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关于伦敦奥运，人们除了从电视、广播、报纸等传统媒体上得到消息外，还可以在自己的手机、移动电视、平板电脑上目睹种种赛场内外的情况。因此,有人说，今年是奥运网络直播元年。
无线互联网
也许很多人会觉得网络直播怎么是从今年才开始呢？中国观众不是早在2008年就在通过互联网观看北京奥运的各项比赛了吗？BBC（英国广播公司)不是在2004年雅典奥运上就提供了1000小时的直播节目吗？但是，当时尚未通过互联网用无线接入的方式向手机、移动电视和平板电脑直播任何节目，人们要看节目，必须通过电视同有线宽带连接到桌面电脑。在那个时代，“随时随地”这个词，还不能应用在收看奥运比赛这件事情上。
无线网络直播奥运的出现是历史必然：过去几年中，互联网的普及，视频网站、高速无线宽带的涌现，平板电脑、手提电脑，移动电视和手机的跟进，为网络直播体育比赛节目提供了坚实的基础。同时，24小时在线与实时评论，能使人们用随身携带的移动设备随时收看。Facebook有大约9亿用户，Twitter有1亿多用户，新浪微博有3亿多用户。这些用户中相当一部分使用移动终端登录。如此规模的移动设备收视人群在2008年尚不存在。据预测，约有20亿人将通过网络观看伦敦赛事，逼近北京奥运47亿电视观众的一半。
为了搞好网络直播，NBC（美国全国广播公司)专门建立了直播网站，推出收看直播详细指南，帮助网友解决技术问题，了解直播内容和时间，做好收看准备。BBC推出了为奥运网络直播定制的播放器软件，还将首次推出3D奥运节目，并将通过Facebook面对9亿用户推出流媒体视频应用，以便用户了解哪些赛事最受欢迎，亲朋好友正在观看什么内容。
直播时间
伦敦奥运,是首次在全球范围形成大规模网络直播奥运。网络直播规模较大的有NBC、BBC、CCTV（中国中央电视台)和NHK（日本全国广播公司)等。
作为世界第二大经济体的中国，此次网络直播伦敦奥运并不落后于其他欧美国家。CCTV此次将网络直播5600小时，其中4000小时直接转播比赛，是世界各国网络直播规模最大的。NBC将通过网络直播3600小时以上，涵盖全部302个项目的决赛。BBC将直播2500小时。BBC除了在BBC1台和3台直播之外，还将开通24个高清视频点播频道，供观众从网络进入随时随地收看自己中意的体育比赛项目。
实时直播
奥运比赛转播总会碰到时差问题，这是观众最关心的。譬如美国,NBC在往届奥运用重金购买的节目往往是延时录播。体育节目主持人科斯塔斯曾主持过8届冬季和夏季奥运节目，伦敦奥运将是他的第9届。他回忆说，2000年在悉尼为美国国内制作播出节目时，比赛早已结束，他甚至可以在报纸上读到比赛的新闻报道。由于时差关系，有些电视节目在美国首次播出的时间甚至是比赛结束后的第二天。他称之为历史频道的节目。2008年的北京奥运，将游泳决赛安排在上午进行，以便让美国观众能在电视节目黄金时间段看到实时现场情况。
此次网络直播，则宣告延时录播时代的终结。对亚洲国家的超级热心观众来说，可以熬夜实时收看直播。各大媒体的网络直播，很多视频将先于电视转播而上线直播或者供观众点播。
免费盛宴
中国各大网络媒体为了在竞争中取胜，在上届北京奥运就出巨资争夺直播、点播和转播资源，本届伦敦奥运争夺更为激烈。这些竞争的结果就是用户可以免费收看网络直播。在英国，根据法律规定，对奥运这样的重大比赛，作为国营广播电视媒体的BBC必须提供免费转播。但BBC可以同时将视频有偿提供给其他收费电视台。NBC虽然让观众免费观看直播比赛，但附加了一个条件，即观众必须加入“可以观看其系列节目的CATV和卫星电视等收视网”。各国的免费网络直播也严格限制在其国内，不对其他国家和地区的观众开放。奥运网络直播，为保护购买播放权的媒体的利益，严格禁止盗播和在社交网络上自行发布新闻。国际奥委会对社交媒体有严格规定，禁止用户以第三人称描述比赛和发布比赛结果等新闻，不得在同一条博客消息中同时使用“2012”和“金”等字。
伦敦奥运的视觉狂欢通过网络直播而展示。开幕式、闭幕式，城市风采、文化魅力，奥运精神、五环友谊……很多年以后，人们还会留存网络直播元年这样的记忆。□
（本文照片由齐扬提供）
London Olympics Marks Beginning of Era of Unprecedented Digital Coverage
By David Guo
Many people are aware, through media, that London Olympics Games is about to start. Gold medals, world records, and all the news about the 30th Olympiad will be widely covered in traditional news media such as television and newspaper. However, many people will witness the historic moments on mobile phones, mobile television, tablets and laptops. It is said that London Olympics 2012 marks the official beginning of internet digital coverage.
