Programming Trends

节目趋势

§                                 NBC's upfront: Engagement will be guaranteed: 

§                                 Seeking to turn around its declining upfront performance, NBC will make guarantees of audience engagement to marketers that request them. The engagement figures will be based on data from IAG Research, which bases its conclusions on the ability of participants in its 1.5-million-member online panel to describe aspects of specific shows. NBC's move could result in similar offers from rival networks and could bolster IAG's position in the burgeoning field of engagement measurement. Advertising Age (free registration) (2/28)

NBC的预销售：保证观众数：

为了扭转其不断下滑的预销售状况，NBC向市场商做出了观众收视人数担保以邀请他们参加。担保的观众数将以IAG研究公司提供的数据为依据，而IAG的结论则是根据其参与讨论具体节目各方面表现的150万网络小组成员提供的意见得出的。NBC的做法会激发竞争电视网提供同样的服务，会提升IAG在“担保测量”这个新生领域的地位。

 

ADVERTISING trends

广告趋势

§                                 Pairing ads with Web video
Text-based search engines pair content with relevant ads based on keywords, and even user demographics and time of day. Now, programmers are seeking to market technology that can automatically deploy relevant video ads inside online video clips, using techniques as varied as keyword matching and sound and image recognition. The Wall Street Journal (subscription required) (3/2)

广告和网络视频相关联

文本搜索引擎按照关键字，甚至是用户特征和时段把内容和相关广告结合到一起。现在，程序员试图推广运用关键字匹配，声音和图像识别等不同方法，自动把相关视频广告和网络视频短片联系到一起的技术。

 

Technology and Platforms

技术与平台

§                                 YouTube building alliances with smaller content producers
Although Google has yet to reach video deals for YouTube with the major studios and TV networks, it has forged partnerships with more than 1,000 other outlets, from the Sundance Channel and the NBA, to independent label Wind-up Records and small independent video producers. The New York Times (3/2)

YouTube和小型内容制作公司建立联盟

虽然Google还没有为YouTube和大型制作公司以及电视网签订视频协议，但是它已经和另外1000多家公司建立了合作关系，其中既包括圣丹斯频道，NBA频道，也有独立唱片公司Wind-up Records以及小的独立视频制作公司。

 

Programming Trends

节目趋势

§                                 Ratings performance of "Black Donnellys" less than stellar
"The Black Donnellys" premiere didn't garner the ratings NBC had hoped for, but it did outperform "Studio 60 on the Sunset Strip," which it replaced. "Donnellys" averaged a 3.2 rating in adults aged 18 to 49 and 7.93 million total viewers, according to Nielsen. Variety (free to NATPE dailyLead subscribers) (2/27)

《唐纳利兄弟》收视率表现不如预期

《唐纳利兄弟》的首播并没有获得NBC预期的收视率，不过表现要比它替代的节目《日落大道60演播室》好。《唐纳利兄弟》在18-49岁成人观众中的平均收视率为3.2，观众总数793万，尼尔森说。

§                                 BFTV expands reach to cable
BabyFirstTV is extending its programming beyond DirecTV's satellite service, landing deals with Comcast, Charter Communications and AT&T. Broadcasting & Cable (2/27)

BFTV拓展至有线电视

BabyFirstTV突破节目仅在DirecTV卫星电视播出的局限，同康卡斯特，Charter传播和AT&T签订协议。

§                                 Christopher Guest to helm ABC comedy pilot
Christopher Guest will direct ABC's comedy pilot adaptation of Britain's "The Thick of It" sitcom. "Arrested Development" creator Mitch Hurwitz will be one of the writers of the show. Zap2it.com  (2/26)

Christopher Guest将执导ABC喜剧试播片

Christopher Guest将执导ABC改编英国情景喜剧《最激烈的时刻》的喜剧试播片。《发展受阻》创作人Mitch Hurwitz将是该剧的编剧之一。

§                                 Bob Barker tapped for cameo on CBS sitcom
Longtime gameshow host Bob Barker is set to play himself in a guest appearance on CBS' "How I Met Your Mother." Variety (free to NATPE dailyLead subscribers) (2/27)

