A great switch-off is under way on US primetimetelevision with a majority of cable channels losingviewers in 2015, a trend that is reshaping the media landscape and rattling investors.
美國觀眾正大肆廢棄在黃金時段旁觀電視節目，本年大多半有線電視頻道的收視率都湧現下滑，這一趨向正在重塑媒體魄局，並讓投資者不安。
Audience data compiled by Nielsen, the research firm, show that 26 of the top 35 cable channelsattracted lower average primetime audiences in 2015 compared with 2014. ESPN, Bravo,Comedy Central and MTV were among those hit.
研討機構尼爾森(Nielsen)體例的收視率數據表現，2015年，在最受迎接的35個有線電視頻道中，有26個頻道的黃金時段均勻觀眾數目低於2014年，個中包含ESPN、Bravo、Comedy Central和MTV。
“This is a multiyear issue and is leading to lower industry advertising growth,” said MichaelNathanson, a media analyst with MoffettNathanson. “A business that had been growing inadvertising is now struggling.”
“這類情形已連續多年，正致使行業告白增速下滑，”墨菲特納薩森公司(MoffettNathanson)媒體剖析師邁克爾納薩森(Michael Nathanson)表現，“曾在告白收入方面增加的行業如今寸步難行。”
Lower audience ratings and fears about “cord-cutting” — the cancellation of cable and satellitetelevision subscriptions — hit US media shares in 2015 with the S&P 500 Media Indexfalling 5.5 per cent, far more than the broader market, which was flat for the year.
收視率下滑和對“掐線”(cord-cutting，撤消有線電視和衛星電視定閱)的擔心在2015年襲擊了美國的傳媒類股，尺度普爾500指數(S&P 500)的傳媒指數(Media Index)下跌5.5%，跌幅遠超大盤，本年標普500與客歲持平。
Walt Disney, which recently released Star Wars: The Force Awakens , and AMC Networks, homeof The Walking Dead series, are the only media companies to end the year with their shares upon 2014. Disney sparked a sell-off in media stocks this summer when it warned that subscribergrowth at its ESPN network had slowed. The channel lost an estimated 3m subscribers in theyear to August, said Nielsen.
2015年進入尾聲之際，股價較2014年上漲的傳媒公司只有沃爾特迪斯尼公司(Walt Disney)和AMCNetworks。迪斯尼比來宣布了《星球大戰：原力覺悟》(Star Wars: The Force Awakens)，而AMCNetworks的頻道播放電視劇《酒囊飯袋》(The Walking Dead)。迪士尼本年夏日告誡稱，旗下ESPN頻道的定戶增加放緩，這激發了傳媒股的兜售潮。尼爾森表現，ESPN在停止本年8月的一年時光裏落空了約300萬定戶。
Lower average audience ratings for cable networks are indicative of a big shift in viewing habits.Audiences are increasingly using on-demand streaming services, such as Netflix, Amazon andHulu, rather than tuning in to watch live television. “The world is moving to on-demand viewing,”Mr Nathanson said.
有線收集的均勻收視率降低註解，旁觀習氣產生了龐大改變。觀眾日趨應用Netflix、亞馬遜(Amazon)和Hulu等點播流媒體辦事，而不是打開電視看直播。納薩森表現：“天下正在轉向點播旁觀。”
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