Reed Hastings: How Netflix changed entertainment -- and where it's headed
رید هاستینگز: چطور نتفلیکس سرگرمی را تغییر داد -- و به کجا میرود
As co-founder and CEO of Netflix, Reed Hastings is revolutionizing the world of entertainment. Full bioChris Anderson - TED Curator
After a long career in journalism and publishing, Chris Anderson became the curator of the TED Conference in 2002 and has developed it as a platform for identifying and disseminating ideas worth spreading. Full bio
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so fascinated and amazed
که من شگفتزده و مفتون
از شگفتی هستید.
I think about six years ago.
سال قبل رخ داد.
was doing really well,
خیلی خوب کار میکرد،
that you were right
که حق داشتید
away from just sending people DVDs,
دی وی دی برای آدمها به
and healthy growth rates,
رشد سالم داشتید،
really, a bet-the-company decision.
تصمیم واقعا سرنوشت ساز برای یک شرکت.
and what motivated it?
cable networks from all time
همیشه کار خود را
their own originals.
اصلی خودشان را تولید کردند.
for quite a while.
با خبر بودیم.
original content back in 2005,
امتحان کردن محتوا اصلی رفتیم،
and buying films at Sundance --
و فیلمها را از سان دنس میخریدیم --
we published on DVD --
را روی دیویدی منتشر کردیم --
because we were subscale.
چون در مقیاس کم کار میکردیم.
who runs content,
که مسئول محتوا است،
it was 100 million dollars,
that he picked right upfront.
درست سربزنگاه انجام داد.
of the revenue of the company
از عایدات کمپانی
that that was actually worth doing?
که ارزش انجام دادنش را دارد؟
devastating for the company.
کمپانی باشد.
I mean, that's the whole tension of it.
منظورم این است که کل فشار روحی قضیه بود.
I can't say that.
«مادر...!»
producing new content.
تولید محتوا جدید نبود.
if I understand right,
همراه با آن ایده
these episodes and build excitement" --
میخواهیم بسازیم و هیجان درست کنیم»
hadn't really been tested.
we had grown up shipping DVDs.
دیویدیها بزرگ شدیم.
box sets, on DVD.
جعبهای در قالب دیویدی بود.
watching some of the great HBO content
برخی آثار عالی HBO را داریم،
next episode, next episode.
قسمتهای بعد پشت سر هم.
to make us think,
به فکر بیفتیم،
especially serialized,
بخصوص بصورت سریالی،
all the episodes at once.
that linear TV can't do.
معمولی نمیتواند انجام دهد.
made it really positive.
دو اینها واقعا مثبت شد.
pretty much straight away,
و کتاب هم سریع جواب داد،
"House of Cards," say,
someone else's licensed content?
we don't have to track it at that level.
لازم نیست در آن سطح آن را دنبال کنیم،
making the brand stronger,
would talk about it
آن حرف زدند
great show, AMC show --
AMC را نشان دادیم--
all these other remarkable series,
دیدنی دیگر را اضافه کردید،
"Orange is the New Black," "The Crown,"
« نارنجی همان سیاه هست،» «تاج،»
to make in new content
در محتوای جدید انجام دهید
around the world.
در سرتاسر جهان است.
on other networks.
در شبکههای دیگر هست.
content commissioner at this point?
محتوا در این مرحله است؟
they're even bigger.
حتی بزرگتر هم میشوند.
and others in the media business,
و بقیه در تجارت رسانهها
really revolutionized the business.
بوجود آورده است.
was as big as Disney.
به بزرگی دیسنی بود.
have happened, and yet it did.
نمیافتاد و با اینحال افتاد.
it moves fast, you know?
سریع حرکت میکند، میدانی؟
unusual about Netflix's culture
درباره فرهنگ نتفلیکس باشد
bold -- I won't say "reckless" --
جسورانهای را میدهد--منظور بیحساب نیست--
which is we were born on DVD,
که با دیویدی متولد شدیم،
was going to be temporary.
mailing discs for 100 years.
دیگر دیسک پست کنیم.
about what's coming next,
چه در پیش روست،
about what's coming next.
and responsibility.
as possible in a quarter.
میتوانم چند تایی تصمیم بگیرم.
and better at that.
I can go a whole quarter
surprising things about your people.
آدمها وجود دارد.
compared to your peers',
با هم ترازهای خود اساسا
for equivalent jobs.
شغلهای مشابه دارند.
the Netflix culture deck,
admonitions to your employees.
از انتقادات را نسبت به کارمندان میبینید.
we were very process obsessed.
ما خیلی فرایند محور بودیم.
didn't happen again --
to dummy-proof the system.
