國際效應(yīng)

Kevin+Wang

Two hours before Game 3 of the NBA Finals， Shay Goldenberg started roaming around Quicken Loans Arena to scout spots for a live shot near the crowded floor. There were no producers or photographers to help him-- he needed only to whip out his Zoom Q2n camcorder and custom-made microphone. As the only Israeli reporting inside the arena， he knew an audience 6，000 miles away back home would be watching.

NBA總決賽第三場前兩個小時，夏伊·戈德伯格開始在速貸球館人滿為患的場地上尋找一個能夠進行直播的地方。沒有制片人和攝影師幫助他——他只需要拿出Zoom Q2n攝像機和定制麥克風(fēng)便足夠了。作為球館內(nèi)唯一一個以色列記者，他知道自己遠在9656公里外的公眾自會觀看他的直播。

"A lot of fans are waking up in the middle of the night，" said Goldenberg， who lives in Akron， Ohio， as an emissary working for a Jewish nonprofit group. "I am bringing them an angle different than what they can see on TV."

“很多球迷會在半夜起床?！备甑虏癖硎?，他住在俄亥俄州阿克倫，是猶太公益團體的特派員，“我給他們帶去和電視上不同的體驗?！?/p>

Goldenberg writes regularly about the NBA for a Hebrewlanguage basketball site. His fans paid for his flights to cover the first two games of the Finals in Oakland. "For me， its the cherry on top，" he joked.

戈德伯格定期給一個希伯來語的籃球網(wǎng)站撰寫與NBA有關(guān)的文章。他的粉絲出錢幫他買了去奧克蘭觀看前兩場比賽的機票?！皩ξ襾碚f，這是錦上添花?！彼_玩笑道。

About 20 feet away， Boom Gonzales， a sportscaster from Filipino TV network ABS-CBN， was flipping through his detailed notes while preparing for a 7 a.m. preview show for millions of basketball fans in Manila and the nations more than 7，000 islands. Jacques Monclar， a former French basketball player and coach who is now an NBA analyst for global broadcast network beIN SPORTS， carefully watched an intense Cavs halfcourt scrimmage nearby. He would be doing live commentary during the game.

大約6米外，菲律賓電視臺ABS-CBN的體育主播布姆·岡薩雷斯正在翻看詳盡的筆記，為馬尼拉和菲律賓超過7000個島嶼的數(shù)百萬觀眾早上7點的賽前預(yù)測節(jié)目做著準備。曾經(jīng)做過球員和教練的法國人雅克·蒙克拉爾現(xiàn)在是全球廣播電視臺beIN Sports的NBA專家，他認真地看著旁邊騎士球員正在進行的高強度對抗。他將在比賽進行期間直播解說。

On the baseline， Lisa Hsu， a veteran NBA reporter from Chinas online media company Tencent （an ESPN partner）， wrapped up an interview with NBA commissioner Adam Silver.

站在底線的中國網(wǎng)媒騰訊（ESPN合作伙伴）的老牌NBA記者麗莎·徐結(jié)束了對NBA總裁亞當·肖華的采訪。

"Its a big court here，" Hsu said. "But with more and more international media outlets here every year， its becoming smaller and smaller."

“這是個大場地?！毙煺f，“可隨著每年國際媒體越來越多，這個場地也變得越來越小?！?/p>

As the NBAs reach continues to grow around the world， the media covering it have grown considerably， too. They are diverse and multicultural， reflecting the global fan base that depends on it for access， analysis and action. Almost as foreign emissaries， they feel an obligation to deliver NBA games， news and information to legions of fans， most of whom will never see an NBA game live. That might seem like a weighty responsibility， but as the success of the NBA Finals illustrates， the international media is game.endprint

隨著NBA的觸角不斷伸展到全世界，媒體的報道也相應(yīng)增加。這些媒體具有多元化，跨越不同文化背景的特點，反映了依靠其報道，分析和行動的NBA全球粉絲的特點。作為外國特派機構(gòu)，他們認為自己有義務(wù)向球迷播放NBA比賽，發(fā)布新聞和消息，而其中大多數(shù)球迷永遠沒有到現(xiàn)場觀看NBA比賽的機會。也許表面上看這是沉重的責(zé)任，但NBA總決賽的成功表明，國際媒體起到了至關(guān)重要的作用。

The growth of the NBA Finals into a global event was evidenced by the vast international media representation at the Finals， which included 265 journalists from 35 countries.

