Reed Hastings: How Netflix changed entertainment -- and where it's headed
رييد هاستينج: كيف تغير الترفيه على يد نيتفليكس--وإلى أين يتجه
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
منذ مدة طويلة لقد كنت مذهولًا ومندهشًا
I think about six years ago.
منذ ست سنوات على ما اعتقد.
was doing really well,
that you were right
away from just sending people DVDs,
أقراص الفيديو الرقمية للناس،
and healthy growth rates,
ومعدلات نمو جيدة،
really, a bet-the-company decision.
and what motivated it?
cable networks from all time
شبكات الكابل منذ البداية
their own originals.
for quite a while.
لمدة لا بأس بها.
original content back in 2005,
تقديم محتوانا الخاص في عام 2005
and buying films at Sundance --
وشراء الأفلام من سان دانس--
we published on DVD --
قمنا بنشرها على دي في دي--
because we were subscale.
who runs content,
الذي كان يُدير المحتوى،
it was 100 million dollars,
that he picked right upfront.
of the revenue of the company
من إيرادات الشركة
that that was actually worth doing?
أنّ ذلك يستحق المغامرة؟
devastating for the company.
I mean, that's the whole tension of it.
أعني، كان ذلك يضعنا تحت ضغط كبير.
I can't say that.
لا استطيع قول ذلك.
producing new content.
if I understand right,
these episodes and build excitement" --
وبناء الإثارة"--
hadn't really been tested.
لم يتم اختباره من قبل.
we had grown up shipping DVDs.
ونحن ننقل دي في دي.
box sets, on DVD.
والتسجيلات،على دي في دي.
watching some of the great HBO content
مشاهدة محتوى اتش بي أوالعظيم
next episode, next episode.
الحلقة التالية،الحلقة التالية.
to make us think,
especially serialized,
خصوصًا المُتسلسل،
all the episodes at once.
يمنحنا الكثير من القوة.
that linear TV can't do.
خلال مشاهدة التلفاز.
made it really positive.
pretty much straight away,
عندما قمتم بعمل الحسابات،
"House of Cards," say,
someone else's licensed content?
we don't have to track it at that level.
فنحن لا نقيسها بتلك الطريقة.
making the brand stronger,
علامتك التجارية أقوى،
would talk about it
great show, AMC show --
برامج رائعة،برنامج AMC--
all these other remarkable series,
كل هذه المسلسلات المميزة،
"Orange is the New Black," "The Crown,"
"اورانج از زا نيو بلاك،""زا كروان،"
to make in new content
في إنشاء محتوى جديد
around the world.
on other networks.
على شبكات الإنترنت.
content commissioner at this point?
في الوقت الحالي؟
they're even bigger.
and others in the media business,
وأشخاص آخرين في مجال الإعلام،
really revolutionized the business.
was as big as Disney.
أصبحت الشركة كبيرة مثل ديزيني.
have happened, and yet it did.
ولكنها تحققت بالفعل.
it moves fast, you know?
إنه يتحرك سريعًا،أتعلم؟
unusual about Netflix's culture
في ثقافة نيتفليكس
bold -- I won't say "reckless" --
لم أقل"متهور"--
which is we were born on DVD,
كانت عن طريق دي في دي،
was going to be temporary.
mailing discs for 100 years.
الأقراص لمدة 100 عام.
about what's coming next,
عندما تفكر في السنوات المقبلة،
في تأسيس الشركة،
about what's coming next.
and responsibility.
as possible in a quarter.
على اتخاذ أقل قرارات ممكنة في أقصر وقت.
and better at that.
I can go a whole quarter
surprising things about your people.
بحق المتعلقة بمشاهديك.
compared to your peers',
مقارنة بمن يعملون في نفس المجال،
for equivalent jobs.
the Netflix culture deck,
admonitions to your employees.
التي تلوم موظفيك،
we were very process obsessed.
كنا مهوسون بسير العملية.
didn't happen again --
نفس الخطأ مرة أخرى--
to dummy-proof the system.
كنا نحاول تثبيت النظام بشكل غبي.
only dummies wanted to work there.
هم من أرادوا العمل.
in that case, it was C++ to Java.
في تلك الحالة، كانتC++ لجافا.
by our largest competitor.
on how to run with no process
على طريقة الإدارة أكثر من سير العملية
all these mechanisms,
at how much information --
you know how they compartmentalize?
كما تعلم كانوا يقومون بالتقسيم.
everybody gets all the information.
كل الأشخاص يحصلون على جميع المعلومات.
a sense of responsibility in people
بناء الإحساس بالمسئولية بداخل من يعملون
that are made all the time,
والتي كانت تُنفذ دائمًا،
which is great.