امتحان میکردیم
only dummies wanted to work there.
آنجا کار کنند.
in that case, it was C++ to Java.
از ++C به جاوا،
by our largest competitor.
on how to run with no process
بدون پردازش درحالی که بینظمی هم پیش نیاید
all these mechanisms,
را به اشتراک می گذارند--
at how much information --
غیره شگفتزده می شوند.
you know how they compartmentalize?
میدانید که آنها چقدر قسمت بندی دارند؟
everybody gets all the information.
اطلاعات در اختیار همه است.
a sense of responsibility in people
مسئولیت در آدمها
that are made all the time,
که همیشه گرفته میشوند،
which is great.
که فوقالعاده است.
and read them on the internet.
و آنها را در اینترنت میخوانی.
their own vacation time, and ...
که زمان تعطیلات خود را تعیین کنند و ...
symbolic one, vacation,
do that, anyway.
انجام میدهند.
of that freedom.
as a fundamental value.
را طلب میکنید.
to speak the truth.
حقیقت را بگویند.
silently is disloyal."
go through without saying your piece,
زده باشید، اجازه دهید تصمیمی گرفته شود،
on trying to get to good decisions
تصمیمهای خوبی را بگیریم
like yelling at each other --
داد زدن سر یکدیگر--
drawing people out.
آدمها را جلو میبرد.
secret weapon at Netflix, it seems,
نتفلیکس دارید که ظاهرا
a certain amount about this week.
دربارهش امروز شنیدیم.
really surprising stances
را نسبت به ساخت
algorithms at Netflix.
نتفلیکس اتخاذ میکنی.
your algorithm to the world
با جهان به اشتراک گذاشتید
than this recommendation we've got?
با پیشنهادی بهتر از این سراغ ما بیاید؟
به او میپردازیم.
better than yours.
Would you do that again?
این کار را دوباره میکنی؟
at the time; this was about 2007.
هیجان انگیز بود؛ ۲۰۰۷ بود.
a lucky break of good timing,
با زمانبدی مناسب فکر کنید
on the algorithms,
روی الگوریتمها انجام دادیم،
to the right people
برای مخاطب مناسب داشته باشیم
and easy to explore.
با حال و راحت باشد.
like a really interesting shift,
شگفت انگیز را انجام دادید،
"Here are 10 movies. What do you think?
تا فیلم اینجا هست. نظر شما چیست؟
are your best movies?"
with recommendations for what was coming.
توصیهها برای کارهای آتی تطابق دهید.
"Schindler's List" five stars,
"The Do-Over" three stars.
آدام سندلر سه ستاره میدهند.
at what they watched,
که تماشا کردند نگاه کنی
and we're metacognitive about quality,
و درباره کیفیت فراشناخت هستیم
to please people
عملکرد خیلی بهتری داشت
that they make,
by how much they enjoy simple pleasures.
از چه چیزهای سادهای که لذت نمیبرند.
for a couple of minutes about this,
این حرف بزنم
not just for Netflix,
attention to what people said,
حرف آدمها توجه نکردید،
and then found the stuff that,
و بعد چیزهایی را پیدا کردید که،
a show about making horrible recipes,
درباره ساخت بدترین دستور پختها به اسم
have even thought of that.
فکر نکرده بودم.
approach is taken too far?
زیادی پیش برود؟
from making people happy,
شادمان میشویم،
and watch a show like "Nailed It!"
و برنامه ای مثل «ترکوندی!» را ببیند.
to watch very intensive film.
فیلمی پرشوری را ببیند.
20 million hours of viewing on "Mudbound,"
برای تماشای «لجنزار» داریم،
than it would have been in the theaters
تماشای آن در سینماها
but we have lots of broccoli.
داریم کلی هم بروکلی هست.
you get to a healthy diet.
رژیم سالمی دست خواهید داشت.
tend to point you away from the broccoli
شما را از بروکلی دور کنند
on YouTube, somehow algorithms
اینکه در یوتیوب، الگوریتمها
more radical or specific content.
محتوای خاص یا افراطیتر دارند.
that Netflix algorithms,
الگوریتمهای نتفلیکس،
would gradually --
آشکار شده، به تدریج --
violent pornography or something.
یا چیزهایی مثل این خواهیم نشست.
I don't even think about these things.
حتی راجع به این چیزها فکر نمیکنم.
that you can't just rely on algorithms.
نمیتوان روی الگوریتمها اتکا کرد.
like Facebook and YouTube,
مثل فیس بوک یا یوتیوب،
راحتتری از مسائل را دارید،
films and series that we acquire?
