How Netflix changed entertainment -- and where it's headed | Reed Hastings

Translator: Universitat Lleida Reviewer: Júlia Ramírez

Chris Anderson: I have been long so fascinated and amazed

Chris Anderson: Estic fascinat i sorprès des de fa molt temps

by so many aspects of Netflix.

per molts aspectes de Netflix.

You're full of surprises, if I may say so.

Esteu plens de sorpreses, si em permet dir-ho.

One of those surprises happened, I think about six years ago.

Una d’aquestes sorpreses va passar crec que fa sis anys.

So, the company back then was doing really well,

En aquells temps l’empresa anava bastant bé,

but you were basically a streaming service

però era un servei de reproducció en línia

for other people's films and TV content.

de pel·lícules de tercers i continguts de televisió.

You'd persuaded Wall Street that you were right

Havíeu convençut Wall Street que teníeu raó

to make the kind of radical shift away from just sending people DVDs,

de canviar radicalment i deixar d'enviar DVD a la gent,

so you were doing it by streaming.

i ho feieu a través d’Internet.

And you were growing like a weed --

Estàveu creixent com la mala herba,

you had more than six million subscribers and healthy growth rates,

més de sis milions de subscriptors i taxes de creixement positives,

and yet, you chose that moment

i no obstant això, vàreu escollir aquell moment

to kind of make a giant -- really, a bet-the-company decision.

per fer una gran aposta per al futur de l’empresa.

What was that decision, and what motivated it?

Quina va ser aquella decisió i què va motivar-la?

Reed Hastings: Well, cable networks from all time

Reed Hastings: Bé, les cadenes per cable sempre

have started on other people's content

han començat amb contingut de tercers

and then grown into doing their own originals.

i després han passat a fer produccions originals.

So we knew of the general idea for quite a while.

Ja sabíem quina era la idea general des de feia temps.

And we had actually tried to get into original content back in 2005,

I vam intentar introduir contingut propi l’any 2005,

when we were on DVD only and buying films at Sundance --

quan treballàvem amb DVD i compràvem pel·lícules a Sundance.

Maggie Gyllenhaal, "Sherrybaby," we published on DVD --

"Sherrybaby", de Maggie Gyllenhaal, es va publicar en DVD,

we were a mini studio.

érem una petita productora.

And it didn't work out, because we were subscale.

I no va funcionar, perquè estàvem a una escala inferior.

And then, as you said, in 2011,

I després, com has dit, l’any 2011,

Ted Sarandos, my partner at Netflix who runs content,

Ted Sarandos, el meu company a Netflix que administra els continguts,

got very excited about "House of Cards."

es va entusiasmar amb “House of Cards”.

And at that time, it was 100 million dollars,

I en aquells temps, eren 100 milions de dòlars,

it was a fantastic investment,

era una inversió fantàstica

and it was in competition with HBO.

i competia amb HBO.

And that was really the breakthrough, that he picked right upfront.

I això va ser realment el gran avenç que va decidir assumir.

CA: But that was a significant percentage of the revenue of the company

CA: Però allò era un percentatge important dels ingressos de la companyia

at that time.

en aquella època.

But how could you get confident that that was actually worth doing?

Com podíeu confiar en què valdria la pena?

If you got that wrong,

Si no hagués funcionat,

it might have been really devastating for the company.

hauria estat colpidor per a l’empresa.

RH: Yeah, we weren't confident. I mean, that's the whole tension of it.

RH: Bé, no estàvem segurs. Aquesta és la qüestió.

We were like, "Holy ...!" -- I can't say that.

Pensàvem “Santa...!” – no puc dir-ho això.

Yeah, it was scary.

Sí, teníem por.

(Laughter)

(Riures)

CA: And with that, it wasn't just producing new content.

CA: I amb aquest canvi, no tan sols calia produir nous continguts.

You also, pretty much with that, if I understand right,

També, en relació amb això, i si ho he entès bé,

introduced this idea of binge-viewing.

vau introduir la idea de les maratons.

It wasn't, "We're going to do these episodes and build excitement" --

No era qüestió de fer capítols per crear expectació.

boom! -- all at one time.

Sinó que, pam!, tot a la vegada.

And that consumer mode hadn't really been tested.

I aquest model de consum no s’havia provat abans.

Why did you risk that?

Per què vau arriscar-vos?

RH: Well, you know, we had grown up shipping DVDs.

RH: Bé, com ja saps, vam créixer enviant DVD.

And then there were series, box sets, on DVD.

I hi havia sèries que estaven senceres en DVD.

