TED2017
Shonda Rhimes and Cyndi Stivers: The future of storytelling
Shonda Rhimes i Cyndi Stivers: El futur de la narració
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"Tots sentim gran necessitat de mirar històries, de contar-les... de debatre sobre les coses que ens diuen que no estem sols al món", afirma la tità televisiva Shonda Rhimes. Una força televisiva dominant des que "Anatomía de Grey" es promogué, Rhimes debat el futur de les xarxes dels mitjans de comunicació, la manera com utilitza les seves habilitats de construcció narratives com a força pel bé, un intrigant concepte conegut com a "Estiu Amish" i molt més, a la conversa amb Cyndi Stivers, directora de TED Residencial.
Shonda Rhimes - Writer, producer
With the runaway success of shows like Scandal and Grey’s Anatomy, Shonda Rhimes has become one of Hollywood’s most powerful icons. Full bioCyndi Stivers - Encourager-in-chief, TED Residency
Cyndi Stivers curates special events for TED and often serves as a board member, adviser, business strategist and startup coach. Full bio
With the runaway success of shows like Scandal and Grey’s Anatomy, Shonda Rhimes has become one of Hollywood’s most powerful icons. Full bioCyndi Stivers - Encourager-in-chief, TED Residency
Cyndi Stivers curates special events for TED and often serves as a board member, adviser, business strategist and startup coach. Full bio
Double-click the English transcript below to play the video.
00:12
Cyndi Stivers: So, future of storytelling.
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Cyndi Stivers: El futur de la narració.
00:14
Before we do the future,
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Abans de fer el futur,
00:16
let's talk about what is never
going to change about storytelling.
going to change about storytelling.
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parlem del que no canviarà mai
a la narració.
a la narració.
00:19
Shonda Rhimes:
What's never going to change.
What's never going to change.
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Shonda Rhimes: El que no canviarà mai.
00:22
Obviously, I think good stories
are never going to change,
are never going to change,
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Òbviament, crec que una bona història
no canviarà mai,
no canviarà mai,
00:24
the need for people to gather together
and exchange their stories
and exchange their stories
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la necessitat de les persones
de reunir-se i intercanviar històries
de reunir-se i intercanviar històries
00:28
and to talk about the things
that feel universal,
that feel universal,
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i parlar sobre les coses
que consideren universals,
que consideren universals,
00:31
the idea that we all feel
a compelling need to watch stories,
a compelling need to watch stories,
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la idea de la necessitat que tots sentim
de mirar històries,
de mirar històries,
00:34
to tell stories, to share stories --
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de contar-les, de compartir-les
00:38
sort of the gathering around the campfire
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com una mena de reunió
al voltant del foc
al voltant del foc
00:40
to discuss the things
that tell each one of us
that tell each one of us
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per debatre les coses que ens diuen
00:42
that we are not alone in the world.
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que no estem sols al món.
00:44
Those things to me
are never going to change.
are never going to change.
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Per a mi, aquestes coses
no canviaran mai.
no canviaran mai.
00:47
That essence of storytelling
is never going to change.
is never going to change.
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Aquesta essència de la narració
no canviarà mai.
no canviarà mai.
00:50
CS: OK. In preparation
for this conversation,
for this conversation,
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CS: Per preparar aquesta conversa,
00:53
I checked in with Susan Lyne,
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he parlat amb la Susan Lyne,
00:55
who was running ABC Entertainment
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qui estava al càrrec d'ABC Entertainment
00:57
when you were working
on "Grey's Anatomy" --
on "Grey's Anatomy" --
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quan tu treballaves a
"Anatomía de Grey"...
"Anatomía de Grey"...
01:00
SR: Yes.
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SR: Sí.
01:01
CS: And she said that there was
this indelible memory she had
this indelible memory she had
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CS: I em va dir que tenia
un record inesborrable
un record inesborrable
01:04
of your casting process,
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del teu càsting,
01:06
where without discussing it
with any of the executives,
with any of the executives,
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quan sense haver-ho tractat
amb cap dels executius,
amb cap dels executius,
01:09
you got people coming in
to read for your scripts,
to read for your scripts,
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rebies gent per llegir els teus guions,
01:11
and every one of them
was the full range of humanity,
was the full range of humanity,
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i cada persona era diferent a l'anterior,
01:15
you did not type anyone in any way,
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i no les classificaves de cap manera,
01:19
and that it was completely surprising.
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i això era totalment sorprenent.
01:22
So she said, in addition
to retraining the studio executives,
to retraining the studio executives,
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Així, a més d'educar
els executius de l'estudi, va dir
els executius de l'estudi, va dir
01:26
you also, she feels,
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que tu també, segons ella,
01:28
and I think this is -- I agree,
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i crec que es així,
01:31
retrained the expectations
of the American TV audience.
of the American TV audience.
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vas transformar les expectatives
de la tele-audiència americana.
de la tele-audiència americana.
01:36
So what else does the audience
not yet realize that it needs?
not yet realize that it needs?
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Què més hi ha que l'audiència
encara no s'ha adonat que necessita?
encara no s'ha adonat que necessita?
01:42
SR: What else does it not yet realize?
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SR: Què és el que encara no veu?
01:44
Well, I mean, I don't think
we're anywhere near there yet.
we're anywhere near there yet.
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Vull dir, no crec que estiguem
en aquesta fase encara.
en aquesta fase encara.
01:47
I mean, we're still in a place
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Vull dir, encara estem en un lloc
01:49
in which we're far, far behind what looks
like the real world in actuality.
like the real world in actuality.
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distant, llunyà del que
sembla el món real.
sembla el món real.
01:56
I wasn't bringing in
a bunch of actors
a bunch of actors
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Jo no portava un grup d'actors
01:59
who looked very different from one another
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ben diferents els uns dels altres
02:02
simply because I was
trying to make a point,
trying to make a point,
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només per destacar res concret
02:04
and I wasn't trying
to do anything special.
to do anything special.
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i no intentava fer res d'especial.
02:07
It never occurred to me
that that was new, different or weird.
that that was new, different or weird.
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Mai vaig pensar que allò era nou,
diferent o estrany.
diferent o estrany.
02:11
I just brought in actors
because I thought they were interesting
because I thought they were interesting
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Només portava actors
perquè em semblaven interessants
perquè em semblaven interessants
02:14
and to me, the idea that it
was completely surprising to everybody --
was completely surprising to everybody --
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i crec que aquesta idea
sorprenia a tothom -
sorprenia a tothom -
02:18
I didn't know that for a while.
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Al principi no ho sabia.
02:20
I just thought: these are the actors
I want to see play these parts.
I want to see play these parts.
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Només pensava: aquests són els actors
que vull en aquestes escenes.
que vull en aquestes escenes.
02:23
I want to see what
they look like if they read.
they look like if they read.
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Vull veure com són quan llegeixen.
02:25
We'll see what happens.
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Veurem què passa.
02:26
So I think the interesting thing
that happens is
that happens is
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Trobo interessant que
02:30
that when you look at the world
through another lens,
through another lens,
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quan mires el món d'una altra manera
02:32
when you're not the person
normally in charge of things,
normally in charge of things,
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quan no ets la persona que
acostuma a ser al càrrec de les coses,
acostuma a ser al càrrec de les coses,
02:37
it just comes out a different way.
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les coses acaben sent diferents.
02:40
CS: So you now have
this big machine that you run,
this big machine that you run,
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CS: Ara tens aquesta gran empresa
que dirigeixes,
que dirigeixes,
02:44
as a titan -- as you know,
last year when she gave her talk --
last year when she gave her talk --
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com un tità - com sabeu,
de l'any passat quan donà la xerrada -
de l'any passat quan donà la xerrada -
02:47
she's a titan.
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ella és un tità.
02:49
So what do you think
is going to happen as we go on?
is going to happen as we go on?
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Què penses que passarà
mirant endavant?
mirant endavant?
02:53
There's a huge amount of money
involved in producing these shows.
involved in producing these shows.
