Wednesday, December 20, 2006

內地英超轉播爭霸戰

之前香港轉播英格蘭超級足球聯賽之爭,結果由已獲歐洲聯賽冠軍盃轉播權的Now,斥約2億美元巨資,擊敗靠播英超多年「食胡」的有線,晉身球迷「第一伴侶」。不過,英超轉播權爭奪戰之風,經已吹到內地。

內地目前轉播英超賽事的,除ESPN,就是被內地球迷稱為體育電視龍頭的中央電視台(CCTV)。但英超話事人今年初進行2007至2010年球季的轉播權談判,令內地轉播球賽的形勢徹底改變。由於Now的天價,加上新加坡電信集團也以約1億美元,投得未來3季的新加坡地區英超轉播權,使得競投內地轉播權的ESPN、CCTV、地方體育頻道聯盟及主營收費數碼電視的天盛集團,要再加重注,以便吞下未來3年的龐大廣告收益。

不過,地方體育頻道聯盟及CCTV也退出戰團,只剩下ESPN與天盛集團角逐,也被外界視為傳統電視與數碼電視的「決戰」。其實天盛集團,全名是天盛(上海)數字電視發展有限公司,今年才正式成立,獲得廣東電視台全資子公司、廣東南廣傳媒數字電視有限公司授權,負責在內地營銷推廣廣東電視台的歐洲足球頻道。根據天盛的公布,歐洲足球頻道擁有歐洲多個頂級聯賽轉播權,甚至連巴西、J-League(日本職業聯賽)、南韓聯賽也囊括在內。ESPN則擁有未來4年亞洲主要地區的英超轉播權(不包括中國大陸及香港),相信ESPN或會不惜工本要奪得內地的巨大市場。面對這個局面,天盛目前對此十分低調,非常謹慎。可是有分析指,英超開價過高,隨時會變成「三輸」,更令內地球迷成第四個輸家,搞到公司冇錢賺,球迷冇直播睇。

iPhone唔一定要叫做iPhone
在傳聞中的iPhone臨推出前,有一宗看來似是大發現的消息,就是「iPhone」此商標名稱,原來一直都是Cisco的子公司Linksys擁有,而Linksys亦都不客氣,出了個名叫iPhone的Voice over IP電話。

不過,熟悉Steve Jobs或者蘋果電腦一貫作風的人都知,蘋果產品命名素來無固定準則可言,隨時可來一個令人大吃一驚的新奇名字。

iPod本身已經是一個經典例子,相信若問香港iPod用家,「iPod」中Pod此3個字母作何解,十個有九個半都答不出來。而Pod又怎樣同音樂扯上關係亦都是一個好考人的語言學問題。但Steve Jobs有辦法令全世界記得iPod就是MP3,一如Walkman就是便攜收音錄音機的統稱,市場或用家就完全拿Steve Jobs沒辦法。

就算連蘋果電腦作業系統Macintosh,何解要稱作Macintosh也不是太多人知道。不過不論是Macintosh,還是iPod,不論你是哪個國家的人,上述名稱又易讀、又易記,加上設計外形夠潮,就成功俘虜好多人個心。所以iPhone最後以甚麼名字亮相,才是最值得期待,至於Cisco以為用了人家個project名就當寶,那便由得Cisco當噱頭宣傳罷了。反觀Microsoft在為產品改名方面則頗為失敗,iPod的對手Zune,對好多人來說這個名又不好聽、又不易記,改名已經輸一大半。好像以前Pocket PC最初用OS叫做的Windows CE,大部分人都不知Windows CE搞乜東東,最後轉名Windows Mobile系列,才比較清楚易記。而最新搞作Vista呢個怪名,又不知是誰的傑作。
所以改個好名對推廣產品十分重要,而很不幸,很多公司在改名方面,就不及蘋果電腦的創意。在香港,說到有類似創意的代表人物,要算是黎智英,同埋已故音樂界同廣告界鬼才林振強。大家應該更加注重此種文字創意,改個壞名做壞個product棧白費大家心血。

(12月20日刊於《am730》)

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Macintosh is one of the kind of APPLE, just like Delicious and Spartan. It is not surprised Mac becomes a brand of Apple computer. In the early days of Apple, they have machines named as Rainbow and Lisa. I still wonder if these two are also some kind of apple, real apple.

 
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