And all of us had that experience watching some of the great HBO content

I tothom ha viscut l’experiència de veure grans produccions de HBO

you know, with the DVD -- next episode, next episode.

en DVD, un capítol rere l'altre.

And so that was the trigger to make us think,

Això va ser el que ens va fer pensar

wow, you know, with episodic content, especially serialized,

que amb contingut per episodis, especialment sèries,

it's so powerful to have all the episodes at once.

seria genial tenir tots els capítols junts.

And it's something that linear TV can't do.

I això la televisió no ho pot fer.

And so both of those made it really positive.

Per tant, aquests dos aspectes units semblaven molt positius.

CA: And so, did it work out on the math pretty much straight away,

CA: I amb això, fent càlculs, us vau adonar

that an hour spent watching "House of Cards," say,

que si algú passava una hora mirant “House of Cards”

was more profitable to you

us era molt més rentable

than an hour spent watching someone else's licensed content?

que si mirava una hora de contingut de tercers?

RH: You know, because we're subscription, we don't have to track it at that level.

RH: Funcionem per subscripció, no cal un seguiment a aquest nivell.

And so it's really about making the brand stronger,

I realment, el que interessa és enfortir la marca,

so that more people want to join.

perquè més gent s’hi vulgui unir.

And "House of Cards" absolutely did that,

“House of Cards” va fer exactament això,

because then many people would talk about it

perquè molta gent va parlar sobre la sèrie

and associate that brand with us,

i va associar-la amb la nostra marca.

whereas "Mad Men" we carried -- great show, AMC show --

“Mad Men”, una gran producció d’AMC que vam retransmetre,

but they didn't associate it with Netflix,

no va ser associada a Netflix

even if they watched it on Netflix.

encara que era on la gent la mirava.

CA: And so you added all these other remarkable series,

CA: I aquí van sumar-s’hi moltes altres sèries de gran èxit com

"Narcos," "Jessica Jones," "Orange is the New Black," "The Crown,"

"Narcos", "Jessica Jones", "Orange is the New Black", "The Crown",

"Black Mirror" -- personal favorite --

"Black Mirror", la meva preferida,

"Stranger Things" and so on.

"Stranger Things" i més.

And so, this coming year,

I aquest pròxim any,

the level of investment you're planning to make in new content

la inversió per crear nous continguts

is not 100 million.

no seran 100 milions de dòlars.

It's what?

De quant serà?

RH: It's about eight billion dollars around the world.

RH: D’uns 8.000 milions de dòlars per tot el món.

And it's not enough.

I no és suficient.

There are so many great shows on other networks.

Hi ha molts programes genials a altres canals.

And so we have a long way to go.

Encara tenim molt camí per recórrer.

CA: But eight billion --

CA: Però 8.000 milions...

that's pretty much higher than any other content commissioner at this point?

no és molt més del que inverteix qualsevol altre competidor?

RH: No, Disney is in that realm,

RH: No, Disney està en aquest marge,

and if they're able to acquire Fox, they're even bigger.

i si poden adquirir Fox, encara seran més grans.

And then, really, that's spread globally,

I després, es reparteixen arreu del món,

so it's not as much as it sounds.

i no és tant com sembla.

(Laughter)

(Riures)

CA: But clearly, from the Barry Dillers and others in the media business,

CA: Però segons Barry Dillers i altres del negoci mediàtic,

it feels like from nowhere,

aquesta empresa ha aparegut del no-res

this company has come and has really revolutionized the business.

i ha revolucionat el sistema.

It's like, as if Blockbuster one day said,

És com si un dia Blockbuster digués:

"We're going to make Blockbuster videos,"

“Farem vídeos amb la marca Blockbuster”,

and then, six years later, was as big as Disney.

i després, sis anys més tard, fossin un gegant com Disney.

I mean, that story would never have happened, and yet it did.

Vull dir, aquesta història semblava que mai havia de passar i ha passat.

RH: That's the bitch about the internet -- it moves fast, you know?

RH: Aquesta és la putada d’Internet, avança ràpidament, saps?

Everything around us moves really quick.

Tot al nostre voltant es mou molt de pressa.

CA: I mean, there must be something unusual about Netflix's culture

CA: Vull dir, hi ha d’haver quelcom inusual de la cultura de Netflix

that allowed you to take such bold -- I won't say "reckless" --

que us ha permès prendre decisions tan atrevides, no diré temeràries,

bold, well thought-through decisions.

decisions meditades.

RH: Yeah, absolutely.

RH: Sí, absolutament.

We did have one advantage, which is we were born on DVD,

Teníem un avantatge, que és que vàrem nàixer en DVD

and we knew that that was going to be temporary.

i sabíem que allò seria una cosa temporal.

