While software-geek society greeted the release of Windows Vista, Microsoft's much-hyped new PC software, with mostly bored skepticism (CNET called it "warmed-over Windows XP"), the new souped-up operating system could have major implications for the digital media business.

当软件业向Windows Vista的发布致意的时候，微软大肆宣扬新的PC软件， 伴随着大部分无聊的怀疑论（CNET公司称它为重新加热的Windows XP），这个新的加速的开放系统可能会对数字媒体商业产生重大影响。

Ranging from jump-starting TV and Web convergence to pumping life into the company's foundering search product, Vista promises to push the broadband envelope. However, the near-term trick for the software giant will be convincingconsumers they want and need to use all of its new functions.

范围从刚刚起步的TV和网络的结合到向生活大量投入的公司开发的搜索产品，Vista承诺推出宽带保护。但是，对庞大的软件新一轮的哄骗将会使那些他们想用和需要用它的所有的新的功能的客户信服。

Besides providing users with all the typical computing basics, Vista is designed to let them easily watch TV shows on their PCs and view PC content on their big, high-def screens (as long as they have a premiumversion of the product and buy a special adapter). At launch, the company has signed four charter media partners: Nickelodeon, Fox Sports, Starz and Showtime, each of which gets premium positioning in the menu of Vista's snazzy, super-intuitive interface.

除了对使用者提供所有典型的基础运算（功能），Vista设计了能让人们容易的在他们PC上看电视节目并且在他们大尺寸高清晰的屏幕上看PC的内容（只要他们有这个产品的优质版本并买一个特殊的适配器）。在投放市场过程中，这个公司签署了四家特许的媒体合作伙伴：Nickelodeon, Fox Sports, Starz和Showtime，每个都得到了优质安置在Vista菜单中的时髦、直观的视觉界面。

Vista also features a cable-friendly DVR, an advanced programming guide, a DVD player, a TV-like remote control--it may even dice onions. And unlike Microsoft's Media Center PC, which also promises most of these options--but has caught on with few consumers--Vista will be built right into the vast majority of computers that ship this year, potentially creating a sizable user base in a short period of time.

VISTA的放电调压器对电脑的缆线能起到保护作用、它有先进的编程指南、DVD播放器、一个电视式的遥控器--可能有模子葱大小 。并且不像微软的媒体中心的PC，也承诺这些选择权中的大部分--但是已经抓牢了极少数客户--Vista将对今年投入（市场）的大部分计算机授权使用，在很短的一段时间潜在的建立了一个相当大的用户基础。

It's also questionable whether the average consumer knows about these options, wants to use them or can even figure them out. Microsoft chairman Bill Gates, however, boldly predicted Vista "will transform the way people work and play."

通常的用户是否知道这些选择权、是否想使用它们或甚至领会它们，这也是值得怀疑的。但微软主席比尔•盖茨大胆的预言Vista将改变人们工作和娱乐的方式。

"There seems to be a lot of early adopter enthusiasm right now for Vista's two premiumversions," said Patrick Cartmel, senior partner, global, MEC Interaction. Consumers "are buying Vista because they want these capabilities. The question is, for regular consumers, what is going to happen? Is there a value proposition for them? I don't think it's there yet."

"现在好像有很多早期用户对Vista的两个优质版本很狂热"，资深合作人、全球MEC Interaction公司Patrick Cartmel说,"客户买Vista因为他们想要这些功能。问题是，对于那些普通消费者，会怎么样呢？有对他们有价值的建议吗？我认为这里还没有。"

For the media companies involved in Vista's launch, most readily acknowledge that they don't know how the software will ultimately affect users' media habits. But they feel safe following Microsoft's lead.

对于那些介入Vista发布的传媒公司，大多数欣然的承认他们不知道怎样才能从根本上影响用户的媒体习惯。但他们在微软的领导下感到很安全。

"We take a lot of bets," said Steve Youngwood, Nick's evp of digital media. "In technology you have to. But it is Microsoft. That's one you have to bet on."

"我们打了很多赌"，Nick公司EVP数字媒体Steve Youngwood说，"在技术上你不得不这样。但它是微软。你不得不赌它。"

"I don't think anybody can say what the consumer experience is going to be within five years," added Brian Grey, svp, general manager at Fox Sports Interactive. "So we are always looking to get Fox Sports content to as many platforms as possible."

"我认为任何人不能说五年以内消费者的体验将变成怎样，"Fox Sports Interactive的总经理Brian Grey补充道，"所以我们总是期待让Fox Sports尽可能满足更多平台。"

So does Vista have a marked advantage when it comes to encouraging Web/TV convergence over other products--even the upcoming Apple TV? Some media execs point to the ubiquity of Microsoft's distribution as well as the operating system's user-friendly design. "The operating system is still core to people's experience on the PC," said Grey. "That familiarity always helps."

当鼓励网络和电视的结合超过了其他产品 -- 甚至相比即将推出的苹果电视，Vista也有显著的优势。一些媒体管理人员指出微软的产品到处存在，包括方便用户使用设计的操作系统。"那操作系统仍然以人们在PC上的体验为核心。"Grey说，"熟悉就好办了。"

But others say that for anyone to really get excited for Vista, it needs more media partnerships. "The new user interface is cool," said JupiterResearch analyst David Card. "It's a good product. But there's not a ton of content for this device."

但其他人说让一个人真的为Vista而兴奋，公司需要更多的媒体合作伙伴。"新的用户界面很酷"，木星研究分析家David Card说，"它是一个好产品。但没有大量满足它的配置。"

Besides accelerating the connection between TV and the Internet, Microsoft surely hopes that Vista gives a boost to its own Web products, namely MSN and MSN Live Search. Cartmel expects that because Vista makes it easy to use MSN's search product on the desktop without actually having to open a browser, "that in itself would drive incremental searches."

除了加速电视和网络的连接，微软坚信Vista将推进它自己的网络产品，即MSN和MSN在线搜索。Cartmel对它很期待，因为Vista使得MSN的桌面搜索产品使用变得简单，而根本不需要打开浏览器。"本质上那将使搜索增加。"

But Card countered that desktop real estate is overrated: "The desktop just won't cut it. MSN would be No. 1 if that's all it took."

但Card计算出桌面产品被评价过高："桌面仅仅不会删除它。如果全部用它，那MSN将是第一。"
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