TED Salon Brightline Initiative
Chiki Sarkar: How India's smartphone revolution is creating a new generation of readers and writers
Chiki Sarkar: 印度的智能手机革命如何催生了新一代读者和作家
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出版商 Chiki Sarkar 说， 印度是世界上人口第二大国， 却只有50家像样的书店。于是她问自己: 如何才能让更多的人读书呢？在这段有趣的、关于一种新颖的讲故事方式的演讲中，一起来了解 Sarkar 如何利用印度的智能手机革命，创造了新一代的读者和作家。
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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环顾一下四周。
00:14
Whether you're in a subway, a park,
an airport, a restaurant,
an airport, a restaurant,
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无论是在地铁、公园、机场、餐馆，
00:20
even at this conference,
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甚至现在这个会议上，
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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每人手里都有一部手机，
或者身上揣着手机。
或者身上揣着手机。
00:25
How many of you have a book?
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你们有多少人带着一本书呢？
00:27
Very few, right?
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几乎没有， 对吧？
00:29
This is the sight that used to greet me
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这正是我走出办公楼时，
每每映入眼帘的景象。
00:30
every time I walked out
of my office block.
of my office block.
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00:33
I was surrounded by a sea
of 20-something professionals
of 20-something professionals
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我周围是一大群20几岁的专业人士，
00:36
glued to their phones.
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他们都手机不离手，
00:38
And not a single one
had a book in their hands.
had a book in their hands.
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没有一个人手里拿的是书。
00:41
And this used to make me
very, very frustrated.
very, very frustrated.
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这点曾让我非常、非常沮丧。
00:44
I was a bookworm all my life.
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我一生都是个书虫，
00:46
Books formed the milestones of my life.
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书籍构成了我生命中的里程碑。
00:49
The first man I fell
in love with was Mr. Darcy.
in love with was Mr. Darcy.
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我爱的第一个男人是Mr. Darcy
(注：《傲慢与偏见》的男主角)，
(注：《傲慢与偏见》的男主角)，
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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21岁那年的大学暑假里，
我第一次读了《哈利波特》，
我第一次读了《哈利波特》，
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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我还记得在25岁左右时买的
一套小公寓里度过的第一个晚上，
一套小公寓里度过的第一个晚上，
01:03
very proudly,
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我对此非常自豪，
01:04
and I spent the whole night
reading "The Da Vinci Code."
reading "The Da Vinci Code."
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我通宵读了《达芬奇密码》。
01:07
And then I'm going to make
a terrible confession:
a terrible confession:
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接下来，我还要坦白告诉各位：
即使在今天，当我心情不好时，
我还会让《战争与和平》陪伴我入睡。
我还会让《战争与和平》陪伴我入睡。
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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请别笑。
（笑声）
01:14
(Laughter)
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01:16
But I was also like all those
people I saw around me:
people I saw around me:
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但我也和周围的人一样：
01:19
I, too, lived on my phone.
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离不开手机。
01:21
I ordered my groceries online,
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我在网上买食品和日用品，
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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很快，我的应用程序就知道
我每月都要购买一次尿布。
我每月都要购买一次尿布。
01:28
I booked my cinemas on my phone.
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我在手机上订电影票，
01:31
I booked planes on my phone.
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在手机上订飞机票。
01:33
And when I did the long commute back home
like most urban Indians,
like most urban Indians,
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和多数印度城里人一样，
我下班的通勤时间很长，
我下班的通勤时间很长，
01:38
and was stuck in traffic,
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当堵在路上时，
01:40
I passed the time on WhatsApp,
video-chatting my twin.
video-chatting my twin.
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我会通过在WhatsApp上和
双胞胎姐姐视频聊天来打发时光，
双胞胎姐姐视频聊天来打发时光，
01:45
I was part of an extraordinary revolution
that was happening in India.
that was happening in India.
