TEDWomen 2010
Lauren Zalaznick: The conscience of television
Lauren Zalaznick: Savjest televizije
Filmed:
Readability: 4.3
788,675 views
Izvršna direktorica na televiziji, Lauren Zalaznick duboko razmišlja o pop televiziji. Otkrivajući rezultate hrabrog istraživanja koje prati stavove protiv TV gledanosti pet desetljeća, ona argumentira kako televizija reflektira tko smo mi zapravo -- na način na koji ne bismo mogli očekivati.
Lauren Zalaznick - Media executive
After wholly revamping the Bravo Network, media trendsetter Lauren Zalaznick is inventing fresh ways for NBC Universal to reach coveted new audiences across multiple media. Full bio
After wholly revamping the Bravo Network, media trendsetter Lauren Zalaznick is inventing fresh ways for NBC Universal to reach coveted new audiences across multiple media. Full bio
Double-click the English transcript below to play the video.
00:15
I want to say that really and truly,
0
0
2000
Želim reći kako sam doista i istinito,
00:17
after these incredible speeches
1
2000
2000
nakon ovih nevjerojatnih govora
00:19
and ideas that are being spread,
2
4000
2000
i ideja koje su proširene,
00:21
I am in the awkward position
3
6000
2000
u nezgodnoj poziciji
00:23
of being here to talk to you today
4
8000
2000
govoriti vam danas
00:25
about television.
5
10000
3000
o televiziji.
00:28
So most everyone watches TV.
6
13000
2000
Dakle, gotovo svi gledate TV.
00:30
We like it. We like some parts of it.
7
15000
3000
Volimo je. Volimo neke njezine dijelove.
00:33
Here in America, people actually love TV.
8
18000
3000
Ovdje u Americi, ljudi zapravo vole televiziju.
00:36
The average American watches TV
9
21000
3000
Prosječan Amerikanac gleda televiziju
00:39
for almost 5 hours a day.
10
24000
3000
gotovo 5 sati na dan.
00:42
Okay?
11
27000
2000
U redu?
00:44
Now I happen to make my living these days in television,
12
29000
3000
Dogodilo se da ja ovih dana za svoj život zarađujem na televiziji,
00:47
so for me, that's a good thing.
13
32000
2000
stoga je to za mene dobra stvar.
00:49
But a lot of people don't love it so much.
14
34000
3000
Ali puno ljudi je ne vole toliko.
00:52
They, in fact, berate it.
15
37000
2000
Oni je zapravo izgrđuju.
00:54
They call it stupid,
16
39000
2000
Nazivaju je glupom,
00:56
and worse, believe me.
17
41000
2000
i još gore, vjerujte mi.
00:58
My mother, growing up,
18
43000
2000
Moja majka, kada je odrastala,
01:00
she called it the "idiot box."
19
45000
2000
zvala ju je "idiotska kutija".
01:02
But my idea today is not to debate
20
47000
2000
Ali moja ideja danas nije debatirati
01:04
whether there's such a thing as good TV or bad TV;
21
49000
3000
postoji li dobra televizija ili loša televizija;
01:07
my idea today
22
52000
2000
moja ideja danas
01:09
is to tell you that I believe
23
54000
2000
je reći vam kako ja vjerujem
01:11
television has a conscience.
24
56000
3000
da televizija ima savjest.
01:14
So why I believe that television has a conscience
25
59000
3000
Dakle, vjerujem da televizija ima savjest
01:17
is that I actually believe
26
62000
2000
jer zapravo vjerujem
01:19
that television directly reflects
27
64000
3000
da televizija izravno reflektira
01:22
the moral, political,
28
67000
2000
moralne, političke,
01:24
social and emotional need states of our nation --
29
69000
3000
društvene i emocionalne potrebe našeg naroda --
01:27
that television is how we actually disseminate
30
72000
3000
kako je televizija način na koji mi zapravo raspršujemo
01:30
our entire value system.
31
75000
2000
naš čitavi sustav vrijednosti.
01:32
So all these things are uniquely human,
32
77000
3000
Dakle, sve te stvari su jedinstvene ljudima,
01:35
and they all add up
33
80000
2000
i one čine ukupnost
01:37
to our idea of conscience.
34
82000
2000
naše ideje o savjesti.
01:39
Now today, we're not talking about good and bad TV.