سریالهایی که صاحب میشویم کدامند؟
the algorithm is a tool.
الگوریتم یک ابزار است.
about measuring what matters.
سنجیدن آنچه اهمیت دارد حرف زد.
the more time they spend watching Netflix,
که صرف تماشای نتفلیکس میکنند رشد میکنند
of "Nailed It!" or whatever?
یا هر چیزی؟
they just think,
that was extraordinary,
that with my family."
با خانوادهام دیدم.»
of the business model
but more awesome content,
that uplifting content.
معتالی را انتخاب میکنند.
when people talk about Netflix,
درباره نتفلیکس حرف میزنند.
که روی آنها اثر گذاشته:
and positive impact,
that you talked about
every night, as much as you like it;
هر چقدر هم که دوست داشته باشید؛
violent pornography kind of examples.
پورنوگرافی خشنی است که مثال تو بود.
across a whole range --
در طیفی کلی بودهایم --
we're filming season five now.
الان فصل ۵ را میسازیم.
when it was only in the BBC.
کلی مشکل داشت.
humans can get addicted
انسانها به فرشتهها
not to think about it in addiction terms,
به آن در قالب اعتیاد فکر نکنیم،
with your time and when you want to relax?
چکار میخواهید انجام دهید؟
video games, you can do YouTube,
بازی کنید یا در یوتیوب بچرخید،
and we have a variety of moods,
و انواع حالتها را داشته باشیم،
in the organization
at the actual impacts
that you've created.
که خلق کردی نگاه میکنند.
is the direction we want to go?"
که میخواهیم برویم؟»
"Look, there's no perfect tool."
«ببینید، هیچ ابزار کاملی وجود ندارد.»
the way we commission the content,
that we have to look at it.
"Let's just increase viewing"
«که فقط میزان تماشا را بالا ببریم»
and be the great company you want to be.
که میخواهید شوید وجود ندارد.
multiple measures of success.
متعدد موفقیت در نظر بگیرید.
that have raised questions:
الگوریتمها شد باید بپرسم،
you've done some mentoring for him.
نقش استاد را داشتی.
that people don't know?
که از آن بیخبریم؟
or have seen him.
او را دیدهاید یا میشناسید.
آدم فوقالعادهای است.
whether that's YouTube or Facebook,
مثل فیس بوک یا یوتیوب،
about printed DNA,
چاپ دیانای حرف میزدیم،
or could be horrific.
in the 1960s in the US,
در آمریکا محبوب شد،
the minds of everybody.
ذهن آدمها را فاسد کند.
or, I think of it as --
we're just figuring that out.
در حال کشفشان هستیم.
is it for the board of Facebook
فیس بوک اولویت دارد
unfairly criticized?
مورد انتقاد قرار گفته است؟
on fixing Facebook.
at another passion of yours.
علاقمندی شورانگیز تو بگویم.
with Netflix, you're a billionaire,
و میلیاردری،
and indeed, money, on education.
آموزش و پرورش میکنی.
and what are you doing about it?
و چه کاری برای آن میکنی؟
I was a high school math teacher.
من معلم ریاضی دبیرستان شدم.
and became a philanthropist,
و فعال بشردوست شدم،
with other great educators
با معلمهای عالی دیگر کار کنند
unique environments for kids.
برای بچه ها خلق کنند.
variety in the system
educator-centric organizations.
right now in the US,
by a local school board.
مدرسه محلی اداره میکند.
in the community,
is a lot more variety.
یک عالم تنوع است.
of public school
that are run by nonprofits.
که غیرانتفاعی اداره میشود.
run by nonprofits,
غیرانتفاعی اداره شوند،
they support the educators well.
از مربیها بهتر حمایت میکنند.
getting very stimulating education.
تحت آموزش بسیار مهیج قرار میگیرند.
a school should look like.
چه شکلی است.
kids, there's all different needs
کلی نیازهای متفاوت هست که
and what you think they need.
که فکر میکنی دارد.
and curious and stimulating
تحریک کننده کنجکاوی باشد
of 30 kids in fifth grade,
at the same time,
an industrial throwback.
the current government structure,
ساختار فعلی دولت
schools are doing is pushing the bounds,
انجام میدهند جابجا کردن مرزها
چیزهای جدید برای بچههاست.
the governance reform,
اصلاح مدیریتی در نظر بگیرید،
that charter schools,
که مدارس مستقل
from the public school system.
به یغما میبرند.
of public schools.
از مدارس دولتی هستند،
در نظر بگیرید،
get in trouble,
to a private school
don't have those choices.
این گزینهها را ندارند.
low-income kids, free and reduced lunch.
