Reporter Kristie Lu Stout
Online gambling may be a winner, but in another ways the Internet is being shut out of the action. There were hopes World Cup matches will be simulcast1 on the web, but as Krisy Vissel reports, traditional TV has scored a victory2 before the first whistle has even blown.

Reporter
Win Mak is an executive with his priorities in order3.

Win Mak, Cyber Soccer Fan
I don't have to rush home to catch a program, you know, I don't really have to wake up in the morning, early morning, to try to catch a game. I can wait for you know the next morning, and get back to the office, and then have a nice cup of coffee, sit back and relax and watch the game over the Internet.

Reporter
Tucked away in his corner office4 Win is wired to catch his favorite soccer teams in action, but his modem may not be buzzing5 when the World Cup kicks into gear6.
Soccer governing body and World Cup organizer FIFA7 calls the World Cup the greatest single sports event of the modern age, yet, none of the action will play live on the internet8. The official World Cup web-site will screen highlights9, but not in real time10. FIFA has ruled out11showing live web casts over fears that it will endanger existing TV contracts.

　　Chui-inn Lee, Media Consultant
I totally agree with FIFA, because first of all, it does protect its revenue. Television rights have been its existing bread and butter12 for many years, for example, for the year 2002 World Cup, it's getting about, 790million US dollars from its TV distributor.

　Chiris Guinness, CEO Frontiers Media Group
　As a result of the increasing competition whereby satellite and cable broadcasters can now bid for13 the rights the value of the television rights has increased enormously. And so, consequently, I think FIFA is very keen to protect the value of those rights and to protect broadcasters as you ever know？

　Reporter
　World Cup rights have been sold to broadcasters all over the world. And industry players fear that selling the rights to a .com, which will have international reach, would reduce that lucrative14market of many to a market of one. But these days, that may not be the case.

　Chiris Guinness, CEO Frontiers Media Group
　The technology is there already, not only to offer high quality coverage on the internet, but also to be able to restrict it territorially which is one of the major issues for a lot of sports federations they're worried that coverage of their sport can be seen worldwide. Well, increasingly there is an opportunity to restrict it territorially.

　Reporter
　Seeking business15from the net may in fact be inevitable when a major ad slump is draining TV's willingness to spend big bucks on sport.

　Chui-inn Lee
　You do see that happening in the US right now. The advertising dollars for TV sports programs are dropping, if this eventually happens to World Cup, then what could happen is the event organizer may be able to negotiate with the TV stations, of allowing it to sell its internet rights to an internet company. And therefore, recoup16some of its lost revenues from television.

　Reporter
　 FIFA isn't quite ready to tap into the net's full potential17, and with no live webcast, cyber soccer fans may have no choice but to tune in18 the old fashion way.

　Win Mak
　Basically, I just, you know, subscribed for cable TV just because of the World Cup a few months ago, and this is it, can't miss it, really can you?

記者 克里斯·盧斯托
網(wǎng)上賭博也許能借世界杯賺錢，但從其他方面，互聯(lián)網(wǎng)卻被拒排除在外。本來世界杯有望在互聯(lián)網(wǎng)上直播，但是正像克里斯·威塞爾報道的，傳統(tǒng)電視在世界杯第一聲哨響之前便先贏得了一場勝利。

記者
馬文是一位做事有輕重緩急的經(jīng)理。

馬文，網(wǎng)上足球迷
我不用趕回家去看電視節(jié)目，我真的不用起個大早看球賽。我可以等第二天上午，到辦公室，美美地泡一杯咖啡，坐下來輕輕松松在網(wǎng)上看球賽。

記者
坐在他的經(jīng)理室里，馬文準(zhǔn)備上網(wǎng)看他鐘愛的球隊踢球。但是當(dāng)世界杯開踢的那一刻，他也許根本沒在網(wǎng)上。
作為足球管理部門和世界杯組織者的國際足聯(lián)稱，世界杯是現(xiàn)代最偉大的單項競技賽事，但是沒有一場比賽會在互聯(lián)網(wǎng)上直播。世界杯官方網(wǎng)站將播出精彩鏡頭，但不是實時的。因擔(dān)心會危及同電視臺的合同，國際足聯(lián)禁止網(wǎng)上直播。

李翠英，媒體顧問
我完全贊同國際足聯(lián)，因為最重要的是它保住了收入。多年以來電視轉(zhuǎn)播權(quán)就是一塊肥肉，比如，2002年世界杯，國際足聯(lián)就獲得了7.9億美元的電視轉(zhuǎn)播費。

克里斯·吉尼斯，前線傳播集團(tuán)首席執(zhí)行官
因為衛(wèi)星電視和有線電視也能參加世界杯轉(zhuǎn)播的競標(biāo)，致使競爭更加激烈，電視轉(zhuǎn)播權(quán)的價值急劇擴(kuò)大，因此，國際足聯(lián)很注意保護(hù)電視轉(zhuǎn)播權(quán)的價值，進(jìn)而也保護(hù)了電視臺。

