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24.Sports and television(714)

2024-4-3 10:42| 发布者: taixiang| 查看: 14| 评论: 0

摘要: .
 

Passage Twenty-Four

Sports and television

体育和电视

1More than 100m Americans will tune in on February 11th to the Super Bowl, the biggest event in the country’s sporting calendar—and in its television schedules. In 2023 the audience for the football game (the American sort) was more than double that of the next-most watched broadcast that year.

211日,超过1亿美国人将收看超级碗,这是美国体育盛事中最重要的赛事,也是美国电视节目表中最重要的节目。2023年,这场橄榄球比赛美式橄榄球的观赛人数是当年收视率第二高的节目的两倍多。

 

2Although much TV viewing has migrated(shifted) to streaming platforms, when Americans want to watch sport, old-school “linear” TV is where they go.

尽管许多电视节目已经转移到了流媒体平台,但美国人想观看体育比赛时,传统的有线电视仍然是他们的首选。

 

3Is that about to change? On February 6th three of America’s biggest sports programmers—Disney (home of the ESPN sport network), Fox and Warner Bros Discovery (WBD)—unveiled a plan to bring their most valuable content to a new platform.

这种情况会有所改变吗?26日,美国三家最大的体育节目制作商迪士尼ESPN娱乐与体育节目电视网的母公司、福克斯Fox和华纳兄弟探索公司WBD联合推出了一个计划,打算将它们最有价值的内容转移到一个新平台上。

 

4The as-yet-unnamed streamer will launch this autumn, showing everything from American football to the tennis at Wimbledon. If it succeeds it could be a game changer for the media business.

这个尚未命名的流媒体平台将于今年秋季上线,涵盖内容包括美式橄榄球以及温布尔登网球锦标赛等一系列内容。如果成功,这可能对媒体业产生深远影响。

 

5Most other kinds of TV have already shifted online. Last year streaming accounted for more minutes of viewing in America than either broadcast or cable TV, according to Nielsen, a ratings(grades) firm. Sport is the exception.

其他大部分类型的电视节目已经转移到了在线平台。根据评级公司尼尔森的数据,去年在美国,流媒体的在线观看时长已经超过了广播和有线电视,但体育赛事是个例外。

 

6Although big tech has added sport to its menu—Amazon and YouTube have bought rights to American football, Apple has dabbled(involved) in proper football and Netflix is about to grapple with wrestling—true sport fans still need to shell out for cable. The audiences are vast: 44 of America’s 50 most-watched broadcasts last year were sport .

大型科技公司已将体育节目纳入其播放菜单,亚马逊和油管已购买了美式橄榄球的转播权,苹果涉足了足球赛事,网飞也即将与摔跤运动打交道。但真正的体育迷仍然需要为有线电视付费。这些观众人数庞大,去年美国收视率最高的50个节目中有44个是体育赛事。

 

7The new service would be the biggest sporting bet made on streaming. The total value of sports rights on the platform—golf, NASCAR, hockey and much else—will be about $16bn a year, reckons(estimates) Bernstein, a broker. In all, the content slate will encompass(include) about 55% of American sports rights by value, says Citigroup, a bank.

这项新服务将是流媒体领域迄今为止最大的体育投资。据经纪公司伯恩斯坦估计,该平台上高尔夫、纳斯卡赛车、曲棍球等体育项目转播权的总价值将达到每年约160亿美元。据花旗集团称,此类内容大约将占美国体育转播权总价值的55%

 

8Some wonder if the new contender(competitor) will ever make it to the starting line. Antitrust regulators may object to three sports-content giants clubbing together. And joint ventures(firms) can be unwieldy.

有人怀疑这个新竞争者是否会成功。反垄断监管机构可能会反对三家体育内容巨头联手。并且联合企业往往机构臃肿,难以操作。

 

9Many are already comparing the new streamer to Hulu, an early platform launched in 2007 by Fox and NBC to counter the threat posed by YouTube.