No one thought we'd be mailing discs for 100 years.

Ningú pensava que enviaríem discs durant 100 anys.

So then you have a lot of paranoia about what's coming next,

Llavors t’entra la paranoia sobre el que vindrà després,

and that's part of the founding ethos,

i part de la filosofia fundacional,

is really worrying about what's coming next.

és preocupar-se de què vindrà a continuació.

So that's an advantage.

És un avantatge.

And then in terms of the culture,

I en termes de cultura,

it's very big on freedom and responsibility.

hi ha una gran llibertat i responsabilitat.

I pride myself on making as few decisions as possible in a quarter.

M'enorgulleixo de prendre el mínim de decisions en un trimestre.

And we're getting better and better at that.

I cada vegada som millors en aquest aspecte.

There are some times I can go a whole quarter

De vegades, hi ha trimestres

without making any decisions.

que no prenc cap decisió.

(Laughter)

(Riures)

(Applause)

(Aplaudiments)

CA: But there are some really surprising things about your people.

CA: Però hi ha coses realment sorprenents sobre la teva gent.

For example, I looked at one survey.

Per exemple, he llegit una enquesta

It looks like Netflix employees, compared to your peers',

en què els treballadors de Netflix, en comparació a la competència,

are basically the highest paid for equivalent jobs.

són els més ben pagats en feines equivalents.

And the least likely to want to leave.

I és menys probable que vulguin marxar.

And if you Google the Netflix culture deck,

Si mireu a Google la presentació sobre la cultura de Netflix,

you see this list of quite surprising admonitions to your employees.

veureu una llista d’advertències prou sorprenents als seus treballadors.

Talk about a few of them.

Explica'm-ho una mica.

RH: Well, you know, my first company -- we were very process obsessed.

RH: Bé, a la meva primera empresa estàvem molt obsessionats amb el procés.

This was in the 1990s.

Això va ser a la dècada dels 90.

And every time someone made a mistake,

I cada vegada que algú cometia un error,

we tried to put a process in place

vam intentar establir un procés

to make sure that mistake didn't happen again --

per assegurar-nos que aquell error no es repetís,

so, very semiconductor-yield orientation.

per tant, una orientació semiconduïda.

And the problem is, we were trying to dummy-proof the system.

I el problema és que estàvem intentant fer-lo a prova de ximples.

And then, eventually, only dummies wanted to work there.

Al final, només els ximples hi volien treballar.

Then, of course, the market shifted -- in that case, it was C++ to Java.

Llavors, òbviament, el mercat va canviar, va passar de C++ a Java.

But you know, there's always some shift.

Però sempre hi ha algun canvi.

And the company was unable to adapt,

I la companyia no era capaç d’adaptar-se,

and it got acquired by our largest competitor.

va ser adquirida pel nostre competidor més gran.

And so with Netflix, I was super focused on how to run with no process

Amb Netflix, vaig insistir moltíssim en no treballar amb processos,

but not have chaos.

sense arribar al caos.

And so then we've developed all these mechanisms,

Per fer-ho, vam desenvolupar molts mecanismes:

super high-talented people, alignment,

persones amb grans talents, posicionament,

talking openly, sharing information --

parlar obertament, compartir informació,

internally, people are stunned at how much information --

la gent se sorprèn de la gran quantitat d’informació,

all the core strategies, etc.

totes les estratègies centrals, etc.

We're like the "anti-Apple" -- you know how they compartmentalize?

Som com els “anti-Apple”, on compartimenten.

We do the opposite, which is: everybody gets all the information.

Fem tot el contrari: tothom té accés a tota la informació.

So what we're trying to do is build a sense of responsibility in people

El que estem intentant fer és crear un sentit de responsabilitat

and the ability to do things.

i que puguin escollir què fer.

I find out about big decisions now that are made all the time,

Ara descobreixo grans decisions que es fan contínuament

I've never even heard about it, which is great.

i que mai havia sentit, cosa que és genial.

And mostly, they go well.

I generalment, van bé.

CA: So you just wake up and read them on the internet.

CA: I tu et despertes i les llegeixes a Internet.

RH: Sometimes.

RH: De vegades.

CA: "Oh, we just entered China!"

CA: "Vaja! Hem arribat a la Xina!"

RH: Yeah, well that would be a big one.

RH: Bé, aquesta seria una gran decisió.

CA: But you allow employees to set their own vacation time, and ...

CA: Però permeteu als vostres treballadors que escullin les vacances.

There's just --

És...