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Hi ha grans quantitats de diners
invertits en la producció dels programes.
invertits en la producció dels programes.
02:58
While the tools of making stories
have gone and gotten greatly democratized,
have gone and gotten greatly democratized,
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Mentre que les eines per crear històries
s'han popularitzat bastant,
s'han popularitzat bastant,
03:04
there's still this large distribution:
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hi continua havent
aquesta gran distribució:
aquesta gran distribució:
03:06
people who rent networks,
who rent the audience to advertisers
who rent the audience to advertisers
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les persones que lloguen les xarxes,
que lloguen l'audiència als patrocinadors
que lloguen l'audiència als patrocinadors
03:12
and make it all pay.
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i fan que tot rendeixi.
03:13
How do you see the business model changing
now that anyone can be a storyteller?
now that anyone can be a storyteller?
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Com canvia el model de negoci ara
que qualsevol pot ser narrador?
que qualsevol pot ser narrador?
03:19
SR: I think it's changing every day.
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SR: Crec que això canvia cada dia.
03:20
I mean, the rapid, rapid change
that's happening is amazing.
that's happening is amazing.
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És a dir, el ràpid canvi
que està tenint lloc és impressionant
que està tenint lloc és impressionant
03:23
And I feel -- the panic is palpable,
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I sento que el pànic és palpable,
03:27
and I don't mean that in a bad way.
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però no en el mal sentit.
03:28
I think it's kind of exciting.
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Penso que això és excitant.
03:30
The idea that there's
sort of an equalizer happening,
sort of an equalizer happening,
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La idea de que es produeix
una mena d'equalització,
una mena d'equalització,
03:35
that sort of means that anybody
can make something, is wonderful.
can make something, is wonderful.
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que ve a dir que tothom
pot crear alguna cosa, és meravellós.
pot crear alguna cosa, és meravellós.
03:39
I think there's some scary in the idea
that you can't find the good work now.
that you can't find the good work now.
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Crec que hi ha quelcom alarmant en la idea
que ara no es pot trobar la bona feina.
que ara no es pot trobar la bona feina.
03:44
There's so much work out there.
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Hi ha tanta cosa...
03:46
I think there's something like
417 dramas on television right now
417 dramas on television right now
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Crec que actualment hi ha al voltant de
417 drames a la televisió
417 drames a la televisió
03:49
at any given time in any given place,
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a qualsevol hora i a qualsevol lloc,
03:52
but you can't find them.
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però no els pots trobar.
03:53
You can't find the good ones.
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No pots trobar els bons.
03:54
So there's a lot of bad stuff out there
because everybody can make something.
because everybody can make something.
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Per això, hi ha molt material dolent
ja que tothom pot crear alguna cosa.
ja que tothom pot crear alguna cosa.
03:58
It's like if everybody painted a painting.
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És com si tothom pintés un quadre.
04:00
You know, there's not
that many good painters.
that many good painters.
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No hi ha tants pintors bons.
04:03
But finding the good stories,
the good shows,
the good shows,
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Però trobar bones històries i
bons programes
bons programes
04:06
is harder and harder and harder.
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és cada cop més i més difícil.
04:07
Because if you have
one tiny show over here on AMC
one tiny show over here on AMC
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Ja que si tens un petit programa a l'AMC
04:10
and one tiny show over here over there,
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i un altre petit programa
aquí i allà,
aquí i allà,
04:12
finding where they are
becomes much harder.
becomes much harder.
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trobar on són
esdevé molt més complicat.
esdevé molt més complicat.
04:14
So I think that ferreting out the gems
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Crec que descobrir
les autèntiques joies
les autèntiques joies
04:16
and finding out who made
the great webisode and who made this,
the great webisode and who made this,
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i trobar qui féu el gran episodi online
i qui féu això
i qui féu això
04:19
it's -- I mean, think
about the poor critics
about the poor critics
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és -- pensa en els pobres crítics
04:21
who now are spending 24 hours a day
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que dediquen les 24 hores diàries,
04:23
trapped in their homes
watching everything.
watching everything.
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atrapats a casa seva, mirant-ho tot.
04:25
It's not an easy job right now.
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No és una feina fàcil ara mateix.
04:27
So the distribution engines
are getting more and more vast,
are getting more and more vast,
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Els motors de distribució
es tornen cada cop més immensos,
es tornen cada cop més immensos,
04:31
but finding the good programming
for everybody in the audience
for everybody in the audience
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però trobar una programació adient
per a tots els espectadors
per a tots els espectadors
04:34
is getting harder.
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és cada cop més difícil.
04:35
And unlike the news,
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I, a diferència de les notícies,
04:37
where everything's getting
winnowed down to just who you are,
winnowed down to just who you are,
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on tot es redueix a qui ets tu,
04:40
television seems to be getting --
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sembla que la televisió,
04:42
and by television I mean anything
you can watch, television shows on --
you can watch, television shows on --
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i quan dic televisió em refereixo a allò
que pots veure com els tele-programes,
que pots veure com els tele-programes,
04:46
seems to be getting
wider and wider and wider.
wider and wider and wider.
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s'estigui ampliant cada cop més.
04:48
And so anybody's making stories,
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Tothom està creant històries,
04:51
and the geniuses are sometimes hidden.
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i els genis sovint estan amagats.
04:53
But it's going to be harder to find,
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Però són cada cop més difícils de trobar,
04:56
and at some point that will collapse.
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i arribarà un punt que s'ensorrarà.
04:58
People keep talking about peak TV.
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Es parla del punt àlgid de la TV.
05:00
I don't know when that's going to happen.
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No sé quan hi arribarem.
05:02
I think at some point
it'll collapse a little bit
it'll collapse a little bit
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Penso que en algun moment
es començarà a ensorrar
es començarà a ensorrar
05:04
and we'll, sort of, come back together.
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i d'alguna manera ho refarem.
05:06
I don't know if it
will be network television.
will be network television.
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Potser no seran les cadenes de televisió.
05:08
I don't know if that model is sustainable.
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No sé si és un model sostenible.
05:11
CS: What about the model
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CS: Què en penses sobre el model
05:13
that Amazon and Netflix are throwing
a lot of money around right now.
a lot of money around right now.
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en què Amazon i Netflix estan invertint
molts diners actualment?
molts diners actualment?
05:19
SR: That is true.
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SR: És veritat.
05:21
I think it's an interesting model.
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Crec que és un model interessant.
05:23
I think there's
something exciting about it.
something exciting about it.
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Crec que té un punt excitant.
05:25
For content creators, I think
there's something exciting about it.
there's something exciting about it.
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Per als creadors de contingut,
crec que hi ha quelcom fascinant.
crec que hi ha quelcom fascinant.
05:28
For the world, I think
there's something exciting about it.
there's something exciting about it.
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Per al món, crec
que també té un punt excitant.
que també té un punt excitant.
05:31
The idea that there are programs now
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El fet de que ara hi ha programes
05:33
that can be in multiple languages
with characters from all over the world
with characters from all over the world
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que poden ser en diverses llengües
amb personatges d'arreu del món
amb personatges d'arreu del món
05:36
that are appealing and come out
for everybody at the same time
for everybody at the same time
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que són atractius i
que representen a tothom alhora
que representen a tothom alhora
05:39
is exciting.
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és fascinant.
05:41
I mean, I think the international sense
that television can now take on
that television can now take on
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Crec que el sentit internacional
que la televisió pot adquirir ara
que la televisió pot adquirir ara
05:45
makes sense to me,
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té sentit per a mi,
05:47
that programming can now take on.
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que la programació pot prendre ara.
05:48
Television so much is made for, like --
here's our American audience.
here's our American audience.
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En gran part la televisió està feta per
l'audiència americana.
l'audiència americana.
05:51
We make these shows,
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Fem aquests programes,
05:53
and then they shove them
out into the world
out into the world
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i després es venen per tot el món
05:55
and hope for the best,
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sense pensar-hi massa,
05:56
as opposed to really thinking
about the fact that America is not it.
about the fact that America is not it.
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a diferència de pensar
que Amèrica no ho és tot.
que Amèrica no ho és tot.