35
84000
2000
Dakle danas, nećemo govoriti o dobroj i lošoj televiziji.
01:41
We're talking about popular TV.
36
86000
3000
Govorimo o popularnoj televiziji.
01:44
We're talking about top-10 Nielsen-rated shows
37
89000
3000
Govorimo o top 10 rangiranih emisija prema Nielsenu
01:47
over the course of 50 years.
38
92000
2000
u periodu od 50 godina.
01:49
How do these Nielsen ratings
39
94000
2000
Kako te Nielsenove ocjene
01:51
reflect not just what you've heard about,
40
96000
3000
reflektiraju ne samo ono o čemu smo čuli,
01:54
which is the idea of our social, collective unconscious,
41
99000
4000
a što je ideja naše društvene, kolektivne savjesti,
01:58
but how do these top-10 Nielsen-rated shows
42
103000
2000
već kako tih top 10 rangiranih emisija prema Nielsenu
02:00
over 50 years
43
105000
2000
tijekom 50 godina
02:02
reflect the idea
44
107000
2000
reflektiraju ideju
02:04
of our social conscience?
45
109000
2000
naše društvene savjesti?
02:06
How does television evolve over time,
46
111000
2000
Kako televizija evoluira s vremenom,
02:08
and what does this say about our society?
47
113000
2000
i što to govori o našem društvu?
02:10
Now speaking of evolution,
48
115000
2000
Govoreći o evoluciji,
02:12
from basic biology, you probably remember
49
117000
3000
od osnovne biologije, vjerojatno se sjećate
02:15
that the animal kingdom, including humans,
50
120000
3000
kako životinjsko carstvo, uključujući ljude,
02:18
have four basic primal instincts.
51
123000
2000
ima četiri osnovna instinkta.
02:20
You have hunger; you have sex; you have power;
52
125000
3000
Imate glad; imate seks; imate moć;
02:23
and you have the urge for acquisitiveness.
53
128000
4000
i imate nagon za posjedovanjem.
02:27
As humans, what's important to remember
54
132000
2000
Kao ljudima, ono što je važno za upamtiti
02:29
is that we've developed, we've evolved over time
55
134000
3000
je kako smo se razvili, kako smo evoluirali s vremenom
02:32
to temper, or tame,
56
137000
2000
da ublažimo ili ukrotimo,
02:34
these basic animal instincts.
57
139000
3000
te osnovne životinjske instinkte.
02:37
We have the capacity to laugh and cry.
58
142000
3000
Imamo sposobnost smijanja i plakanja.
02:40
We feel awe, we feel pity.
59
145000
2000
Osjećamo strahopoštovanje, osjećamo žaljenje.
02:42
That is separate and apart
60
147000
2000
To je odvojeno i udaljeno
02:44
from the animal kingdom.
61
149000
2000
od životinjskog carstva.
02:46
The other thing about human beings
62
151000
2000
Druga stvar o ljudskim bićima
02:48
is that we love to be entertained.
63
153000
3000
je da volimo kada nas zabavljaju.
02:51
We love to watch TV.
64
156000
2000
Volimo gledati TV.
02:53
This is something that clearly separates us
65
158000
2000
To je nešto što nas očito odvaja
02:55
from the animal kingdom.
66
160000
2000
od životinjskog carstva.
02:57
Animals might love to play,
67
162000
2000
Životinje se možda vole igrati,
02:59
but they don't love to watch.
68
164000
3000
ali ne vole gledati.
03:02
So I had an ambition
69
167000
2000
Stoga sam imala ambiciju
03:04
to discover what could be understood
70
169000
2000
otkriti ono što bi moglo biti razumljivo
03:06
from this uniquely human relationship
71
171000
2000
iz te jedinstvene ljudske veze
03:08
between television programs
72
173000
2000
televizijskih programa
03:10
and the human conscious.
73
175000
2000
i ljudske savjesti.
03:12
Why has television entertainment evolved the way it has?
74
177000
3000
Zašto je televizijska zabava evoluirala na ovaj način?
03:15
I kind of think of it
75
180000
2000
Razmišljam o tome
03:17
as this cartoon devil or angel
76
182000
2000
kao vrag ili anđeo iz crtića
03:19
sitting on our shoulders.
77
184000
2000
koji nam sjede na ramenima.