Unprecedented Internet and Internet Users
Some people may wonder how digital coverage through internet of Olympic Games starts in 2012. Many Chinese watched Olympic Games on internet in 2008 and BBC offered 1,000 hours of internet coverage on Athens Olympic Games in 2004. However, in those years, the world did not provide users of mobile devices with wireless media streaming. People had to be close to television sets and desktops to watch sport events. Words such as anytime and anywhere cannot be used to describe the coverage of yesteryears. Over the past few years, high-speed media streaming has become an everyday phenomenon, reaching out to billions of users of mobile phones, tablets, laptops and mobile televisions anywhere and anytime. The large numbers of users of mobile devices exist to motivate media businesses to reach out for their attention. That is why 2012 Olympics Games is such an excellent opportunity for these media organizations to vie each other in getting their viewers through digital coverage. It is estimated that about two billion people will watch Olympic Games in London through Internet, accounting for nearly half of the 4.7-billion television watchers during 2008 Beijing Olympic Games.
Unprecedented Coverage Hours
NBC offered 12-hour coverage in Tokyo Olympics in 1964 through a television satellite, averaging 45 minutes a day. In sharp contrast, digital coverage through internet is now a global phenomenon, that is, internet will reach hundreds of millions of users all over the world. The biggest broadcasters of 2012 Olympic Games include NBC, BBC, CCTV and NHK.
As the second largest economy of the world, China will offer 5,600 hours of digital coverage, including 4,000 hours of media streaming of matches. The mega scale indicates that CCTV is probably the largest broadcaster of the 2012 London Olympiad. NBC offers 3,600 hours, including all the finals of 302 events. BBC broadcasts 2,500 hours. In addition to blanket coverage on BBC1 and BBC3, the Olympic broadcaster will offer 24 channels for viewers to watch events.
Unprecedented Live Coverage
As time difference always exists for audiences in countries far away from the host country, many cannot watch live broadcast. In the past, NBC had to record events on tape and broadcast them later for primetime audience back home. In some cases, NBC would negotiate to rearrange final schedules so that American viewers could see finals live. For example, swimming finals in Beijing were arranged in the morning to cater to the largest primetime audience crowd. Bob Costas, whose anchorage in London will be his ninth Olympic mission, recalls that the American audience watched the broadcast one day after events had concluded in Sydney.
Worldwide digital coverage in 2012 means that people around the world will watch direct coverage. Enthusiasts in China can watch games in London directly and they do not have to watch television. They can access CNTV, a subsidiary of CCTV in charge of offering all the downward streaming for all users.
Unprecedented Free Access
For most people who are going to access the digital coverage from Olympic broadcasters, it is big free lunch in the world. In China, portals will compete on an unprecedented scale for traffic volumes. This Olympic broadcasting war is part of a never-stopping competition for attracting more users and beating competitors. In UK, such important sports events must be made free in the air for people in accordance with law. NBC will offer free digital streaming, too, but users are supposed to buy paid services for CATV or other satellite television services. A big reason for the universal free offer is that advertisers are willing to put commercials in these broadcast hours.