وهذا يعد شئ عظيم.
الأمور بشكل جيد.
and read them on the internet.
وتقرأعنها من خلال الإنترنت.
their own vacation time, and ...
بتحديد مواعيد إجازتهم، و...
symbolic one, vacation,
do that, anyway.
يقومون بذلك، على أى حال،
of that freedom.
as a fundamental value.
to speak the truth.
أن يقولوا الحقيقة.
silently is disloyal."
"الاعتراض في صمت يعني عدم الإخلاص."
go through without saying your piece,
دون أن تعبرعن رأيك،
on trying to get to good decisions
محاولة الوصول لقرارات جيدة
like yelling at each other --
كالصراخ على بعضنا البعض--
drawing people out.
ما يستدرج الناس للحديث.
secret weapon at Netflix, it seems,
على ما يبدو،
a certain amount about this week.
هذا الأسبوع.
really surprising stances
algorithms at Netflix.
your algorithm to the world
الحلول الحسابية الخاصة بك للعالم
than this recommendation we've got?
بنظام توصية أفضل من هذا؟
سندفع له مليون دولار."
better than yours.
كان أفضل بنسبة 10 بالمئة.
Would you do that again?
هل يمكن أن تفعل هذا مجددًا؟
at the time; this was about 2007.
في ذلك الوقت،كان هذا في2007.
a lucky break of good timing,
كاستراحة سعيدة في وقت جيد،
on the algorithms,
على الحلول الحسابية،
to the right people
للأشخاص الصحيحة
and easy to explore.
like a really interesting shift,
الأمرالذي يبدو كتغير مُثير للاهتمام،
"Here are 10 movies. What do you think?
"ها هي 10 أفلام. ما رأيكم؟
are your best movies?"
with recommendations for what was coming.
التي تقوم بتوصيتها مشابهة لاختيارهم.
"Schindler's List" five stars,
وأعطاها خمس نجوم،
"The Do-Over" three stars.
وأعطاها ثلاث نجوم.
at what they watched,
and we're metacognitive about quality,
ونكون على علم واسع بالجودة،
to please people
أفضل في ارضاء الناس
that they make,
by how much they enjoy simple pleasures.
من خلال الأشياء البسيطة التي تسعدهم.
for a couple of minutes about this,
في هذا الشان،
not just for Netflix,
ليس فقط لنيتفليكس،
attention to what people said,
لم توجه الكثير من الانتباه لما يقوله الناس،
and then found the stuff that,
ومن ثَم وجدت ذلك الشئ،
a show about making horrible recipes,
يتحدث عن إعداد وصفات بشعة،
have even thought of that.
لم يكن من المُمكن حتى أن أفكر في ذلك.
approach is taken too far?
ألا يمكن أن يخرج عن السياق؟
from making people happy,
نجعل الناس سعداء،
and watch a show like "Nailed It!"
ونشاهد شئ ك"نايلد إت!"
to watch very intensive film.
مشاهدة أفلام قوية.
20 million hours of viewing on "Mudbound,"
20 مليون ساعة مشاهدة ل"مدبوند"
than it would have been in the theaters
التي شُوهدت في قاعات السينما
but we have lots of broccoli.
ولكننا نمتلك الكثير من البروكلي.
you get to a healthy diet.
سوف نحصل على نظام غذائي صحي،
tend to point you away from the broccoli
توجهك بعيدًا عن البروكلي
on YouTube, somehow algorithms
كيف أصبحت الحلول الحسابية
more radical or specific content.
that Netflix algorithms,
نظام الحلول الحسابية في نيتفليكس،
would gradually --
سيصبح بالتدريج--
violent pornography or something.
أوشئ من هذا القبيل.
I don't even think about these things.
أنا لا أفكر حتى في مثل تلك الأشياء.
that you can't just rely on algorithms.
الاعتمادعلى الحلول الحسابية فقط.
like Facebook and YouTube,
films and series that we acquire?
التي سوف نختارها؟
the algorithm is a tool.
الحلول الحسابية أداة مساعدة.
about measuring what matters.
قياس الأشياء المهمة.
the more time they spend watching Netflix,
زاد وقت مشاهدتهم لنيتفليكس،
of "Nailed It!" or whatever?
أوشئ من هذا القبيل؟
they just think,
تجعلهم يفكرون،
that was extraordinary,
that with my family."
of the business model
but more awesome content,
وأكثرعن المحتوى الرائع
that uplifting content.
when people talk about Netflix,
عندما يتحدث الناس عن نيتفليكس،
and positive impact,
that you talked about
عدد المشتركين الذي تحدثت عنه
every night, as much as you like it;
حتى وإن كان يُعجبك؛
violent pornography kind of examples.
