地方电视台之春 收视该如何保障?(上)

Local television，Coming soon

地方电视台之春，呼之欲出

It is going to have a lot of adverts and reality shows.

接下来是广告和真人秀的时间。

How it’s done in San Diego.

瞧瞧圣迭戈是咋办的。

Why does Birmingham, Alabama have eight local television stations while the larger Birmingham in the West Midlands has none? 

为什么美国亚拉巴马州的伯明翰有八个地方电视台，而英国西米德兰兹郡的大伯明翰市却一个也没有？

The question so irked Jeremy Hunt, the culture secretary until last year, that he decided to do something about it. 

这个问题直到去年还在困扰着英国文化大臣杰里米·亨特，他决定改变这一状况。

Now his vision is taking shape. 

如今他的蓝图正逐渐成形。

Local TV licences have been awarded in 16 of 19 pioneer areas. 

地方电视执照已经在19个试验地区中的16个发放。

By the end of the year the currently defunct Freeview channel eight will start to glow with local fare.

到今年年底，之前已停播的自由观点第八频道将通过地方收费重获新生。

In America, local stations are affiliated with national broadcasters; they rely on huge shows like “American Idol” to drive viewers to their news programmes. 

在美国，地方电视台都隶属于国家广播公司。这些电视台通过像“美国偶像”这样的节目来引导观众收看他们的新闻节目。

Britain’s local outfits will have to survive without such support. 

而英国的地方电视台却没有这个条件。

Andrew Mullins, managing director of the Evening Standard, which won London’s franchise, expects to start turning a profit only in the fourth year. 

拥有在伦敦发行特许权的《英国标准晚报》总经理安德鲁·穆林斯只期望能在第四年实现盈利。

And the capital has the advantage of reliable viewing figures.

而且因为在首都伦敦的缘故，他们还占有可靠收视率的优势。

Most of the new stations will lack them, making it hard to sell advertising. 

相比之下，多数的新闻媒体都缺乏这一优势，这让媒体的广告很难叫卖。

Businesses may treat local TV more as a target for sponsorship, says Sean McGuire of Oliver and Ohlbaum Associates, a consultancy. 

按媒体咨询公司奥利弗和奥尔邦姆的西恩·麦奎尔的说法，在商人眼里，电视更像是一个赞助单位。

There may be a lot: local TV licences are not bound by an EU cap on commercials. 

好处多多：地方电视牌照不受欧盟商业广告的限制。

With several bid-winners promising less than two hours of original programming each day, repeats and teleshopping will also abound.

由于中标广告商承诺每天播放的原创广告不超过两个小时，所以通过重复广告和大打电话购物牌的路子将会兴盛起来。

 （全文共241个词）（红色标注词为考研重点词汇） 

考研重点词汇：

affiliate [ə'fɪlɪeɪt]  n. 联号；隶属的机构等 vt. 使附属；接纳；使紧密联系 vi. 参加，加入；发生联系

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