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我也亲历了发生在印度的伟大革命。
印度的智能手机用户数量位列全球第二，
01:49
Indians are the second-largest
users of smartphones in the world.
users of smartphones in the world.
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01:54
And data prices have been
slashed so radically
slashed so radically
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数据流量价格的持续大幅下降，
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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让印度一半的城市人，
甚至还有一部分农村人
甚至还有一部分农村人
02:02
now have a smartphone
with a data connection in their hands.
with a data connection in their hands.
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用上了能上网的智能手机。
02:05
And if you know anything about India,
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如果你对印度略知一二的话，
就会知道“印度城市人口的一半”
几乎相当于整个美国的人口，
几乎相当于整个美国的人口，
02:07
you'll know that "half" means,
like, all of America or something.
like, all of America or something.
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02:10
You know, it's large numbers.
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是的，很多人。
02:12
(Laughter)
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（笑声）
02:14
And these numbers are just growing
and growing and growing.
and growing and growing.
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智能手机用户的数量还一直在上涨，
02:17
They're exploding.
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确切来说，是暴涨。
02:18
And what they're doing
is empowering Indians
is empowering Indians
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他们从各个不同方面
02:20
in all kinds of extraordinary ways.
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正赋予印度新的活力。
02:22
And yet, none of these changes
that I was seeing around me
that I was seeing around me
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然而，我看到的周围这些变化，
对我的世界，书的世界
对我的世界，书的世界
02:26
were reflected in my world,
my world of books.
my world of books.
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却没有产生任何的影响和改变。
02:30
I live in a country the size of Europe,
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我生活的国家和整个欧洲差不多大，
02:33
and it only has 50 decent bookshops.
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却仅有50家像样的书店，
02:36
And Indians just didn't seem
to want to read for fun.
to want to read for fun.
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印度人好像对读书并不感兴趣。
02:39
So if you look at all
the best-seller lists in India,
the best-seller lists in India,
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如果你看一下印度的畅销书排行，
02:41
what you'll always find
in the best-seller list
in the best-seller list
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上榜的总是一些
考试和专业技术指南类书籍。
02:44
is exam and professional guides.
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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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就好比“纽约时报”排名第一的
畅销书总是SAT考试指南一样，
畅销书总是SAT考试指南一样，
02:49
month after month.
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如此日复一日，年复一年。
02:53
And yet, the smartphone revolution
was creating readers and writers
was creating readers and writers
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然而，这场智能手机革命
却催生了一个不同类别的
却催生了一个不同类别的
02:58
of a different kind.
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读者和撰稿人。
03:00
Whether it was on Facebook or WhatsApp,
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不管在脸书上，还是WhatsApp上，
03:03
Indians were writing and sharing
and reading all kinds of things:
and reading all kinds of things:
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印度人都在创作，分享和
阅读各种各样的题材：
阅读各种各样的题材：
03:07
terrible jokes, spurious pop history,
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低俗笑话、虚假流行历史、
长篇情感告白、
03:11
long, emotional confessions,
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抨击政府的檄文。
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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我阅读和转发这些东西时，
常常暗自思忖道：
常常暗自思忖道：
03:19
"Could I get these writers
and these readers,
and these readers,
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“我能找到这些撰稿人和读者，
03:24
could I turn them into my readers?"
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把他们变成我的读者吗？”
03:27
And so I left my plush corner office
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于是，我离开自己宽敞舒适的办公室，
03:29
and my job as the publisher
of India's top publishing company,
of India's top publishing company,
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辞去了印度顶尖出版公司的发行人工作，
03:34
and I set up on my own.
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开始自己创业。
我搬到了位于德里市房租便宜的
波西米亚区的一个大房间，
波西米亚区的一个大房间，
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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建立了个小团队，
03:42
with a small team.
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在那里，我创办了一个新型出版社，
03:44
And there, I set up
a new kind of publishing house.
a new kind of publishing house.