06:00
I mean, we love ourselves
and everything, but it's not i.
and everything, but it's not i.
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Vull dir, que ens estimem i tal,
però no ho som tot.
però no ho som tot.
06:03
And we should be
taking into account the fact
taking into account the fact
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I hauríem de considerar que
06:06
that there are all
of these other places in the world
of these other places in the world
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hi ha altres llocs al món
06:09
that we should be interested in
while we're telling stories.
while we're telling stories.
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que ens haurien d'interessar
mentre contem històries.
mentre contem històries.
06:12
It makes the world smaller.
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Això empetiteix el món.
06:15
I don't know.
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No ho sé.
06:16
I think it pushes forward the idea
that the world is a universal place,
that the world is a universal place,
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Crec que treu a la llum la idea
de que el món és universal,
de que el món és universal,
06:21
and our stories become universal things.
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i les històries esdevenen universals.
06:23
We stop being other.
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Deixem de ser l'altre.
06:25
CS: You've pioneered, as far as I can see,
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CS: Pel que veig, també has promogut
06:29
interesting ways to launch new shows, too.
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formes curioses de llençar programes nous.
06:32
I mean, when you
launched "Scandal" in 2012,
launched "Scandal" in 2012,
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Per exemple, quan vas estrenar
"Scandal" al 2012,
"Scandal" al 2012,
06:35
there was this amazing groundswell
of support on Twitter
of support on Twitter
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hi va haver una extraordinària onada
de suport a Twitter
de suport a Twitter
06:38
the likes of which nobody had seen before.
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com no s'havia vist abans.
06:41
Do you have any other
tricks up your sleeve
tricks up your sleeve
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Guardes algun altre truc a la màniga
06:44
when you launch your next one?
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per les teves futures estrenes?
06:46
What do you think
will happen in that regard?
will happen in that regard?
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Què creus que passarà en aquest sentit?
06:48
SR: We do have some interesting ideas.
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SR: Tenim algunes propostes interessants.
06:51
We have a show called "Still Star-Crossed"
coming out this summer.
coming out this summer.
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Tenim un programa, "Still Star-Crossed",
que s'estrena a l'estiu.
que s'estrena a l'estiu.
06:54
We have some interesting ideas for that.
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Tenim vàries idees curioses.
06:56
I'm not sure if we're going
to be able to do them in time.
to be able to do them in time.
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No estic segura de si
les podrem complir a temps.
les podrem complir a temps.
06:58
I thought they were fun.
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Creia que eren divertides
07:00
But the idea
that we would live-tweet our show
that we would live-tweet our show
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La idea de piular el programa
en directe
en directe
07:02
was really just us thinking
that would be fun.
that would be fun.
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ens va semblar que seria divertit.
07:04
We didn't realize that the critics
would start to live-tweet along with us.
would start to live-tweet along with us.
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No vam preveure que els crítics
començarien a interactuar amb nosaltres.
començarien a interactuar amb nosaltres.
07:08
But the fans -- getting people
to be a part of it,
to be a part of it,
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Però els fans, integrar la gent
al programa,
al programa,
07:10
making it more of a campfire --
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com si fos el foc de camp,
07:12
you know, when you're all
on Twitter together
on Twitter together
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quan estem tots junts a Twitter
07:14
and you're all talking together,
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i parlem tots alhora,
07:15
it is more of a shared experience,
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és més una experiència compartida,
07:17
and finding other ways
to make that possible
to make that possible
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i trobar altres maneres
per fer-la possible
per fer-la possible
07:19
and finding other ways
to make people feel engaged
to make people feel engaged
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i trobar formes
per comprometre a les persones
per comprometre a les persones
07:22
is important.
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és important.
07:24
CS: So when you have
all those different people making stories
all those different people making stories
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CS: Quan hi ha tantes persones
creant històries
creant històries
07:28
and only some of them
are going to break through
are going to break through
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i només algunes prosperen
07:31
and get that audience somehow,
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i arriben a enganxar a l'audiència,
07:33
how do you think
storytellers will get paid?
storytellers will get paid?
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com creus que cobraran als narradors?
07:36
SR: I actually have been struggling
with this concept as well.
with this concept as well.
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SR: Francament, tinc problemes
amb aquest concepte.
amb aquest concepte.
07:39
Is it going to be a subscriber model?
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Serà un format de subscripció?
07:41
Are people going to say, like, I'm going
to watch this particular person's shows,
to watch this particular person's shows,
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Dirà la gent,
"veuré el programa d'aquest,"
"veuré el programa d'aquest,"
07:45
and that's how we're going to do it?
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i és així com ho farem?
07:47
CS: I think we should buy
a passport to Shondaland. Right?
a passport to Shondaland. Right?
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CS: Hauríem de comprar
un passaport a Shondaland, oi?
un passaport a Shondaland, oi?
07:50
SR: I don't know about that, but yeah.
That's a lot more work for me.
That's a lot more work for me.
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SR: No ho sé, potser sí.
És una feinada per a mi.
És una feinada per a mi.
07:53
I do think that there are
going to be different ways,
going to be different ways,
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Crec que hi haurà diverses maneres
d'atreure a l'audiència,
d'atreure a l'audiència,
07:56
but I don't know necessarily.
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però no ho sé ben bé.
07:58
I mean, I'll be honest and say
a lot of content creators
a lot of content creators
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Honestament,
molts creadors de contingut
molts creadors de contingut
08:00
are not necessarily interested
in being distributors,
in being distributors,
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no estan interessats en ser distribuïdors,
08:04
mainly because what I dream of doing
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sobretot perquè el que somio fer
08:07
is creating content.
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és crear contingut.
08:08
I really love to create content.
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M'encanta crear contingut.
08:10
I want to get paid for it
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Vull cobrar per això
08:11
and I want to get paid the money
that I deserve to get paid for it,
that I deserve to get paid for it,
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i vull cobrar el salari
que em mereixo,
que em mereixo,
08:15
and there's a hard part in finding that.
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i és bastant complicat trobar-lo.
08:17
But I also want it to be made possible
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Però també vull que sigui possible
08:19
for, you know,
the people who work with me,
the people who work with me,
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per la gent que treballa amb mi,
08:22
the people who work for me,
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els que treballen per a mi,
08:24
everybody to sort of get paid in a way,
and they're all making a living.
and they're all making a living.
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que tothom acabi cobrant,
i pugui guanyar-se la vida.
i pugui guanyar-se la vida.
08:27
How it gets distributed
is getting harder and harder.
is getting harder and harder.
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La forma com es distribueix el contingut
es complica cada cop més.
es complica cada cop més.
08:32
CS: How about the many new tools,
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CS: I què passa
amb les moltes eines noves,
amb les moltes eines noves,
08:34
you know, VR, AR ...
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com ara: RV, RA...
08:37
I find it fascinating
that you can't really binge-watch,
that you can't really binge-watch,
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Trobo fascinant que
puguis veure tota una sèries de cop,
puguis veure tota una sèries de cop,
08:41
you can't fast-forward in those things.
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que puguis tirar endavant
en aquestes coses.
en aquestes coses.
08:45
What do you see as the future
of those for storytelling?
of those for storytelling?
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Com veus el futur de RV i RA
per la narració?
per la narració?
08:48
SR: I spent a lot of time in the past year
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SR: L'any passat vaig dedicar molt temps
08:51
just exploring those,
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a explorar això,
08:52
getting lots of demonstrations
and paying attention.
and paying attention.
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en moltes demostracions
i parant atenció.
i parant atenció.
08:55
I find them fascinating,
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Ho trobo fascinant,
08:57
mainly because I think that --
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1976
principalment perquè crec que...
