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传统电视业寄望依靠奥运会扭转颓势
添加时间:2016-08-10 11:36:33 浏览次数: 作者:未知
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  • When Brazilian marathon runner Vanderlei de Lima lit the torch in Rio on Friday, it marked the latest chapter in NBC’s decades-long bet on the commercial success of the Olympic Games.

    上周五,巴西马拉松运动员范德莱•德•利马(Vanderlei de Lima)在里约点燃火炬(见上图),标志着美国全国广播公司(NBC)对奥林匹克运动会(Olympic Games)商业成功的数十年押注翻开最新一章。

    The media group, which is owned by Comcast, paid $7.8bn to extend its deal to broadcast the Olympics until 2032, having started airing the games in 1964.

    康卡斯特(Comcast)旗下的这家媒体集团斥资78亿美元将转播奥运会的合同延长至2032年。NBC从1964年开始转播奥运会。

    For television companies like NBC, keen to dismiss pessimism1 over their future, the stakes for blockbuster events such as the Olympics have scarcely been higher.

    对于NBC这样热衷于驱散围绕其未来的悲观情绪的电视公司而言,押注奥运会这类盛大赛事的赌注从未像现在这么高。

    As audiences scatter2 across a growing choice of screens and stream their favourite shows days or weeks after they air, live sports are viewed as a rare safe bet for traditional television. Steve Burke, NBC chief executive, predicted Rio would be the most profitable Olympics in history.

    随着观众面对的屏幕选择日益增多、而且可以在播出数天乃至数周后观看自己喜爱的节目,运动赛事实况直播被视为传统电视难得的安全赌注。NBC首席执行官(CEO)史蒂夫•伯克(Steve Burke)预计,里约奥运将成为史上最赚钱的一届奥运会。

    The network says it has already sold a record $1.2bn in advertising3 — 20 per cent more than final revenues from the London games in 2012, even as television audiences have shrunk by a third since then.

    NBC称,广告销售额已经达到创纪录的12亿美元——比2012年伦敦奥运的最终广告收入多20%,尽管自那以来电视观众数量缩减了三分之一。

    In comparison, yearly television advertising sales have grown less than 6 per cent since 2012, according to Nielsen.

    据尼尔森(Nielsen)数据显示,相比之下,自2012年以来,年度电视广告销售增长不足6%。

    More than three-quarters of sales for Rio came from primetime television buys, which had “gone up a bit” versus4 London thanks to expectations for higher ratings, said Seth Winter, vice-president of ad sales at NBC.

    NBC广告销售副总裁塞思•温特(Seth Winter)称,超过四分之三的里约奥运销售来自黄金时段广告,该比例较伦敦奥运“上升了一些”,得益于本届奥运会的预期收视率更高。

    Big cultural moments where groups of people sit down to watch the TV have become more scarce in recent years, prompting the spike5 in interest from advertisers, said Colleen Leddy of Droga5, an agency that made an Olympics ad featuring swimmer Michael Phelps for Under Armour6. “Brands don't think about TV in the way they used to, because it’s not the only medium any more, but events like the Olympics prove that TV is still king.”

    广告公司Droga5的科琳•莱迪(Colleen Leddy)称,近年来,能让成群的人们围坐在电视机旁的重大文化时刻越来越少了,这使得广告商对奥运会的兴趣陡增。“品牌不再像过去一样看待电视了,因为它不再是唯一的媒介,但是奥运会这样的盛事证明电视仍然为王。”Droga5曾经制作由游泳运动员迈克尔•菲尔普斯(Michael Phelps)为Under Armour代言的奥运会广告。

    “The value to ad buyers is much higher than it was four years ago,” says Bill Day of Frank N Magid associates, which consults to broadcasters. “It’s hard to find those massive bulks of consumers anywhere, let alone in a dedicated7 time-defined space. In 1978, a third of households tuned8 in to watch Bonanza9 each week.”

    “奥运会对广告买家的价值比4年前高得多,”为广播公司提供咨询的Frank N Magid Associates公司的比尔•戴(Bill Day)称,“无论在哪都很难找到消费者集中的场合,更不用提在某个特定时段了。1978年,三分之一的家庭每周都会收看《伯南扎的牛仔》(Bonanza)。”

    NBC is set to air a whopping 6,700 hours of live coverage10 from Rio across 11 channels and dozens of live streams. It is the equivalent of watching every NFL game since 2008, according to Brian Roberts, Comcast chief executive. This is expected to lift viewership after much of the London coverage was broadcast on delayed tapes, prompting outcry from audiences when results emerged on social media first.

