there before most other countries, and two of Britain’s biggest internet-service providers have borrowed TDC’s bundled-music model. This suggests that when it comes to当谈及到 discouraging music piracy, carrots may in fact be more important than sticks. All of this offers(holds) a lesson for other types of media, such as films and video games. Piracy thrives because it satisfies an unmet demand. The best way to discourage it is to offer a diverse range of attractive, legal alternatives.【观点
】The music industry has taken a decade to work this out, but it has now done so. Other industries should benefit from its experience—and follow its example. |