08:59
I think most people
think of them for gaming,
think of them for gaming,
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opino que la majoria
les veu com a eines pel joc,
les veu com a eines pel joc,
09:01
I think most people think of them
for things like action,
for things like action,
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Penso que la gent
les concep per l'acció,
les concep per l'acció,
09:04
and I think that there is
a sense of intimacy
a sense of intimacy
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i crec que hi ha una sensació d'intimitat
09:06
that is very present in those things,
195
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3896
que hi és molt present,
09:10
the idea that -- picture this,
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la idea de que, imagina't,
09:13
you can sit there
and have a conversation with Fitz,
and have a conversation with Fitz,
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et pots sentar i conversar amb en Fitz,
09:16
or at least sit there
while Fitz talks to you,
while Fitz talks to you,
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o al menys sentar-te i
escoltar mentre et parla,
escoltar mentre et parla,
09:19
President Fitzgerald Grant III,
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el president Fitzgerald Grant III,
09:21
while he talks to you
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mentre ell t'explica
09:22
about why he's making
a choice that he makes,
a choice that he makes,
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per què pren les decisions que pren,
09:24
and it's a very heartfelt moment.
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i és un moment molt sincer.
09:26
And instead of you watching
a television screen,
a television screen,
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I en comptes de mirar
la pantalla de la televisió,
la pantalla de la televisió,
09:28
you're sitting there next to him,
and he's having this conversation.
and he's having this conversation.
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estàs sentada al seu costat,
i esteu conversant.
i esteu conversant.
09:32
Now, you fall in love with the man
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Ara, t'enamores de l'home
09:33
while he's doing it
from a television screen.
from a television screen.
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mentre ell et parla des d'una pantalla.
09:35
Imagine sitting next to him,
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Imagina't seure al seu costat
09:37
or being with a character like Huck
who's about to execute somebody.
who's about to execute somebody.
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o estar amb un personatge com Huck,
qui està a punt d'executar a algú.
qui està a punt d'executar a algú.
09:41
And instead of having a scene
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I en comptes de fer una escena
09:42
where, you know, he's talking
to another character very rapidly,
to another character very rapidly,
210
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on ell està parlant amb
un altre personatge molt de pressa,
un altre personatge molt de pressa,
09:46
he goes into a closet and turns to you
and tells you, you know,
and tells you, you know,
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es fica en un armari
i es gira cap a tu i et diu
i es gira cap a tu i et diu
09:50
what's going to happen
and why he's afraid and nervous.
and why he's afraid and nervous.
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el que passarà
i per què està espantat i nerviós.
i per què està espantat i nerviós.
09:52
It's a little more like theater,
and I'm not sure it would work,
and I'm not sure it would work,
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580720
3016
És una mena de teatre,
i no estic segura de si això funcionaria,
i no estic segura de si això funcionaria,
09:55
but I'm fascinating by the concept
of something like that
of something like that
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estic fascinada
per aquest concepte teatral
per aquest concepte teatral
09:58
and what that would mean for an audience.
215
586480
1976
i pel significat que
tindria pel públic.
tindria pel públic.
10:00
And to get to play with those ideas
would be interesting,
would be interesting,
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I jugar amb aquestes idees
seria interessant,
seria interessant,
10:03
and I think, you know, for my audience,
the people who watch my shows,
the people who watch my shows,
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i penso en les persones que miren
els meus programes, el meu públic,
els meus programes, el meu públic,
10:07
which is, you know, women 12 to 75,
218
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el qual comprèn dones de 12 a 75 anys,
10:09
there's something interesting
in there for them.
in there for them.
219
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als programes hi ha
quelcom interessant per elles.
quelcom interessant per elles.
10:14
CS: And how about
the input of the audience?
the input of the audience?
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CS: I què n'opines sobre l'input
de l'audiència?
de l'audiència?
10:17
How interested are you in the things
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Com d'interessada estàs
10:19
where the audience
can actually go up to a certain point
can actually go up to a certain point
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en que l'audiència pugui arribar
fins a un cert punt
fins a un cert punt
10:22
and then decide, oh wait,
I'm going to choose my own adventure.
I'm going to choose my own adventure.
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3656
i després decidir, "espera,
escolliré la meva pròpia aventura."
escolliré la meva pròpia aventura."
10:26
I'm going to run off with Fitz
or I'm going to run off with --
or I'm going to run off with --
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Fugiré amb en Fitz o
fugiré amb...
fugiré amb...
SR: Les històries de
"escull la teva aventura".
"escull la teva aventura".
10:29
SR: Oh, the choose-
your-own-adventure stories.
your-own-adventure stories.
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No m'acaben d'agradar,
10:31
I have a hard time with those,
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i no necessàriament
perquè ho vulgui controlar tot,
perquè ho vulgui controlar tot,
10:32
and not necessarily because
I want to be in control of everything,
I want to be in control of everything,
227
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3136
10:36
but because when I'm watching television
or I'm watching a movie,
or I'm watching a movie,
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3376
sino perquè quan veig la televisió
o una pel·lícula,
o una pel·lícula,
10:39
I know for a fact
that a story is not as good
that a story is not as good
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tinc la certesa de que
una història no és tan bona com
una història no és tan bona com
10:44
when I have control
over exactly what's going to happen
over exactly what's going to happen
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quan controlo exactament el què passarà
10:47
to somebody else's character.
231
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1736
al personatge d'algú altre.
10:48
You know, if I could tell you exactly
what I wanted to happen to Walter White,
what I wanted to happen to Walter White,
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Si et pogués dir què m'agradaria
que li passés a Walter White,
que li passés a Walter White,
10:52
that's great, but the story
is not the same, and it's not as powerful.
is not the same, and it's not as powerful.
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seria increïble, però la història
ni seria la mateixa ni seria tan potent.
ni seria la mateixa ni seria tan potent.
10:56
You know, if I'm in charge
of how "The Sopranos" ends,
of how "The Sopranos" ends,
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Si m'encarrego de
com acaba "Els Soprano",
com acaba "Els Soprano",
10:58
then that's lovely and I have an ending
that's nice and satisfying,
that's nice and satisfying,
235
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seria preciós,
tindria un final bonic i satisfactori,
tindria un final bonic i satisfactori,
però ni la història seria igual
ni tindria el mateix impacte emotiu.
ni tindria el mateix impacte emotiu.
11:02
but it's not the same story
and it's not the same emotional impact.
and it's not the same emotional impact.
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3176
11:05
CS: I can't stop imagining
what that might be.
what that might be.
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3376
CS: No puc parar d'imaginar-me
com seria això.
com seria això.
11:08
Sorry, you're losing me for a minute.
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1816
Disculpa, he perdut l'oremus.
11:10
SR: But what's wonderful is
I don't get to imagine it,
I don't get to imagine it,
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SR: El que és preciós és que
no arribo a imaginar-m'ho
no arribo a imaginar-m'ho
11:13
because Vince has his own ending,
240
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2136
ja que Vince té un final propi,
11:15
and it makes it really powerful
to know that somebody else has told.
to know that somebody else has told.
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3536
i és realment poderós
saber que algú altre l'ha imaginat.
saber que algú altre l'ha imaginat.
11:18
You know, if you could
decide that, you know,
decide that, you know,
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Si pogués decidir això,
a la pel·lícula "Jaws"
el tauró guanya, per exemple
el tauró guanya, per exemple
11:21
in "Jaws," the shark wins or something,
243
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2216
11:23
it doesn't do what it needs to do for you.
244
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no fa el que tu vols que faci.
11:26
The story is the story that is told,
245
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1715
La història és la que és,
11:28
and you can walk away angry
and you can walk away debating
and you can walk away debating
246
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2717
i pots marxar enfadat o discutint,
11:30
and you can walk away arguing,
247
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i pots marxar barallant-te,
11:32
but that's why it works.
248
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però és per això que funciona.
11:34
That is why it's art.
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Per això és art.
11:35
Otherwise, it's just a game,
250
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1816
Contràriament, seria tan sols un joc,
11:37
and games can be art,
but in a very different way.
but in a very different way.
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i els jocs també poden ser art,
però d'una forma diferent.
però d'una forma diferent.
11:40
CS: Gamers who actually
sell the right to sit there
sell the right to sit there
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3576
CS: Els jugadors que vènen el dret
11:44
and comment on what's happening,
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2136
a comentar el què està passant,
11:46
to me that's more community
than storytelling.
than storytelling.
