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            英語資訊
            News

            The Most Money Paid for the US Broadcast Rights in the History of Olympics

            Source: 恒星英語學習網  Onion  2007-10-23  我要投稿   論壇   Favorite  

            The negotiations for the US broadcast rights for the 1988 Winter Olympics in Calgary, Canada, These took place in January 1984. Negotiating teams from the three US TV networks, ABC, NBC, and CBS, gathered at the 120-year old Palace Hotel on the shores of Lake Geneva. These were the first US broadcast negotiations of the Samaranch Presidency. Samaranch had decided it was time for the IOC to take direct control of the biding procedure. IOC Executive Board Member, Dick Pound led the process.

            1984年1月,美國三大電視網——美國廣播公司、國家廣播公司和哥倫比亞廣播公司齊聚于坐落在日內瓦湖畔、擁有120年歷史的王宮飯店,這是薩馬蘭擔任國際奧委會主席期間對美國的廣播公司進行的首輪談判。薩馬蘭奇主席決定,應該是國際奧委會直接控制公開招標過程的時候了。國際奧委會執行委員會委員迪克·龐德領導了這個進程。

             

            The IOC left nothing to chance. The decision to hold the negotiations at its base in Lausanne was a deliberate attempt to get the networks off their bidders with their New York head offices. Crucially, the negotiators were isolated from financial executives in New York who might have tried to limit an escalation in bidding.

            國際奧委會沒有給投機者任何機會。做出在國際奧委會總部——瑞士洛桑舉行談判的決定,是故意讓這些廣播公司在客場作戰。國際奧委會希望這將切斷競標代表和他們紐約總部辦公室之間的紐帶。至關重要的是,他們把這些談判代表孤立于紐約的金融主管之外,如若不然,這些金融主管可能會想方設法限制投標額的增加。

            ABC’s Roone Arledge said the process was like “placing three scorpions fighting in a bottle, and when it is all over, two will be dead and the winner will be exhausted”.

            美國廣播公司的魯尼·阿列吉把這個過程描述為:“把三只蝎子放進一個瓶子里去斗,當一切結束的時候,其中兩個奄奄一息,獲勝者也會筋疲力盡!

            After more than 11 hours of bids and counter bids, ABC won in the sixth round. There was only one scorpion. But the sting was in the tail. The ABC winning bid of $309 million was a $217.5 million increase over what it paid for the Sarajevo rights—a 337 percent increase. It was the most money ever paid for a single event—sports or otherwise in the history of television.

            在超過11個小時的投標和反投標之后,美國廣播公司在第六輪談判中取得了勝利。只剩一只蝎子了,但是刺卻在尾巴上。美國廣播公司為勝利付出的代價是3.09億美元,這比為獲得薩拉熱窩冬奧會的轉播權付出的費用高出了2.175億美元——增加了337%。這是電視轉播歷史上為單個活動支付的最高價格——不管是體育運動還是其他任何活動。

            The bidding fever surrounding Calgary was a critical point in the Olympic turnaround. From ABC’s perspective it was disastrous. ABC eventually lost around 65 million on the Calgary Olympics—the first time the network recorded a loss on its Olympic coverage. It took years for ABC to forgive the IOC for the manner in which the Calgary negotiations had been conducted and to return to the Olympic rights market as an active bidder.

            圍繞著卡爾加里冬奧會的投標熱是奧林匹克運動的一次重大轉折。從美國廣播公司的角度來看,這是災難性的。最后,美國廣播公司因為轉播卡爾加里冬奧會總共損失了大約6500萬美——這是奧運會轉播史上廣播公司首次遭受損失。此后很多年,美國廣播公司都很難原諒國際奧委會在卡爾加里冬奧會投標談判中的做法,也不愿意重回奧運會轉播權市場積極參與競標。

            The lesson stayed. The Olympic franchise is built on the Olympic values. It can only be sustained through carefully managed long-term relationships. Deals have to mutually beneficial. Financial success is important, but so, too, must be the financial success fo your business partners.

            這是一個很大的教訓。奧運會的特權是建立在奧林匹克價值基礎上的,它只能通過精心維護的長期關系來保持。交易必須是互惠的,經濟上的成功確實是重要的,但是,這種成功必須基于“雙贏”,即你生意上的合作伙伴同時也取得經濟上的成功。


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