TED Salon Brightline Initiative
Chiki Sarkar: How India's smartphone revolution is creating a new generation of readers and writers
Čiki Sarkar (Chiki Sarkar): Kako revolucija pametnih telefona u Indiji stvara novu generaciju čitalaca i pisaca
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Indija je druga zemlja u svetu po broju stanovnika, a ima samo 50 pristojinih knjižara, kaže izdavač Čiki Sarkar. Zato se zapitala: kako da navedemo više ljudi da čitaju knjige? U ovom zabavnom govoru o novoj vrsti pripovedanja, saznajte kako Sarkar koristi revoluciju pametnih telefona u Indiji da stvori novu generaciju čitalaca i pisaca.
Chiki Sarkar - Publisher
Chiki Sarkar is the founder of Juggernaut, a platform to find and read high quality, affordable books and to submit your writing. Full bio
Chiki Sarkar is the founder of Juggernaut, a platform to find and read high quality, affordable books and to submit your writing. Full bio
Double-click the English transcript below to play the video.
00:13
Look all around you.
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Pogledajte oko sebe.
00:14
Whether you're in a subway, a park,
an airport, a restaurant,
an airport, a restaurant,
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Bilo da ste u podzemnoj, u parku,
na aerodromu, u restoranu,
na aerodromu, u restoranu,
00:20
even at this conference,
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ili čak na ovoj konferenciji,
00:22
all of you have a phone in your hands
or maybe in your pockets.
or maybe in your pockets.
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svi imate telefon u rukama
ili možda u džepovima.
ili možda u džepovima.
00:25
How many of you have a book?
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Koliko vas ima knjigu?
00:27
Very few, right?
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Samo nekoliko, zar ne?
00:29
This is the sight that used to greet me
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Ovaj prizor bi me dočekao
00:30
every time I walked out
of my office block.
of my office block.
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svaki put kad bih izašla iz kancelarije.
00:33
I was surrounded by a sea
of 20-something professionals
of 20-something professionals
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Bila sam okružena morem
profesionalaca u dvadesetim godinama
profesionalaca u dvadesetim godinama
00:36
glued to their phones.
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zalepljenih za svoje telefone.
00:38
And not a single one
had a book in their hands.
had a book in their hands.
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Niko nije imao knjigu u rukama.
00:41
And this used to make me
very, very frustrated.
very, very frustrated.
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I to bi me činilo jako, jako frustriranom.
00:44
I was a bookworm all my life.
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Bila sam knjiški moljac čitavog života.
00:46
Books formed the milestones of my life.
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Knjige su bile prekretnice mog života.
00:49
The first man I fell
in love with was Mr. Darcy.
in love with was Mr. Darcy.
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Prvi čovek u kog sam se zaljubila
bio je gospodin Darsi.
bio je gospodin Darsi.
00:52
I first read "Harry Potter" when I was 21,
on a summer break from college.
on a summer break from college.
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Prvi put sam pročitala „Harija Potera“
u 21. godini na letnjem raspustu.
u 21. godini na letnjem raspustu.
00:58
And I remember the first night I spent
in a little flat I bought in my mid-20s,
in a little flat I bought in my mid-20s,
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I sećam se prve noći koju sam provela
u malom stanu kupljenom u mojim 20-im,
u malom stanu kupljenom u mojim 20-im,
01:03
very proudly,
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veoma ponosno,
01:04
and I spent the whole night
reading "The Da Vinci Code."
reading "The Da Vinci Code."
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čitajući „Da Vinčijev kod“ cele noći.
01:07
And then I'm going to make
a terrible confession:
a terrible confession:
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A sada ću vam priznati nešto užasno:
čak i danas, kad se osećam loše,
legnem u krevet uz „Rat i mir“.
legnem u krevet uz „Rat i mir“.
01:09
even today, when I'm low,
I get into bed with "War and Peace."
I get into bed with "War and Peace."
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01:13
Don't laugh.
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Nemojte se smejati.
01:14
(Laughter)
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(Smeh)
01:16
But I was also like all those
people I saw around me:
people I saw around me:
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Ali, bila sam kao i svi ljudi oko mene:
01:19
I, too, lived on my phone.
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i ja sam živela na telefonu.
Naručivala sam namirnice onlajn,
01:21
I ordered my groceries online,
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pa je uskoro moja aplikacija znala
da mi treba mesečna zaliha pelena.
da mi treba mesečna zaliha pelena.
