Chinese state broadcaster China Central Television launched a second round of ad sales tied to the soccer World Cup in South Africa, which starts June 11, to cash in further on its exclusive rights to broadcast the World Cup in China.

中国国家电视台──中国中央电视台(China Central Television) 启动2010年南非足球世界杯第二轮节目广告资源招标会，以其享有的世界杯中国独家转播权进一步招财吸金。2010年南非世界杯将于6月11日拉开序幕。

CCTV, whose coverage reaches nearly 98% of the Chinese population, will show all 64 World Cup matches live. Aside from a crew of 74 on-site correspondents covering the events, CCTV will also produce its own programming to go with the live broadcasts, to maximize coverage and marketing opportunities, according to Luo Ming, CCTV vice president in charge of ads and news.

在中国受众占总人口近98%的中国中央电视台，届时将现场直播世界杯全部64场比赛。据央视负责广告及新闻的副台长罗明称，中央电视台届时将派出74名记者进行现场采访，此外，还将配合现场直播编排制作央视自己的节目，以实现受众覆盖与市场推广机会最大化。

These programs will include studiocommentary, shows on South African culture and history, the mania surrounding the World Cup as well as a midday show to let the country's football fans make predictions and talk about their favorite teams.

这些节目安排将包括演播室评论，南非历史、文化展示，以及有关世界杯的狂热表现及让球迷参与预测并评论最佳球队的午间节目。

Some of the World Cup ad time was sold during CCTV's annual bidding round at the end of last year, in which liquor maker Sichuan Langjiu Group Co. spent 33 million yuan to affix its name to a daily list of the tournament's top shooters, while BP PLC's motor oil brand Castrol invested more than 70 million yuan to be exclusivesponsor for the broadcaster' live game broadcasts in China.

部分世界杯广告时间已在去年底央视的年度广告招标会上出售，包括四川郎酒集团有限责任公司(Sichuan Langjiu Group Co.)以3300万元人民币获得每日的《射手榜》独家冠名；英国石油公司(BP PLC)旗下汽车润滑油品牌嘉实多(Castrol) 以7000万元人民币成为中国2010年世界杯赛事直播独家特约赞助商。

China, which has qualified for the World Cup only once, in 2002, won't be playing in South Africa, but analyst expects the tournament to attract a lot of attention from Chinese viewers. The Chinese national soccer team won the four-nation finals of the East Asia Football Championship in February by defeating South Korea, which has raised enthusiasm for the sport in China ahead of the World Cup.

中国仅在2002年获得过一次世界杯入围资格，将无缘本次南非世界杯赛。但分析人士预计，本次赛事将吸引大批中国观众的关注。世界杯举办之际，中国国家足球队在2月份举行的东亚足球赛四国赛中打败韩国队赢得冠军，激起中国民众对足球的极大热情。

CCTV has broadcast the World Cup since 1978, and its figures showed that during the 2006 Cup in Germany, 900 million viewers tuned in (the number is accumulative, thus counting a repeat viewer more than once), and more than 100 companies, including nearly 30 multinationals, bought ads on CCTV.

中国央视自1978年开始转播世界杯。据其发布的数据，2006年德国世界杯之时，收看央视转播的观众达九亿人次（数据为累计，包括重复观看人数），超过100家公司，其中包括近30家跨国公司购买央视的广告时段。

'The number of viewers to watch this year's World Cup via CCTV will definitely rise compared to 2006, said Mr. He Haiming, the vice director for CCTV's advertising department, who bases his forecast on the Chinese people's enthusiasm for sports following the 2008 Beijing Olympics and a less inconvenient time difference for this year's event, with many games starting at 7:30 p.m. Beijing time.

央视广告部副主任何海明说，今年收看央视世界杯转播的观众肯定超过2006年。何海明此番预计基于两个因素：2008年北京奥运会后中国人民热衷于运动，以及今年世界杯赛事时差带来的困扰要小，因多数比赛将于北京时间晚上7：30开始。

For this year's World Cup, CCTV will extend its coverage beyond television to platform such as the Internet and cellphones, to make best use of exclusivebroadcast rights that together with rights for the 2014 World Cup in Brazil cost the broadcaster a total of more than $100 million.

今年的世界杯赛事，央视不仅限于电视转播形式，还扩大至互联网及手机网络平台转播，以最大程度地利用其获得的独家转播权。央视本届世界杯及2014年巴西世界杯的转播权成本总计超过一亿美元。

Chinese solar power company Yingli Green Energy Holding Co. in February became an official sponsor of the 2010 World Cup, the first Chinese firm to land global marketing rights to one of the world's biggest sporting events. CCTV said Yingli so far hasn't had any ads on its broadcasts.

中国太阳能公司英利绿色能源控股有限公司(Yingli Green Energy Holding Co.)在2月份成为2010年世界杯的官方赞助商，是进军最大型国际赛事以拓展全球市场的首家中国公司。央视称，英利公司迄今未在央视做任何广告。

Sue Feng

• charge [tʃɑ:dʒ] v.收费；冲锋 n.费用 (初中词汇)
• culture [´kʌltʃə] n.修养；文化；饲养 (初中词汇)
• annual [´ænjuəl] a.每年的 n.年刊 (初中词汇)
• liquor [´likə] n.酒类；(溶)液 (初中词汇)
• enthusiasm [in´θju:ziæzəm] n.热心；狂热；爱好 (初中词汇)
• definitely [´definitli] ad.明确地；绝对 (初中词汇)
• director [di´rektə] n.指导者；....长；导演 (初中词汇)
• advertising [´ædvətaiziŋ] n.广告a.广告的 (初中词汇)
• platform [´plætfɔ:m] n.(平)台；讲台；站台 (初中词汇)
• energy [´enədʒi] n.活力，精力；能力 (初中词汇)
• exclusive [ik´sklu:siv] a.独有的；集中的 (高中词汇)
• broadcast [´brɔ:dkɑ:st] v.&n.散布 a.广播的 (高中词汇)
• studio [´stju:diəu] n.画室；照相室 (高中词汇)
• surrounding [sə´raundiŋ] n.周围的事物 (高中词汇)
• tournament [´tuənəmənt] n.比赛，锦标赛 (高中词汇)
• brazil [brə´zil] n.巴西 (高中词汇)
• commentary [´kɔməntəri] n.评论；评注；解说词 (四级词汇)
• midday [´middei] n.中午 (四级词汇)
• championship [´tʃæmpiənʃip] n.拥护；奋斗；锦标赛 (四级词汇)
• sponsor [´spɔnsə] n.&vt.发起(人) (六级词汇)
• forecast [´fɔ:kɑ:st] vt.&n.预测；预报 (六级词汇)
• inconvenient [,inkən´vi:niənt] a.不方便的 (六级词汇)
• holding [´həuldiŋ] n.保持，固定，存储 (六级词汇)