Bob Barker作为嘉宾亮相CBS情景喜剧

知名游戏节目主持人Bob Barker将在CBS《老爸老妈的浪漫史》中作客串表演。

 

Media News

媒体新闻

§                                 Walden: FCC could lose power to regulate indecency
The U.S. Supreme Court could one day decide the FCC lacks the proper authority to regulate indecency, Rep. Greg Walden, R-Ore., a member of the House Telecommunications Subcommittee, told broadcasters on Tuesday at an NAB-sponsored conference. Walden also said he believes broadcasters were taking the fall for TV violence concerns, despite there being 400 other channels, and he suggested that if the merger of the two satellite companies were approved, then broadcasters should be allowed to own more stations. Broadcasting & Cable (2/27),  Radio Ink (2/28)

Walden:联邦通信委员会会失去不良节目监管权

美国最高法院迟早会认定联邦通信委员会缺乏管理不良节目问题的必要权威性，俄勒冈州代表，众议院电信小组委员会成员Greg Walden周二在NAB赞助的一次会议上对广播公司说。Walden还表示，他相信虽然另外还有400家频道，但广播公司的确承担了电视暴力担忧的主要责任，同时他暗示，如果两家卫星电视公司的合并议案获得批准，那么广播公司也应该被允许拥有更多的附属台。

§                                 Sinclair could tune out Comcast viewers
The retransmission war has found a new battleground. Sinclair Broadcast Group is threatening to turn off services to Comcast viewers in 23 markets this week after negotiations stalled, a person familiar with the matter said. The Sun (Baltimore) (free registration) (2/28)

Sinclair可能停止向康卡斯特观众提供节目

转播权战争又开辟了新战场。据一位了解内情的人士透露，在谈判遇阻停下来之后，Sinclair广播集团威胁说将于本周停止向康卡斯特23个市场的观众提供收视服务。

 

ADVERTISING trends

广告趋势

§                                 Yahoo ad-ranking tool a hit with users
Yahoo's new ad-ranking system, dubbed Panama, has given a boost to the company's revenue growth. Yahoo says the new ad-ranking tool is giving users a better search experience while providing more value to advertisers.   Bloomberg/ClipSyndicate (2/26),  The Wall Street Journal (subscription required) (2/28)

Yahoo! 广告排名工具获得用户欢迎

Yahoo! 名为巴拿马的新广告排名系统为公司业绩提高注入活力。Yahoo! 说新的广告排名工具在令用户获得更好的搜索体验的同时也为广告主提供了更多的价值。

 

NATPE News

NATPE新闻

• Women in Radio & TV Summit and Conference
  Special rate for NATPE members for the 2007 American Women in Radio & Television Leadership Summit and Business Conference from March 8 to 10 at the Renaissance Hotel in Washington, D.C. -- focuses on issues electronic-media leaders are facing. Speakers include FCC commissioners Adelstein and McDowell and legendary journalist Helen Thomas. More information and registration online. NATPE members register as AWRT members and save.

广播电视女性峰会

3月8日至10日，华盛顿Renaissance酒店将举行2007广播电视女性领导人峰会及商业会议——这次会议主要讨论电子媒体领导人所面对的问题。参加此次会议的NATPE会员可以享受优惠价格。发言人包括联邦通信委员会委员Adelstein 和McDowell以及传奇记者Helen Thomas。要了解更多信息和注册请登陆网络。

 

Technology and Platforms

技术与平台

§                                 NBC puts "P.I." online before TV debut
NBC is expanding its Web presence by offering the entire first season, plus a bonus episode, of its "Andy Barker P.I." before it airs on the network. The move follows Fox's decision to release "The Winner" on its Web site. Variety (free to NATPE dailyLead subscribers) (2/27)