01:23
and soon my app knew
that I needed a monthly dose of diapers.
that I needed a monthly dose of diapers.
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01:28
I booked my cinemas on my phone.
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Rezervisala sam bioskop preko telefona.
Rezervisala sam avion preko telefona.
01:31
I booked planes on my phone.
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I na dugim putovanjima kući,
kao većina urbanih Indijaca,
kao većina urbanih Indijaca,
01:33
And when I did the long commute back home
like most urban Indians,
like most urban Indians,
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01:38
and was stuck in traffic,
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zaglavljena u saobraćaju,
ubijala sam vreme na Vatsapu,
ubijala sam vreme na Vatsapu,
01:40
I passed the time on WhatsApp,
video-chatting my twin.
video-chatting my twin.
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na video pozivu sa sestrom blizakinjom.
01:45
I was part of an extraordinary revolution
that was happening in India.
that was happening in India.
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Bila sam deo izvanredne revolucije
koja se događala u Indiji.
koja se događala u Indiji.
01:49
Indians are the second-largest
users of smartphones in the world.
users of smartphones in the world.
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Indijci su drugi u svetu
po korišćenju pametnih telefona.
po korišćenju pametnih telefona.
01:54
And data prices have been
slashed so radically
slashed so radically
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A cene podataka su smanjene tako radikalno
da polovina urbane Indije
i čak deo ruralne Indije
i čak deo ruralne Indije
01:58
that half of urban India
and even a part of rural India
and even a part of rural India
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02:02
now have a smartphone
with a data connection in their hands.
with a data connection in their hands.
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sada ima pametne telefone
sa internetom u svojim rukama.
sa internetom u svojim rukama.
A ako znate išta o Indiji,
znaćete da je „pola“
znaćete da je „pola“
02:05
And if you know anything about India,
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02:07
you'll know that "half" means,
like, all of America or something.
like, all of America or something.
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kao cela Amerika ili tako nešto.
Znate, to su velike brojke.
02:10
You know, it's large numbers.
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02:12
(Laughter)
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(Smeh)
02:14
And these numbers are just growing
and growing and growing.
and growing and growing.
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A brojevi stalno rastu.
Eksplodiraju.
02:17
They're exploding.
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02:18
And what they're doing
is empowering Indians
is empowering Indians
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Osnažuju Indijce
02:20
in all kinds of extraordinary ways.
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na razne izvanredne načine.
Ipak, nijedna od ovih promena
koje sam viđala
koje sam viđala
02:22
And yet, none of these changes
that I was seeing around me
that I was seeing around me
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02:26
were reflected in my world,
my world of books.
my world of books.
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se nije odrazila na moj svet, svet knjiga.
02:30
I live in a country the size of Europe,
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Živim u zemlji veličine Evrope,
koja ima samo 50 pristojnih knjižara.
02:33
and it only has 50 decent bookshops.
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Činilo se da Indijci nisu želeli
da čitaju iz zabave.
da čitaju iz zabave.
02:36
And Indians just didn't seem
to want to read for fun.
to want to read for fun.
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Tako da, ako pogledate
listu bestselera u Indiji,
listu bestselera u Indiji,
02:39
So if you look at all
the best-seller lists in India,
the best-seller lists in India,
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02:41
what you'll always find
in the best-seller list
in the best-seller list
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ono što ćete na njoj uvek naći
su ispitna i stručna literatura.
02:44
is exam and professional guides.
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Zamislite kada bi priručnik za test SAT
02:45
Imagine if you found the SAT guides
as the "New York Times" number one seller,
as the "New York Times" number one seller,
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mesecima bio najprodavaniji
na listi Njujork tajmsa.
na listi Njujork tajmsa.
02:49
month after month.
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Ipak, revolucija pametnih telefona
02:53
And yet, the smartphone revolution
was creating readers and writers
was creating readers and writers
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stvarala je čitaoce i pisce
drugačije vrste.
drugačije vrste.
02:58
of a different kind.
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Bilo to na Fejsbuku ili Vatsapu,
03:00
Whether it was on Facebook or WhatsApp,
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Indijci su pisali, delili i čitali
najrazličitije stvari:
najrazličitije stvari:
03:03
Indians were writing and sharing
and reading all kinds of things:
and reading all kinds of things:
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užasne viceve, lažnu pop istoriju,
03:07
terrible jokes, spurious pop history,
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dugačke, emotivne ispovesti,
03:11
long, emotional confessions,
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kritike protiv vlade.