There are strict rules to protect the rights and interests of Olympic broadcasters and their partners. Viewers from other countries cannot access free digital streaming from broadcasters. Social media users are banned from acting as reporters and posting results. □
无线互联网
也许很多人会觉得网络直播怎么是从今年才开始呢？中国观众不是早在2008年就在通过互联网观看北京奥运的各项比赛了吗？BBC（英国广播公司)不是在2004年雅典奥运上就提供了1000小时的直播节目吗？但是，当时尚未通过互联网用无线接入的方式向手机、移动电视和平板电脑直播任何节目，人们要看节目，必须通过电视同有线宽带连接到桌面电脑。在那个时代，“随时随地”这个词，还不能应用在收看奥运比赛这件事情上。
无线网络直播奥运的出现是历史必然：过去几年中，互联网的普及，视频网站、高速无线宽带的涌现，平板电脑、手提电脑，移动电视和手机的跟进，为网络直播体育比赛节目提供了坚实的基础。同时，24小时在线与实时评论，能使人们用随身携带的移动设备随时收看。Facebook有大约9亿用户，Twitter有1亿多用户，新浪微博有3亿多用户。这些用户中相当一部分使用移动终端登录。如此规模的移动设备收视人群在2008年尚不存在。据预测，约有20亿人将通过网络观看伦敦赛事，逼近北京奥运47亿电视观众的一半。
为了搞好网络直播，NBC（美国全国广播公司)专门建立了直播网站，推出收看直播详细指南，帮助网友解决技术问题，了解直播内容和时间，做好收看准备。BBC推出了为奥运网络直播定制的播放器软件，还将首次推出3D奥运节目，并将通过Facebook面对9亿用户推出流媒体视频应用，以便用户了解哪些赛事最受欢迎，亲朋好友正在观看什么内容。
直播时间
伦敦奥运,是首次在全球范围形成大规模网络直播奥运。网络直播规模较大的有NBC、BBC、CCTV（中国中央电视台)和NHK（日本全国广播公司)等。
作为世界第二大经济体的中国，此次网络直播伦敦奥运并不落后于其他欧美国家。CCTV此次将网络直播5600小时，其中4000小时直接转播比赛，是世界各国网络直播规模最大的。NBC将通过网络直播3600小时以上，涵盖全部302个项目的决赛。BBC将直播2500小时。BBC除了在BBC1台和3台直播之外，还将开通24个高清视频点播频道，供观众从网络进入随时随地收看自己中意的体育比赛项目。
实时直播
奥运比赛转播总会碰到时差问题，这是观众最关心的。譬如美国,NBC在往届奥运用重金购买的节目往往是延时录播。体育节目主持人科斯塔斯曾主持过8届冬季和夏季奥运节目，伦敦奥运将是他的第9届。他回忆说，2000年在悉尼为美国国内制作播出节目时，比赛早已结束，他甚至可以在报纸上读到比赛的新闻报道。由于时差关系，有些电视节目在美国首次播出的时间甚至是比赛结束后的第二天。他称之为历史频道的节目。2008年的北京奥运，将游泳决赛安排在上午进行，以便让美国观众能在电视节目黄金时间段看到实时现场情况。
此次网络直播，则宣告延时录播时代的终结。对亚洲国家的超级热心观众来说，可以熬夜实时收看直播。各大媒体的网络直播，很多视频将先于电视转播而上线直播或者供观众点播。
免费盛宴
中国各大网络媒体为了在竞争中取胜，在上届北京奥运就出巨资争夺直播、点播和转播资源，本届伦敦奥运争夺更为激烈。这些竞争的结果就是用户可以免费收看网络直播。在英国，根据法律规定，对奥运这样的重大比赛，作为国营广播电视媒体的BBC必须提供免费转播。但BBC可以同时将视频有偿提供给其他收费电视台。NBC虽然让观众免费观看直播比赛，但附加了一个条件，即观众必须加入“可以观看其系列节目的CATV和卫星电视等收视网”。各国的免费网络直播也严格限制在其国内，不对其他国家和地区的观众开放。奥运网络直播，为保护购买播放权的媒体的利益，严格禁止盗播和在社交网络上自行发布新闻。国际奥委会对社交媒体有严格规定，禁止用户以第三人称描述比赛和发布比赛结果等新闻，不得在同一条博客消息中同时使用“2012”和“金”等字。
伦敦奥运的视觉狂欢通过网络直播而展示。开幕式、闭幕式，城市风采、文化魅力，奥运精神、五环友谊……很多年以后，人们还会留存网络直播元年这样的记忆。□
（本文照片由齐扬提供）
London Olympics Marks Beginning of Era of Unprecedented Digital Coverage
By David Guo
Many people are aware, through media, that London Olympics Games is about to start. Gold medals, world records, and all the news about the 30th Olympiad will be widely covered in traditional news media such as television and newspaper. However, many people will witness the historic moments on mobile phones, mobile television, tablets and laptops. It is said that London Olympics 2012 marks the official beginning of internet digital coverage.
