HBO faces fresh competition after Emmy success （731words）

By Matthew Garrahan in New York

HBO swept the two most coveted Emmy awards on Sunday with Game of Thrones and Veep, continuing the Time Warner-owned network's 16-year run as television's creative powerhouse.

In total, HBO won 22 Emmys from 94 nominations at this year's awards, more than any other network.

But it faced stiff competition from rivals, namely 21st Century Fox's FX channel, which landed multiple wins for its The People Vs OJ Simpson mini-series, and Netflix and Amazon's digital streaming services.

The question facing HBO is whether it can continue to prosper in an increasingly digital world characterised by on-demand viewing and the emergence of two global competitors in Netflix and Amazon, which are spending billions of dollars a year on original programming.

HBO clearly thinks it can. Last year it launched HBO Now, its own over the top subscription service. It has since struck several big programming deals to broaden its range of content.

The deals underline how HBO is evolving, analysts say. The network used to be known primarily for its edgy dramas such as The Sopranos, which did not shy away from violence, profanity or sexual content.

It continues to produce such shows, garnering great critical acclaim for its recent crime thriller The Night Of, but has added other content to the mix, bringing characters such as Elmo, Cookie Monster and Big Bird to the network via a five-year deal with the non-profit Sesame Workshop to produce new episodes of Sesame Street.

HBO has also broadened its current affairs and comedy portfolio, snapping up Jon Stewart, the former host of Comedy Central's The Daily Show to make “short form” content for HBO Now. This month, HBO will also begin airing a nightly news show produced by Vice, the youth-focused media group.

“They are evolving their model,” says Rich Greenfield, analyst with BTIG Research. “They're not just creating content but buying it from Sesame Street and Vice so they can broaden out their programming in a direct to consumer world.”

Digital subscription services are easier to cancel than cable subscriptions, he adds, which means that HBO has to ensure that its digital platform has something for everyone. “That's why they're doing kids' programming and news.”

In this respect, HBO's digital approach is not dissimilar to Netflix, which has stocked its service with documentaries, kids shows and original series. However, the Time Warner-owned channel has several advantages, notably the rights to first run theatrical movies from some of Hollywood's biggest studios, including Warner Brothers and Universal Studios. These movies make up the bulk of viewing on the channel.

HBO also has no wish to sever ties with cable and satellite companies in the US and elsewhere that pay handsomely to carry its channel, and which has made it much more profitable than its digital rivals.

In the UK, for example, HBO programming is available on Sky via the Sky Atlantic channel. HBO has about 49m subscribers in the US and 131m globally; Netflix, by contrast, has 83m.

Still, the emergence of Netflix, Amazon and services such as Hulu, which is part owned by Walt Disney, 21st Century Fox and Comcast, has made original programming more expensive.

The new digital services are willing to write big cheques for the best projects and exclusive rights, as are cable channels, which have begun to use original programming to define themselves in an era of cord-cutting and fragmenting audiences.

This was borne out at the Emmys when Rami Malek won the best actor award for his role in Mr Robot, which airs on NBC Universal's USA Network — a channel which had not previously been known as a home of top quality drama.

The array of new buyers has put pressure on HBO and increased prices. The network remains the home of the best dramas and, thanks to its Emmy wins for Veep and John Oliver's Last Week Tonight, a force in comedy, too.

But with its biggest hit Game of Thrones only having two more seasons to go before coming to an end, HBO must ensure it has a full pipeline of top original content.

“HBO has always been known for being artist friendly and for being a place that can be a home for top talent,” says Christopher Vollmer, global entertainment and media advisory leader for Strategy&, which is part PwC. “I'm sure that will continue. But its rivals aren't putting any constraints on talent either.”

请根据你所读到的文章内容，完成以下自测题目：

1．How many Emmys did HBO win at this year's awards?

A．16

B．22

C．94

D．126

答案

2．What kind of contents spend billions of dollars a year for Netflix and Amazon?

A．micro film

B．original programming

C．current affairs

D．comedy portfolio

答案

3．Which one is not mentioned as HBO's efforts to survive the competition?

A．broadened its advertising partners

B．broadened its range of content

C．broadened its current affairs

D．broadened its comedy portfolio

答案

4．What is the reason of HBO doing kids' programming and news?

A．it is easier to make money

B．these contents make up the bulk of viewing

C．ensure that its digital platform has something for everyone

D．ensure HBO programming is available on Sky

答案