03:14
diatribes against the government.
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03:16
And as I read and shared these things,
I wondered to myself,
I wondered to myself,
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Čitajući i deleći ove stvari,
pitala sam se:
pitala sam se:
03:19
"Could I get these writers
and these readers,
and these readers,
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„Mogu li ove pisce i čitaoce
da preobratim u svoje čitaoce?“
03:24
could I turn them into my readers?"
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Tako da sam napustila
svoju udobnu kancelariju
svoju udobnu kancelariju
03:27
And so I left my plush corner office
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i svoj posao izdavača
najbolje indijske izdavačke kuće,
najbolje indijske izdavačke kuće,
03:29
and my job as the publisher
of India's top publishing company,
of India's top publishing company,
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03:34
and I set up on my own.
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i osnovala svoj posao.
03:36
I moved into a single large room
in a cheap bohemian district of Delhi,
in a cheap bohemian district of Delhi,
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Prešla sam u veliku prostoriju
u jeftinom boemskom delu
Delhija sa malim timom.
Delhija sa malim timom.
03:42
with a small team.
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03:44
And there, I set up
a new kind of publishing house.
a new kind of publishing house.
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Tamo sam osnovala
novu vrstu izdavačke kuće.
novu vrstu izdavačke kuće.
03:48
A new kind of publishing house
needs a new kind of reader
needs a new kind of reader
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A ona zahteva novu vrstu čitalaca
03:51
and a new kind of book.
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i novu vrstu knjiga.
Pa sam se zapitala:
„Šta bi novi čitalac želeo?
„Šta bi novi čitalac želeo?
03:54
And so I asked myself,
"What would this new reader want?
"What would this new reader want?
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Da li bi cenio hitnost, relevantnost,
03:57
Would they prize urgency, relevance,
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pravovremenost, direktnost -
04:00
timeliness, directness --
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baš one kvalitete koje oni žele
od svojih onlajn usluga,
od svojih onlajn usluga,
04:03
the very qualities they seem to want
from their online services,
from their online services,
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zapravo, kvalitete koje žele
od života danas?“
od života danas?“
04:06
indeed, the qualities they seem
to want from life today?"
to want from life today?"
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04:11
I knew that my readers
were always on the go.
were always on the go.
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Znala sam da su moji čitaoci
uvek u pokretu.
uvek u pokretu.
Morala bih da se uklopim
u njihov način života i raspored.
u njihov način života i raspored.
04:13
I'd have to fit into
their lifestyle and schedules.
their lifestyle and schedules.
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04:16
Would they actually want to read
a 200-page book?
a 200-page book?
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Da li bi oni uopšte želeli
da čitaju knjigu od 200 strana?
da čitaju knjigu od 200 strana?
Ili bi želeli neko malo lakše štivo?
04:19
Or would they want something
a little bit more digestible?
a little bit more digestible?
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Indijci su neverovatno štedljivi,
04:23
Indians are incredibly value-conscious,
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04:26
especially when it comes
to their online reading.
to their online reading.
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pogotovo kad se radi o čitanju onlajn.
04:29
I knew I had to give them
books under a dollar.
books under a dollar.
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Znala sam da im moram obezbediti
knjige za manje od dolara.
knjige za manje od dolara.
04:33
And so my company was formed,
and it was born.
and it was born.
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I tako je rođena moja firma.
04:37
It was a platform where we created a list
of stories designed for the smartphone,
of stories designed for the smartphone,
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Bila je to platforma sa listom priča
dizajniranih za pametne telefone,
dizajniranih za pametne telefone,
04:43
but it also allowed amateur writers
to upload their own stories,
to upload their own stories,
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koja je, takođe, dozvoljavala amaterima
da okače sopstvene priče,
da okače sopstvene priče,
04:47
so they could be showcased
along with the very writers
along with the very writers
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kako bi bile prikazane
zajedno uz baš one pisce
zajedno uz baš one pisce
koje čitaju i kojima se dive.
04:50
they read and admired.
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04:51
And we could also enter into
other people's digital platforms.
other people's digital platforms.
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Mogli smo i da uđemo
na digitalne platforme drugih ljudi.
na digitalne platforme drugih ljudi.