254
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els considero més comunitat que narradors.
11:49
SR: And that is its own form of campfire.
255
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1976
SR: És una altra versió del foc de camp.
11:51
I don't discount that
as a form of storytelling,
as a form of storytelling,
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3136
No ho descarto com a forma de narració,
11:54
but it is a group form, I suppose.
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2400
però suposo que és una forma d'agrupació.
11:58
CS: All right,
what about the super-super --
what about the super-super --
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CS: Molt bé, què en penses sobre
el súper-súper
el súper-súper
12:01
the fact that everything's
getting shorter, shorter, shorter.
getting shorter, shorter, shorter.
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3216
el fet que tot s'escurça cada cop més.
12:04
And, you know, Snapchat
now has something it calls shows
now has something it calls shows
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3256
I ara Snapchat disposa d'una eina
que anomena "programes"
que anomena "programes"
12:08
that are one minute long.
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1600
que duren un minut.
12:11
SR: It's interesting.
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1240
SR: És interessant.
12:14
Part of me thinks
it sounds like commercials.
it sounds like commercials.
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2600
Una part de mi pensa
que semblen anuncis.
que semblen anuncis.
12:18
I mean, it does -- like, sponsored by.
264
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2776
Vull dir, que estan patrocinats per algú.
12:21
But part of me also gets it completely.
265
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Però una altra part de mi
ho entén a la perfecció.
ho entén a la perfecció.
12:23
There's something
really wonderful about it.
really wonderful about it.
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Hi ha quelcom meravellós en tot això.
12:25
If you think about a world
267
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Si penses en un món
on la majoria de la gent
veu la televisió als mòbils,
veu la televisió als mòbils,
12:27
in which most people
are watching television on their phones,
are watching television on their phones,
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2896
si penses en un lloc com l'Índia,
12:30
if you think about a place like India,
269
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on la majoria de la informació arriba
12:32
where most of the input is coming in
270
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12:33
and that's where
most of the product is coming in,
most of the product is coming in,
271
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i és on la majoria del producte arriba,
12:36
shorter makes sense.
272
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més brevetat té sentit.
12:37
If you can charge people more
for shorter periods of content,
for shorter periods of content,
273
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3536
Si pots cobrar més
per un contingut més breu,
per un contingut més breu,
12:41
some distributor has figured out
a way to make a lot more money.
a way to make a lot more money.
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algun distribuidor haurà esbrinat
una forma de fer molts diners.
una forma de fer molts diners.
12:44
If you're making content,
275
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2016
Si estàs creant contingut,
12:46
it costs less money
to make it and put it out there.
to make it and put it out there.
276
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costa menys de fer i publicar.
12:49
And, by the way,
277
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I, per cert,
12:50
if you're 14 and have
a short attention span, like my daughter,
a short attention span, like my daughter,
278
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4496
si tens 14 anys i perds
l'atenció fàcilment, com la meva filla,
l'atenció fàcilment, com la meva filla,
12:55
that's what you want to see,
that's what you want to make,
that's what you want to make,
279
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2736
això és el què vols veure,
el què vols fer,
el què vols fer,
12:57
that's how it works.
280
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així és com funciona.
12:59
And if you do it right
and it actually feels like narrative,
and it actually feels like narrative,
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I si ho fas bé
i el que fas sembla narració,
i el que fas sembla narració,
13:03
people will hang on for it
no matter what you do.
no matter what you do.
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la gent s'hi enganxarà
facis el que facis.
facis el que facis.
CS: M'alegro que hagis criar
les teves filles,
les teves filles,
13:06
CS: I'm glad you raised your daughters,
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13:08
because I am wondering how are they
going to consume entertainment,
going to consume entertainment,
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perquè, em pregunto
com consumiran l'entreteniment
com consumiran l'entreteniment
13:13
and also not just entertainment,
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i no només això,
13:15
but news, too.
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sinó també les notícies.
13:17
When they're not -- I mean,
the algorithmic robot overlords
the algorithmic robot overlords
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Quan no són, vull dir,
els "déus dels algoritmes"
els "déus dels algoritmes"
13:20
are going to feed them
what they've already done.
what they've already done.
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els oferiran el que ja han fet.
13:24
How do you think we will correct for that
and make people well-rounded citizens?
and make people well-rounded citizens?
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Com creus que ho corregirem
i farem dels ciutadans gent responsable?
i farem dels ciutadans gent responsable?
13:29
SR: Well, me and how I correct for it
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SR: Bé, la forma com ho corregeixo
13:31
is completely different
than how somebody else might do it.
than how somebody else might do it.
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és completament diferent
de com ho faria algú altre.
de com ho faria algú altre.
13:34
CS: Feel free to speculate.
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CS: Endavant, imagina-ho.
13:36
SR: I really don't know
how we're going to do it in the future.
how we're going to do it in the future.
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SR: No sé com corregirem
aquests errors al futur.
aquests errors al futur.
13:39
I mean, my poor children have been
the subject of all of my experiments.
the subject of all of my experiments.
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Amb les meves pobres filles
he fet tots els meus experiments.
he fet tots els meus experiments.
13:43
We're still doing
what I call "Amish summers"
what I call "Amish summers"
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Encara fem el que jo anomeno
"Estiu Amish"
"Estiu Amish"
13:45
where I turn off all electronics
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1736
quan apago tots els aparells
13:47
and pack away
all their computers and stuff
all their computers and stuff
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i guardo tots els ordinadors
13:49
and watch them scream for a while
until they settle down
until they settle down
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i veig com criden durant una estona
fins que es calmen
fins que es calmen
13:52
into, like, an electronic-free summer.
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entrant a una mena
"d'estiu lliure d'electrònica."
"d'estiu lliure d'electrònica."
13:56
But honestly, it's a very hard world
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Però honestament,
estem parlant d'un món molt dur
estem parlant d'un món molt dur
13:59
in which now, as grown-ups,
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en el qual ara, com a persones adultes,
14:01
we're so interested
in watching our own thing,
in watching our own thing,
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estem tan tancats
a la nostra pròpia bombolla personal,
a la nostra pròpia bombolla personal,
14:04
and we don't even know
that we're being fed, sometimes,
that we're being fed, sometimes,
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que ni sabem que a vegades
se'ns ofereixen
se'ns ofereixen
14:07
just our own opinions.
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només les nostres pròpies opinions.
14:09
You know, the way it's working now,
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Tal i com funciona el món ara,
14:10
you're watching a feed,
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1256
estàs mirant continguts,
14:12
and the feeds are being corrected
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que estan sent manipulats
14:13
so that you're only getting
your own opinions
your own opinions
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perquè només rebis
les teves opinions
les teves opinions
14:15
and you're feeling
more and more right about yourself.
more and more right about yourself.
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i et sentis cada cop millor amb tu mateix.
14:18
So how do you really start to discern?
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I com comences a distingir el input?
14:20
It's getting a little bit disturbing.
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S'està tornant una mica inquietant.
14:22
So maybe it'll overcorrect,
maybe it'll all explode,
maybe it'll all explode,
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És probable que es sobrecorregeixi,
que esclati,
que esclati,
14:25
or maybe we'll all just become --
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o potser tots esdevindrem,
14:28
I hate to be negative about it,
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odio ser negativa sobre això,
14:29
but maybe we'll all
just become more idiotic.
just become more idiotic.
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3936
però probablement
esdevinguem més estúpids.
esdevinguem més estúpids.
14:33
(Cyndi laughs)
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(Cyndi riu)
14:35
CS: Yeah, can you picture
any corrective that you could do
any corrective that you could do
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CS: Sí, pots imaginar-te
algun correctiu que es podria fer
algun correctiu que es podria fer
14:38
with scripted, fictional work?
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2896
amb un treball guionat i fictici?
14:41
SR: I think a lot about the fact
that television has the power
that television has the power
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SR: Penso molt en el fet de que
la televisió té la capacitat
la televisió té la capacitat
14:45
to educate people in a powerful way,
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1736
per educar a la gent poderosament,
14:47
and when you're watching television --
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1856
i quan estàs veient la televisió,
14:49
for instance, they do studies
about medical shows.
about medical shows.