RH: Sure, that's a big symbolic one, vacation,

RH: Clar, les vacances són simbòliques,

because most people, in practice, do that, anyway.

perquè molta gent, a la pràctica, en fan.

But yeah, there's a whole lot of that freedom.

Però sí, hi ha molta llibertat.

CA: And courage, you ask for as a fundamental value.

CA: I creus que el coratge és un valor fonamental.

RH: Yeah, we want people to speak the truth.

RH: Sí, volem que la gent digui la veritat.

And we say, "To disagree silently is disloyal."

I sovint diem que discrepar en silenci és deslleial.

It's not OK to let some decision go through without saying your piece,

No està bé que es prengui una decisió sense donar l'opinió

and typically, writing it down.

i que ni estigui escrita.

And so we're very focused on trying to get to good decisions

Estem molt enfocats en intentar prendre bones decisions

through the debate that always happens.

mitjançant un debat habitual.

And we try not to make it intense, like yelling at each other --

I intentem no fer-ho gaire intens, sense crits.

nothing like that.

Res d’això.

You know, it's really curiosity drawing people out.

És la curiositat la que fa parlar a la gent.

CA: You've got this other secret weapon at Netflix, it seems,

CA: Sembla que teniu aquesta altra arma secreta amb Netflix

which is this vast trove of data,

que consisteix en un cúmul de dades,

a word we've heard a certain amount about this week.

un tema del qual ja hem sentit a parlar aquesta setmana.

You've often taken really surprising stances

Normalment has pres posicions sorprenents

towards building smart algorithms at Netflix.

quant als d’algoritmes intel·ligents a Netflix.

Back in the day, you opened up your algorithm to the world

Abans, treies a la llum el teu algoritme

and said, "Hey, can anyone do better than this recommendation we've got?

i deies: “Algú pot millorar aquestes recomanacions que tenim?

If so, we'll pay you a million dollars."

Si pots, et paguem un milió de dòlars”.

You paid someone a million dollars,

I has pagat un milió de dòlars

because it was like 10 percent better than yours.

perquè fos només un 10% més efectiu.

RH: That's right.

RH: Exacte.

CA: Was that a good decision? Would you do that again?

CA: Va ser una bona decisió? Ho faries un altre cop?

RH: Yeah, it was super exciting at the time; this was about 2007.

RH: Sí, va ser fascinant en aquell temps, per allà el 2007.

But you know, we haven't done it again.

Però no ho hem tornat a fer.

So clearly, it's a very specialized tool.

És una eina molt especialitzada.

And so think of that as a lucky break of good timing,

Pensa-ho com un cop de sort en el moment oportú

rather than a general framework.

i no en un marc general.

So what we've done is invest a lot on the algorithms,

Hem invertit molt en els algoritmes

so that we feature the right content to the right people

per poder portar el contingut adequat a les persones,

and try to make it fun and easy to explore.

però que sigui fàcil i divertit a l’hora d’explorar.

CA: And you made this, what seems like a really interesting shift,

CA: Fa uns anys vas fer el que sembla

a few years ago.

un gir interessant.

You used to ask people, "Here are 10 movies. What do you think?

Preguntaves “Aquí tens 10 pel·lícules. Què en penses?

Which ones of these are your best movies?"

Quines són les millors?”

And then tried to match those movies with recommendations for what was coming.

I intentaves relacionar les pel·lícules amb les recomanacions.

And then you changed away from that.

Llavors vas canviar el sistema.

Talk about that.

Podries parlar sobre això?

RH: Sure.

RH: Clar.

Everyone would rate "Schindler's List" five stars,

Tothom donaria 5 estrelles a la "Llista de Schindler"

and then they'd rate Adam Sandler, "The Do-Over" three stars.

i 3 a la pel·lícula d’Adam Sandler, "The Do-Over".

But, in fact, when you looked at what they watched,

Però, de fet, si et fixes en el que es mira més

it was almost always Adam Sandler.

és quasi sempre l’Adam Sandler.

And so what happens is, when we rate and we're metacognitive about quality,

Així que el que passa és que quan valorem i som metacognitius sobre la qualitat

that's sort of our aspirational self.

som el nostre “jo” amb aspiració.

And it works out much better to please people

I funciona molt millor complaure a les persones

to look at the actual choices that they make,

segons les seves eleccions

their revealed preferences by how much they enjoy simple pleasures.

i preferències sobre simples plaers.

CA: OK, I want to talk for a couple of minutes about this,

CA: Voldria parlar sobre això durant un parell de minuts,

because this strikes me as a huge deal, not just for Netflix,

perquè em sorprèn com tema general, no només amb Netflix,

for the internet as a whole.

també per Internet.