Pa, zamislite ovo:
04:56
So, imagine this:
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vi ste recepcioner
i imali ste dug dan na poslu,
i imali ste dug dan na poslu,
04:58
imagine you're a receptionist,
you've had a long day at work,
you've had a long day at work,
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rezervišete taksi svojom aplikacijom,
05:02
you book your cab
in your ride-hailing app,
in your ride-hailing app,
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on stiže,
05:04
it shows up,
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uđete u auto, smestite se na sedište
05:06
and you get into your car,
and you lie back on your seat,
and you lie back on your seat,
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i upalite aplikaciju.
05:08
and you put on your app.
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05:11
And you find a set of stories
waiting for you, timed to your journey.
waiting for you, timed to your journey.
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I pronađete priče koje vas čekaju,
specijalno za putovanje.
specijalno za putovanje.
05:16
Imagine you're a gay young woman,
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Zamislite da ste mlada lezbejka
iz relativno konzervativnog grada
kao što je Laknau, blizu Delhija.
kao što je Laknau, blizu Delhija.
05:18
in a relatively conservative city
like Lucknow, which lies near Delhi.
like Lucknow, which lies near Delhi.
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Vaši roditelji ne smeju da saznaju za to.
05:23
There's no way your parents
know about your sexuality.
know about your sexuality.
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05:26
They'd completely freak out.
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Skroz bi odlepili.
Da li biste hteli lezbejske ljubavne priče
na hindiju, za manje od dolara,
na hindiju, za manje od dolara,
05:28
Would you like lesbian love stories
written in Hindi, priced under a dollar,
written in Hindi, priced under a dollar,
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05:34
to be read in the privacy of your phone?
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da možete da čitate na svom telefonu?
Da li bih mogla da spojim čitaoce
05:37
And could I match readers
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05:39
to the events that were taking place
around them in real time?
around them in real time?
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sa događajima u njihovoj okolini
u realnom vremenu?
u realnom vremenu?
Tako smo objavljivali biografije
vrlo poznatih političara
vrlo poznatih političara
05:44
So we published biographies
of very famous politicians
of very famous politicians
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nakon pobeda na važnim izborima.
05:49
after they won big elections.
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Kada je vrhovni sud
dekriminalizovao homoseksualnost,
dekriminalizovao homoseksualnost,
05:52
When the supreme court
decriminalized homosexuality,
decriminalized homosexuality,
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LGBTQ kolekcija je čekala
na našoj početnoj strani.
na našoj početnoj strani.
05:56
an LGBTQ collection was waiting
on our home page.
on our home page.
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A kada je Toni Morison Indije,
velika spisateljica Mahasveta Devi umrla,
velika spisateljica Mahasveta Devi umrla,
06:00
And when India's Toni Morrison,
the great writer Mahasweta Devi died,
the great writer Mahasweta Devi died,
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naši čitaoci su našli njenu kratku priču
čim je vest osvanula.
čim je vest osvanula.
06:05
our readers found a short story by her
as soon as news hit.
as soon as news hit.
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Ideja je bila da budemo u toku
sa svakim trenutkom života naših čitalaca.
sa svakim trenutkom života naših čitalaca.
06:10
The idea was to be relevant
to every moment of a reader's life.
to every moment of a reader's life.
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06:15
Who are our readers?
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Ko su naši čitaoci?
Uglavnom su to muškarci ispod 30 godina.
06:17
They're mostly young men
under the age of 30.
under the age of 30.
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Neko kao što je Salil,
06:20
There's someone like Salil,
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koji živi u gradu u kom nema
modernih knjižara.
modernih knjižara.
06:22
who lives in a city where
there isn't a modern bookshop.
there isn't a modern bookshop.
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On koristi aplikaciju skoro svaki dan.
06:25
And he comes to our app almost every day.
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Neko kao što je Manodž,
06:28
There's someone like Manoj,
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06:30
who mostly reads us
during the long commute back home.
during the long commute back home.
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koji nas uglavnom čita
tokom dugog puta do kuće.
tokom dugog puta do kuće.
06:34
And there's someone like Ahmed,
who loves our nonfiction
who loves our nonfiction
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Neko kao što je Ahmed,
koji voli našu nefikciju
koji voli našu nefikciju
koju može odjednom da pročita
i koja je jako jeftina.
i koja je jako jeftina.
06:37
that he can read in a single sitting,
and that's priced very low.
and that's priced very low.
