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华尔街日报:中国互联网燃起奥运硝烟


http://www.enorth.com.cn  2007-08-16 16:15

  导语:美国《华尔街日报》昨日发表题为《中国互联网燃起奥运硝烟》(An Olympian Web War in China)的文章,对中国互联网企业在北京2008奥运中的争夺战进行了报道,由于目前网上流传的个别中文译文版本不全面、不准确,特提供该报道全文,并附上中英文对照。

  以下为《中国互联网燃起奥运硝烟》全文译文及英文对照:

  中国互联网燃起奥运硝烟

  官方互联网赞助商对争夺北京奥运会广告的竞争对手采取强硬手段

  JULIET YE、GEOFFREY A. FOWLER报道

  2007年8月15日B1页

  An Olympian Web War in China

  Official Internet Sponsor Plays Hardball With Rivals Over Beijing Games Ads

  By JULIET YE and GEOFFREY A. FOWLER

  August 15, 2007; Page B1

  【华尔街日报香港8月15日讯】一场争夺2008年奥运会数百万美元网络广告收入的大战眼下正在中国各家网站之间如火如荼地进行。而在这场大战的背后,一场关乎互联网内容服务赞助商这种全新的奥运会企业参与者所应扮演的角色的辩论也已经展开。

  HONG KONG -- A war is raging among Chinese Web sites over who will reap millions of dollars in online advertising revenue inside China during the 2008 Olympics. Behind the battle is a debate over the role for a new kind of corporate player in the Games: the sponsor of Internet content services.

  2005年,中国网络公司搜狐(Sohu.com Inc.)在激烈的角逐中胜出,成为北京奥运会独家互联网赞助商。据估计,搜狐以3,000万美元的出价购得了北京奥组委官方网站的制作权及在公司市场活动中使用北京奥运会会徽——“奔跑者”图案的权利。

  In 2005, Chinese Web company Sohu.com Inc. outbid fierce competition to become the exclusive Internet sponsor of the Beijing Games. For an estimated $30 million, Sohu bought the right to create the official Web site for the Beijing Organizing Committee and to use the Beijing Games logo of a runner in the company's marketing.

  而据广告代理商们说,从今年早些时候起,搜狐就开始告知他们,其他赞助商凡是带有北京奥运会会徽图案的网络广告只能出现在搜狐网站上。

  And earlier this year, ad agencies say, Sohu started telling them that online ads from other sponsors that carry the Beijing Olympics logo can appear only on Sohu.com.

  搜狐的奥运奇招使其在竞争对手面前占据了优势,这其中包括中国最受欢迎的三大网站(新浪、网易及腾讯)。“北京奥运会的赞助商资格是独家性质的,”搜狐(纳斯达克上市公司)奥运项目经理陈陆明表示。“这当然也适用于带有奥运会‘奔跑者’会徽图案的网络广告。”

  Sohu's Olympic coup gives the company a leg up on its rivals, which include China's three most popular online destinations (Sina.com, Netease.com and Tencent). "The sponsorship for the Beijing Olympics is exclusive," says Chen Luming, Olympic project manager for Sohu, which is traded on the Nasdaq Stock Market. "Of course this applies to online ads with the running-man Olympic logo."

  搜狐的部分主张引起了其它方面的质疑,而北京奥组委尚未出面就独家性一事表明自己的立场。虽然这一说法尚未有定论,它已让希望敲定奥运会相关计划的广告客户陷入了进退两难的境地。宏盟集团(Omnicom Group )旗下拥有强生、通用电气、Visa等客户的媒介购买公司浩腾媒体(OMD)大中华区互动媒体部门负责人温道明表示:“这些问题绝对是各有关方高度关切的。”广告客户目前都在紧锣密鼓地制定奥运计划,“此事让所有人不知所措,”他说。

  Others contest some of Sohu's claims, and the Beijing committee hasn't clarified its stance on exclusivity. With all its uncertainties, the flap has advertisers in a quandary as they put finishing touches on their Olympic plans. "Those issues are definitely of grave concern for all involved," says Lawrence Wan, the China digital director of Omnicom Group media buying agency OMD, which is working for several partners including Johnson & Johnson, General Electric Co. and Visa International. Advertisers are currently in the middle of planning for the Olympics, and "there is mass confusion about this," he adds.