NBC的《Andy Barker P.I.》在电视首播之前先登录网络

NBC为了提升其网络影响，决定安排《Andy Barker P.I.》在电视网播出之前率先在网络上播出第一季的全部内容以及额外剧集。在此之前，福克斯已经决定在其网站上播出《The Winner》。

§                                 AP signs viral video deal with Voxant
The Associated Press is teaming with viral syndication network Voxant to spread its video content around the Web. AP videos will be available for viewing on Voxant's site, TheNewsroom, as well as for users to post on their personal Web pages. Broadcasting & Cable (2/27)

美联社和Voxant签订虚拟视频协议

美联社和虚拟辛迪加网络Voxant合作，通过网络传播其视频内容。美联社视频可以在Voxant网站，TheNewsroom收看，用户还可以在自己的个人网站上面转载这些内容。

§                                 CBS battles YouTube with March Madness video clips
A division of CBS will allow college basketball fans to create their own hoops clips and share them with friends during March Madness. The CSTV Networks division starts its "Are you fan enough?" campaign Wednesday in a community section of CSTV's Web site. The New York Times (2/28)

CBS拿March Madness视频短片和YouTube叫板

CBS旗下一家公司将允许大学篮球迷在“疯狂三月”比赛期间创作自己的篮球短片和朋友分享。CSTV网络公司周三开始在CSTV网站的一个社区板块推出了“你是否够疯狂？”的活动。

§                                 EA, iVillage team up on games for women
Electronic Arts has joined forces with NBC Universal's iVillage to offer a co-branded online games channel for women. The games channel on female-oriented iVillage will feature casual games from EA's Pogo.com. The Hollywood Reporter (subscription required) (2/28)

EA，iVillage合作女性游戏

电子艺界和NBC环球旗下的iVillage合作，推出联合冠名的女性在线游戏频道。在面向女性的网站iVillage上开辟的这个游戏频道将推出来自EA的Pogo.com的休闲游戏。

 

Movers and Shakers

人物动态

• Univision taps OMD chief as new CEO
  The private-equity group about to close on its ＄12.3 billion acquisition of Univision Communications Inc. has named Joe Uva, CEO of OMD Worldwide, to head the Spanish-language channel. The move is viewed as a sign the new owners want to improve on Univision's ability to generate ad revenue. Los Angeles Times (free registration) (2/28)

Univision任命OMD首席执行官担任新CEO

即将完成123亿美元Univision通信公司收购的私人股权集团任命OMD全球公司CEO Joe Uva来管理这家西班牙语频道。该任命被外界视为是新股东希望提高Univision增加广告收入能力的信号。

 

节目趋势

《唐纳利兄弟》收视率表现不如预期

BFTV拓展至有线电视

Christopher Guest将执导ABC喜剧试播片

Bob Barker作为嘉宾亮相CBS情景喜剧

媒体新闻

Walden:联邦通信委员会会失去不良节目监管权

Sinclair可能停止向康卡斯特观众提供节目

广告趋势

Yahoo! 广告排名工具获得用户欢迎

NATPE新闻

广播电视女性峰会

技术与平台

NBC的《Andy Barker P.I.》在电视首播之前先登录网络

美联社和Voxant签订虚拟视频协议

CBS拿March Madness视频短片和YouTube叫板

EA，iVillage合作女性游戏

人物动态

Univision任命OMD首席执行官担任新CEO

Programming Trends

节目趋势

Can telenovelas succeed in the U.S.?
Although the first round of English-language telenovelas proved a major flop, their continuing success on Spanish-language TV could mean U.S. programmers will try them again. New multiplatform formats that would allow the shows to be watched online or via cell phones and iPods may help overcome the obstacle of getting U.S. viewers to commit to the show's daily format. The Miami Herald (free registration) (2/11)

长篇电视连续剧能在美国获得成功么？

尽管英语长篇电视连续剧的首轮进攻遭遇了失败，但是他们在西班牙语电视上连续取得成功的事实也意味着美国节目制作人将再次尝试。新的多平台播放形式将允许人们在线或者通过手机和iPod收看这些节目，这可能会有助于克服现实的困难，让美国观众愿意每天都看同一部节目。