03:21
Is television literally functioning
78
186000
2000
Funkcionira li televizija doista
03:23
as our conscience,
79
188000
2000
kao naša savjest,
03:25
tempting us and rewarding us at the same time?
80
190000
3000
stavljajući nas na kušnju i nagrađujući nas u isto vrijeme?
03:28
So to begin to answer these questions,
81
193000
2000
Dakle, kako bih počela odgovarati na ta pitanja,
03:30
we did a research study.
82
195000
2000
napravili smo istraživanje.
03:32
We went back 50 years
83
197000
2000
Vratili smo se unatrag 50 godina
03:34
to the 1959/1960 television season.
84
199000
3000
u televizijsku sezonu 1959./1960.
03:37
We surveyed the top-20 Nielsen shows
85
202000
2000
Istražili smo top 20 emisija prema Nielsenu
03:39
every year for 50 years --
86
204000
2000
svake godine u posljednjih 50 godina --
03:41
a thousand shows.
87
206000
2000
tisuću emisija.
03:43
We talked to over 3,000 individuals --
88
208000
2000
Pričali smo s preko 3.000 pojedinaca --
03:45
almost 3,600 --
89
210000
2000
gotovo 3.600 --
03:47
aged 18 to 70,
90
212000
2000
u dobi od 18 do 70,
03:49
and we asked them how they felt emotionally.
91
214000
2000
i pitali ih kako su se oni osjećali emocionalno.
03:51
How did you feel
92
216000
2000
Kako ste se osjećali
03:53
watching every single one of these shows?
93
218000
3000
gledajući svaku od tih emisija?
03:56
Did you feel a sense of moral ambiguity?
94
221000
2000
Jeste li imali osjećaj moralne dvosmislenosti?
03:58
Did you feel outrage? Did you laugh?
95
223000
3000
Jeste li osjećali bijes? Jeste li se smijali?
04:01
What did this mean for you?
96
226000
2000
Što je to vama značilo?
04:03
So to our global TED audiences,
97
228000
2000
Dakle, našoj globalnoj TED publici,
04:05
I want to say that this was a U.S. sample.
98
230000
2000
želim reći kako je to uzorak iz SAD-a.
04:07
But as you can see,
99
232000
2000
Ali kao što možete vidjeti,
04:09
these emotional need states are truly universal.
100
234000
3000
ta emocionalna stanja potreba su doista univerzalna.
04:12
And on a factual basis,
101
237000
2000
I na činjeničnoj osnovi,
04:14
over 80 percent of the U.S.'s most popular shows
102
239000
3000
preko 80 posto najpopularnijih emisija u SAD-u
04:17
are exported around the world.
103
242000
2000
se izvozi diljem svijeta.
04:19
So I really hope our global audiences
104
244000
2000
Stoga se doista nadam kako se naša globalna publika
04:21
can relate.
105
246000
2000
može poistovjetiti.
04:23
Two acknowledgments
106
248000
2000
Dva priznanja zasluga
04:25
before our first data slide:
107
250000
2000
prije našeg prvog slajda s podacima:
04:27
For inspiring me
108
252000
2000
Za inspiriranje
04:29
to even think about the idea of conscience
109
254000
3000
da i samo razmišljam o ideji savjesti
04:32
and the tricks that conscience can play on us on a daily basis,
110
257000
4000
i trikovima koje savjest izvodi nad nama na dnevnoj osnovi,
04:36
I thank legendary rabbi, Jack Stern.
111
261000
4000
zahvaljujem legendarnom rabinu, Jacku Sternu.
04:40
And for the way in which I'm going to present the data,
112
265000
3000
I za način na koji ću predstaviti podatke,
04:43
I want to thank TED community superstar Hans Rosling,
113
268000
3000
želim zahvaliti superzvijezdi TED zajednice Hansu Roslingu,
04:46
who you may have just seen.
114
271000
2000
kojeg ste mogli upravo vidjeti.
04:48
Okay, here we go.
115
273000
2000
U redu, krećemo.
04:50
So here you see,
116
275000
2000
Dakle, ovdje možete vidjeti,
04:52
from 1960 to 2010,
117
277000
2000
od 1960. do 2010.,
04:54
the 50 years of our study.
118
279000
3000
50 godina našeg istraživanja.