總決賽期間國際媒體的數(shù)量，就是NBA總決賽成為國際大事的最好證明，共有來自35個國家的265名記者參與了報道。

In China， for example， it was the most-viewed Finals series ever on the countrys digital platforms. Overall， Tencents live game coverage received 190.9 million total views and averaged 12.2 million unique viewers per game， up 30 percent from 2016. Game 5 of the Finals was the most-viewed NBA game ever， with 50.6 million total views and 15.9 million unique viewers， surpassing last years Game 7， according to Tencent.

比方說在中國，這是數(shù)字平臺上觀眾人數(shù)最多的一次總決賽。從總數(shù)上看，騰訊比賽直播的總點擊量達到了1.909億次，平均每場比賽的單一觀看人數(shù)達到1220萬，比2016年提高了30%?？倹Q賽第五場是NBA收視率最高的比賽，總點擊量達到5060萬次，收視人數(shù)達到1590萬人，據(jù)騰訊表示，這些數(shù)字超過了去年的總決賽第七場。

On television， it was the most-watched NBA Finals series since 1998， according to Nielsen （U.S. domestic numbers）. The 2017 championship series averaged 20.4 million total viewers， up from 20.2 million viewers for last seasons seven-game series. This years Finals also averaged an additional 434，000 digital streaming viewers， according to ESPN， which produces ABCs NBA telecasts.

在電視收視率上，據(jù)尼爾森（美國國內(nèi)數(shù)據(jù)）統(tǒng)計，這是自1998年后收視率最高的總決賽。2017年總決賽的平均收視人數(shù)為2040萬，相比去年七場大戰(zhàn)的2020萬人出現(xiàn)提高。制作了ABC電視臺NBA直播的ESPN表示，本年度總決賽的數(shù)字直播觀眾平均也有434000人。

Game 5 averaged 24.5 million viewers， making it the most-watched Game 5 since 1998， and an additional 537，000 streaming viewers.

第五場比賽的平均收視人數(shù)為2450萬，是自1998年第五場后收看人數(shù)最多的第五場比賽。此外，流媒體觀眾也有537000人。

Of course， the star power on display in Warriors-Cavs was a huge factor in attracting an audience that spanned 215 countries and territories in 49 languages.

當然，勇士與騎士的明星陣容是吸引了超過215個國家，涵蓋49種語言的龐大觀眾的重要因素。

"Theres 11 current or former All-Stars， and seven of the last eight MVP winners are on the court between LeBron James， Kevin Durant and Steph Curry，" NBA deputy commissioner Mark Tatum said. "Theyve created global superstars. And people have an incredible amount of interest and desire to watch them play at the highest level."

“球場上有11名現(xiàn)役和前全明星，過去八年的MVP有七年被勒布朗·詹姆斯，凱文·杜蘭特和斯蒂芬·庫里包攬?！盢BA副總裁馬克·塔圖姆表示，“他們創(chuàng)造出了巨星。人們有無以倫比的興趣和渴望，觀看他們的最高水平比賽?！眅ndprint

At the core of the NBAs decades long globalization is the leagues success in allowing international journalists to be the voice of the game and produce localized stories suited for their fans across different global markets.

NBA數(shù)十年來全球化的核心，就是允許國際媒體成為比賽的傳聲筒，制造符合不同市場球迷要求的本土化故事，聯(lián)盟在這方面取得了成功。

"When I started covering the NBA nearly 30 years ago， there werent many （international media） at all，" said Yoko Miyaji， a Los Angeles-based Japanese NBA writer.

“差不多30年前我開始報道NBA時，根本沒什么國際媒體?！鄙钤诼迳即壍娜毡綨BA記者宮地洋子（音譯）表示。

Miyaji has been to the Finals every year since 1992， when she started to witness a steady influx of global media presence after the original Dream Team dominated the 1992 Olympics.

從1992年開始，宮地參加了每一屆總決賽。從夢之隊統(tǒng)治1992年奧運會開始，她發(fā)現(xiàn)國際媒體的數(shù)量開始穩(wěn)步增長。

"It makes a very big difference for us to be here，" said Guillermo Schutz， a sportscaster for Mexican broadcaster Televisa. "In Mexico， its very important to have people you know and you can connect with to understand a sport."