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3256
per exemple, s'hi fan estudis
sobre els programes mèdics.
sobre els programes mèdics.
14:52
I think it's 87 percent,
87 percent of people
87 percent of people
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Crec que hi ha un 87%,
un 87% de la gent
un 87% de la gent
14:54
get most of their knowledge
about medicine and medical facts
about medicine and medical facts
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que obté la majoria del seu coneixement
sobre la medicina
sobre la medicina
14:57
from medical shows,
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1456
dels programes mèdics,
14:59
much more so than
they do from their doctors,
they do from their doctors,
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2136
obtenen més d'aquests
que dels seus metges,
que dels seus metges,
15:01
than from articles.
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1376
més que dels articles.
15:02
So we work really hard to be accurate,
and every time we make a mistake,
and every time we make a mistake,
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Així que treballem molt per ser precisos,
i cada cop que ens equivoquem,
i cada cop que ens equivoquem,
15:06
I feel really guilty,
like we're going to do something bad,
like we're going to do something bad,
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em sento realment culpable,
com si féssim quelcom dolent.
com si féssim quelcom dolent.
15:09
but we also give a lot
of good medical information.
of good medical information.
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però també oferim
molta informació mèdica valuosa.
molta informació mèdica valuosa.
15:11
There are so many other ways
to give information on those shows.
to give information on those shows.
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Hi ha tantes formes
de donar informació en aquests programes.
de donar informació en aquests programes.
15:14
People are being entertained
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Les persones s'entretenen
15:16
and maybe they don't want
to read the news,
to read the news,
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i potser no volen llegir els diaris,
15:18
but there are a lot of ways to give
fair information out on those shows,
fair information out on those shows,
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3416
però hi ha moltes formes d'oferir
dades justes en aquests programes,
dades justes en aquests programes,
15:21
not in some creepy, like,
we're going to control people's minds way,
we're going to control people's minds way,
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4616
no d'una forma horripilant,
com si anéssim a controlar la ment humana
com si anéssim a controlar la ment humana
15:26
but in a way that's sort of
very interesting and intelligent
very interesting and intelligent
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però d'una forma
més interessant i intel·ligent
més interessant i intel·ligent
15:29
and not about pushing
one side's version or the other,
one side's version or the other,
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3456
i no només oferir una versió sesgada,
15:32
like, giving out the truth.
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920880
1336
sinó que dir la veritat.
15:34
It would be strange, though,
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922240
1936
Seria estrany,
15:36
if television drama
was how we were giving the news.
was how we were giving the news.
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3736
que els drama de la televisió
fossin la forma d'oferir les notícies.
fossin la forma d'oferir les notícies.
15:39
CS: It would be strange,
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CS: Seria estrany
15:41
but I gather a lot of what
you've written as fiction
you've written as fiction
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3216
però he d'entendre que la majoria
del que ha escrit com a ficció
del que ha escrit com a ficció
15:44
has become prediction this season?
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2400
ha esdevingut predicció aquesta temporada?
15:47
SR: You know, "Scandal" has been
very disturbing for that reason.
very disturbing for that reason.
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3256
Sap, "Scandal" ha sigut
inquietant per aquest motiu.
inquietant per aquest motiu.
15:50
We have this show
that's about politics gone mad,
that's about politics gone mad,
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938840
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Tenim aquest programa
sobre la política embogida
sobre la política embogida
15:53
and basically the way
we've always told the show --
we've always told the show --
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941840
2936
i bàsicament la forma en què
hem dut el programa,
hem dut el programa,
15:56
you know, everybody
pays attention to the papers.
pays attention to the papers.
347
944800
2376
tothom presta atenció
als diaris.
als diaris.
15:59
We read everything.
We talk about everything.
We talk about everything.
348
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2136
Ho llegim tot.
Parlem sobre tot.
Parlem sobre tot.
16:01
We have lots of friends in Washington.
349
949360
1936
Tenim molts amics a Washington.
16:03
And we'd always sort of
done our show as a speculation.
done our show as a speculation.
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951320
2856
I sempre hem tractat el programa
com una mena d'especulació.
com una mena d'especulació.
16:06
We'd sit in the room and think,
351
954200
1496
Sèiem al despatx i pensàvem,
16:07
what would happen
if the wheels came off the bus
if the wheels came off the bus
352
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2256
i si les rodes sortissin
disparades de l'autobús
disparades de l'autobús
16:10
and everything went crazy?
353
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1296
i tot es tornès un caos?
16:11
And that was always great,
354
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1536
I això sempre era genial,
16:12
except now it felt like
the wheels were coming off the bus
the wheels were coming off the bus
355
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2936
excepte que ara és com si les rodes
sortissin de l'autobús
sortissin de l'autobús
16:15
and things were actually going crazy,
356
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1816
i les coses fossin realment bojes,
16:17
so the things that we were speculating
were really coming true.
were really coming true.
357
965680
2976
així que les coses amb les que especulàvem
es tornaven reals.
es tornaven reals.
16:20
I mean, our season this year
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1376
La temporada d'aquest any
16:22
was going to end with the Russians
controlling the American election,
controlling the American election,
359
970080
3776
havia d'acabar amb els russos
controlant les eleccions americanes,
controlant les eleccions americanes,
16:25
and we'd written it, we'd planned for it,
360
973880
2656
i això ho havíem escrit i planejat,
16:28
it was all there,
361
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1216
tot era allà,
16:29
and then the Russians were suspected
of being involved in the American election
of being involved in the American election
362
977800
3816
i després els russos eren sospitosos
d'involucrar-se a les eleccions americanes
d'involucrar-se a les eleccions americanes
16:33
and we suddenly had to change
what we were going to do for our season.
what we were going to do for our season.
363
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3336
i de sobte vam haver de canviar
el guió per la nostra temporada.
el guió per la nostra temporada.
16:37
I walked in and I was like,
364
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1336
Arribo i començo,
16:38
"That scene where our mystery woman
starts speaking Russian?
starts speaking Russian?
365
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2856
"I l'escena on aquella dona misteriosa
comença a parlar rus?
comença a parlar rus?
16:41
We have to fix that
and figure out what we're going to do."
and figure out what we're going to do."
366
989240
2856
Ho hem d'arreglar i decidir què fer."
16:44
That just comes from extrapolating
367
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1656
Això prové de l'extrapolació del
16:45
out from what we thought
was going to happen,
was going to happen,
368
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2216
que havíem pensat que passaria,
16:48
or what we thought was crazy.
369
996040
1480
o del que vèiem com una bogeria.
16:50
CS: That's great.
370
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1296
CS: Fantàstic.
16:51
So where else in US or elsewhere
in the world do you look?
in the world do you look?
371
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4896
On més als EUA o altres parts del món
busques aquestes tècniques narratives?
busques aquestes tècniques narratives?
16:56
Who is doing interesting
storytelling right now?
storytelling right now?
372
1004760
2456
Qui fa narracions interessants
avui en dia?
avui en dia?
16:59
SR: I don't know, there's a lot
of interesting stuff out there.
of interesting stuff out there.
373
1007240
3016
No ho sé,
hi ha molt de material interessant.
hi ha molt de material interessant.
17:02
Obviously British television
is always amazing
is always amazing
374
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2936
Evidentment la televisió britànica
és sempre fascinant
és sempre fascinant
17:05
and always does interesting things.
375
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2616
i sempre fa coses interessants.
17:07
I don't get to watch a lot of TV,
376
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2296
No veig massa televisió,
17:10
mainly because I'm busy working.
377
1018200
2416
sobretot perquè estic ocupada treballant.
17:12
And I pretty much try not to watch
very much television at all,
very much television at all,
378
1020640
3616
I de debò intento
no mirar la televisió gaire estona,
no mirar la televisió gaire estona,
17:16
even American television,
until I'm done with a season,
until I'm done with a season,
379
1024280
2895
ni la televisió americana,
fins que acabo una temporada,
fins que acabo una temporada,
17:19
because things start
to creep into my head otherwise.
to creep into my head otherwise.