许多人将这个新的流媒体平台与Hulu进行对比,Hulu2007年由福克斯和美国全国广播公司NBC为应对油管YouTube的威胁共同推出的一个早期平台。

 

10Its shared ownership slowed it down, put a brake on investment and earned it the nickname “ClownCo”. The new sporting venture risks being “ClownCo 2.0”, says Brian Wieser of Madison and Wall, an advertising consultancy.

它的联合所有制导致其发展缓慢,投资受限,因此获得了小丑公司的绰号。广告咨询公司麦迪逊与沃尔的布赖恩 ·维泽尔表示,这个新的体育企业有可能沦为小丑公司2.0

 

11Success may depend on price. LightShed Partners, a research firm, predicts(forecasts) that a subscription will start at $35 a month (plus a generous helping of ads), less than half the cost of a comprehensive(total) sport package on cable.

成功的关键可能取决于价格。研究公司LightShed Partners预测,这项新服务每月的起步订阅费大概是35美元加上广告赞助,不到有线电视全部体育套餐费用的一半。

 

12Sport addicts may consider the offering insufficient. But casual fans may be tempted to ditch(abandon) cable at last, hastening the decline of cable and satellite firms, which have already lost half their American subscribers in the past decade.

体育迷可能认为流媒体不够吸引人。但偶尔看比赛的普通观众最终有可能会放弃有线电视,从而加速有线和卫星公司的衰落,这些公司在过去十年已经失去了一半的美国订阅用户。

 

13What is in it for Disney, WBD and Fox? They stand to lose out at first, as the juicy cable market shrinks. But the target market is streaming-only households that have never had cable, Lachlan Murdoch, Fox’s boss, told investors on February 7th. And by giving viewers a streaming bundle including sport, they could cut customer churn.

对于迪士尼、华纳兄弟和福克斯来说,这样做有什么意义?由于有线电视市场的蛋糕缩水,他们起初做好了承受损失的准备。但福克斯的老板拉克兰·默多克在27日告诉投资者,他们的目标市场是从未接触过有线电视的只使用流媒体的用户。通过为观众提供包括体育节目在内的流媒体套餐,他们可以减少客户流失。

 

14People can easily cancel their Disney+ subscription after bingeing the latest “Star Wars” spin-off (some 5% do so every month). But they cannot binge a football season. And when that ends, it will be time for basketball, then baseball and so on.

人们可以在刷完了最新的星球大战系列之后轻松取消迪士尼+”的订阅每月有约5%的人这样做。但他们无法一口气看完整个足球赛季。而当足球赛季结束时,就到了篮球赛季、棒球赛季,以此类推。

 

15Joining forces may also improve the trio’s bargaining(negotiating) power relative to sports leagues. The competition for sports rights is intense(stinging) as new bidders such as big tech pile in.

三家公司联手也可能提高它们在与体育联盟谈判中的议价能力。由于新竞标者如大型科技公司接踵加入,体育版权的竞争异常激烈。

 

16If Disney, WBD and Fox bid jointly, they could rein in the price inflation that leagues now demand. For companies left out of the initiative, its successful launch would represent their “worst nightmare”, argues LightShed Partners.

如果迪士尼、华纳兄弟和福克斯联合竞标,他们可以遏制目前体育联盟要求的价格上涨。LightShed Partners认为,对于未参加该计划的公司来说,该计划的成功推出将是它们最糟糕的噩梦

 

17Firms like Paramount and NBCUniversal may find it harder to lure viewers to their own sport-streaming initiatives, even as the decline of the cable market, which is where they still make most of their money, speeds up. Time for a new game plan.

像派拉蒙和美国国家广播环球这样的公司可能会发现,即使有线市场他们目前最盈利的项目)正在加速衰落,但是要吸纳观众到他们自己的体育流媒体平台也愈发困难。是时候制定新的比拼方案了。


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