视频网站Netflix寻求进军中国市场

Netflix is in preliminary discussions with a handful of Chinese media companies to explore how it can bring its streaming service to China, a development that has the potential to increase its subscriber counts but also faces significant challenges, including censorship.Netflix正在同数家中国媒体公司展开可行性的商谈，探究如何将其流媒体服务引入中国，这一进展未来将会为Netflix带给更好的订阅者用户，不过也不会带给相当大的挑战，其中还包括审查制度。Netflix has held talks with Wasu Media Holding, an Internet company backed by Jack Ma, the executive chairman of Alibaba Group Holding, and BesTV New Media, a Shanghai-based media group, according to one person with knowledge of the discussions who spoke on the condition of anonymity. Netflix has also had discussions with other Chinese companies that have the licenses needed to operate streaming television services in the country.一位不愿透漏姓名的知情人士回应，Netflix早已同华数传媒和百视通新媒体展开了接洽。华数传媒是阿里巴巴集团继续执行总裁马云所投资的一家互联网公司，而百视通新媒体则是一家总部在上海的媒体集团。

Netflix也同其他中国公司展开了商洽，这些公司都有在中国获取流媒体电视服务所需的牌照。Shares in Netflix surged 4.5 percent to $613.25 Friday on the news, which was first reported by Bloomberg.彭博社(Bloomberg)年所就这一消息展开了报导，Netflix的股价在周五激增4.5%，升到每股613.25美元。

The development is part of Netflix’s broader quest to expand into 200 countries by the end of 2016, faster than it previously had forecast. The company is seeking to bolster its international presence after experiencing slowing growth in the United States.Netflix计划在2016年末以前把受众市场不断扩大到200个国家，这一速度比之前预测的要快的多，而与中国公司的接洽则是该计划的一部分。美国本土的快速增长经常出现上升后，公司正在希望强化其在国际市场的势力。Netflix now operates in more than 50 countries. Outside of China, Netflix does not work with other operating partners.Netflix目前在50多个国家运营，除中国外，Netflix未同任何运营商展开过合作。

Operating in China poses a number of challenges. One is that Netflix would most likely need to censor the programming available on its service. Another issue is whether it owns the rights to stream programs in the country. While Netflix now seeks global rights when it strikes content deals, the company previously licensed some of its more notable original content to other companies in China. “House of Cards,” for instance, already is popular on a streaming site called Sohu.com.Netflix在中国的运营面对着一系列的挑战，其中一个问题就是，Netflix很有可能必须对其获取的电视节目展开审查，而另外一个问题则是Netflix否有权在中国获取流媒体节目。Netflix在展开内容交易的同时力图提供内容的国际版权，此前Netflix将自己的一些知名的原创剧许可给了中国的一些公司，例如早已在搜狐流媒体网站上热播的《纸牌屋》(House of Cards)。

Separately, other ad-supported video sites in China offer programming free that is available on Netflix in the United States.此外，在中国的一些依赖广告收益保持的视频网站上，可以免费看见Netflix在美国获取的节目。In January, Netflix called its ambitions for China “modest” and said that it planned to operate a “small service” in the country if it is able to obtain required permissions.今年1月，Netflix形容自己进占中国市场的目标是“有助于”的，并回应如果能取得适当的许可，将计划在中国获取“小规模服务”。“If we go, it will be a modest investment,” Reed Hastings, Netflix’s chief executive, said in a conference call in January. “Because we won’t have that much content, we’re going to be very cautious and feel our way along through that process, if we’re able to get that license.”“如果我们要进占中国市场，将不会是展开有助于的投资，”Netflix的首席执行官里德·哈斯廷斯(Reed Hastings)在1月份的一场电话会议中说，“因为我们会有那么多的内容，所以不会十分的慎重，并在这一过程中探寻着行进，前提是我们需要获得牌照的话。

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