Placeholder Image

字幕表 動画を再生する

  • Look all around you.

  • Whether you're in a subway, a park, an airport, a restaurant,

  • even at this conference,

  • all of you have a phone in your hands or maybe in your pockets.

  • How many of you have a book?

  • Very few, right?

  • This is the sight that used to greet me

  • every time I walked out of my office block.

  • I was surrounded by a sea of 20-something professionals

  • glued to their phones.

  • And not a single one had a book in their hands.

  • And this used to make me very, very frustrated.

  • I was a bookworm all my life.

  • Books formed the milestones of my life.

  • The first man I fell in love with was Mr. Darcy.

  • I first read "Harry Potter" when I was 21, on a summer break from college.

  • And I remember the first night I spent in a little flat I bought in my mid-20s,

  • very proudly,

  • and I spent the whole night reading "The Da Vinci Code."

  • And then I'm going to make a terrible confession:

  • even today, when I'm low, I get into bed with "War and Peace."

  • Don't laugh.

  • (Laughter)

  • But I was also like all those people I saw around me:

  • I, too, lived on my phone.

  • I ordered my groceries online,

  • and soon my app knew that I needed a monthly dose of diapers.

  • I booked my cinemas on my phone.

  • I booked planes on my phone.

  • And when I did the long commute back home like most urban Indians,

  • and was stuck in traffic,

  • I passed the time on WhatsApp, video-chatting my twin.

  • I was part of an extraordinary revolution that was happening in India.

  • Indians are the second-largest users of smartphones in the world.

  • And data prices have been slashed so radically

  • that half of urban India and even a part of rural India

  • now have a smartphone with a data connection in their hands.

  • And if you know anything about India,

  • you'll know that "half" means, like, all of America or something.

  • You know, it's large numbers.

  • (Laughter)

  • And these numbers are just growing and growing and growing.

  • They're exploding.

  • And what they're doing is empowering Indians

  • in all kinds of extraordinary ways.

  • And yet, none of these changes that I was seeing around me

  • were reflected in my world, my world of books.

  • I live in a country the size of Europe,

  • and it only has 50 decent bookshops.

  • And Indians just didn't seem to want to read for fun.

  • So if you look at all the best-seller lists in India,

  • what you'll always find in the best-seller list

  • is exam and professional guides.

  • Imagine if you found the SAT guides as the "New York Times" number one seller,

  • month after month.

  • And yet, the smartphone revolution was creating readers and writers

  • of a different kind.

  • Whether it was on Facebook or WhatsApp,

  • Indians were writing and sharing and reading all kinds of things:

  • terrible jokes, spurious pop history,

  • long, emotional confessions,

  • diatribes against the government.

  • And as I read and shared these things, I wondered to myself,

  • "Could I get these writers and these readers,

  • could I turn them into my readers?"

  • And so I left my plush corner office

  • and my job as the publisher of India's top publishing company,

  • and I set up on my own.

  • I moved into a single large room in a cheap bohemian district of Delhi,

  • with a small team.

  • And there, I set up a new kind of publishing house.

  • A new kind of publishing house needs a new kind of reader

  • and a new kind of book.

  • And so I asked myself, "What would this new reader want?

  • Would they prize urgency, relevance,

  • timeliness, directness --

  • the very qualities they seem to want from their online services,

  • indeed, the qualities they seem to want from life today?"

  • I knew that my readers were always on the go.

  • I'd have to fit into their lifestyle and schedules.

  • Would they actually want to read a 200-page book?

  • Or would they want something a little bit more digestible?

  • Indians are incredibly value-conscious,

  • especially when it comes to their online reading.

  • I knew I had to give them books under a dollar.

  • And so my company was formed, and it was born.

  • It was a platform where we created a list of stories designed for the smartphone,

  • but it also allowed amateur writers to upload their own stories,

  • so they could be showcased along with the very writers

  • they read and admired.

  • And we could also enter into other people's digital platforms.

  • So, imagine this:

  • imagine you're a receptionist, you've had a long day at work,

  • you book your cab in your ride-hailing app,

  • it shows up,

  • and you get into your car, and you lie back on your seat,

  • and you put on your app.

  • And you find a set of stories waiting for you, timed to your journey.