  搜狐有关广告的主张仅针对北京奥组委的合作伙伴和赞助商,并不牵涉能在全球范围内将奥运五环标志用于广告的奥林匹克全球合作伙伴项目(TOP)国际参与方。受影响的将只局限于中国境内的网站——包括雅虎、谷歌和微软旗下MSN等公司的本地化网站——因为只有北京奥组委的赞助商才可以在中国境内使用北京奥运会的会徽图案。

  Sohu's ad claim extends only to partners and sponsors of the Beijing committee and not to international participants in The Olympic Partner (TOP) program, who can use the Olympic rings in ads around the world. It also affects only Web sites based in China -- including the localized versions of Yahoo Inc., Google Inc. and Microsoft Corp.'s MSN -- because only the Beijing committee's sponsors are allowed to use the running-man logo inside China.

  但中国的互联网广告毕竟是一块价值不菲的蛋糕。根据中国政府的统计,中国的网民人数多达1.62亿,仅次于美国而排名全球第二。Nielsen//NetRatings根据已公开的数据估算,今年上半年广告客户在互联网广告上投放了5.3亿美元。而且这个数字还在快速增长,因为网络提供了一条触及到手里有闲钱的中国精英群体的独特途径。

  Still, Chinese Internet ads are a valuable commodity. The country is home to some 162 million Internet users, according to China's government, a group second in size to that in the U.S. Nielsen Netratings estimates that advertisers spent $530 million on online ads in the first half of this year, based on published figures. And that total is growing fast because the Web offers a unique way to reach elite Chinese with money to spend.

  上海的艾瑞市场咨询(iResearch)副总监曹军波表示:“互联网广告支出将在奥运会前后大幅增长。”他认为中国的门户网站也很有可能在此期间提高广告报价。

  "We will see a big growth in online ad spending before, during and after the Olympics," says Cao Junbo, vice director of Shanghai-based iResearch, adding that the Chinese portals are also likely to increase prices around the event.

  几家可能受影响的北京奥组委合作伙伴和赞助商一直不愿就此发表看法。阿迪达斯、强生和中国移动均拒绝回答记者提问。UPS联合包裹运送服务公司的一位女发言人表示,“鉴于此事的敏感性及公司的赞助商身份,我们不好表态。”

  Several Beijing partners and sponsors who could be affected by the flap have been loath to comment. Adidas AG, Johnson & Johnson and China Mobile Ltd. didn't answer questions. A spokeswoman for United Parcel Service Inc. said that "because of the sensitivity of the issue and our status as a sponsor, we prefer not to comment."

  奥运会这个全球最大的媒体盛事在越来越强大的网络世界面前,仍需努力适应。电视媒体是最大的绊脚石,因为国际奥委会的大部分收入来自于奥运会的电视转播费。直到2000年奥运会,网站仍然被禁止传播一切关于奥运赛事的视频和音频节目——即便是在赛后也不允许。

  The world's biggest media event has long struggled to adapt to an increasingly online world. TV has been the biggest stumbling block because the IOC makes most of its money by selling rights to broadcast the Games. Until the 2000 Games, all video and audio transmissions of the competitions were banned from Web sites -- even after the events were over.

  在2008年奥运会到来之际,搜狐对奥运会赞助商在其中国竞争对手网站上使用北京奥运会的会徽表示异议。

  Ahead of the 2008 Olympics, Sohu.com (top) is challenging use of the Beijing Games' running-man logo by Olympic sponsors on rival Chinese sites.