The difference between aspirational values

La diferència entre els valors als quals s’aspiren

and revealed values.

i valors aconseguits.

You, brilliantly, didn't pay too much attention to what people said,

Tu, de forma brillant, no vas parar gaire atenció al que la gent deia,

you watched what they did, and then found the stuff that,

sinó que et fixaves en el que miraven i després trobaves coses com

"Oh my God, I never knew I would like a show about making horrible recipes,

“Mai hagués imaginat que m’agradaria un programa de receptes horribles

called 'Nailed It!'"

anomenat “Nailed it!””

RH: Called "Nailed It!" Right.

RH: “Nailed it!”, és veritat.

CA: It's hilarious. I would never have even thought of that.

CA: És molt graciós. Mai se m’hauria ocorregut.

But aren't there risks with this,

Però això no comporta riscs,

if this go-only-with-revealed-values approach is taken too far?

seguir l'estratègia de tenir en compte els valors revelats fins a l’extrem?

RH: Well, we get a lot of joy from making people happy,

RH: Gaudim molt de fer a la gent feliç.

Sometimes you just want to relax and watch a show like "Nailed It!"

A vegades només vols relaxar-te i mirar un programa com “Nailed it!”.

And it's fun, and it's not stressful.

I és divertit, no comporta estrès.

Other times, people want to watch very intensive film.

Altres cops la gent prefereix veure una pel·lícula més intensa.

"Mudbound" was Oscar-nominated,

"Mudbound” va ser nominada als Oscars.

it's a great, very intensive film.

És molt bona i molt intensa.

And you know, we've had over 20 million hours of viewing on "Mudbound,"

Hem tingut més de 20 milions d’hores en reproduccions de la pel·lícula,

which is dramatically bigger than it would have been in the theaters

que són moltes més de les que hauria tingut als cinemes

or any other distribution.

o altres formes de distribució.

And so, we have some candy, too, but we have lots of broccoli.

I seguint aquest fil, tenim tants caramels com bròquil.

And you know, if you have the good mix, you get to a healthy diet.

Si ho saps combinar, pots aconseguir una dieta sana.

CA: But -- yes, indeed.

CA: Però... Sí, és clar.

But isn't it the case that algorithms tend to point you away from the broccoli

Però els algoritmes tendeixen a apuntar menys cap als bròquils

and towards the candy,

i més cap als caramels,

if you're not careful?

si no prens cura?

We just had a talk about how, on YouTube, somehow algorithms

Acabem de parlar sobre com, a Youtube, els algoritmes,

tend to, just by actually being smarter,

sent més intel·ligents, tendeixen

tend to drive people towards more radical or specific content.

a portar els usuaris cap a un contingut més radical o específic.

It'd be easy to imagine that Netflix algorithms,

Seria fàcil imaginar com, amb els algoritmes de Netflix,

just going on revealed values, would gradually --

en valors revelats farien que gradualment...

RH: Right, get too base --

RH: Toquéssim fons.

CA: We'd all be watching violent pornography or something.

CA: Tots acabaríem mirant pornografia violenta o quelcom similar.

Or some people would, you know.

O alguna gent ho acabaria fent.

But, how --

Però...

(Laughter)

(Riures)

Not me!

Jo no!

I'm the child of a missionary, I don't even think about these things.

Sóc fill de missioner, mai penso en aquestes coses.

But --

Però...

(Laughter)

(Riures)

But I mean, it's possible, right?

Però, vull dir, és possible, no?

RH: In practice, you're right that you can't just rely on algorithms.

RH: A la pràctica, tens raó en què no es pot confiar en algoritmes.

It's a mix of judgment and what we carry,

És una mescla de judici i del que fem,

and we're a curated service

proveïm un servei curat

versus a platform like Facebook and YouTube,

no com Facebook o YouTube,

so we have an easier set of issues,

així que els temes són més senzills:

which is: What are these great films and series that we acquire?

Quines són les pel·lícules i sèries que adquirim?

But then within that, the algorithm is a tool.

Llavors l’algoritme es converteix en una eina.

CA: But how -- John Doerr just talked about measuring what matters.

CA: John Doerr acaba de parlar sobre el que importa.

As a business, what matters, I presume,

En els negocis, el que crec que importa

is fundamentally just growing subscribers.

és fonamentalment augmentar els subscriptors.

I mean, that's your unique advantage.

Vull dir que aquest és l'únic avantatge.

Are subscribers grown only by the more time they spend watching Netflix,

Els subscriptors solen augmentar quan més temps passen mirant Netflix,

that is what will make them re-subscribe?

això farà que es tornin a subscriure?