04:57
Two things we're going to start with --
119
282000
2000
Dvije stvari s kojima ćemo započeti --
04:59
the inspiration state and the moral ambiguity state,
120
284000
3000
stanje inspiriranosti i stanje moralne dvosmislenosti,
05:02
which, for this purpose,
121
287000
2000
za koje, smo u ovu svrhu,
05:04
we defined inspiration
122
289000
2000
definirali inspiraciju
05:06
as television shows that uplift me,
123
291000
2000
kao televizijske emisije koje me podignu,
05:08
that make me feel much more positive about the world.
124
293000
3000
nakon kojih osjećam puno veću pozitivnost prema svijetu.
05:11
Moral ambiguity are televisions shows
125
296000
3000
Moralna dvosmislenost su televizijske emisije
05:14
in which I don't understand
126
299000
2000
u kojima ne razumijem
05:16
the difference between right and wrong.
127
301000
3000
razliku između pravog i krivog.
05:19
As we start, you see in 1960
128
304000
2000
Kako počinjemo, vidite kako je 1960. godine
05:21
inspiration is holding steady.
129
306000
2000
inspiracija stabilna.
05:23
That's what we're watching TV for.
130
308000
2000
Zato i gledamo televiziju.
05:25
Moral ambiguity starts to climb.
131
310000
2000
Moralna dvosmislenost se počinje penjati.
05:27
Right at the end of the 60s,
132
312000
2000
Upravo krajem 60-ih,
05:29
moral ambiguity is going up,
133
314000
2000
moralna dvosmislenost ide gore,
05:31
inspiration is kind of on the wane.
134
316000
2000
inspiracija na neki način vene.
05:33
Why?
135
318000
2000
Zašto?
05:35
The Cuban Missile Crisis, JFK is shot,
136
320000
2000
Kubanska raketna kriza, JFK je ubijen,
05:37
the Civil Rights movement,
137
322000
2000
pokret Građanskih prava,
05:39
race riots, the Vietnam War,
138
324000
2000
rasne pobune, Vijetnamski rat,
05:41
MLK is shot, Bobby Kennedy is shot,
139
326000
2000
MLK je ubijen, Bobby Kennedy je ubijen,
05:43
Watergate.
140
328000
2000
Watergate.
05:45
Look what happens.
141
330000
2000
Gledajte što se događa.
05:47
In 1970, inspiration plummets.
142
332000
2000
1970. godine, inspiracija strmoglavi.
05:49
Moral ambiguity takes off.
143
334000
2000
Moralna dvosmislenost dobiva uzlet.
05:51
They cross,
144
336000
2000
Preklope se,
05:53
but Ronald Reagan, a telegenic president, is in office.
145
338000
2000
ali Ronald Reagan, televizijski predsjednik je u uredu.
05:55
It's trying to recover.
146
340000
2000
Pokušava se oporaviti.
05:57
But look, it can't:
147
342000
2000
Ali pogledajte, ne može:
05:59
AIDS, Iran-Contra,
148
344000
2000
SIDA, Iran-Contra,
06:01
the Challenger disaster, Chernobyl.
149
346000
2000
katastrofa Challengera, Černobil.
06:03
Moral ambiguity becomes the dominant meme in television
150
348000
4000
Moralna dvosmislenost postaje dominantna mema u televiziji
06:07
from 1990 for the next 20 years.
151
352000
2000
od 1990. godine, idućih 20 godina.
06:09
Take a look at this.
152
354000
2000
Pogledajte ovo.
06:11
This chart is going to document a very similar trend.
153
356000
3000
Ovaj graf će dokumentirati veoma sličan trend.
06:14
But in this case, we have comfort -- the bubble in red --
154
359000
3000
Ali u ovom slučaju, imamo utjehu -- crveni mjehurić --
06:17
social commentary and irreverence
155
362000
2000
društveni komentar i nepoštovanje
06:19
in blue and green.
156
364000
3000
u plavom i zelenom.
06:22
Now this time on TV
157
367000
2000
Sada na televiziji
06:24
you have "Bonanza," don't forget, you have "Gunsmoke,"
158
369000
3000
imate "Bonanzu", ne zaboravite, imate "Gunsmoke",
06:27
you have "Andy Griffith,"
159
372000
2000
imate "Andya Griffitha",
06:29
you have domestic shows all about comfort.
160
374000
3000
imate domaće emisije koje su sve o utjesi.
06:32
This is rising. Comfort stays whole.
