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?

记者 克里斯·卢斯托
网上赌博也许能借世界杯赚钱，但从其他方面，互联网却被拒排除在外。本来世界杯有望在互联网上直播，但是正像克里斯·威塞尔报道的，传统电视在世界杯第一声哨响之前便先赢得了一场胜利。

记者
马文是一位做事有轻重缓急的经理。

马文，网上足球迷
我不用赶回家去看电视节目，我真的不用起个大早看球赛。我可以等第二天上午，到办公室，美美地泡一杯咖啡，坐下来轻轻松松在网上看球赛。

记者
坐在他的经理室里，马文准备上网看他钟爱的球队踢球。但是当世界杯开踢的那一刻，他也许根本没在网上。
作为足球管理部门和世界杯组织者的国际足联称，世界杯是现代最伟大的单项竞技赛事，但是没有一场比赛会在互联网上直播。世界杯官方网站将播出精彩镜头，但不是实时的。因担心会危及同电视台的合同，国际足联禁止网上直播。

李翠英，媒体顾问
我完全赞同国际足联，因为最重要的是它保住了收入。多年以来电视转播权就是一块肥肉，比如，2002年世界杯，国际足联就获得了7.9亿美元的电视转播费。

克里斯·吉尼斯，前线传播集团首席执行官
因为卫星电视和有线电视也能参加世界杯转播的竞标，致使竞争更加激烈，电视转播权的价值急剧扩大，因此，国际足联很注意保护电视转播权的价值，进而也保护了电视台。

记者
由于世界杯转播权是分别卖给全世界各地的电视台，因而足球界人士担心，将转播权由卖给数十家电视台到一家全世界各个角落的人都可以收看到的网站，会把许多个利润丰厚的市场变成仅有的一个市场。但今天，情况可能并非如此。

克里斯·吉尼斯，前线传播集团首席执行官
将网上转播控制在某个区域内的技术已经很成熟，它不仅使我们能在互联网上看到高质量的转播，而且能够将它限定在某个区域内。对许多体育组织来说，这是他们最关心的，因为他们担心通过互联网转播的比赛，全世界的人都能看到，将转播限定在某个区域越来越成为可能。

记者
由于广告业的萧条，电视不愿在赛事转播上花费太多钱财，体育组织从互联网寻求商机已不可避免。

李翠英
这种情况正在美国发生。电视台体育节目的广告收入在下降，如果世界杯也发生了这类情况，世界杯组织者也许能够和电视台谈判，允许国际足联把转播权卖给互联网公司，以此弥补电视转播权收入方面的损失。

记者
国际足联现在还不准备挖掘网络的所有潜能，没有网上直播，网上足球迷除了重新回到电视机前，别无选择。

马文
为看世界杯，在几个月前我刚申请了有线电视。就这样，不能错过，你能吗？

答案：

1．simulcast to broadcast simultaneously by FM and AM
radio or by radio and television.联播同时在收音机的中波和调频上播送
或同时在收音机和电视上播送

2. scored a victory取得胜利
score to achieve; win.赢得；获得

3．with his priorities in order知道轻重缓急
priority a rank assigned to a task that determines its
precedence in receiving system resources.优先级; 给任务指派的等级,
决定任务在使用系统资源时的优先次序。

4．corner office位于角落的经理办公室

5．modem may not be buzzing调制解调器没有发出声音，意指不在网上

6．kick into gear开始

7．FIFA 国际足球联合会 (Federation Internationale de
Football Association，即International Football Federation)

8．play live on the internet网上直播
live adj. broadcast while actually being performed; not taped,
filmed,or recorded 现场直播的；并未录音、拍片或记录的
a live television program现场直播的电视节目

9．highlight an especially significant or interesting detail
or event 最重要的或最有趣的细节或事件

10．real time n.事情发生的同时；实时

11．rule out v.
①to prevent; preclude避免；排除在外
例：The snowstorm ruled out their weekly meeting.
暴风雪使他们一周一次的会议无法举行。
②to remove from consideration; exclude不考虑；排除出去
例：The option of starting over has been ruled out.
重新开始这种选择已被排除考虑。

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

13．bid for许诺以获支持,投标

14．lucrative producing wealth; profitable 获利的、产生财
富的；有利润的
a lucrative income; a lucrative marketing strategy一笔利润收入；一
套赢利的市场策略

15．seek business 寻求商机

16．recoup to receive an equivalent for; make up for弥补，收
到……的相等物；补偿
recoup a loss 弥补损失

17．tap into one's full potential挖掘所有潜力

18．tune in adjust a receiver to receive signals at a particular frequency or a
particular program 调整频率（以接收）、调整接收器来接收特定频率的信号
或特定的节目

A．and 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