Or is it even more about having shows

O és més qüestió de tenir programes

that might not have been so much time

que potser no s'han mirat tant

as watching the whole season of "Nailed It!" or whatever?

com tota la temporada de "Nailed It!", per exemple?

But just get into them more; they just think,

Però la gent s'hi enganxa més, només pensen:

"That was nourishing, that was extraordinary,

"Ha estat enriquidor, extraordinari,

I'm so glad I watched that with my family."

estic tan content de veure-ho amb la família".

Isn't there a version of the business model

No hi ha una versió del model de negoci

that would be less content but more awesome content,

que tingui menys contingut però més impressionant,

possibly even more uplifting content?

possiblement un contingut encara més inspirador?

RH: And people choose that uplifting content.

RH: La gent escull el contingut inspirador.

I think you're right, which is, when people talk about Netflix,

Crec que tens raó, quan la gent parla de Netflix,

they talk about the shows that move them:

parlen dels programes que els captiven:

"13 Reasons Why" or "The Crown."

"13 Reasons Why" o "The Crown".

And that is way disproportionate and positive impact,

I això és un impacte molt desproporcionat i positiu,

even for the subscriber growth that you talked about

també per al creixement de subscriptors que has dit,

is those couple big, memorable shows.

d’aquells programes memorables.

But what we want to do is offer a variety.

Però el que volem és oferir varietat.

You don't want to watch the same thing every night, as much as you like it;

No es vol veure el mateix cada nit, per molt que t'agradi;

you want to try different things.

vols provar coses diferents.

And what we haven't seen is this, say,

I el que no hem vist és, per exemple,

race to the bottom of your violent pornography kind of examples.

aquesta corrent cap als exemples tipus la pornografia violenta.

Instead, we've seen great viewing across a whole range --

En lloc d'això, hem vist molta visualització amb molt abast:

"Black Mirror" -- we're filming season five now.

"Black Mirror", estem filmant la cinquena temporada ara.

And that was a struggling show when it was only in the BBC.

I aquesta va ser una sèrie de poc èxit quan estava a la BBC.

And with the distribution of on-demand,

I amb la distribució sota demanda,

you can make these much bigger shows.

es poden fer sèries molt més grans.

CA: You're telling me humans can get addicted

CA: Vols dir que els humans poden ser addictes

by their angels as well as their demons.

tant pels seus àngels com pels seus dimonis.

RH: Yeah, and again, we try not to think about it in addiction terms,

RH: Sí, però intentem no parlar-ne en termes d'addicció.

we think about it as, you know:

En parlem en termes de:

What are you going to do with your time and when you want to relax?

Què faràs en el teu temps o quan et vulguis relaxar?

You can watch linear TV, you can do video games, you can do YouTube,

Pots mirar la televisió, jugar a videojocs, mirar YouTube

or you can watch Netflix.

o pots mirar Netflix.

And if we're as great as we can be, and we have a variety of moods,

I si ho fem el millor possible, i podem aconseguir molts estats d'ànim,

then more often, people will choose us.

més sovint la gent ens escollirà.

CA: But you have people in the organization

CA: Però teniu persones de l'organització

who are looking regularly at the actual impacts

que busquen regularment els impactes reals

of these brilliant algorithms that you've created.

d'aquests algoritmes brillants que heu creat.

Just for reality check, just,

Per comprovar si ho feu bé.

"Are we sure that this is the direction we want to go?"

"Estem segurs que aquesta és la direcció que volem?".

RH: You know, I think we learn.

RH: Crec que n'aprenem.

And you have to be humble and sort of say, "Look, there's no perfect tool."

I s’ha de ser humil i dir: "No hi ha cap eina perfecta".

The algorithm’s one part, the way we commission the content,

L’algoritme és una de les parts, la forma en què encarreguem el contingut,

our relationships with societies.

les nostres relacions amb les societats.

So there's a lot of ways that we have to look at it.

Ho hem de mirar des de molts punts de vista.

So if you get too stuck in "Let's just increase viewing"

Per tant, si només ens centrem en augmentar la visualització

or "Just increase subscribers,"

o en augmentar els subscriptors,

you're unlikely to be able to grow and be the great company you want to be.

probablement no podríem créixer i ser la gran empresa que volem ser.

So think of it as this multiple measures of success.

Així que es pot pensar que son múltiples mesures d'èxit.

CA: So, speaking of algorithms that have raised questions:

CA: Per tant, parlant d'algoritmes que han donat lloc a preguntes:

You were on the board of Facebook,

estaves a la junta de Facebook,

and I think Mark Zuckerberg -- you've done some mentoring for him.

i crec que Mark Zuckerberg... heu fet alguna assessoria amb ell.

