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????2009年末,，《華爾街日?qǐng)?bào)》（Wall Street Journal ）的一篇報(bào)道曾經(jīng)令電視業(yè)不寒而栗,。

????《華爾街日?qǐng)?bào)》當(dāng)時(shí)報(bào)道稱(chēng)，據(jù)了解蘋(píng)果公司（Apple）談判事宜內(nèi)幕的多位匿名人士透露,，哥倫比亞廣播公司（CBS）和美國(guó)廣播公司（ABC）正在慎重考慮史蒂夫?喬布斯的提議,，在互聯(lián)網(wǎng)上提供電視訂閱服務(wù)。

????消息人士稱(chēng),，其中一項(xiàng)可能的訂閱方案每月收費(fèi)30美元,，沒(méi)有廣告，囊括了多家頂級(jí)有線(xiàn)電視和廣播電視運(yùn)營(yíng)商——很像蘋(píng)果提出的所謂“最好的電視服務(wù)”方案,。

????《華爾街日?qǐng)?bào)》稱(chēng),，雖然蘋(píng)果希望在2010年就能啟動(dòng)這項(xiàng)服務(wù)，但方案遭遇了電視行業(yè)的強(qiáng)烈反對(duì),，尤其是那些賺得盆滿(mǎn)缽滿(mǎn)的有線(xiàn)運(yùn)營(yíng)商,。它們每年從廣告和有線(xiàn)訂閱費(fèi)中獲利上百億美元，而電視訂戶(hù)為了能收看到自己的喜歡節(jié)目,，不得不為了屈指可數(shù)的幾個(gè)節(jié)目就為整個(gè)頻道買(mǎi)單,。

????一位媒體高管當(dāng)時(shí)對(duì)《華爾街日?qǐng)?bào)》稱(chēng)：“這就好比為了開(kāi)源，就在水桶上打洞,?！?/p>

????由于以上種種原因，蘋(píng)果的電視訂閱服務(wù)未能在2010年啟動(dòng),。當(dāng)然,，2011年看來(lái)也不可能了。

????但喬布斯的理念并未被人遺忘,。本周三,，投資公司Sterne Agee的吳肖（音譯）在致客戶(hù)的報(bào)告中稱(chēng)，雖然蘋(píng)果目前已經(jīng)擁有了蘋(píng)果電視和iTunes中可供購(gòu)買(mǎi)的豐富資源,，但這一方案仍然欠缺實(shí)時(shí)電視播放功能,。

????吳肖指出，要彌補(bǔ)這個(gè)空白,，一種方案是讓用戶(hù)訂閱衛(wèi)星或有線(xiàn)電視服務(wù),，也就是電視業(yè)現(xiàn)行的做法。

????而另一種方案——吳肖稱(chēng)之為“更具革命性,、顛覆性和差異化的方式”是,，通過(guò)互聯(lián)網(wǎng)發(fā)送內(nèi)容,，它非常接近喬布斯當(dāng)初提出的“最好的電視服務(wù)”。

????吳肖寫(xiě)道：“我們總聽(tīng)到人們?cè)僬f(shuō),，蘋(píng)果希望能向觀(guān)眾提供自行定制選擇節(jié)目的服務(wù),。例如，只要支付訂閱費(fèi)用,，就能自行選擇頻道和節(jié)目,。顯然，從授權(quán)角度來(lái)說(shuō),，這種模式要復(fù)雜得多,。但我們認(rèn)為，此舉將顛覆整個(gè)電視行業(yè),，讓蘋(píng)果在競(jìng)爭(zhēng)中再次占得先機(jī),。”

????譯者：向杭

????In late 2009, the Wall Street Journal ran a story that sent shivers through the television industry.

????Quoting unnamed sources familiar with Apple's (AAPL) negotiations, the Journal reported that CBS (CBS) and ABC (DIS) were seriously considering Steve Jobs' plan to offer TV subscriptions over the Internet.

????One form those subscriptions might take, according to these sources, was a $30-per-month package of advertising-free shows from a bundle of top cable and broadcast networks -- something Apple was calling the "best of television."

????Although the Journal reported that Apple was hoping to launch the service in 2010, it met fierce resistance, particularly from cable companies that reap tens of billions each year in advertising dollars and in the fees subscribers pay for access to channels they don't want in order to watch the handful of shows they do.

????"You don't want to shoot a hole in the bucket to create another revenue stream," one media executive told the Journal at the time.

????Apple's TV subscription service did not launch in 2010, obviously. Or in 2011, for that matter.

????But the idea has not gone away. In a note to clients issued Wednesday, Sterne Agee's Shaw Wu noted that what's missing from Apple's current TV offering -- Apple TV coupled with the content available for purchase on iTunes -- is access to live broadcast television.

????One way to get that access, he writes, is to have users subscribe to satellite or cable TV services, the way they do now.

????But another way -- in his words "a more revolutionary, disruptive and differentiated way" -- would be to offer the content via the Internet, in a subscription service that sounds a lot like Jobs' original "best of television" idea.

????"We continue to hear," Wu writes, "what AAPL would love to do is offer users the ability to choose their own customized programming, i.e., whichever channels/shows they want for a monthly subscription fee. This is obviously much more complicated from a licensing standpoint. And in our view, would change the game for television and give AAPL a big leg-up against the competition."