الأفلام الإباحية العنيفة على سبيل المثال.
across a whole range --
مشاهدات رائعة على نطاق واسع--
we're filming season five now.
نحن نصور الموسم الخامس الآن.
when it was only in the BBC.
عندما كان يُعرض فقط على البي بي سي.
humans can get addicted
يمكن أن يدمنوا
not to think about it in addiction terms,
ألا نفكرفي الأمركونه كالإدمان،
with your time and when you want to relax?
وفي أي وقت تريد أن تسترخي؟
video games, you can do YouTube,
تلعب الألعاب الإلكترونية،مشاهدة اليويتوب،
and we have a variety of moods,
وحصلنا على أمزجة مختلفة،
in the organization
at the actual impacts
that you've created.
التي قمت بإنشائها.
is the direction we want to go?"
لاتجاه الذي تريد أن نسلكه؟"
"Look, there's no perfect tool."
"انظر، لا توجد وسيلة مثالية."
the way we commission the content,
الطريقة التي تروج بها للمحتوى،
that we have to look at it.
التي ننظر بها للأمر.
"Let's just increase viewing"
"دعنا فقط نرفع عدد المشاهدات"
and be the great company you want to be.
الشركة العظيمة التي تريد أن تكونها.
multiple measures of success.
كتلك المقايس المثختلفة للنجاح.
that have raised questions:
أريد أن أسألك:
you've done some mentoring for him.
أنّت قمت بتوجيهه.
that people don't know?
ولا يعرفه الناس؟
or have seen him.
whether that's YouTube or Facebook,
سواء كانت يوتيوب أوفيس بوك،
about printed DNA,
عن الدي إن إيه المطبوع،
or could be horrific.
أومرعبًا.
in the 1960s in the US,
في عام 1960 في الولايات المتحدة،
the minds of everybody.
or, I think of it as --
أو، أنا أفكر من منطلق--
لديها مميزات وعيوب.
we're just figuring that out.
نحن نحاول اكتشاف ذلك.
is it for the board of Facebook
unfairly criticized?
on fixing Facebook.
at another passion of yours.
with Netflix, you're a billionaire,
أنت بليونير،
and indeed, money, on education.
وبالتاكيد ،المال، على التعليم.
and what are you doing about it?
وماذا تفعل به؟
I was a high school math teacher.
كنت مدرس رياضيات للمرحلة الثانوية
and became a philanthropist,
with other great educators
مع معلمين عظماء آخرين
unique environments for kids.
variety in the system
educator-centric organizations.
right now in the US,
أنّ في الولايات المتحدة حاليًا
by a local school board.
من قِبل مجالس الإدارة المحلية.
in the community,
is a lot more variety.
هو المزيد من التنويع.
of public school
يوجد شكل من المدارس العامة
that are run by nonprofits.
تُدارمن قِبل المنظمات الغيرربحية.
run by nonprofits,
من قِبل المُنظمات الغير ربحية،
they support the educators well.
ويقومون بدعم المعلمين بشكل جيد.
getting very stimulating education.
على تعليم تحفيزي كل سنة.
a school should look like.
ينبغي أنّ تكون عليه المدرسة الجيدة.
kids, there's all different needs
من الأطفال، يوجد احتياجات مختلفة
and what you think they need.
and curious and stimulating
المركزية مع الفضول والتحفيز
of 30 kids in fifth grade,
at the same time,
an industrial throwback.
the current government structure,
مع تواجد الحكومة بشكلها الحالي،
schools are doing is pushing the bounds,
والغير ربحية تكسر هذه القيود،
the governance reform,
that charter schools,
هذه المدارس المستقلة،
from the public school system.
of public schools.
من المدارس العامة المختلفة.
get in trouble,
to a private school
don't have those choices.
لا يمتلكون هذه الاختيارات.
low-income kids, free and reduced lunch.
منخفضي الدخل، غذاء مجاني ومنخفض السعر
for KIPP is fantastic.
the Giving Pledge a few years ago,
التعهد المُعطى منذ عدة سنوات،
more than half of your fortune
you've invested in education
كم أنفقت على التعليم
I don't know exactly how many hundreds,
لا اعلم بالتحديد،
I tried to do politics full-time,
أردت أن أعمل بالسياسة كوظيفة دائمة،
I just didn't thrive on politics.
لم أشعر بالسعادة أثناء العمل في السياسة.
increase Netflix's value,
more checks to schools.
دفع شيكات أكثر للمدارس
you've changed all of our lives
وقد قمت بتغير حياتنا جميعًا
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