国际效应

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总决赛第三场前两个小时，夏伊·戈德伯格开始在速贷球馆人满为患的场地上寻找一个能够进行直播的地方。没有制片人和摄影师帮助他——他只需要拿出Zoom Q2n摄像机和定制麦克风便足够了。作为球馆内唯一一个以色列记者，他知道自己远在9656公里外的公众自会观看他的直播。

"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."

“很多球迷会在半夜起床。”戈德伯格表示，他住在俄亥俄州阿克伦，是犹太公益团体的特派员，“我给他们带去和电视上不同的体验。”

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.

戈德伯格定期给一个希伯来语的篮球网站撰写与NBA有关的文章。他的粉丝出钱帮他买了去奥克兰观看前两场比赛的机票。“对我来说，这是锦上添花。”他开玩笑道。

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，菲律宾电视台ABS-CBN的体育主播布姆·冈萨雷斯正在翻看详尽的笔记，为马尼拉和菲律宾超过7000个岛屿的数百万观众早上7点的赛前预测节目做着准备。曾经做过球员和教练的法国人雅克·蒙克拉尔现在是全球广播电视台beIN Sports的NBA专家，他认真地看着旁边骑士球员正在进行的高强度对抗。他将在比赛进行期间直播解说。

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.

站在底线的中国网媒腾讯（ESPN合作伙伴）的老牌NBA记者丽莎·徐结束了对NBA总裁亚当·肖华的采访。

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

“这是个大场地。”徐说，“可随着每年国际媒体越来越多，这个场地也变得越来越小。”

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

随着NBA的触角不断伸展到全世界，媒体的报道也相应增加。这些媒体具有多元化，跨越不同文化背景的特点，反映了依靠其报道，分析和行动的NBA全球粉丝的特点。作为外国特派机构，他们认为自己有义务向球迷播放NBA比赛，发布新闻和消息，而其中大多数球迷永远没有到现场观看NBA比赛的机会。也许表面上看这是沉重的责任，但NBA总决赛的成功表明，国际媒体起到了至关重要的作用。

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.

總决赛期间国际媒体的数量，就是NBA总决赛成为国际大事的最好证明，共有来自35个国家的265名记者参与了报道。

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.

比方说在中国，这是数字平台上观众人数最多的一次总决赛。从总数上看，腾讯比赛直播的总点击量达到了1.909亿次，平均每场比赛的单一观看人数达到1220万，比2016年提高了30%。总决赛第五场是NBA收视率最高的比赛，总点击量达到5060万次，收视人数达到1590万人，据腾讯表示，这些数字超过了去年的总决赛第七场。

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.

在电视收视率上，据尼尔森（美国国内数据）统计，这是自1998年后收视率最高的总决赛。2017年总决赛的平均收视人数为2040万，相比去年七场大战的2020万人出现提高。制作了ABC电视台NBA直播的ESPN表示，本年度总决赛的数字直播观众平均也有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.

第五场比赛的平均收视人数为2450万，是自1998年第五场后收看人数最多的第五场比赛。此外，流媒体观众也有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.

当然，勇士与骑士的明星阵容是吸引了超过215个国家，涵盖49种语言的庞大观众的重要因素。

"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."

“球场上有11名现役和前全明星，过去八年的MVP有七年被勒布朗·詹姆斯，凯文·杜兰特和斯蒂芬·库里包揽。”NBA副总裁马克·塔图姆表示，“他们创造出了巨星。人们有无以伦比的兴趣和渴望，观看他们的最高水平比赛。”endprint

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数十年来全球化的核心，就是允许国际媒体成为比赛的传声筒，制造符合不同市场球迷要求的本土化故事，联盟在这方面取得了成功。

"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年前我开始报道NBA时，根本没什么国际媒体。”生活在洛杉矶的日本NBA记者宫地洋子（音译）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.

从1992年开始，宫地参加了每一届总决赛。从梦之队统治1992年奥运会开始，她发现国际媒体的数量开始稳步增长。

"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."

“对于我们在这里的人，这是很大的不同。”墨西哥电视台Televisa的播音吉尔莫·舒尔茨说道，“在墨西哥，有你认识，能够产生感情联系，共同理解一项运动的人，这非常重要。”

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.

盡管国际球迷与出自本国的球员拥有特别联系，但总体上这个因素已经变得不那么重要了。ESPN巴西的记者埃弗拉多·马奎斯表示，尽管赛场上没有安德森·瓦莱乔和莱昂德罗·巴博萨这样的巴西球员，但总决赛收视率相比去年出现了明显增长。勇士在马努·吉诺比利的故乡阿根廷广受欢迎则是另一个好例子。

“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.

“如果勇士能在吉诺比利的国家赢得球迷，就证明联盟在发展，也变得更加复杂。”ESPN Deportes的评论员阿尔瓦多·马丁表示。

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？按照塔图姆的说法，NBA把印度看作下一个中国。NBA总决赛历史上第一次用印地语进行直播。科技将成为NBA总决赛继续增长的主要因素。

"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

“我们现在需要做的，就是为用户最大程度利用移动设备而生产比賽。”塔图姆说，“我们有不同角度的摄像机，可以拉近镜头，为在移动设备，电脑或其他流媒体观看比赛的用户提供更好的观看体验。”

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.

为了更好地为不同地区的转播商提供服务，比赛场地上拥有59台高清摄像机，可以为转播提供超低速回放，使得国际转播不会受本地商业暂停的影响。

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

《印度》报纸的记者斯利尼瓦山·拉玛尼表示，联盟走在了正确的道路上。

"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.

“如果穷人，住在贫困地区的人有机会打球，意识到这是一项民主的运动，篮球就会变得更加流行。”拉玛尼表示，“篮球不是项昂贵的运动——只要有球，有篮筐，谁都能打球。”

"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运动，真正接纳这项运动，这非常重要。像我们一样的印度媒体分析NBA球员的生活，用印度人能理解的方式描述他们并从中学习，这很有必要。”endprint