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06:42
Imagine if you're like a young, techie boy
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Zamislite da ste mladi dečko
zaluđen tehnikom
zaluđen tehnikom
06:45
in India's Silicon Valley
city of Bangalore.
city of Bangalore.
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u indijskoj Silicijumskoj
dolini, gradu Bangalor.
dolini, gradu Bangalor.
A onda jednog dana,
aplikacija vas obaveštava
aplikacija vas obaveštava
06:51
And one day, you get
an in-app notification
an in-app notification
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da je vaša omiljena glumica
napisala seksi kratku priču
napisala seksi kratku priču
06:53
and it says that your favorite actress
has written a sexy short story
has written a sexy short story
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koja vas čeka.
06:57
and it's waiting for you.
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06:58
That's how we launched Juggernaut.
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Tako smo pokrenuli Džagernaut.
Došli smo do bivše poznate glumice
za odrasle Sani Leon.
za odrasle Sani Leon.
07:00
We got a very famous ex-adult star,
called Sunny Leone.
called Sunny Leone.
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07:05
She's India's most Googled
person, as it happens.
person, as it happens.
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Ona je najguglanija osoba u Indiji.
I ona nam je napisala
kolekciju kratkih seksi priča
kolekciju kratkih seksi priča
07:08
And we got her to write us
a collection of sexy short stories
a collection of sexy short stories
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07:12
that we published every night for a week.
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koje smo objavljivali
nedelju dana svako veče.
nedelju dana svako veče.
To je bila senzacija.
07:14
And it was a sensation.
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Niko nije mogao da veruje
da Sani Leon piše za nas.
da Sani Leon piše za nas.
07:16
I mean, no one could believe
that we'd asked Sunny Leone to write.
that we'd asked Sunny Leone to write.
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Ali je pisala,
07:20
But she did,
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07:21
and she proved everyone wrong,
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pokazala svima da greše,
07:24
and she found this immense readership.
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i pronašla je ogromnu čitalačku publiku.
Baš kad smo redefinisali
pojam knjige i ponašanje čitaoca,
pojam knjige i ponašanje čitaoca,
07:27
And just as we've redefined
what a book is and how a reader behaves,
what a book is and how a reader behaves,
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07:32
we're rethinking who an author is.
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preispitujemo ko je autor.
Na našoj platformi za pisce amatere,
07:35
In our amateur writing platform,
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07:36
we have writers that range
from teenagers to housewives.
from teenagers to housewives.
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imamo pisce od tinejdžera do domaćica.
I oni pišu najrazličitije stvari.
07:40
And they're writing all kinds of things.
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Kratke kao što su stihovi,
eseji, kratke priče...
eseji, kratke priče...
07:42
It starts as small as a poem,
an essay, a single short story ...
an essay, a single short story ...
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Pedeset posto njih se vraća
na aplikaciju da opet piše.
na aplikaciju da opet piše.
07:48
Fifty percent of them are returning
to the app to write again.
to the app to write again.
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07:52
Take someone like Neeraj.
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Na primer, Niradž.
07:54
He's a middle-aged executive,
wife, two kids, a good job.
wife, two kids, a good job.
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On je sredovečni izvršni direktor,
ima ženu, dvoje dece i dobar posao.
ima ženu, dvoje dece i dobar posao.
I voli da čita.
07:59
And Neeraj loves to read.
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Ali svaki put kad bi pročitao
knjigu koju voli,
knjigu koju voli,
08:00
But every time Neeraj read
a book that he loved,
a book that he loved,
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08:03
he was also filled with regret.
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bio bi ispunjen žaljenjem.
08:05
He wondered to himself
if he could write, too.
if he could write, too.
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Pitao se da li bi i on mogao da piše.
08:08
He was convinced
he had stories in his mind.
he had stories in his mind.
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Bio je ubeđen da ima priče na umu.
Ali vreme i stvarni život
mu nisu dozvoljavali.
mu nisu dozvoljavali.
08:11
But time and real life had happened,
and he couldn't really manage it.
and he couldn't really manage it.
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A onda je čuo za platformu
Džagernaut za pisce.
Džagernaut za pisce.
08:16
And then he heard about
the Juggernaut writer's platform.
the Juggernaut writer's platform.
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08:19
And what he loved about it
was that he felt this was a place
was that he felt this was a place
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Ono što mu se svidelo kod nje
je što je osećao da tamo
je što je osećao da tamo
08:23
where he could stand
head and shoulders, equally,
head and shoulders, equally,
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može da bude rame uz rame
baš sa onim piscima
kojima se najviše divio.
kojima se najviše divio.