    NBC将在11个频道、数十个直播流媒体对里约奥运会进行长达6700个小时的现场直播。据康卡斯特CEO布莱恩•罗伯茨(Brian Roberts)表示,这相当于观看美国国家橄榄球联盟(NFL)自2008年以来的全部比赛。伦敦奥运会的大部分赛事都是以延迟录播的形式转播,播出时比赛结果已经率先在社交媒体上公布,这引发了观众的强烈抗议。里约奥运会以现场直播方式播出,预计将提升收视率。

    However, analysts11 are sceptical that the boosts from events like the Olympics can thwart12 the tide of cord-cutting, falling cable audiences and declining advertising revenues.

    然而,对于奥运会等赛事的提振效果能否逆转订户退订、有线电视观众数量下滑以及广告收入下滑的大趋势,分析师们持怀疑态度。

    Television owners have had reason to be optimistic so far this summer. This year’s so-called upfronts, at which television networks lure13 a large chunk14 of advertising commitments from buyers, saw bookings rise across the large broadcasters — ABC, CBS, NBC and Fox — after three years of declines. Networks have also seen ratings inflated15 by coverage of the US presidential race.

    今天迄今,电视广播公司的东家有理由乐观。从今年的预售(电视广播公司吸引买家作出大量广告承诺)可以看出,在经历了3年下滑后,美国广播公司(ABC)、哥伦比亚广播公司(CBS)、NBC和福克斯(Fox)等大型电视广播公司的预售都有所增加。电视广播公司还发现,美国总统竞选的相关报道提高了收视率。

    But the question looming16 over media owners is whether these larger audiences can be sustained once the fanfare17 has ended.

    但是困扰这些媒体东家的问题是,当这一切喧哗结束后,电视能否留住扩大的观众群体。

    “The stage is set for a dramatic decline (in TV advertising) in 2017, when both political spending and Olympics-spend disappear,” said Rich Greenfield of BTIG. “Ratings are still pretty horrible. The media industry’s problem is there isn’t an Olympics every week.”

    “2017年(电视广告)预计将出现显著下滑,因为那时将失去政治广告投入和奥运会广告,”BTIG的里奇•格林菲尔德(Rich Greenfield)称,“收视率仍然很糟糕。媒体行业的问题是,不是每周都有奥运会。”

    There is little sign that the cord-cutting trend is waning18. In the second quarter of this year, some of the largest cable and satellite providers — Verizon, AT&T, Comcast and Dish — shed a combined 375,000 TV customers.

    没有什么迹象表明有线用户退订的趋势在减弱。今年第二季度,一些最大规模的有线电视和卫星电视提供商——Verizon、AT&T、康卡斯特和Dish——总计流失了37.5万电视顾客。

    Meanwhile, digital advertising is projected to outpace television advertising for the first time next year, as brands look to reach a younger generation that has eschewed19 cable boxes in favour of streaming video.

    与此同时,随着各品牌希望触及那些唾弃有线电视盒、转而欢迎流视频的年轻一代,预计明年数字化广告将首次超越电视广告。

    Nearly 8 in 10 millennials said they would stream the Olympics live online, and 7 in 10 would do so on a mobile phone, according to a survey by the Rubicon Project.

    Rubicon Project的调查显示,在千禧一代中,每10个人里有8个人表示会在网上观看奥运会直播,有7个人将在手机上观看直播。

    NBC has acknowledged the need to appeal to cord-cutters, even as it holds a tight grip over Olympics coverage. The network has for the first time allowed some social media companies, such as Snapchat and Facebook, rights to distribute highlights and clips of athlete interviews to drum up interest for the games.

    NBC承认吸引退订用户的必要性,即使它牢牢攥住了奥运会转播权。该电视广播公司首次允许Snapchat和Facebook等社交媒体发布精彩场面和运动员采访片段,以此勾起人们对奥运会的兴趣。

    Meanwhile, Comcast is focused on capitalising on the Olympics frenzy20 to convince its customers of the value of their monthly cable TV bill.

    与此同时,康卡斯特正专注于利用这股奥运热情向其客户证明他们每月有线电视账单的价值。

    The largest US cable-TV provider is pumping out Olympics coverage through its new high-tech21 cable box, called the X1 — a robot-esque TV guide that Comcast compares to Amazon’s digital assistant, Alexa. The X1 will provide “one integrated Olympics dashboard”, through which viewers can speak commands into a remote to search between live cable programmes, digitally streamed highlight reels and videos, and real-time scoreboards. The box has been rolled out to about 40 per cent of Comcast’s 22m video subscribers.