What should we know about Mark Zuckerberg that people don't know?

Què saps d’en Mark Zuckerberg que la gent no sap?

RH: Well, many of you know him or have seen him.

RH: Molts el coneixeu o l’heu vist.

I mean, he's a fantastic human being.

És una persona extraordinària.

Really first-class.

De les millors persones.

And social -- these platforms, whether that's YouTube or Facebook,

I social: aquestes plataformes, ja sigui YouTube o Facebook,

are clearly trying to grow up quickly.

estan clarament intentant créixer ràpidament.

And we see that with all new technologies.

I veiem que ho fan amb les noves tecnologies.

I mean, yesterday we were talking about printed DNA,

Ahir parlàvem de l'ADN imprès,

and it's like: could be fantastic or could be horrific.

i podria ser fantàstic o horrible.

And you know, all new technologies --

Ja ho sabeu, totes les noves tecnologies...

when television was first popular in the 1960s in the US,

quan la televisió va ser popular als anys seixanta als EUA,

it was called a "vast wasteland,"

va ser anomenada un "vast desert",

and that television was going to rot the minds of everybody.

i deien que podriria la ment de tothom.

It turns out everybody's minds were fine.

Resulta que la ment de tothom està bé.

And there were some adjustments,

Hi va haver alguns ajustaments,

but think of it as -- or, I think of it as --

però penseu que, o, jo considero que...

all new technologies have pros and cons.

Les tecnologies tenen avantatges i inconvenients.

And in social, we're just figuring that out.

I en termes socials, estem descobrint-ho.

CA: How much of a priority is it for the board of Facebook

CA: Quina prioritat té la junta de Facebook

to really address some of the issues?

per abordar alguns d’aquests problemes?

Or is the belief that, actually,

O és la creença que l'empresa

the company has been completely unfairly criticized?

ha estat criticada injustament?

RH: Oh, it's not completely unfairly.

RH: No és completament injust.

And Mark's leading the charge on fixing Facebook.

I en Mark s'està encarregant d'arreglar Facebook.

And he's very passionate about that.

I és molt apassionat per a aquestes coses.

CA: Reed, I want to look at another passion of yours.

CA: Reed, et vull preguntar per una altra passió teva.

I mean, you've done incredibly well with Netflix, you're a billionaire,

Ho has fet increïblement bé amb Netflix, ets multimilionari,

and you spend a lot of time and indeed, money, on education.

i inverteixes molt de temps i, de fet, diners, en educació.

RH: Yep.

RH: Sí.

CA: Why is this a passion, and what are you doing about it?

CA: Per què és una passió i què n'estàs fent al respecte?

RH: Sure. Right out of college, I was a high school math teacher.

RH: Després de la uni, era professor de matemàtiques de secundària.

So when I later went into business and became a philanthropist,

Quan vaig entrar en el món dels negocis, em vaig convertir en filàntrop.

I think I gravitated towards education

Crec que he gravitat cap a l'educació

and trying to make a difference there.

i he intentat marcar-hi una diferència.

And the main thing I noticed is, you know,

I del que més m'he adonat és que

educators want to work with other great educators

els educadors volen treballar amb grans educadors

and to create many unique environments for kids.

i crear molts entorns únics per als nens.

And we need a lot more variety in the system

I necessitem molta més varietat en el sistema,

than we have,

i també tenim

and a lot more educator-centric organizations.

moltes més organitzacions centrades en l'educació.

And so the tricky thing is, right now in the US,

I el que és difícil és que ara mateix als Estats Units

most schools are run by a local school board.

la majoria de les escoles estan dirigides per una junta escolar local.

And it has to meet all needs in the community,

I ha de satisfer totes les necessitats de la comunitat

and, in fact, what we need is a lot more variety.

i, de fet, el que necessitem és molta més varietat.

So in the US there's a form of public school

Als Estats Units hi ha un tipus d'escola pública,

called charter public schools, that are run by nonprofits.

l'escola subvencionada, amb organitzacions sense ànim de lucre.

And that's the big emphasis for me,

I això és un gran èmfasi per a mi,

is if you can have schools run by nonprofits,

tenir escoles amb organitzacions sense ànim de lucre,

they are more mission-focused, they support the educators well.

són més centrades en el procés educatiu, donen suport als educadors.

I'm on the board of KIPP charter schools,

Estic a la junta d'escoles subvencionades KIPP,

which is one of the larger networks.

que és una de les xarxes més grans.

And, you know, it's 30,000 kids a year getting very stimulating education.