161
377000
3000
To raste. Utjeha ostaje čitava.
06:35
Irreverence starts to rise.
162
380000
2000
Nepoštovanje počinje rasti.
06:37
Social commentary is all of a sudden spiking up.
163
382000
3000
Društveni komentar odjednom počinje rasti.
06:40
You get to 1969, and look what happens.
164
385000
3000
Dođete do 1969. godine i pogledajte što se dogodi.
06:43
You have comfort, irreverence, and social commentary,
165
388000
3000
Imate utjehu, nepoštovanje i društveni komentar,
06:46
not only battling it out in our society,
166
391000
3000
koji se ne bore samo u našem društvu,
06:49
but you literally have two establishment shows --
167
394000
4000
ali doslovno imate dvije službene emisije --
06:53
"Gunsmoke" and "Gomer Pyle" --
168
398000
2000
"Gunsmoke" i "Gomer Pyle" --
06:55
in 1969 are the number-two- and number-three-rated television shows.
169
400000
3000
1969. godine to su broj dva i broj tri rangirane televizijske emisije.
06:58
What's number one?
170
403000
2000
Što je broj jedan?
07:00
The socially irreverent hippie show,
171
405000
3000
Hippie emisija o društvenom nepoštivanju,
07:03
"Rowan and Martin's Laugh-In."
172
408000
2000
"Smijeh Rowana i Martina".
07:05
They're all living together, right.
173
410000
2000
Oni svi žive zajedno, točno.
07:07
Viewers had responded dramatically.
174
412000
2000
Gledatelji su dramatično odgovorili na to.
07:09
Look at this green spike in 1966
175
414000
3000
Pogledajte ovaj ekranski uzlet 1966. godine
07:12
to a bellwether show.
176
417000
2000
o emisiji o ovanu predvodniku.
07:14
When you guys hear this industry term, a breakout hit,
177
419000
2000
Kada čujete taj industrijski izraz, hit,
07:16
what does that mean?
178
421000
2000
što to znači?
07:18
It means in the 1966 television season,
179
423000
3000
Znači kako su u televizijskoj sezoni 1966. godine
07:21
The "Smothers Brothers" came out of nowhere.
180
426000
4000
"Braća Smothers" došla niotkuda.
07:25
This was the first show
181
430000
2000
To je bila prva emisija
07:27
that allowed viewers to say,
182
432000
2000
koja je dozvolila gledateljima da kažu,
07:29
"My God,
183
434000
2000
"Moj Bože,
07:31
I can comment on how I feel about the Vietnam War,
184
436000
3000
mogu komentirati o tome što osjećajam spram Vijetnamskog rata,
07:34
about the presidency, through television?"
185
439000
2000
spram predsjedništva putem televizije?"
07:36
That's what we mean by a breakout show.
186
441000
3000
To je ono što podrazumijevamo pod hit emisija.
07:39
So then, just like the last chart, look what happens.
187
444000
3000
Stoga tada, kao i na posljednjem grafu, pogledajte što se događa.
07:42
In 1970,
188
447000
2000
1970. godine,
07:44
the dam bursts. The dam bursts.
189
449000
2000
brana popušta. Brana popušta.
07:46
Comfort is no longer why we watch television.
190
451000
3000
Ne gledamo više televiziju zbog utjehe.
07:49
Social commentary and irreverence
191
454000
2000
Društveni komentar i nepoštovanje
07:51
rise throughout the 70s.
192
456000
2000
rastu u 70-ima.
07:53
Now look at this.
193
458000
2000
Sada pogledajte ovo.
07:55
The 70s means who? Norman Lear.
194
460000
3000
70-e znače tko? Norman Lear.
07:58
You have "All in the Family," "Sanford and Son,"
195
463000
2000
Imate "Sve u obitelji", "Stanford i sin",
08:00
and the dominant show --
196
465000
2000
i dominantnu emisiju --
08:02
in the top-10 for the entire 70s --
197
467000
2000
u top 10 za cijele 70-e --
08:04
"MAS*H."
198
469000
2000
"MAS*H".
08:06
In the entire 50 years
199
471000
2000
U 50 godina
08:08
of television that we studied,
200
473000
3000
koliko smo proučavali televiziju,
08:11
seven of 10 shows
201
476000
3000
sedam od 10 emisija
08:14
ranked most highly for irreverence
202
479000
3000
su rangirane najviše prema nepoštovanju
08:17
appeared on air during the Vietnam War,
203
482000
2000
koje su se prikazivale tijekom Vijetnamskog rata,
08:19
five of the top-10 during the Nixon administration.