380
1027200
2495
ja que sinó les coses
se'm fiquen al cap
se'm fiquen al cap
17:21
I start to wonder, like,
381
1029720
1936
Em començo a preguntar...
17:23
why can't our characters wear crowns
and talk about being on a throne?
and talk about being on a throne?
382
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3416
per què els personatges no poden
portar corones i parlar sobre un tro?
portar corones i parlar sobre un tro?
17:27
It gets crazy.
383
1035119
1657
Es una bogeria.
17:28
So I try not to watch much
until the seasons are over.
until the seasons are over.
384
1036800
3736
Per això, intento no mirar massa televisió
fins que s'acaben les temporades.
fins que s'acaben les temporades.
17:32
But I do think that there's a lot of
interesting European television out there.
interesting European television out there.
385
1040560
3736
Però penso que hi ha
molta televisió europea interessant.
molta televisió europea interessant.
17:36
I was at the International Emmys
386
1044319
1896
Vaig estar als International Emmys
17:38
and looking around and seeing
the stuff that they were showing,
the stuff that they were showing,
387
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2976
i estava veient els programes
que projectaven,
que projectaven,
17:41
and I was kind of fascinated.
388
1049240
1416
i em vaig quedar sorpresa.
17:42
There's some stuff
I want to watch and check out.
I want to watch and check out.
389
1050680
2736
Hi ha alguns programes
que vull veure i comprovar.
que vull veure i comprovar.
17:45
CS: Can you imagine --
390
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1256
CS: Es pot imaginar,
17:46
I know that you don't spend a lot of time
thinking about tech stuff,
thinking about tech stuff,
391
1054720
3536
sé que no acostuma a pensar molt
en els aspectes tecnològics,
en els aspectes tecnològics,
17:50
but you know how a few years ago
we had someone here at TED
we had someone here at TED
392
1058280
3016
però ja sap que ara fa uns quants anys
vam rebre a algú a TED
vam rebre a algú a TED
17:53
talking about seeing,
393
1061320
2256
que parlava de "veure",
17:55
wearing Google Glass and seeing
your TV shows essentially in your eye?
your TV shows essentially in your eye?
394
1063600
6136
mirant els teus programes televisius
a través dels Google Glass?
a través dels Google Glass?
18:01
Do you ever fantasize when, you know --
395
1069760
2296
Algun cop t'has imaginat...
18:04
the little girl
who sat on the pantry floor
who sat on the pantry floor
396
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2456
la nena petita
que seia al terra del rebost
que seia al terra del rebost
18:06
in your parents' house,
397
1074560
1736
a casa dels seus pares,
18:08
did you ever imagine any other medium?
398
1076320
2600
algun cop t'has imaginat un altre mitjà?
18:12
Or would you now?
399
1080200
1456
Ho faries ara?
18:13
SR: Any other medium.
400
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1336
SR: Qualsevol altre mitjà.
18:15
For storytelling, other than books?
401
1083040
1696
Per narració,
que no siguin llibres?
que no siguin llibres?
18:16
I mean, I grew up wanting
to be Toni Morrison, so no.
to be Toni Morrison, so no.
402
1084760
2816
Vull dir, he crescut volent ser
Toni Morrison, així que no.
Toni Morrison, així que no.
18:19
I mean, I didn't even imagine television.
403
1087600
1976
Ni tan sols
m'havia imaginat la televisió.
m'havia imaginat la televisió.
18:21
So the idea that there could be
some bigger world,
some bigger world,
404
1089600
3856
Així que la idea de que
hi pogués haver un món més gran,
hi pogués haver un món més gran,
18:25
some more magical way of making things ---
405
1093480
2176
una altra forma més màgica
de fer les coses...
de fer les coses...
18:27
I'm always excited
when new technology comes out
when new technology comes out
406
1095680
2256
Sempre m'excito quan apareix
la nova tecnologia
la nova tecnologia
18:29
and I'm always the first one
to want to try it.
to want to try it.
407
1097960
3016
i sempre sóc la primera que la vol provar.
18:33
The possibilities feel endless
and exciting right now,
and exciting right now,
408
1101000
3176
Ara mateix les possibilitats
semblen il·limitades i excitants,
semblen il·limitades i excitants,
18:36
which is what excites me.
409
1104200
1440
el qual em fascina.
18:39
We're in this sort of Wild West period,
to me, it feels like,
to me, it feels like,
410
1107040
3056
Ens trobem en aquesta mena
de període d'Oest Salvatge, i és com
de període d'Oest Salvatge, i és com
18:42
because nobody knows
what we're going to settle on.
what we're going to settle on.
411
1110120
2416
si ningú sapigués on ens instal·larem.
18:44
You can put stories anywhere right now
412
1112560
2216
Ara mateix pots ubicar històries on sigui
18:46
and that's cool to me,
413
1114800
1456
i això és guay,
18:48
and it feels like once we figure out
how to get the technology
how to get the technology
414
1116280
4136
i sembla com si quan esbrinem
com unir la tecnologia
com unir la tecnologia
18:52
and the creativity
of storytelling to meet,
of storytelling to meet,
415
1120440
3456
i la creativitat de la narració,
18:55
the possibilities are endless.
416
1123920
1429
les possibilitats són infinites
18:58
CS: And also the technology has enabled
the thing I briefly flew by earlier,
the thing I briefly flew by earlier,
417
1126280
4736
CS: A més, la tecnologia ha fet possible
la idea que comentava anteriorment,
la idea que comentava anteriorment,
19:03
binge-viewing,
which is a recent phenomenon,
which is a recent phenomenon,
418
1131040
2976
"afartar-te a sèries",
que és un fenomen recent,
que és un fenomen recent,
19:06
since you've been doing shows, right?
419
1134040
2176
des que fas programes, oi?
19:08
And how do you think does that change
the storytelling process at all?
the storytelling process at all?
420
1136240
4696
I com creus que això
canvia el procés de la narració?
canvia el procés de la narració?
19:12
You always had a bible
for the whole season beforehand, right?
for the whole season beforehand, right?
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Abans, sempre tenies una biblia
per tota la temporada, veritat?
per tota la temporada, veritat?
19:16
SR: No, I just always knew
where we were going to end.
where we were going to end.
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SR: No, simplement
sempre sabia on acabaríem.
sempre sabia on acabaríem.
19:20
So for me,
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Així, per a mi,
19:22
the only way I can really comment on that
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l'única cosa que jo puc dir
19:24
is that I have a show
that's been going on for 14 seasons
that's been going on for 14 seasons
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és que tinc un programa
amb 14 temporades a les espatlles,
amb 14 temporades a les espatlles,
19:29
and so there are the people
who have been watching it for 14 seasons,
who have been watching it for 14 seasons,
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hi ha gent que l'està veient
des de fa 14 temporades,
des de fa 14 temporades,
19:32
and then there are the 12-year-old girls
I'd encounter in the grocery store
I'd encounter in the grocery store
427
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i després hi ha nenes de 12 anys
que em trobo a les botigues
que em trobo a les botigues
19:36
who had watched
297 episodes in three weeks.
297 episodes in three weeks.
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que han vist 297 episodis
en tres setmanes.
en tres setmanes.
19:40
Seriously, and that's a very different
experience for them,
experience for them,
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I la veritat, és una experiència
molt diferent per a elles,
molt diferent per a elles,
19:42
because they've been inside of something
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ja que ho han viscut
19:44
really intensely for
a very short period of time
a very short period of time
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molt intensament
durant un període de temps molt curt
durant un període de temps molt curt
19:48
in a very intense way,
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d'una forma molt intensa,
19:49
and to them the story
has a completely different arc
has a completely different arc
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i per a elles la història te
un desenvolupament ben diferent
un desenvolupament ben diferent
19:52
and a completely different meaning
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i un significat totalment diferent
19:54
because it never had any breaks.
