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　　China's online-video market is the largest and most innovative in the world.It is also the most competitive.LATER this month PPTV, a Chinese online-video firm, will release a new reality show called The Goddess Office about four young women living together in a house, trying to create their own e-commerce company.Viewers will be able to ask the stars questions and send them money and ideas for their start-up.The show will employ familiar television elements: the comedic rapport of the characters in Friends and the commercial ambitions of contestants in The Apprentice.

　　中国的网络视频市场是世界上最大的最创新的，同时也是最具竞争力的本月下旬，中国的网络视频公司PPTV会推出一档名为女神办公室的真人秀。故事讲的是四位同住的年轻女性尝试开创属于她们自己的电子商务公司。观众可以向主角们提问，并向她们贡献金钱和想法来帮助她们创业。这部剧将会引用熟悉的电视元素：《老友记》中演员间的诙谐，《学徒》中竞争者的商业雄心。

　　But this television show will run exclusively online, rather than on a traditional TV network.Around the world online video is becoming a bigger and more sophisticated business, but nowhere is that truer than in China.The country has the largest number of online-video viewers: around 450m, or nearly 80% of the internet-connected population.Their numbers will rise to around 700m by 2016, according to iResearch, which tracks the industry.In America and Europe, online video has yet to supplant broadcast- and pay-TV, but in China it seems rapidly to have done so.

　　但是这部剧只会在网络上映，而不是在传统电视上播出。在世界范围内，网络视频正逐渐成为更大更先进的产业，不过在中国更是如此。中国拥有最多的网络视频观众：将近4.5亿，或者是网民数的80%。根据追踪这个行业的艾瑞咨询公司的调查，到2016年这个人数将会上升至7亿。在美国和欧洲，网络视频还未取代免费与付费电视，但是在中国似乎很快就要取代。

　　A government news source has said that in 2012 only 30% of households in Beijing watched TV, down from 70% three years earlier—although official figures are not always reliable.Google's YouTube video service is blocked in China, but local companies, including Youku Tudou and Sohu, are wildly popular.There is lots of user-generated content, but viewers spend most of their time watching professional shows, such as the full-length films, television dramas and comedies that the websites license from China and around the world.

　　来自政府的消息称2012年，北京看电视的居民从三年前的70%下降到仅仅30%，—虽然官方数据并不总是可靠。谷歌的YouTube视频服务在中国是被屏蔽的，但是本土公司包括优酷、土豆、和搜狐广受欢迎。有许多视频内容是用户自制的，但是观众大多数时间还是收看网站得到中国和世界其他国家授权的专业节目，如长篇电影，电视剧和喜剧。

　　Media gluttons can devour all this content without charge, as long as they sit through the advertisements.Online-video sites in China owe much of their popularity to the government's tight regulation of the TV industry:all of the 3,000-plus stations are state-owned and their programmes are heavily censored.Rules about content。range from the predictable.It takes months for programmes to get official approval for broadcasting, and only an estimated 30% of shows that are made get aired on TV.

　　只要观众能耐心等到广告结束，传媒大亨们就能够不付代价地买下这些内容。中国网络视频网站的流行应功于政府对电视业从紧的规定：3000多个电视台都是国有的并且台里的节目都经过严格审查。对于节目内容的规定从可以理解的到令人费解的。节目播放通过审批要历时数月，大概只有30%制作的节目能在电视上播出。

　　Online-video sites, in contrast, need a government licence to operate, but are left to police the content on their sites themselves—perhaps because the government never expected them to attract such a mass of viewers.In principle it's the same, but in reality it's very difficult to say what the standards are for the online-video content players, says Victor Tao, the boss of PPTV.For example, last month the government ordered television channels to edit episodes of Pleasant Goat and the Big Big Wolf, a long-running children's cartoon, because it was deemed to be too violent.

　　相反，网络视频网站虽然需要政府许可证才能运营，但却能自主决定在网上提供的内容—或许政府从来没有想到这些网站能够吸引这么多观众。PPTV的总裁陶闯说：原则上讲两者一样，但是事实上，对网络视频内容提供商来说，没有一定的标准。例如长期播送的少儿卡通节目《喜羊羊与灰太狼》，上个月政府要求各电台剪辑该节目，原因是内容太暴力。

　　But online-video firms that host episodes of the show seem not to have been given the same instruction.Around five years ago Chinese online-video firms started competing directly with television by making their own programmes, and this year they will spend a combined 1 billion yuan on shows like The Goddess Office, according to Jiong Shao of Macquarie Securities, an advisory firm.Online-video shows resonate more with the people aged between 15 and 40, who flock to their sites.

　　但是提供了该节目的网络视频公司没有收到这项指示。大约五年前，中国的网络视频公司开始通过制作他们自己的节目来直接与电视竞争。据来自麦格理证卷的邵炯透露，今年网络视频公司将为女神的办公室这一类节目投入总共10亿元。年龄在15岁到40岁之间的群体更容易对网上视频节目产生共鸣，而他们正不断地涌向视频网站。

　　For example, Surprise, a series made by Youku that parodies such things as university entrance exams, has been viewed 260m times since it premiered on Youku in August.This year the number of people watching online video on their mobile devices has surged.Analysts expect the arrival of fourth-generation mobile networks to accelerate this trend.People who watch shows on mobile devices spend more time viewing, overall, than those on desktop PCs, according to Victor Koo, the boss of Youku.The main challenge for him and his rivals is to lure more advertisers.

　　例如，惊叹是由优酷网站制作的模仿类系列节目，其中有模仿高考等场景，八月份在优酷首发后，观看量达到2.6亿。今年，通过移动设备观看网上视频的人数激增。分析家预测第四代移动网络的到来将会加速这一趋势。优酷老板古永锵，说那些拿着手机看视频的人，会比用电脑看视频的人观看更长时间。不过，古永锵和他的竞争者们所面临的最大的挑战，是如何去吸引更多的广告商。