204
484000
4000
pet od top 10 tijekom Nixonove administracije.
08:23
Only one generation, 20 years in,
205
488000
3000
Samo jedna generacija, 20 godina,
08:26
and we discovered,
206
491000
2000
i otkrili smo,
08:28
Wow! TV can do that?
207
493000
3000
Vau! Televizija to može?
08:31
It can make me feel this?
208
496000
2000
Može pobuditi te osjećaje u meni?
08:33
It can change us?
209
498000
3000
Može nas promijeniti?
08:36
So to this very, very savvy crowd,
210
501000
2000
Dakle, toj jako, jako pametnoj gomili,
08:38
I also want to note
211
503000
3000
isto tako želim poručiti
08:41
the digital folks did not invent disruptive.
212
506000
3000
kako digitalni puk nije izmislio remećenje.
08:44
Archie Bunker was shoved out of his easy chair
213
509000
2000
Archie Bunker je izbačen iz svoje udobne stolice
08:46
along with the rest of us
214
511000
2000
zajedno sa svima nama
08:48
40 years ago.
215
513000
2000
prije 40 godina.
08:50
This is a quick chart. Here's another attribute:
216
515000
2000
Ovo je kratki graf. Ovdje je još jedna značajka:
08:52
fantasy and imagination,
217
517000
2000
fantazija i mašta,
08:54
which are shows defined as,
218
519000
2000
koje predstavljaju emisije koje su definirane kao,
08:56
"takes me out of my everyday realm"
219
521000
3000
"odvodi me iz moje svakidašnjice"
08:59
and "makes me feel better."
220
524000
2000
i "uz njih se osjećam bolje".
09:01
That's mapped against the red dot, unemployment,
221
526000
2000
To je prikazano uz crvenu točku, nezaposlenost,
09:03
which is a simple Bureau of Labor Department statistic.
222
528000
4000
što je jednostavna statistika zavoda za zapošljavanje.
09:07
You'll see
223
532000
2000
Vidjet ćete
09:09
that every time fantasy and imagination shows rise,
224
534000
3000
kako svaki put kada emisije o fantazijama i mašti porastu,
09:12
it maps to a spike in unemployment.
225
537000
3000
dolazi do porasta u nezaposlenosti.
09:15
Do we want to see shows
226
540000
2000
Želimo li gledati emisije
09:17
about people saving money and being unemployed?
227
542000
3000
o ljudima koji štede novac i nezaposleni su?
09:20
No. In the 70s
228
545000
2000
Ne. U 70-ima
09:22
you have the bellwether show "The Bionic Woman"
229
547000
3000
imate predvodničku emisiju "Bionička žena"
09:25
that rocketed into the top-10 in 1973,
230
550000
3000
koja je lansirana u top 10 1973. godine,
09:28
followed by the "Six Million-Dollar Man" and "Charlie's Angels."
231
553000
3000
a koju su slijedili "Čovjek od šest milijuna dolara" i "Charlievi anđeli".
09:31
Another spike in the 1980s --
232
556000
3000
Još jedan nagli porast 1980-ih --
09:34
another spike in shows about control and power.
233
559000
4000
još jedan uzlet emisija o kontroli i moći.
09:38
What were those shows?
234
563000
2000
Koje su to bile emisije?
09:40
Glamorous and rich.
235
565000
2000
Glamurozne i bogate.
09:42
"Dallas," "Fantasy Island."
236
567000
3000
"Dallas", "Otok fantazije".
09:45
Incredible mapping of our national psyche
237
570000
3000
Nevjerojatan prikaz naše narodne psihe
09:48
with some hard and fast facts:
238
573000
2000
s nekoliko čvrstih i brzih činjenica:
09:50
unemployment.
239
575000
3000
nezaposlenost.
09:53
So here you are, in my favorite chart,
240
578000
3000
Dakle, ovdje ste sada, na mom omiljenom grafikonu,
09:56
because this is our last 20 years.
241
581000
2000
jer ovo je naših posljednjih 20 godina.