I hi ha 30.000 nens cada any que reben una educació molt estimulant.

CA: Paint me a picture of what a school should look like.

CA: Dóna’m un exemple de com hauria de ser una escola.

RH: It depends on the kid.

RH: Depèn del nen.

Think about it as: with multiple kids, there's all different needs

Amb diversos nens, hi ha moltes necessitats diferents

that need to be met,

que cal satisfer,

so there's not any one model.

no hi ha un únic model.

And you want to be able to choose,

I tu vols triar

depending on your kid and what you think they need.

depenent del nen i del que creus que necessita.

But they should be very educator-centric and curious and stimulating

Haurien de ser centrades en l’educador, promoure la curiositat i l’estimulació

and all of those things.

i aquestes coses.

And this whole idea of 30 kids in fifth grade,

I tota aquesta idea de 30 nens de cinquè,

all learning the same thing at the same time,

tots aprenent el mateix al mateix temps,

you know, is clearly an industrial throwback.

és clarament un retrocés a l'era industrial.

But changing that, given the current government structure,

Però, canviar això, amb l'estructura governamental actual,

is super hard.

és molt difícil.

But what these innovative, nonprofit schools are doing is pushing the bounds,

El que fan aquestes escoles innovadores, sense ànim de lucre és portar-ho al límit,

letting kids try new things.

deixant que els nens provin coses noves.

And so think of it as the governance reform,

És com una reforma governamental,

that is, the nonprofit,

amb escoles no lucratives,

to allow the educational changes.

per permetre els canvis educatius.

CA: And sometimes the criticism is put that charter schools,

CA: De vegades es critica que les escoles subvencionades,

intentionally or unintentionally,

intencionadament o involuntària,

suck resources away from the public school system.

retiren recursos del sistema escolar públic.

Should we be concerned about that?

Ens n'hem de preocupar?

RH: Well, they are public schools.

RH: Bé, són escoles públiques.

I mean, there's these multiple types of public schools.

Hi ha molts tipus d'escoles públiques.

And if you look at charters as a whole,

I si observes les escoles en el seu conjunt,

they serve low-income kids.

fan bé a nens amb baixos recursos.

Because if high-income kids get in trouble,

Si els nens amb alts recursos tenen problemes,

the parents will send them to a private school

els pares els enviaran a una escola privada

or they move neighborhoods.

o es traslladaran de barri.

And low-income families generally don't have those choices.

I les famílies de baixos recursos no tenen aquestes opcions.

Like KIPP -- it's 80 percent low-income kids, free and reduced lunch.

A KIPP un 80% són nens amb baixos recursos i dinar gratuït o reduït.

And the college admissions for KIPP is fantastic.

Les admissions a l'universitat a KIPP són fantàstiques.

CA: Reed, you signed the Giving Pledge a few years ago,

CA: Vas signar fa uns anys la campanya Giving Pledge,

you're committed to giving away more than half of your fortune

estàs compromès a lliurar més de la meitat de la teva fortuna

during your lifetime.

durant tota la teva vida.

Can I cheekily ask how much you've invested in education

Et puc preguntar quant has invertit en educació

in the last few years?

en els últims anys?

RH: It's a couple hundred million, I don't know exactly how many hundreds,

RH: Sobre un parell de centenars de milions, no ho sé ben bé,

but we're continuing to invest and --

però continuem invertint i...

(Applause)

(Aplaudiments)

thank you all --

Gràcies a tots.

(Applause)

(Aplaudiments)

You know, honestly, for a little while I tried to do politics full-time,

La veritat és que durant una temporada vaig intentar ser polític a temps complet,

working for John Doerr.

treballant per a John Doerr.

And while I loved working for John, I just didn't thrive on politics.

I m'agradava treballar per a ell, però no vaig prosperar en la política.

I love business, I love competing.

M'encanten els negocis, m'encanta competir.

I love going up against Disney and HBO.

M'encanta competir contra Disney i HBO.

(Laughter)

(Riures)

That's what gets me going.

És el que em fa feliç.

And now I do that to really increase Netflix's value,

I ara ho faig per augmentar el valor de Netflix,

which allows me to write more checks to schools.

que em permet invertir més en aquestes escoles.

And so for now, it's the perfect life.

I, ara per ara, és la vida perfecta.

CA: Reed, you're a remarkable person, you've changed all of our lives

CA: Ets una persona excepcional, has canviat totes les nostres vides

and the lives of many kids.

i la vida de molts nens.

Thank you so much for coming to TED.

Moltes gràcies per venir a TED.

(Applause)

(Aplaudiments)