    这家美国最大的有线电视提供商正通过其新款高科技有线盒子输送奥运直播内容。这款名为X1的盒子是机器人般的电视指南,康卡斯特将其与亚马逊(Amazon)的数字化助手Alexa相提并论。X1将提供“集成的奥运会仪表盘”,观众可以向遥控器说出指令,在有线直播节目、数字化精彩集锦流视频和实时奖牌榜之间搜索。在康卡斯特2200万视频订户中,约有40%的订户使用这款盒子。

    Comcast’s chief has called the X1’s Olympics platform a “laboratory” for the “future of television”. The 53-year-old company, which lost 4,000 TV customers last quarter, has placed a $7.8bn gamble that he will be proven right.

    康卡斯特的CEO称X1的奥运平台是探索“未来电视”的实验室。这家拥有53年历史的公司在上个季度失去了4000个电视顾客,它押注了78亿美元打赌其CEO判断正确。

     10级    英语新闻 


    点击收听单词发音收听单词发音  

    1 pessimism [ˈpesɪmɪzəm] r3XzM   第9级
    n.悲观者,悲观主义者,厌世者
    参考例句:
    • He displayed his usual pessimism. 他流露出惯有的悲观。
    • There is the note of pessimism in his writings. 他的著作带有悲观色彩。
    2 scatter [ˈskætə(r)] uDwzt   第7级
    vt.撒,驱散,散开;散布/播;vi.分散,消散
    参考例句:
    • You pile everything up and scatter things around. 你把东西乱堆乱放。
    • Small villages scatter at the foot of the mountain. 小村庄零零落落地散布在山脚下。
    3 advertising [ˈædvətaɪzɪŋ] 1zjzi3   第7级
    n.广告业;广告活动 adj.广告的;广告业务的
    参考例句:
    • Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
    • The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。
    4 versus [ˈvɜ:səs] wi7wU   第7级
    prep.以…为对手,对;与…相比之下
    参考例句:
    • The big match tonight is England versus Spain. 今晚的大赛是英格兰对西班牙。
    • The most exciting game was Harvard versus Yale. 最富紧张刺激的球赛是哈佛队对耶鲁队。
    5 spike [spaɪk] lTNzO   第10级
    n.长钉,钉鞋;v.以大钉钉牢,使...失效
    参考例句:
    • The spike pierced the receipts and held them in order. 那个钉子穿过那些收据并使之按顺序排列。
    • They'll do anything to spike the guns of the opposition. 他们会使出各种手段来挫败对手。
    6 armour ['ɑ:mə(r)] gySzuh   第9级
    (=armor)n.盔甲;装甲部队
    参考例句:
    • His body was encased in shining armour. 他全身披着明晃晃的甲胄。
    • Bulletproof cars sheathed in armour. 防弹车护有装甲。
    7 dedicated [ˈdedɪkeɪtɪd] duHzy2   第9级
    adj.一心一意的;献身的;热诚的
    参考例句:
    • He dedicated his life to the cause of education. 他献身于教育事业。
    • His whole energies are dedicated to improve the design. 他的全部精力都放在改进这项设计上了。
    8 tuned [tju:nd] b40b43fd5af2db4fbfeb4e83856e4876   第7级
    adj.调谐的,已调谐的v.调音( tune的过去式和过去分词 );调整;(给收音机、电视等)调谐;使协调
    参考例句:
    • The resort is tuned in to the tastes of young and old alike. 这个度假胜地适合各种口味,老少皆宜。
    • The instruments should be tuned up before each performance. 每次演出开始前都应将乐器调好音。 来自《简明英汉词典》
    9 bonanza [bəˈnænzə] ctjzN   第11级
    n.富矿带,幸运,带来好运的事
    参考例句:
    • Bargain hunters enjoyed a real bonanza today. 到处买便宜货的人今天真是交了好运。
    • What a bonanza for the winning ticket holders! 对于手持胜券的人来说,这是多好的运气啊。
    10 coverage [ˈkʌvərɪdʒ] nvwz7v   第8级
    n.报导,保险范围,保险额,范围,覆盖
    参考例句:
    • There's little coverage of foreign news in the newspaper. 报纸上几乎没有国外新闻报道。
    • This is an insurance policy with extensive coverage. 这是一项承保范围广泛的保险。
    11 analysts ['ænəlɪsts] 167ff30c5034ca70abe2d60a6e760448   第9级