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03:48
A new kind of publishing house
needs a new kind of reader
needs a new kind of reader
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一个需要新型读者
和新颖出版物的新型出版社。
03:51
and a new kind of book.
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所以我问自己：“新型读者想读什么呢？”
03:54
And so I asked myself,
"What would this new reader want?
"What would this new reader want?
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03:57
Would they prize urgency, relevance,
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他们会注重紧迫性、相关性、
04:00
timeliness, directness --
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及时性、直接性——
这些看似是他们想从
网上服务中获取的品质，
网上服务中获取的品质，
04:03
the very qualities they seem to want
from their online services,
from their online services,
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04:06
indeed, the qualities they seem
to want from life today?"
to want from life today?"
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是眼下生活中他们想要的品质吗？
我深知，我的读者们总是忙个不停，
04:11
I knew that my readers
were always on the go.
were always on the go.
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04:13
I'd have to fit into
their lifestyle and schedules.
their lifestyle and schedules.
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我必须去迎合他们的
生活方式和时间安排。
生活方式和时间安排。
04:16
Would they actually want to read
a 200-page book?
a 200-page book?
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他们会想阅读一本200页的书吗？
04:19
Or would they want something
a little bit more digestible?
a little bit more digestible?
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或者，他们想读一些更简单易懂的读物？
印度人具有令人难以置信的价值意识 ，
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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尤其是在网上阅读方面。
04:29
I knew I had to give them
books under a dollar.
books under a dollar.
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我知道，给他们的书必须低于 1 美元。
于是，我的公司正式成立了。
04:33
And so my company was formed,
and it was born.
and it was born.
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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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这是一个平台，我们在平台上创建了
一个为智能手机设计的故事列表，
一个为智能手机设计的故事列表，
同时，也允许业余作家将
自己创作的故事上传到平台，
自己创作的故事上传到平台，
04:43
but it also allowed amateur writers
to upload their own stories,
to upload their own stories,
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04:47
so they could be showcased
along with the very writers
along with the very writers
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这样一来，他们的作品就可以和
自己所仰慕的作家的
作品一同展示出来。
作品一同展示出来。
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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而且，我们和其它
数字平台也建立了联系。
数字平台也建立了联系。
试想一下这样的场景：
04:56
So, imagine this:
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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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设想自己是一名前台接待员，
在工作中度过了漫长的一天，
在工作中度过了漫长的一天，
你在打车软件上叫了车，
05:02
you book your cab
in your ride-hailing app,
in your ride-hailing app,
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车来了，
05:04
it shows up,
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你上了车，靠在椅背上，
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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05:08
and you put on your app.
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打开手机上的应用软件。
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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这时你会发现一组故事已经准备好了，
就像为你的旅程而定制一样。
就像为你的旅程而定制一样。
05:16
Imagine you're a gay young woman,
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设想自己是一位年轻的女同，
05:18
in a relatively conservative city
like Lucknow, which lies near Delhi.
like Lucknow, which lies near Delhi.
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住在德里附近类似勒克瑙
这样一个相对保守的城市，
这样一个相对保守的城市，
父母不可能知道你的性取向，
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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否则他们肯定会崩溃。
你是否喜欢在手机上
秘密阅读印地语写的，
秘密阅读印地语写的，
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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售价低于 1 美元的女同爱情故事？
我能否为读者匹配
05:37
And could I match readers
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他们周围实时发生的事情？
05:39
to the events that were taking place
around them in real time?
around them in real time?
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那么在著名政治家赢得重大选举后，
05:44
So we published biographies
of very famous politicians
of very famous politicians
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05:49
after they won big elections.
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我们就出版了他们的传记。
05:52
When the supreme court
decriminalized homosexuality,
decriminalized homosexuality,
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当高级法院判同性恋合法化时，
我们应用的主页就是一份LGBTQ
（同性恋、双性恋和变性人请愿书）。
（同性恋、双性恋和变性人请愿书）。
05:56
an LGBTQ collection was waiting
on our home page.
on our home page.