Unprecedented Internet and Internet Users
Some people may wonder how digital coverage through internet of Olympic Games starts in 2012. Many Chinese watched Olympic Games on internet in 2008 and BBC offered 1,000 hours of internet coverage on Athens Olympic Games in 2004. However, in those years, the world did not provide users of mobile devices with wireless media streaming. People had to be close to television sets and desktops to watch sport events. Words such as anytime and anywhere cannot be used to describe the coverage of yesteryears. Over the past few years, high-speed media streaming has become an everyday phenomenon, reaching out to billions of users of mobile phones, tablets, laptops and mobile televisions anywhere and anytime. The large numbers of users of mobile devices exist to motivate media businesses to reach out for their attention. That is why 2012 Olympics Games is such an excellent opportunity for these media organizations to vie each other in getting their viewers through digital coverage. It is estimated that about two billion people will watch Olympic Games in London through Internet, accounting for nearly half of the 4.7-billion television watchers during 2008 Beijing Olympic Games.
Unprecedented Coverage Hours
NBC offered 12-hour coverage in Tokyo Olympics in 1964 through a television satellite, averaging 45 minutes a day. In sharp contrast, digital coverage through internet is now a global phenomenon, that is, internet will reach hundreds of millions of users all over the world. The biggest broadcasters of 2012 Olympic Games include NBC, BBC, CCTV and NHK.
As the second largest economy of the world, China will offer 5,600 hours of digital coverage, including 4,000 hours of media streaming of matches. The mega scale indicates that CCTV is probably the largest broadcaster of the 2012 London Olympiad. NBC offers 3,600 hours, including all the finals of 302 events. BBC broadcasts 2,500 hours. In addition to blanket coverage on BBC1 and BBC3, the Olympic broadcaster will offer 24 channels for viewers to watch events.
Unprecedented Live Coverage
As time difference always exists for audiences in countries far away from the host country, many cannot watch live broadcast. In the past, NBC had to record events on tape and broadcast them later for primetime audience back home. In some cases, NBC would negotiate to rearrange final schedules so that American viewers could see finals live. For example, swimming finals in Beijing were arranged in the morning to cater to the largest primetime audience crowd. Bob Costas, whose anchorage in London will be his ninth Olympic mission, recalls that the American audience watched the broadcast one day after events had concluded in Sydney.
Worldwide digital coverage in 2012 means that people around the world will watch direct coverage. Enthusiasts in China can watch games in London directly and they do not have to watch television. They can access CNTV, a subsidiary of CCTV in charge of offering all the downward streaming for all users.
Unprecedented Free Access
For most people who are going to access the digital coverage from Olympic broadcasters, it is big free lunch in the world. In China, portals will compete on an unprecedented scale for traffic volumes. This Olympic broadcasting war is part of a never-stopping competition for attracting more users and beating competitors. In UK, such important sports events must be made free in the air for people in accordance with law. NBC will offer free digital streaming, too, but users are supposed to buy paid services for CATV or other satellite television services. A big reason for the universal free offer is that advertisers are willing to put commercials in these broadcast hours.
There are strict rules to protect the rights and interests of Olympic broadcasters and their partners. Viewers from other countries cannot access free digital streaming from broadcasters. Social media users are banned from acting as reporters and posting results. □