    分析家,化验员( analyst的名词复数 )
    参考例句:
    • City analysts forecast huge profits this year. 伦敦金融分析家预测今年的利润非常丰厚。
    • I was impressed by the high calibre of the researchers and analysts. 研究人员和分析人员的高素质给我留下了深刻印象。
    12 thwart [θwɔ:t] wIRzZ   第9级
    vt.阻挠,妨碍,反对;adj.横(断的)
    参考例句:
    • We must thwart his malevolent schemes. 我们决不能让他的恶毒阴谋得逞。
    • I don't think that will thwart our purposes. 我认为那不会使我们的目的受到挫折。
    13 lure [lʊə(r)] l8Gz2   第7级
    n.吸引人的东西,诱惑物;vt.引诱,吸引
    参考例句:
    • Life in big cities is a lure for many country boys. 大城市的生活吸引着许多乡下小伙子。
    • He couldn't resist the lure of money. 他不能抵制金钱的诱惑。
    14 chunk [tʃʌŋk] Kqwzz   第8级
    n.厚片,大块,相当大的部分(数量)
    参考例句:
    • They had to be careful of floating chunks of ice. 他们必须当心大块浮冰。
    • The company owns a chunk of farmland near Gatwick Airport. 该公司拥有盖特威克机场周边的大片农田。
    15 inflated [ɪnˈfleɪtɪd] Mqwz2K   第8级
    adj.(价格)飞涨的;(通货)膨胀的;言过其实的;充了气的v.使充气(于轮胎、气球等)( inflate的过去式和过去分词 );(使)膨胀;(使)通货膨胀;物价上涨
    参考例句:
    • He has an inflated sense of his own importance. 他自视过高。
    • They all seem to take an inflated view of their collective identity. 他们对自己的集体身份似乎都持有一种夸大的看法。 来自《简明英汉词典》
    16 looming ['lu:mɪŋ] 1060bc05c0969cf209c57545a22ee156   第7级
    n.上现蜃景(光通过低层大气发生异常折射形成的一种海市蜃楼)v.隐约出现,阴森地逼近( loom的现在分词 );隐约出现,阴森地逼近
    参考例句:
    • The foothills were looming ahead through the haze. 丘陵地带透过薄雾朦胧地出现在眼前。 来自《简明英汉词典》
    • Then they looked up. Looming above them was Mount Proteome. 接着他们往上看,在其上隐约看到的是蛋白质组山。 来自英汉非文学 - 生命科学 - 回顾与展望
    17 fanfare [ˈfænfeə(r)] T7by6   第12级
    n.喇叭;号角之声;v.热闹地宣布
    参考例句:
    • The product was launched amid much fanfare worldwide. 这个产品在世界各地隆重推出。
    • A fanfare of trumpets heralded the arrival of the King. 嘹亮的小号声宣告了国王驾到。
    18 waning ['weɪnɪŋ] waning   第8级
    adj.(月亮)渐亏的,逐渐减弱或变小的n.月亏v.衰落( wane的现在分词 );(月)亏;变小;变暗淡
    参考例句:
    • Her enthusiasm for the whole idea was waning rapidly. 她对整个想法的热情迅速冷淡了下来。
    • The day is waning and the road is ending. 日暮途穷。 来自《现代汉英综合大词典》
    19 eschewed [esˈtʃu:d] a097c9665434728005bf47a98e726329   第10级
    v.(尤指为道德或实际理由而)习惯性避开,回避( eschew的过去式和过去分词 )
    参考例句:
    • I eschewed upbraiding, I curtailed remonstrance. 我避免责备,少作规劝。 来自辞典例句
    • Moreover, she has a business plan, an accessory eschewed by cavalier counterparts. 此外,她还有商业计划,这是彬彬有礼的男设计师们回避的一点。 来自互联网
    20 frenzy [ˈfrenzi] jQbzs   第9级
    n.疯狂,狂热,极度的激动
    参考例句:
    • He was able to work the young students up into a frenzy. 他能激起青年学生的狂热。
    • They were singing in a frenzy of joy. 他们欣喜若狂地高声歌唱。
    21 high-tech [haɪ tek] high-tech   第7级
    adj.高科技的
    参考例句:
    • The economy is in the upswing which makes high-tech services in more demand too. 经济在蓬勃发展,这就使对高科技服务的需求量也在加大。
    • The quest of a cure for disease with high-tech has never ceased. 人们希望运用高科技治疗疾病的追求从未停止过。

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