§                                 Morning newscasts no longer a hit with women viewers
Women viewers in the 25 to 54 demographic are tuning out of morning newscasts, according to Nielsen Media Research data. Whether it's the departure of popular morning hosts such as Katie Couric, or the increased popularity of online news sites, it's difficult to trace the reason for the decline. Chicago Tribune/Los Angeles Times (free registration) (2/11)

早间新闻不再是女性观众热衷的节目

尼尔森媒介研究的数据显示，25-54岁的女性观众群不爱看早间新闻节目了。是受到知名主持人比如说Katie Couric离开的影响，还是因为网络新闻网站越来越红火，确实还很难追溯收视率下降的原因。

§                                 Diversity picture mixed in TV newsrooms
The Radio-Television News Directors group sees progress in a new study showing minorities, as a percentage, at their second-highest level in TV newsrooms. But others, noting that newsrooms have fewer workers, say the climate for minorities in TV newsrooms hasn't changed much at all. Broadcasting & Cable (2/12)

电视新闻间的各色人种

广播-电视新闻总监会在一项新的研究中发现在电视新闻间工作的少数民族人数比例有了上升。不过另外一些人提示说，因为新闻间的工作人数减少了，所以少数民族在电视新闻中的大气候并没有太大的改变。

 

Deal with TBS allows EchoStar to return Court TV to lineup
Turner Broadcasting System and EchoStar Communications resolved their differences by signing a new affiliation agreement that will return Court TV to DISH Net's lineup. Financial terms of the agreement weren't announced, but the deal allows Court TV to be part of DISH's "America's Top 200"

EchoStar同TBS签订协议，获得法院电视转播权

特纳广播公司和EchoStar通信化解了分歧，签订新的附属台协议，使法院电视重新归入DISH电视网的播出范围。协议的财务条款并未公布，但该协议将允许法院电视进入DISH的“美国200强”之列。

 

Media News

媒体新闻

§                                 Media companies allege Google benefited from film piracy
Media firms, including Viacom, Walt Disney and Time Warner, allege that Google profited from the sale of private movies and provided support to two Web sites that are suspected of offering illegal downloads. Google has agreed to implement new piracy measures, but it has said its policy is to prohibit the sale of copyright-infringing materials. The Wall Street Journal (subscription required) (2/12)

媒体公司宣称Google从盗版影片中获利

包括维亚康姆，迪斯尼和时代华纳在内的媒体公司称Google从销售盗版影片以及为两家涉嫌提供非法下载服务的网站提供支持中获取暴利。Google同意推行新的反盗版措施，同时表示其政策是禁止侵犯版权内容的买卖的。

§                                 Cartoon Network GM resigns after Boston campaign scare
Jim Samples has resigned as Cartoon Network's general manager following the failed marketing campaign in Boston. Blinking light boards were affixed to buildings and highway overpasses during the marketing campaign for Adult Swim, which led to responses from police and the FBI. The New York Times/Associated Press (2/10),  Los Angeles Times (free registration) (2/10),  The Washington Post (2/10)

卡通电视网总经理在波士顿恐怖广告事件后辞职

卡通电视网总经理Jim Samples在波士顿营销活动失败之后辞职。在这次为《成人游泳》节目进行的营销活动中，悬挂在建筑和高速公路之上闪烁不停的霓红灯引起了警方和FBI的巨大关注。

 

ADVERTISING trends

广告趋势

§                                 Opinion: Marketers must cross digital gap to stay relevant
Marketers must embrace the Internet and "on-demand" media if they hope to connect with emerging, young decision-makers. Those who are successful in reaching Gen X and Gen Y will grasp that media choices must be customized to reach individuals who are "digital natives." Key to bridging the generation gap is realization that online games, satellite radio, iPods and smartphones have elevated mobility, community and choice to higher positions. Mediaweek (2/12)