  • Imagine you're a gay young woman,

  • in a relatively conservative city like Lucknow, which lies near Delhi.

  • There's no way your parents know about your sexuality.

  • They'd completely freak out.

  • Would you like lesbian love stories written in Hindi, priced under a dollar,

  • to be read in the privacy of your phone?

  • And could I match readers

  • to the events that were taking place around them in real time?

  • So we published biographies of very famous politicians

  • after they won big elections.

  • When the supreme court decriminalized homosexuality,

  • an LGBTQ collection was waiting on our home page.

  • And when India's Toni Morrison, the great writer Mahasweta Devi died,

  • our readers found a short story by her as soon as news hit.

  • The idea was to be relevant to every moment of a reader's life.

  • Who are our readers?

  • They're mostly young men under the age of 30.

  • There's someone like Salil,

  • who lives in a city where there isn't a modern bookshop.

  • And he comes to our app almost every day.

  • There's someone like Manoj,

  • who mostly reads us during the long commute back home.

  • And there's someone like Ahmed, who loves our nonfiction

  • that he can read in a single sitting, and that's priced very low.

  • Imagine if you're like a young, techie boy

  • in India's Silicon Valley city of Bangalore.

  • And one day, you get an in-app notification

  • and it says that your favorite actress has written a sexy short story

  • and it's waiting for you.

  • That's how we launched Juggernaut.

  • We got a very famous ex-adult star, called Sunny Leone.

  • She's India's most Googled person, as it happens.

  • And we got her to write us a collection of sexy short stories

  • that we published every night for a week.

  • And it was a sensation.

  • I mean, no one could believe that we'd asked Sunny Leone to write.

  • But she did,

  • and she proved everyone wrong,

  • and she found this immense readership.

  • And just as we've redefined what a book is and how a reader behaves,

  • we're rethinking who an author is.

  • In our amateur writing platform,

  • we have writers that range from teenagers to housewives.

  • And they're writing all kinds of things.

  • It starts as small as a poem, an essay, a single short story ...

  • Fifty percent of them are returning to the app to write again.

  • Take someone like Neeraj.

  • He's a middle-aged executive, wife, two kids, a good job.

  • And Neeraj loves to read.

  • But every time Neeraj read a book that he loved,

  • he was also filled with regret.

  • He wondered to himself if he could write, too.

  • He was convinced he had stories in his mind.

  • But time and real life had happened, and he couldn't really manage it.

  • And then he heard about the Juggernaut writer's platform.

  • And what he loved about it was that he felt this was a place

  • where he could stand head and shoulders, equally,

  • with the very writers that he most admired.

  • And so he began to write.

  • And he snatched a minute here, an hour there,

  • in between flights in airports,

  • late at night, when he had a little bit of time on his hands.

  • And he wrote this extraordinary story for us.

  • He wrote a story about a family of assassins

  • who lived in the winding lanes of Old Delhi.

  • We loved it, it was so fresh and original.

  • And before Neeraj knew it, he'd not only scored a film deal

  • but also a second contract to write another story.

  • Neeraj's story is one of the most read stories on our app.

  • My journey is very, very young.

  • We're a two-year-old company, and we have a long way to go.

  • But we already, and we will by the end of this year,

  • have about half a million stories, many priced at under a dollar.

  • Most of our readers love reading

  • and trying out authors they've never, ever heard of before.

  • Thirty percent of our home page reads

  • comes out of the writing that comes from our writer's platform.

  • By being everywhere,

  • by being accessible and relevant,

  • I hope to make reading a daily habit,

  • as easy and effortless as checking your email,

  • as booking a ticket online

  • or ordering your groceries.

  • And as for me,

  • I've discovered that as I entered the six-inch world of the smartphone,

  • my own world just got very, very big.

  • Thank you.

  • (Applause)

Look all around you.

字幕と単語

動画の操作 ここで「動画」の調整と「字幕」の表示を設定することができます

B1 中級

TED】Chiki Sarkar: How India's smartphone revolution is creating the new generation of readers and writers (How India's smartphone revolution is creating the new generation of readers and writers | Chiki Sarkar) (【TED】Chiki Sarkar: How India's smartphone r

  • 161 5
    林宜悉 に公開 2021 年 01 月 14 日
動画の中の単語