  之后,国际奥委会一直是将奥运会的互联网和移动转播权与电视转播权捆绑招标——2002年后,才在某些市场分开出售。通用电气旗下的美国全国广播公司(NBC)拥有美国境内的这两种转播权,而其视频内容不允许其它国家收看到。(NBC的一位发言人称,该广播网络对于互联网的应用在2002年盐湖城冬奥会时还“非常少”,在2004年雅典奥运会时多了起来,在2006年都灵冬奥会时变得非常频繁,“包括我们第一次以流媒体的方式直播一场赛事——即曲棍球决赛。”)国际奥委会今年3月开始招标出让中国境内的互联网和移动转播权,但至今还未宣布谁在竞标中胜出。

  More recently, the IOC has bundled Internet and mobile broadcasts with TV rights -- or since 2002, in some markets, even sold them separately. General Electric's NBC has both rights in the U.S., and its video content isn't supposed to be viewed in other countries. (An NBC spokesman says the network's use of the Internet was "very minimal" during the 2002 Games in Salt Lake City, more extensive in Athens in 2004, and very extensive in Turin in 2006, "which included the first time we streamed an event live -- the Gold Medal hockey game.") In March, the IOC began a tender for Internet and mobile rights in China but hasn't yet announced a winner.

  现在,就连文本和图像形式的互联网内容也有争议。直到2000年奥运会,奥运会官方网站都是由奥运会全球合作伙伴项目的信息技术合作伙伴──国际商业机器公司(IBM)负责制作,IBM再分别与1996年夏季奥运会、1998年冬奥会和2000年夏季奥运会的主办方另行签订合同来制作奥运会网站。但IBM在2000年与国际奥委会分道扬镳,部分原因是双方在互联网赞助商身份上出现分歧。IBM由于没有自己的互联网内容业务,因此一直未对互联网广告提出特别主张(除阻止其直接竞争对手投放互联网广告外)。

  Now, even text and image Internet content is becoming a contentious issue. Until the 2000 Games, the official Web site was created by TOP information-technology partner International Business Machines Corp., which negotiated separate contracts with the hosts of the 1996, 1998 and 2000 Games to build the Olympics Web site. In 2000, however, IBM parted ways with the International Olympics Committee, partly over a disagreement about being the Internet sponsor. Since IBM didn't have an Internet content business, it hadn't ever made special claims over online ads (aside from keeping away ads from direct competitors).

  直到今天,互联网对奥运会而言仍基本上是一块未开垦的处女地,纽约Laboratory Institute of Merchandising教授弗瑞德-斯坦伯格(Fred Steinberg)如是说。斯坦伯格做过IBM等奥运赞助商的顾问。他表示:“随着媒体的相互渗透,在当前的转播权及主办城市的合同敲定后,可以预见,互联网媒体将与广播媒体融为一体。”

  Today, the Web remains a largely unexplored medium for the Olympics, says Fred Steinberg, a professor at the New York Laboratory Institute of Merchandising, who has also served as a consultant to Olympic sponsors such as IBM. "As media merge, I could well see the Internet category melded into the broadcast category after current broadcast and Games city contracts are completed," he says.

  让事情变得更为复杂的是,搜狐还声称,其所具有的奥运官方网站制作权将赋予它在自己的网站上报导赛事的特别便利。虽然北京奥组委允诺奥运会赛事报道将是“开放的”,但中国政府不认可大部分网站记者的资质——而这些网站称,它们未获得像报纸和电视媒体一样报道奥运会的普通许可。

  Complicating matters further in China, Sohu is also saying that its role in creating the official Beijing Games Web site will give it special access to cover the events on its site. Although the Beijing organizing committee has promised that media coverage of its Games will be "open," the Chinese government doesn't recognize most journalists from Web sites -- and they say they haven't been offered ordinary accreditation to cover the Games like newspapers and TV stations.