观点：市场商要保持一贯的形象就必须跨越数字鸿沟

市场商要想和不断涌现的，年轻的决策者建立联系，就必须接触互联网和“点播”媒体。那些成功到达X和Y两代人的企业深谙其中的要义，即媒体选择必须要为了到达“数字国度”的年轻人而做的有个性。跨越代沟的关键就在于意识到网络游戏，卫星广播，iPod和手机已经将移动，社区和选择提升到了一个新的高度。

 

Technology and Platforms

技术与平台

§                                 Google's YouTube to serve up classic TV Shows
Google's YouTube firmed up its efforts to add more video to its Web site by inking a deal with Digital Music Group to post more than 4,000 hours of content. Digital Music Group will provide classic TV shows such as "I Spy" as well as music and film catalogs. The Wall Street Journal (subscription required) (2/12)

Google的YouTube将提供经典电视节目内容

Google的YouTube为巩固自己的位置而同数字音乐集团签订协议增加网站的视频容量，新增加的内容超过了4000个小时。数字音乐集团将提供《我是间谍》这类的经典电视节目以及音乐和电影内容。

§                                 Studios clamor to release TV series on DVD
Studios are cashing in on popular series no longer on-air, by offering fans complete-series gift boxes. For as much as ＄300, megafans get every episode, tons of special features and usually a nice display box to tie it all together. Buying a full series usually comes at a discounted rate as compared to purchasing each season separately. Variety (free to NATPE dailyLead subscribers) (2/9)

电影公司要求发行电视连续剧DVD

电影公司通过给电视剧迷们提供流行连续剧的完整剧集礼盒，已经不靠电视台播出赚钱了。虽然要花300美元，但是剧迷们可以得到所有的剧集，大量的特别花絮，通常一并还有个漂亮的盒子。购买完整的全套节目通常要比单独购买一季一季的内容价格便宜。

§                                 Timberlake wins starring role on small screen: V Cast
Justin Timberlake will become the first star with his own branded channel on Verizon Wireless' V Cast mobile video service. JT-TV, announced during a pre-Grammy party over the weekend in Hollywood, will provide programming in fashion, music, movies and lifestyle.The channel will begin airing in March. Yahoo!/Reuters/Billboard (2/11)

Timberlake获得小屏幕V Cast上的耀眼位置

Justin Timberlake将成为Verizon 无线的V Cast移动视频服务中第一个拥有自己名字冠名频道的明星。上周末格莱美颁奖礼之前在好莱坞举行的一个派对上公布开办的JT-TV将提供时尚，音乐，电影和生活各类节目。该频道将在3月份开播。

 

Movers and Shakers

人物动态

§                                  McGrath tabs Dahldorf for MTV, BET affiliate division
MTV Networks CEO Judy McGrath promoted Denise Dahldorf to executive vice president of affiliate sales at MTV and BET Networks. Dahldorf, who's past titles at MTV included senior VP of cable sales, replaces Nicole Browning. Multichannel News (2/12)

McGrath任命Dahldorf负责MTV, BET附属台工作

MTV电视网CEO Judy McGrath提拔Denise Dahldorf担任MTV以及BET电视网附属台销售执行副总裁。Dahldorf之前曾担当MTV电视网有线电视销售高级副总裁，现接替了Nicole Browning。

 

节目趋势

长篇电视连续剧能在美国获得成功么？

早间新闻不再是女性观众热衷的节目

电视新闻间的各色人种

EchoStar同TBS签订协议，获得法院电视转播权

媒体新闻

媒体公司宣称Google从盗版影片中获利

卡通电视网总经理在波士顿恐怖广告事件后辞职

广告趋势

观点：市场商要保持一贯的形象就必须跨越数字鸿沟

技术与平台

Google的YouTube将提供经典电视节目内容

电影公司要求发行电视连续剧DVD

Timberlake获得小屏幕V Cast上的耀眼位置

人物动态

McGrath任命Dahldorf负责MTV, BET附属台工作