“對于我們在這里的人，這是很大的不同?！蹦鞲珉娨暸_Televisa的播音吉爾莫·舒爾茨說道，“在墨西哥，有你認識，能夠產(chǎn)生感情聯(lián)系，共同理解一項運動的人，這非常重要。”

While international fans have a special connection with players from their home countries， thats becoming less important for overall interest. Everaldo Marques， a sportscaster for ESPN Brasil， said that viewership is significantly up in the country compared with last year， even without Anderson Varejao and Leandro Barbosa representing the nation. The Warriors popularity in Manu Ginobilis home of Argentina is another example.

盡管國際球迷與出自本國的球員擁有特別聯(lián)系，但總體上這個因素已經(jīng)變得不那么重要了。ESPN巴西的記者埃弗拉多·馬奎斯表示，盡管賽場上沒有安德森·瓦萊喬和萊昂德羅·巴博薩這樣的巴西球員，但總決賽收視率相比去年出現(xiàn)了明顯增長。勇士在馬努·吉諾比利的故鄉(xiāng)阿根廷廣受歡迎則是另一個好例子。

“If Golden State has made inroads in Ginobilis country， it tells you how its growing and how its becoming sophisticated，" said Alvaro Martin， a commentator for ESPN Deportes.

“如果勇士能在吉諾比利的國家贏得球迷，就證明聯(lián)盟在發(fā)展，也變得更加復(fù)雜?！盓SPN Deportes的評論員阿爾瓦多·馬丁表示。

Whats next？ According to Tatum， the NBA is looking to India as the next China. The NBA Finals were broadcast in Hindi for the first time ever. Technology will be a primary factor in the NBA Finals continued growth.

下一步是什么呢？按照塔圖姆的說法，NBA把印度看作下一個中國。NBA總決賽歷史上第一次用印地語進行直播。科技將成為NBA總決賽繼續(xù)增長的主要因素。

"What we had to do is to produce the games now in a way for consumers to optimize for their mobile devices，" Tatum said. "So we have different camera angles where we zoom in closer so that were able to create a better experience for those consumers who were watching our games on their mobile device and on their laptops and other streaming devices."endprint

“我們現(xiàn)在需要做的，就是為用戶最大程度利用移動設(shè)備而生產(chǎn)比賽?！彼D姆說，“我們有不同角度的攝像機，可以拉近鏡頭，為在移動設(shè)備，電腦或其他流媒體觀看比賽的用戶提供更好的觀看體驗?！?/p>

To better serve broadcasters across different regions， 59 high-framerate cameras allowing super slow motion replays were used in the game broadcast， allowing for international programming uninterrupted by domestic commercial breaks.

為了更好地為不同地區(qū)的轉(zhuǎn)播商提供服務(wù)，比賽場地上擁有59臺高清攝像機，可以為轉(zhuǎn)播提供超低速回放，使得國際轉(zhuǎn)播不會受本地商業(yè)暫停的影響。

Srinivasan Ramani， a journalist with the newspaper The Hindu， said the league is on the right path.

《印度》報紙的記者斯利尼瓦山·拉瑪尼表示，聯(lián)盟走在了正確的道路上。

"Basketball will become popular if poor people， people living in shanty towns， have the chance to play the game and realize its a democratic sport，" Ramani said. "Basketball is not a costly sport -- anyone can play it as long as they have a ball and a hoop.

“如果窮人，住在貧困地區(qū)的人有機會打球，意識到這是一項民主的運動，籃球就會變得更加流行。”拉瑪尼表示，“籃球不是項昂貴的運動——只要有球，有籃筐，誰都能打球?！?/p>

"Its very important for India to catch up with the second popular sport in the world and embrace it as one of its own. Its necessary for Indian press like us to break down the process that enables the NBA players to do what they are doing and humanize it in a way that Indians can understand and learn from it."

“印度跟上全球第二大運動，真正接納這項運動，這非常重要。像我們一樣的印度媒體分析NBA球員的生活，用印度人能理解的方式描述他們并從中學(xué)習(xí)，這很有必要?！眅ndprint