هستند با ناهار ارزان و رایگان.
for KIPP is fantastic.
the Giving Pledge a few years ago,
تعهد اعطا را امضا کردی،
more than half of your fortune
you've invested in education
چند سال اخیردر آموزش و پرورش
I don't know exactly how many hundreds,
دقیقا نمیدانم چقدر است
I tried to do politics full-time,
سعی کردم تمام وقت به سیاست بپردازم،
I just didn't thrive on politics.
لذت میبردم، در سیاست موفق نبودم.
و دیزنی کار کنم.
increase Netflix's value,
ارزش نتفلیکس را بالا ببرم،
more checks to schools.
you've changed all of our lives
که زندگی همه ما
ABOUT THE SPEAKERS
Reed Hastings - Entrepreneur, philanthropistAs co-founder and CEO of Netflix, Reed Hastings is revolutionizing the world of entertainment.
Why you should listen
Reed Hastings co-founded Netflix in 1997. Today the company develops, licenses and delivers entertainment across a wide variety of genres and languages to hundreds of millions of people in 190 countries. In 1991, he founded Pure Software, which made tools for software developers. After a 1995 IPO and several acquisitions, Pure was acquired by Rational Software in 1997.
Hastings is an active educational philanthropist and served on the California State Board of Education from 2000 to 2004. He is on the board of several educational organizations including DreamBox Learning, KIPP and Pahara. He's also a board member of Facebook and was on the board of Microsoft from 2007 to 2012. He received a BA from Bowdoin College in 1983 and an MSCS in artificial intelligence from Stanford University in 1988. Between Bowdoin and Stanford, he served in the Peace Corps as a high school math teacher in Swaziland.
Reed Hastings | Speaker | TED.com
Chris Anderson - TED Curator
After a long career in journalism and publishing, Chris Anderson became the curator of the TED Conference in 2002 and has developed it as a platform for identifying and disseminating ideas worth spreading.
Why you should listen
Chris Anderson is the Curator of TED, a nonprofit devoted to sharing valuable ideas, primarily through the medium of 'TED Talks' -- short talks that are offered free online to a global audience.
Chris was born in a remote village in Pakistan in 1957. He spent his early years in India, Pakistan and Afghanistan, where his parents worked as medical missionaries, and he attended an American school in the Himalayas for his early education. After boarding school in Bath, England, he went on to Oxford University, graduating in 1978 with a degree in philosophy, politics and economics.
Chris then trained as a journalist, working in newspapers and radio, including two years producing a world news service in the Seychelles Islands.
Back in the UK in 1984, Chris was captivated by the personal computer revolution and became an editor at one of the UK's early computer magazines. A year later he founded Future Publishing with a $25,000 bank loan. The new company initially focused on specialist computer publications but eventually expanded into other areas such as cycling, music, video games, technology and design, doubling in size every year for seven years. In 1994, Chris moved to the United States where he built Imagine Media, publisher of Business 2.0 magazine and creator of the popular video game users website IGN. Chris eventually merged Imagine and Future, taking the combined entity public in London in 1999, under the Future name. At its peak, it published 150 magazines and websites and employed 2,000 people.
This success allowed Chris to create a private nonprofit organization, the Sapling Foundation, with the hope of finding new ways to tackle tough global issues through media, technology, entrepreneurship and, most of all, ideas. In 2001, the foundation acquired the TED Conference, then an annual meeting of luminaries in the fields of Technology, Entertainment and Design held in Monterey, California, and Chris left Future to work full time on TED.
He expanded the conference's remit to cover all topics, including science, business and key global issues, while adding a Fellows program, which now has some 300 alumni, and the TED Prize, which grants its recipients "one wish to change the world." The TED stage has become a place for thinkers and doers from all fields to share their ideas and their work, capturing imaginations, sparking conversation and encouraging discovery along the way.
In 2006, TED experimented with posting some of its talks on the Internet. Their viral success encouraged Chris to begin positioning the organization as a global media initiative devoted to 'ideas worth spreading,' part of a new era of information dissemination using the power of online video. In June 2015, the organization posted its 2,000th talk online. The talks are free to view, and they have been translated into more than 100 languages with the help of volunteers from around the world. Viewership has grown to approximately one billion views per year.
Continuing a strategy of 'radical openness,' in 2009 Chris introduced the TEDx initiative, allowing free licenses to local organizers who wished to organize their own TED-like events. More than 8,000 such events have been held, generating an archive of 60,000 TEDx talks. And three years later, the TED-Ed program was launched, offering free educational videos and tools to students and teachers.
Chris Anderson | Speaker | TED.com