記者
由于世界杯轉(zhuǎn)播權(quán)是分別賣給全世界各地的電視臺，因而足球界人士擔(dān)心，將轉(zhuǎn)播權(quán)由賣給數(shù)十家電視臺到一家全世界各個角落的人都可以收看到的網(wǎng)站，會把許多個利潤豐厚的市場變成僅有的一個市場。但今天，情況可能并非如此。

克里斯·吉尼斯，前線傳播集團(tuán)首席執(zhí)行官
將網(wǎng)上轉(zhuǎn)播控制在某個區(qū)域內(nèi)的技術(shù)已經(jīng)很成熟，它不僅使我們能在互聯(lián)網(wǎng)上看到高質(zhì)量的轉(zhuǎn)播，而且能夠?qū)⑺薅ㄔ谀硞€區(qū)域內(nèi)。對許多體育組織來說，這是他們最關(guān)心的，因為他們擔(dān)心通過互聯(lián)網(wǎng)轉(zhuǎn)播的比賽，全世界的人都能看到，將轉(zhuǎn)播限定在某個區(qū)域越來越成為可能。

記者
由于廣告業(yè)的蕭條，電視不愿在賽事轉(zhuǎn)播上花費太多錢財，體育組織從互聯(lián)網(wǎng)尋求商機(jī)已不可避免。

李翠英
這種情況正在美國發(fā)生。電視臺體育節(jié)目的廣告收入在下降，如果世界杯也發(fā)生了這類情況，世界杯組織者也許能夠和電視臺談判，允許國際足聯(lián)把轉(zhuǎn)播權(quán)賣給互聯(lián)網(wǎng)公司，以此彌補(bǔ)電視轉(zhuǎn)播權(quán)收入方面的損失。

記者
國際足聯(lián)現(xiàn)在還不準(zhǔn)備挖掘網(wǎng)絡(luò)的所有潛能，沒有網(wǎng)上直播，網(wǎng)上足球迷除了重新回到電視機(jī)前，別無選擇。

馬文
為看世界杯，在幾個月前我剛申請了有線電視。就這樣，不能錯過，你能嗎？

答案：

1．simulcast to broadcast simultaneously by FM and AM
radio or by radio and television.聯(lián)播同時在收音機(jī)的中波和調(diào)頻上播送
或同時在收音機(jī)和電視上播送

2. scored a victory取得勝利
score to achieve; win.贏得；獲得

3．with his priorities in order知道輕重緩急
priority a rank assigned to a task that determines its
precedence in receiving system resources.優(yōu)先級; 給任務(wù)指派的等級,
決定任務(wù)在使用系統(tǒng)資源時的優(yōu)先次序。

4．corner office位于角落的經(jīng)理辦公室

5．modem may not be buzzing調(diào)制解調(diào)器沒有發(fā)出聲音，意指不在網(wǎng)上

6．kick into gear開始

7．FIFA 國際足球聯(lián)合會 (Federation Internationale de
Football Association，即International Football Federation)

8．play live on the internet網(wǎng)上直播
live adj. broadcast while actually being performed; not taped,
filmed,or recorded 現(xiàn)場直播的；并未錄音、拍片或記錄的
a live television program現(xiàn)場直播的電視節(jié)目

9．highlight an especially significant or interesting detail
or event 最重要的或最有趣的細(xì)節(jié)或事件

10．real time n.事情發(fā)生的同時；實時

11．rule out v.
①to prevent; preclude避免；排除在外
例：The snowstorm ruled out their weekly meeting.
暴風(fēng)雪使他們一周一次的會議無法舉行。
②to remove from consideration; exclude不考慮；排除出去
例：The option of starting over has been ruled out.
重新開始這種選擇已被排除考慮。

12．bread and butter n. the essential sustaining element or elements;
the mainstays 支柱；主要的支撐要素；靠山

13．bid for許諾以獲支持,投標(biāo)

14．lucrative producing wealth; profitable 獲利的、產(chǎn)生財
富的；有利潤的
a lucrative income; a lucrative marketing strategy一筆利潤收入；一
套贏利的市場策略

15．seek business 尋求商機(jī)

16．recoup to receive an equivalent for; make up for彌補(bǔ)，收
到……的相等物；補(bǔ)償
recoup a loss 彌補(bǔ)損失

17．tap into one's full potential挖掘所有潛力

18．tune in adjust a receiver to receive signals at a particular frequency or a
particular program 調(diào)整頻率（以接收）、調(diào)整接收器來接收特定頻率的信號
或特定的節(jié)目

A．a(chǎn)nd then have a nice cup of coffee, sit back and relax and watch the game over the Internet

B．I think FIFA is very keen to protect the value of those rights and to protect broadcasters as you ever know

c．but also to be able to restrict it territorially which is one of the major issues for a lot of sports federations