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当被称为印度Toni Morrisaon(美国作家)的
伟大女作家Mahasweta Devi去世时，
伟大女作家Mahasweta Devi去世时，
06:00
And when India's Toni Morrison,
the great writer Mahasweta Devi died,
the great writer Mahasweta Devi died,
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消息刚出来，我们的读者就会
同时读到她写的短篇小说。
同时读到她写的短篇小说。
06:05
our readers found a short story by her
as soon as news hit.
as soon as news hit.
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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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我们平台的主旨，就是与读者
生活的每一刻都息息相关。
生活的每一刻都息息相关。
06:15
Who are our readers?
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我们的读者是谁呢？
他们大多是30岁以下的年轻男性，
06:17
They're mostly young men
under the age of 30.
under the age of 30.
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06:20
There's someone like Salil,
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有位叫Salil的读者，
06:22
who lives in a city where
there isn't a modern bookshop.
there isn't a modern bookshop.
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他生活在一个没有一家
现代书店的城市里，
现代书店的城市里，
他几乎每天都访问我们的手机应用。
06:25
And he comes to our app almost every day.
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06:28
There's someone like Manoj,
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另一位叫Manoj,
他一般在下班乘车回家的
路上读我们推送的内容。
路上读我们推送的内容。
06:30
who mostly reads us
during the long commute back home.
during the long commute back home.
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06:34
And there's someone like Ahmed,
who loves our nonfiction
who loves our nonfiction
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还有一位叫Ahmed，他喜欢定价低、
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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一口气就能读完的非虚构类读物。
设想你是一名科技青年，
06:42
Imagine if you're like a young, techie boy
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06:45
in India's Silicon Valley
city of Bangalore.
city of Bangalore.
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在印度“硅谷”城市班加罗尔工作。
06:51
And one day, you get
an in-app notification
an in-app notification
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一天， 你收到应用里的一个通知，
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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说你最喜欢的女演员
写了一篇性感的小故事，
写了一篇性感的小故事，
06:57
and it's waiting for you.
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已经为你准备好了。
06:58
That's how we launched Juggernaut.
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我们的数字出版平台
Juggernaut就这样应运而生了。
Juggernaut就这样应运而生了。
07:00
We got a very famous ex-adult star,
called Sunny Leone.
called Sunny Leone.
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我们有一个很有名的前成人明星，
名字叫Sunny Leone。
名字叫Sunny Leone。
在印度，碰巧她的谷歌搜索量排第一。
07:05
She's India's most Googled
person, as it happens.
person, as it happens.
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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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我们请她写了一个性感的短篇故事集，
07:12
that we published every night for a week.
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连续一周，我们每晚推出一期，
07:14
And it was a sensation.
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这一举措大获成功。
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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要知道，没人相信我们
会请Sunny Leone写故事。
会请Sunny Leone写故事。
但是，她的确写了，
07:20
But she did,
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她证明大家都错了，
07:21
and she proved everyone wrong,
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07:24
and she found this immense readership.
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而且还找到了自己的巨大读者群体。
正如我们重新定义了什么是书，
以及读者会有什么样的行为一样,
以及读者会有什么样的行为一样,
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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我们正在重新思考
什么样的人可以成为撰稿人。
什么样的人可以成为撰稿人。
07:32
we're rethinking who an author is.
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在我们的业余写作平台，
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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从青少年到家庭主妇，
他们都是我们的撰稿人。
他们都是我们的撰稿人。
而且他们写的东西也五花八门。
07:40
And they're writing all kinds of things.
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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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从小到一首诗、 一篇文章，
一个短篇小说....开始写起，
一个短篇小说....开始写起，
07:48
Fifty percent of them are returning
to the app to write again.
to the app to write again.
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他们中有50%的人会再次回到
我们的应用平台，继续写作。
我们的应用平台，继续写作。
以Neeraj为例，
07:52
Take someone like Neeraj.