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perquè no hi ha hagut cap pausa.
19:56
CS: It's like visiting a country
and then leaving it. It's a strange --
and then leaving it. It's a strange --
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CS: És com visitar un país
i després deixar-lo. És estrany
i després deixar-lo. És estrany
19:59
SR: It's like reading an amazing novel
and then putting it down.
and then putting it down.
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SR: És com llegir una novel·la increïble
i després deixar-la.
i després deixar-la.
20:02
I think that is the beauty
of the experience.
of the experience.
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Crec que en això
consisteix la bellesa de l'experiència.
consisteix la bellesa de l'experiència.
20:05
You don't necessarily have to watch
something for 14 seasons.
something for 14 seasons.
439
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No necessàriament has de veure
una sèrie durant 14 temporades.
una sèrie durant 14 temporades.
20:08
It's not necessarily
the way everything's supposed to be.
the way everything's supposed to be.
440
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No tot ha de ser així necessàriament.
20:12
CS: Is there any topic
that you don't think we should touch?
that you don't think we should touch?
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CS: Hi ha algun tema que consideres
que no s'hauria de tractar?
que no s'hauria de tractar?
20:16
SR: I don't think
I think of story that way.
I think of story that way.
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2176
SR: Crec que no. Veig la història així.
20:18
I think of story in terms of character
and what characters would do
and what characters would do
443
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Veig la història com a personatges
i el que aquests poden fer
i el que aquests poden fer
20:22
and what characters need to do
in order to make them move forward,
in order to make them move forward,
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i el que els personatges han de fer
per fer avançar les històries,
per fer avançar les històries,
20:25
so I'm never really thinking of story
in terms of just plot,
in terms of just plot,
445
1213240
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així, mai penso en les històries
només com a trama.
només com a trama.
20:28
and when writers come
into my writer's room and pitch me plot,
into my writer's room and pitch me plot,
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i quan els escriptors venen al meu despatx
amb una trama,
amb una trama,
20:31
I say, "You're not speaking English."
447
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jo els hi dic
"Vosaltres no parleu l'anglès."
"Vosaltres no parleu l'anglès."
20:33
Like, that's the thing I say.
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És el que els dic.
20:34
We're not speaking English.
I need to hear what's real.
I need to hear what's real.
449
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No parlem l'anglès.
Necessito sentir què és real.
Necessito sentir què és real.
20:37
And so I don't think of it that way.
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No ho penso d'aquesta forma.
20:39
I don't know if there's a way
to think there's something I wouldn't do
to think there's something I wouldn't do
451
1227360
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No sé si hi ha una forma de pensar
que hi ha alguna cosa que no faria
que hi ha alguna cosa que no faria
20:42
because that feels like I'm plucking
pieces of plot off a wall or something.
pieces of plot off a wall or something.
452
1230720
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ja que és com si arranqués
trossos de trama de la paret.
trossos de trama de la paret.
20:46
CS: That's great. To what extent
do you think you will use --
do you think you will use --
453
1234360
3136
CS: Increïble. Fins a quin punt
creu que usarà...
creu que usarà...
20:49
You know, you recently went
on the board of Planned Parenthood
on the board of Planned Parenthood
454
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2936
recentment ha entrat a la junta de
"Planned Parenthood"
"Planned Parenthood"
20:52
and got involved
in the Hillary Clinton campaign.
in the Hillary Clinton campaign.
455
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i s'ha involucrat
en la campanya de Hillary Clinton.
en la campanya de Hillary Clinton.
20:55
To what extent do you think
you will use your storytelling
you will use your storytelling
456
1243200
3616
Fins a quin punt creu que
utilitzarà la seva narració
utilitzarà la seva narració
20:58
in the real world
457
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1736
al món real
21:00
to effect change?
458
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per efectuar un canvi?
21:04
SR: Well, you know, there's --
459
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1960
SR: Bé, ja sap, hi ha...
21:07
That's an intense subject to me,
460
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és un assumpte intens per a mi,
21:08
because I feel like the lack of narrative
461
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ja que trobo que
la manca de capacitat narrativa
la manca de capacitat narrativa
21:11
that a lot of people have is difficult.
462
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que molta gent té és problemàtica.
21:17
You know, like,
there's a lot of organizations
there's a lot of organizations
463
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2176
És com si
hi hagués moltes organitzacions que
hi hagués moltes organitzacions que
21:19
that don't have a positive narrative
that they've created for themselves
that they've created for themselves
464
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no ofereixen una narració positiva que
han creat ells mateixos
han creat ells mateixos
21:23
that would help them.
465
1271960
1320
que els ajudaria.
21:26
There's a lot of campaigns
466
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1816
Hi ha moltes campanyes
21:27
that could be helped
with a better narrative.
with a better narrative.
467
1275840
3616
que els aniria bé una millor narrativa.
21:31
The Democrats could do a lot
468
1279480
2496
Els demòcrates podrien fer molt
21:34
with a very strong
narrative for themselves.
narrative for themselves.
469
1282000
2096
amb una narrativa més sòlida.
21:36
There's a lot of different things
that could happen
that could happen
470
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2416
Podrien passar moltes coses diferents
21:38
in terms of using storytelling voice,
471
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1816
en relació a l'ús de la veu narrativa,
21:40
and I don't mean that in a fiction way,
472
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1896
i no ho dir en el context de la ficció,
21:42
I mean that in a same way
that any speechwriter would mean it.
that any speechwriter would mean it.
473
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4136
Ho vull dir com ho faria
qualsevol redactor de discursos.
qualsevol redactor de discursos.
21:46
And I see that,
474
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I ho veig,
21:47
but I don't necessarily know
that that's, like, my job to do that.
that that's, like, my job to do that.
475
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4176
però no necessàriament veig
que aquesta sigui la meva feina.
que aquesta sigui la meva feina.
21:51
CS: All right.
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CS: Molt bé.
21:53
Please help me thank Shonda.
SR: Thank you.
SR: Thank you.
477
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2616
Si us plau, un aplaudiment per Shonda.
SR: Moltes gràcies.
SR: Moltes gràcies.
21:55
(Applause)
478
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1480
(Aplaudiments)
ABOUT THE SPEAKERS
Shonda Rhimes - Writer, producerWith the runaway success of shows like Scandal and Grey’s Anatomy, Shonda Rhimes has become one of Hollywood’s most powerful icons.
Why you should listen
When ABC kicked off its 2014 television season by devoting its Thursday night line-up to the Shondaland shows How to Get Away With Murder, Scandal and Grey’s Anatomy, Shonda Rhimes -- already one of the most influential producers in Hollywood -- became arguably the single most powerful voice in television today. In 2015, ABC snapped up Rhimes’ latest series, The Catch. Shondaland shows have the special ability to capture both fan devotion and critical attention – she’s won everything from a Peabody Award to a People’s Choice Award.
Rhimes is known for her groundbreaking storytelling, her candor and humor in the face of her critics, and for never shying away from speaking her mind. She’s also known for her social media savvy, and fans of her shows basically own Twitter on Thursday nights. Her first book, Year of Yes, was published in November 2015.
Shonda Rhimes | Speaker | TED.com
Cyndi Stivers - Encourager-in-chief, TED Residency
Cyndi Stivers curates special events for TED and often serves as a board member, adviser, business strategist and startup coach.
Why you should listen
Cyndi Stivers is encourager-in-chief of the TED Residency, an idea incubator at TED headquarters in New York. She started out in hot-type newspapers and has since shepherded media startups and reinvigorated venerable brands on nearly every platform, including magazines, television, radio and online, right back to the early days of the consumer internet. From 1995 to 2005, while in charge of North American operations for London-based Time Out Group Ltd., she led the creation of Time Out magazines, guidebooks and websites for New York and Chicago.
Stivers is a longtime trustee of Barnard College, of which she is a proud alumna. For more work history, please see LinkedIn or cyndistivers.com, and for photos of urban gardens and other obsessions, follow @CyndiStivers on Twitter or Facebook.
Cyndi Stivers | Speaker | TED.com