09:58
Whether or not you're in my business,
242
583000
2000
Jeste li u mojoj industriji ili niste,
10:00
you have surely heard or read
243
585000
3000
sigurno ste čuli ili čitali
10:03
of the decline of the thing called the three-camera sitcom
244
588000
3000
o padu stvari koja se zove komedija s tri kamere
10:06
and the rise of reality TV.
245
591000
4000
i porast reality televizije.
10:10
Well, as we say in the business,
246
595000
2000
Pa, kako mi u industriji to nazivamo,
10:12
X marks the spot.
247
597000
2000
X označava mjesto.
10:14
The 90s -- the big bubbles of humor --
248
599000
2000
90-e -- veliki mjehurići humora --
10:16
we're watching "Friends," "Frasier," "Cheers" and "Seinfeld."
249
601000
3000
gledamo "Prijatelje", "Frasiera", "Kafić uzdravlje" i "Seinfeld".
10:19
Everything's good, low unemployment.
250
604000
3000
Sve je dobro, niska nezaposlenost.
10:22
But look: X marks the spot.
251
607000
3000
Ali pogledajte: X označava mjesto.
10:25
In 2001,
252
610000
2000
2001. godine,
10:27
the September 2001 television season,
253
612000
3000
televizijska sezona 2001. godine,
10:30
humor succumbs to judgment once and for all.
254
615000
4000
u kojoj humor daje prednost osuđivanju jednom zauvijek.
10:34
Why not?
255
619000
2000
Zašto ne?
10:36
We had a 2000 presidential election
256
621000
2000
Predsjedničke izbore 2000. godine
10:38
decided by the Supreme Court.
257
623000
2000
je odlučio Vrhovni sud.
10:40
We had the bursting of the tech bubble.
258
625000
2000
Imali smo pucanje tehnološkog mjehurića.
10:42
We had 9/11.
259
627000
2000
Imali smo 11.09.
10:44
Anthrax becomes part of the social lexicon.
260
629000
3000
Antraks postaje dio društvenog leksikona.
10:47
Look what happens when we keep going.
261
632000
2000
Pogledajte što se događa ako nastavimo.
10:49
At the turn of the century, the Internet takes off,
262
634000
3000
na prijelazu stoljeća, Internet dobiva uzlet,
10:52
reality television has taken hold.
263
637000
3000
reality televizija učvršćuje svoju poziciju.
10:55
What do people want in their TV then?
264
640000
2000
Dakle, što ljudi žele na svojim televizijama?
10:57
I would have thought revenge
265
642000
3000
Pomislila bih osvetu
11:00
or nostalgia.
266
645000
2000
ili nostalgiju.
11:02
Give me some comfort; my world is falling apart.
267
647000
2000
Pružite mi neku utjehu; moj svijet propada.
11:04
No, they want judgment.
268
649000
2000
Ne, oni žele osuđivanje.
11:06
I can vote you off the island.
269
651000
2000
Mogu izglasati da napustite otok.
11:08
I can keep Sarah Palin's daughter dancing.
270
653000
3000
Mogu prisiliti da kćer Sare Palin pleše.
11:11
I can choose the next American Idol. You're fired.
271
656000
3000
Mogu odabrati idućeg američkog idola. Otpušteni ste.
11:14
That's all great, right?
272
659000
3000
To je sve odlično, zar ne?
11:17
So as dramatically different as these television shows,
273
662000
4000
Dakle, iako dramatično različita od tih televizijskih emisija,
11:21
pure entertainment, have been over the last 50 years --
274
666000
3000
čista zabava, je bila u posljednjih 50 godina --
11:24
what did I start with? --
275
669000
2000
sa čime sam započela? --
11:26
one basic instinct remains.
276
671000
2000
jedan osnovni instinkt ostaje.
11:28
We're animals, we need our moms.
277
673000
3000
Mi smo životinje, potrebne su nam naše mame.
11:31
There has not been a decade of television
278
676000
2000
Nije postojala nijedna dekada televizije
11:33
without a definitive, dominant TV mom.
279
678000
4000
bez definitivne, dominantne televizijske mame.
11:37
The 1950s:
280
682000
2000
1950-e:
11:39
June Cleever in the original comfort show, "Leave it to Beaver."
281
684000
3000
June Cleever u originalnoj emisiji utjehe, "Ostavite to Beaveru".
11:42
Lucille Ball kept us laughing
282
687000
3000
Lucille Ball nas je nasmijavala
11:45
through the rise of social consciousness in the 60s.