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他是个中年高管，有妻子、
两个孩子，和一份好工作，
两个孩子，和一份好工作，
07:54
He's a middle-aged executive,
wife, two kids, a good job.
wife, two kids, a good job.
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Neeraj热爱读书，
07:59
And Neeraj loves to read.
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但每当他读了一本自己喜欢的书，
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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内心都会充满遗憾。
08:05
He wondered to himself
if he could write, too.
if he could write, too.
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他暗自想， 自己是否也能写作。
08:08
He was convinced
he had stories in his mind.
he had stories in his mind.
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他确信自己心里有故事。
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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但现实是残酷的， 他真的做不到。
后来，他听说了我们的
数字出版平台Juggernaut，
数字出版平台Juggernaut，
08:16
And then he heard about
the Juggernaut writer's platform.
the Juggernaut writer's platform.
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而他最喜欢的是，在这里，
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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08:23
where he could stand
head and shoulders, equally,
head and shoulders, equally,
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他觉得自己可以和最钦佩的作家
08:26
with the very writers
that he most admired.
that he most admired.
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平起平坐。
08:29
And so he began to write.
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于是，他开始了创作。
08:31
And he snatched
a minute here, an hour there,
a minute here, an hour there,
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他这里挤 1 分钟，那里凑1 个小时，
在机场等候转机的间隙，或者深夜，
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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但凡他手头有一点时间，都用来写作，
08:40
And he wrote this
extraordinary story for us.
extraordinary story for us.
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最终，他为我们写了一个超级棒的故事。
08:43
He wrote a story
about a family of assassins
about a family of assassins
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这个故事是围绕一个刺客家庭展开，
这一家人都住在老德里蜿蜒的小巷里。
08:46
who lived in the winding
lanes of Old Delhi.
lanes of Old Delhi.
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08:49
We loved it, it was so fresh and original.
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我们很喜欢这个故事，
它是如此鲜活和新颖。
它是如此鲜活和新颖。
很快， Neeraj不但
有机会将故事拍成电影，
有机会将故事拍成电影，
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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08:56
but also a second contract
to write another story.
to write another story.
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还签了第二个故事的合约。
09:00
Neeraj's story is one of the most read
stories on our app.
stories on our app.
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Neeraj 的故事是我们平台上
阅读量最多的故事之一。
阅读量最多的故事之一。
我的创业旅程非常、非常短，
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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公司成立才两年，我们还有很长的路要走。
不过我们会在今年年底前，
09:12
But we already, and we will
by the end of this year,
by the end of this year,
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09:16
have about half a million stories,
many priced at under a dollar.
many priced at under a dollar.
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拥有大约 50 万个故事，
很多售价不足 1 美元。
很多售价不足 1 美元。
我们的大多数读者喜爱阅读，
09:21
Most of our readers love reading
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并且会尝试阅读那些他们
以前从未听过的作者的作品，
以前从未听过的作者的作品，
09:23
and trying out authors
they've never, ever heard of before.
they've never, ever heard of before.
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09:27
Thirty percent of our home page reads
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我们 30% 的主页阅读
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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来自于我们平台上撰稿人的作品。
凭借无处不在，
09:34
By being everywhere,
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09:36
by being accessible and relevant,
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唾手可得，和与读者生活息息相关的优势，
09:39
I hope to make reading a daily habit,
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我希望让阅读成为一种日常习惯，
09:42
as easy and effortless
as checking your email,
as checking your email,
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就像查看电子邮件一样容易和轻松，
像在网上订票
09:46
as booking a ticket online
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09:48
or ordering your groceries.
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或订购日用品一样顺手。
09:50
And as for me,
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对我而言，
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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我发现，当我进入
智能手机方寸的世界中时，
智能手机方寸的世界中时，
09:56
my own world just got very, very big.
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自己的世界就会变得无限大。
谢谢大家！
10:00
Thank you.
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（掌声）
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