| Sport broadcasting is the televising of entertaining sports content. Sports content is an important part of the mix for most broadcasting stations and networks. In fact, the success of media entrepreneurs such as Rupert Murdoch is largely due to obtaining the rights to major sporting events. |
体育转播是通过电视转播的方式播放体育新闻，而体育新闻又是大多数广播电台和网站的重要组成部分。事实上，传媒企业家的成功，例如：Rupert Murdoch(默多克新闻集团)，在很大程度上取决于他们是否可以得到重大体育赛事的播放权。 |
| The reason sports are such an important part of televison is their popularity with viewers. Whether it is the thrill of comptition, or the adoration of the stars, viewers flock to sports on TV. |
体育之所以电视转播中占有重要的地位是由于其本身深受电视观众的喜爱。不论是竞赛带来的刺激感，还是对体育明星的个人崇拜观众们都愿意围坐在电视机前看比赛。 |
| The wider the coverage speads and the more countries competing,the bigger becomes the sport. And as the sports grows, so does the familiarity and popularity of the stars. With viewers tuning in to see their favorite stars, the sport continues to grow. |
转播范围越广，参赛国家越多，赛事也就越重要。随着体育运动的发展，体育明星也随之家喻户晓，深受喜爱。在观众收看他们喜爱的体育明星进行比赛的同时，体育事业也得到了发展。 |
Popularity brings advertising dollars, and with more advertising, popularity increases more. This feedback loop has led to the huge sport business market in developed countries,thanks largely to broadcasting.
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此外，体育运动的普及还带动了广告业。对广告业的带动使得体育运动愈加普及。这种循环的回馈效应为发达国家开拓出巨大的体育商业市场，当然，这一切都离不开广播媒体。 |
| Popular sports will usually air in prime time spots between 6pm and 11pm, which is sometimes called prime time. Commercials,or TV ads placed in prime time can be quite expensive if the ratings are high. |
受欢迎的体育节目通常都在晚间6点至11点播出，这段时间被称为黄金时间，收视率高，因此电视广告收费也都相当昂贵。
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| A 30-second commercial during the NFL Superbowl may cost more than US$300,000.With ad time being so expensive, advertises can save money on exposure by sponsoring the sports event. Their company logo may appear in the event title, on signboards, clothing, or in digital effects on the screen. |
在美国国家橄榄球联盟冠军赛中插播一条30秒钟的商业广告，耗资三十多万美元。随着广告费用的日益增长，广告商通过赞助体育赛事的方法节约开支，让他们公司的商标出现在赛事标题、公告板、参赛者服装中，或以数字的形式出现在屏幕中。
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| Title sponsors wil also buy commercial time in the lead in and lead out spaces during the ad breaks. They will usually buy promotional ad spaces prior to the event so that they can promote the event. The title sponsor wants to make sure viewers remember its association with the event, and to protect against ambush marketing. |
冠名赞助商同样会买下比赛中场休息时参赛队入场或退场时段的广告时间。通常，他们还会买下赛前的宣传广告作为对比赛的推广赞助。冠名赞助商希望电视观众在记住比赛的同时也记住他们 ，可以在危机四伏的市场中保护自己。 |
| In China the broadcasting of sports is still in its infancy. There are not many top-level events aired live on Chinese television. |
在中国，体育转播仍然处于起步阶段，许多世界顶级赛事还无法进行现场直播。
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| Many are instead recorded or pretaped for airing at a later time after editing, such as adding Mandarin commentary , The situation in China though,is changing rapidly. |
许多体育赛事只能采用录像或预录的方式，结束编辑后，例如加中文解说等，再进行转播。不过在中国这种情况正在发生着迅速的转变。 |
| This is not only due to excitement in the lead up to the Olympics, it has a lot to do with market forces. |
这不仅是国为筹备奥运的激情，在很大程度上还来自市场推动力。 |
| As in the west, Chinese stations are learning that good sport programs attract viewers and advertisers. This means increased revenues for the stations and so they are keener than ever to obtain broadcasting rights for good sporting content. |
和欧美国家一样，中国的广播电视台也意识到：好的体育节目在吸引电视观众和广告商方面的发挥重要作用。同时为电台增加收入，所以他们才愿意去争取更好的体育节目的转播权。
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