283
690000
3000
kroz porast društvene savjesti 60-ih.
11:48
Maude Findlay,
284
693000
2000
Maude Findlay,
11:50
the epitome of the irreverent 1970s,
285
695000
3000
prikaz 1970-ih punih nepoštovanja,
11:53
who tackled abortion, divorce,
286
698000
2000
koja je dotaknula pobačaj, razvod,
11:55
even menopause on TV.
287
700000
2000
čak i menopauzu na televiziji.
11:57
The 1980s,
288
702000
2000
1980-e,
11:59
our first cougar was given to us
289
704000
3000
dobili smo našu prvu pumu
12:02
in the form of Alexis Carrington.
290
707000
3000
u liku Alexis Carrington.
12:05
Murphy Brown took on a vice president
291
710000
2000
Murphy Brown je postala podpredsjednicom
12:07
when she took on the idea of single parenthood.
292
712000
5000
kada je preuzela ideju samohrane majke.
12:12
This era's mom,
293
717000
2000
Mame ove ere,
12:14
Bree Van de Kamp.
294
719000
3000
Bree Van de Kamp.
12:17
Now I don't know if this is the devil or the angel
295
722000
3000
Sada, ne znam je li to vrag ili anđeo
12:20
sitting on our conscience,
296
725000
2000
sjedi na našoj savjesti,
12:22
sitting on television's shoulders,
297
727000
2000
sjedeći na ramenima televizije,
12:24
but I do know that I absolutely love this image.
298
729000
4000
ali znak kako apsolutno volim ovu sliku.
12:29
So to you all,
299
734000
2000
Dakle, svima vama,
12:31
the women of TEDWomen, the men of TEDWomen,
300
736000
2000
ženama na TEDŽene, muškarcima na TEDŽene,
12:33
the global audiences of TEDWomen,
301
738000
3000
globalnoj publici TEDŽena,
12:36
thank you for letting me present my idea
302
741000
2000
hvala vam što sam mogla predstaviti svoju ideju
12:38
about the conscience of television.
303
743000
2000
o televizijskoj savjesti.
12:40
But let me also thank the incredible creators
304
745000
3000
Ali dopustite mi da ujedno i zahvalim nevjerojatnim stvarateljima
12:43
who get up everyday
305
748000
2000
koji se dižu svaki dan
12:45
to put their ideas on our television screens
306
750000
3000
kako bi stavili svoje ideje na naše televizijske ekrane
12:48
throughout all these ages of television.
307
753000
2000
kroz sva ova doba televizije.
12:50
They give it life on television, for sure,
308
755000
3000
Oni ulijevaju život na televiziji, sigurno,
12:53
but it's you as viewers,
309
758000
2000
ali vi kao gledatelji,
12:55
through your collective social consciences,
310
760000
3000
kroz vašu kolektivnu društvenu savjest,
12:58
that give it life, longevity,
311
763000
2000
dajete život, dugovječnost,
13:00
power or not.
312
765000
2000
moć ili ne.
13:02
So thanks very much.
313
767000
2000
Stoga vam puno hvala.
13:04
(Applause)
314
769000
2000
(Pljesak)
ABOUT THE SPEAKER
Lauren Zalaznick - Media executiveAfter wholly revamping the Bravo Network, media trendsetter Lauren Zalaznick is inventing fresh ways for NBC Universal to reach coveted new audiences across multiple media.
Why you should listen
In her industry-famous overhaul of Bravo, Lauren Zalaznick took a marginal arts-centered network and made it the destination for trendy reality TV. Now the tastemaker who brought us shows like Project Runway, Top Chef and the Real Housewives franchise is applying her savvy to the challenge of creating a truly multimedia network. As chair of NBC Universal Entertainment & Digital Networks and Integrated Media, Zalaznick is using digital media to fuel the popularity of traditional media.
Before her career in television, Zalaznick produced several award-winning indie films, including Larry Clark’s iconic Kids and Jim McKay’s Girls Town. She broke into TV as a senior executive at music channel VH1, pioneering the low-budget, simple and cunning Pop-Up Video. Her sharp pop-culture sensibility has earned her a place among Time’s 100 Most Influential People, Vanity Fair’s New Establishment and Fortune’s 50 Most Powerful Women.
Lauren Zalaznick | Speaker | TED.com