08:26
with the very writers
that he most admired.
that he most admired.
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08:29
And so he began to write.
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I tako je počeo da piše.
Ugrabio bi minut ili sat, tu i tamo,
08:31
And he snatched
a minute here, an hour there,
a minute here, an hour there,
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između letova,
08:35
in between flights in airports,
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08:37
late at night, when he had
a little bit of time on his hands.
a little bit of time on his hands.
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kasno noću, kada bi se dočepao
malo slobodnog vremena.
malo slobodnog vremena.
08:40
And he wrote this
extraordinary story for us.
extraordinary story for us.
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I napisao je izvanrednu priču za nas.
08:43
He wrote a story
about a family of assassins
about a family of assassins
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Napisao je priču o porodici plaćenih ubica
08:46
who lived in the winding
lanes of Old Delhi.
lanes of Old Delhi.
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koji žive u krivudavim ulicama
starog Delhija.
starog Delhija.
Svidela nam se, bila je
tako sveža i originalna.
tako sveža i originalna.
08:49
We loved it, it was so fresh and original.
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08:52
And before Neeraj knew it,
he'd not only scored a film deal
he'd not only scored a film deal
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I u tren oka, Niradž je dobio
ne samo ponudu za film,
ne samo ponudu za film,
08:56
but also a second contract
to write another story.
to write another story.
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već i ugovor da napiše drugu priču.
Njegova priča je jedna od najčitanijih
na našoj aplikaciji.
na našoj aplikaciji.
09:00
Neeraj's story is one of the most read
stories on our app.
stories on our app.
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Moje putovanje je tek u samom začetku.
09:05
My journey is very, very young.
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09:08
We're a two-year-old company,
and we have a long way to go.
and we have a long way to go.
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Mi smo kompanija stara dve godine,
pred kojom je dug put.
pred kojom je dug put.
09:12
But we already, and we will
by the end of this year,
by the end of this year,
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Ali već imamo, i imaćemo
do kraja ove godine,
do kraja ove godine,
oko pola miliona priča,
od kojih su mnoge jeftinije od dolara.
od kojih su mnoge jeftinije od dolara.
09:16
have about half a million stories,
many priced at under a dollar.
many priced at under a dollar.
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09:21
Most of our readers love reading
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Većina naših čitalaca voli da čita
i isprobava autore
za koje nikada nisu ni čuli.
za koje nikada nisu ni čuli.
09:23
and trying out authors
they've never, ever heard of before.
they've never, ever heard of before.
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Trideset posto stvari sa početne strane
09:27
Thirty percent of our home page reads
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potiču sa platforme naših autora.
09:29
comes out of the writing
that comes from our writer's platform.
that comes from our writer's platform.
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09:34
By being everywhere,
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Budući da smo svuda,
09:36
by being accessible and relevant,
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da smo pristupačni i relevantni,
nadam se da će čitanje
postati svakodnevica,
postati svakodnevica,
09:39
I hope to make reading a daily habit,
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09:42
as easy and effortless
as checking your email,
as checking your email,
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lako i prirodno kao provera imejla,
09:46
as booking a ticket online
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rezervacija karte onlajn
ili naručivanje namirnica.
09:48
or ordering your groceries.
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Što se tiče mene,
09:50
And as for me,
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otkrila sam da je, ulazeći u svet
pametnih telefona od šest inča,
pametnih telefona od šest inča,
09:52
I've discovered that as I entered
the six-inch world of the smartphone,
the six-inch world of the smartphone,
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moj svet postao jako veliki.
09:56
my own world just got very, very big.
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Hvala vam.
10:00
Thank you.
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(Aplauz)
10:01
(Applause)
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ABOUT THE SPEAKER
Chiki Sarkar - PublisherChiki Sarkar is the founder of Juggernaut, a platform to find and read high quality, affordable books and to submit your writing.
Why you should listen
Chiki Sarkar is the publisher and founder of Juggernaut Books, a new age publishing house based out of India that has a traditional print list and its own app and amateur writing platform. Before setting up Juggernaut, she was the publisher of Penguin Random House India and the founding editor in chief of Random House India. Sarkar lives in New Delhi, India.
Chiki Sarkar | Speaker | TED.com