[雙語翻譯]在線視頻外文翻譯---韓國視頻平臺市場競爭動態(tài)傳統(tǒng)的付費電視平臺和ott平臺（節(jié)選）

1、中文 中文 6150 字， 字，3500 英文單詞， 英文單詞，19500 英文字符 英文字符文獻出處： 文獻出處：Kim J, Kim S, Nam C. Competitive dynamics in the Korean video platform market: Traditional pay TV platforms vs. OTT platforms[J]. Telematics Theory of niche; V

2、ideo platform market; Competition; Traditional pay TV 1. IntroductionNetflix, the internationally acclaimed online video platform, was nominated in six categories at the 71st Golden Globe Awards in 2013, and won the Be

3、st Performance by an Actress in a Television Drama award for House of Cards. Famous for providing video-on-demand (VOD) streaming services globally, Netflix had recently commenced producing House of Cards as its first o

4、riginal content title, garnering enough attention to receive the award. Netflix uses the Internet to broadcast video content and is commonly referred to as over-the-top (OTT) media; meanwhile, HBO, a representative pre

5、mium cable and satellite TV provider in the U.S., launched its own OTT service “HBO Go” in 2010. While both providers had forecast the changes in media usage patterns and recognized the value of Internet based services

6、, Netflix managed to sell the same number of paid subscriptions as HBO by October 2013. Moreover, consumers who were subscribers of pay TV platforms including cable and satellite began switching to OTT, choosing it as t

7、heir main video platform; meanwhile, some subscribers downgraded their pay TV service from a premium to regular package (Banerjee et al.,2014). The former change is referred to as “cord-cutting,” while the latter is “c

8、ord-shaving.” Such changes also occurred in the Korean video platform market, whereby the growth of global and local OTT services such as “YouTube,” “GomTV,” and “PandoraTV” stimulated traditional TV platform providers

9、 to launch Netflix-like OTT services such as “tving” and “pooq.”According to the U.S. Federal Communications Commission (FCC), an OTT is older versions (Dimmick et al., 1992). Niche theory also explains and predicts the

10、existence, displacement, and extirpation of players in the ecosystem (Dimmick et al., 2000), along with the indices of niche breadth, niche overlap, and competitive superiority. The purpose of this research is to expla

11、in the competition in the video platform market and to draw implications for not only OTT service providers, but also for traditional pay TV platform providers. The fulfillment of this purpose will contribute to both pr

12、actical and academic fields, with the latter contribution derived from the literatures analysis on niche theory that is presented in this paper.2. Theoretical background and research questions2.1. Media competition: dis

13、placement or reinforcement effectThe emergence of new media has not only affected consumers’ media usage patterns, but it has also changed the research field – especially regarding its relationship with older media. Prev

14、ious studies on the relationship between new and old media can be divided into two major streams. The first stream is a longstanding media displacement effect that was introduced by Lazasfeld (1940), after he performed

15、pioneering research on the displacement effect of radio on the print media. Since then, many researchers have tried to examine displacement effects with the advent of new technologies such as TV, cable TV, VCR, Internet

16、, the smartphone, and those that are used in computer mediated communication. The displacement effect is based on the limited amount of time that a consumer has to spend on media consumption (Dutta-Bergman, 2004). Previ

17、ous research on the displacement effect assumed a “zero-sum game” regarding the competition for the time that consumers can spend on a medium. New media can succeed only by diverting resources from the older media (Dimm

18、ick, 1997), and displacement occurs when the emergence of new media reduces a consumer’s time allocation toward existing, older media (Dutta-Bergman, 2004; Kim et al., 2013 ; McCombs and Nolan, 1992); this effect can be

19、 explained by the principle of relative constancy (McCombs Okazaki and Hirose (2009) examined media displacement effects between traditional media, PC, and mobile Internet, using several specific scenarios such as “din

20、ing out” and “travel planning” to measure the effects in Japan; Stempel et al. (2000) found that the consumption of Internet news content led to a decrease in the amount of time that people used traditional media to ac

21、cess the news; Choi (2013)concluded that the consumption of traditional television programming decreased as people began using digital multimedia broadcasting (DMB) and smartphone applications to watch real time broadc

22、asting, as well as user created content (UCC) and VOD content; and Kim et al. (2013) examined smartphone usage to see whether the use of radio and newspaper apps resulted in a decreased usage that of traditional forms,

23、and whether accessing the Internet and game contents on a smartphone resulted in a decreased use of PCs for the same purposes.Similar to the displacement effect, but presenting a slightly different perspective, is “fun