  但搜狐这一次找到了突破口:通过获得北京奥组委批准在比赛现场为奥运官方网站服务的旗下300名员工,它可以将比赛内容刊登在其网站上。搜狐还称它已有60名工作人员目前在北京奥运总部现场办公。如果搜狐能有更好的信息渠道,这会有助于提升其网站流量,也就意味着能得到更多广告收入。

  Instead, Sohu is tapping a loophole, through which the 300 employees granted work licenses by the Beijing committee to run the official Web site inside Olympics venues will also feed content to Sohu.com. Already, Sohu says it has a staff of 60 working at Beijing's Olympics headquarters. If Sohu can claim better access to information, that can drive more traffic to the site -- and advertising dollars, too.

  搜狐声称其在筹备奥运会官网中所扮演的角色将给它的奥运会报道创造优势。但国际奥委会的一位女发言人表示:“奥运会由多家媒体共同报道”。她说,作为北京奥组委的一个合作伙伴,“并不因此就能获得北京奥运会的独家或特殊的报道权”。北京奥组委的发言人未就记者的提问作出回应。

  Sohu says that its role in preparing the official Web site will give it an advantage in covering the Games. However, a spokeswoman for the the International Olympic Committee says that "the Olympic Games are covered by a number of media outlets." Being a partner of the Beijing organizing committee, she says, "does not grant exclusive or special editorial rights to cover the Beijing Games." A spokesman for the Beijing committee didn't reply to questions.

  在竞争激烈的中国互联网市场,搜狐的对手不会对此无动于衷。几家中国网站在7月份组建了一个“奥运报道联盟”,它们很可能通过博客、新闻和电子邮件等方式联手报道奥运会。联盟成员还可能联合出售这些报道的广告空间,然后分享收入。

  In China's dog-eat-dog online world, Sohu's competition isn't taking any of this sitting down. In July, several Web sites launched an "Olympic Coverage Alliance" which could eventually jointly create blogs, news reports and email alerts about the Games. The alliance could also jointly sell ad space around that content, splitting the revenue among them.

  作为该联盟最初的三个发起方之一的新浪网称,联盟成员已经扩大至现在的40家,包含了中国互联网市场的绝大部分企业,其中包括腾讯、网易、MSN中国和雅虎中国。

  From an initial group of three Web sites, founding member Sina.com says the alliance now has 40 members making up the vast majority of the market, including Tencent, Netease.com Inc. MSN China and Yahoo China.

  新浪执行副总裁兼新浪网总编辑陈彤表示:“搜狐取得的仅是官方网站的运营权,除此之外并没有其它排他性权利。”新浪网是一家高度倚重新闻内容的网站,它声称奥运报道联盟已组建了一支团队在搜集整理有关奥运会的内容。

  "Sohu only got the right to run the official Web site, and except for that, they have no other exclusive rights," says Chen Tong, rival Sina Corp.'s executive vice president and chief editor. Sina, which operates a heavily news-driven site, claims the alliance already has a team putting together content about the Games.

  雅虎中国的运营商阿里巴巴集团已证实加入此联盟,但拒绝回答其它问题。MSN也拒绝回应。MSN在一份声明中称:“相信我们的合作战略和愿景将推动建立起一个充满健康活力的互联网生态系统。”

  Yahoo China operator Alibaba Group confirms it is a member of the alliance but declined to answer further questions. MSN also declined to answer questions. "We believe that our partnership strategy and vision will lead to the development of a very healthy and vibrant Internet ecosystem," said MSN in a statement.

  而另一家不愿公开身份的成员表示,它将与联盟开展合作,但如果有机会,也愿意与搜狐联手。

  One member, which asked not to be identified, said it would work with the alliance but was also willing to join together with Sohu if there was an opportunity to do so.

  --北京的Sue Feng对本文作出了贡献

  --Sue Feng in Beijing contributed to this article

  Juliet Ye / Geoffrey A. Fowler报道

  Juliet Ye / Geoffrey A. Fowler

编辑 赵国栋 新浪科技
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