推 MonkMaxwell:推!!!很喜歡FNL 希望他的收視率能越來越好:) 01/31 21:36
推 matsui7:推推!謝謝你的翻譯! 02/01 08:40
推 kcrux:感謝你的翻譯啊XD by總是懶得看英文的人XD 02/01 16:59
http://www.time.com/time/arts/article/0,8599,1576879,00.html
趁著今天工作的空檔，來回饋 f 大推廣這部影集的用心。
小翻一下，大部分都是隨手翻譯，並不嚴謹，翻得不好的話，請鞭。
The only thing more frustrating to network television executives than a show
critics love but viewers hate is a show that critics love and viewers won't
even try watching. That's the situation NBC suits have been in ever since
Friday Night Lights premiered in the 8 p.m. Tuesday time-slot in early
October, without a strong lead-in and up against ABC's juggernaut Dancing
With the Stars. Set in the rural fictional town of Dillon, Texas, where the
local high school football team is tantamount to the community's church, the
series was quick to garner praise from reviewers, including TIME's James
Poniewozik, who cited its rich characters and excellent performances. But in
that other realm, where advertising revenues dwell, the response to Friday
Night Lights has been considerably less glowing. Since its debut the series
has hovered between 69 and 72 in Nielsen's ratings of top 100 shows. "I'm
enormously frustrated," concedes NBC Entertainment President Kevin Reilly,
who's nonetheless so convinced of Lights' commercial potential that he
committed to a full 22-episode season. "The passion of the people who watch
the show is so disproportionate to the size of the audience."
比起來，一部電視劇受到好評但是觀眾並不喜歡看，唯一一件會讓電視網主管(對這種
情形)感到更挫折的一件事，就是其實這部戲頗受好評但觀眾根本不看。
這正就是 NBC 電視網的新戲 FNL 在 10 月初每週二晚間八點開播以來遇到的情形，而
前面的時段並沒有強力的戲可幫忙抬轎，加上又得跟 ABC 的強檔戲 Dacing with the
Stars 對打。
本戲設定在一個虛構的德州鄉間小鎮 Dillon，小鎮的高中美式足球校隊就等同於小鎮
的教堂(信仰中心)一樣，這齣戲很快地就獲得觀眾的好評，其中包含了「時代雜誌」的
James Poniewozik，他認為本戲角色設計豐富，演員表現優異。
但談到另一個層面，廣告收益，FNL的反應卻表現不佳。從首播以來，本戲的 Nielsen
百大影集收視率排名大約是在 69 至 72 名之間徘徊。
「我非常地沮喪！」NBC 娛樂總裁 Kevin Reilly 坦承...他因為深信本戲應該有非常
好的廣告潛力，因此將本戲訂為一個完整一季(也就是) 22 集。
「熱愛收看這部戲的觀眾在整體的收視觀眾群之中完全不成比例。」他又說...
(譯註: 簡單說，他覺得太少人看這部戲了。)
The least of the show's problems is its title. Friday Night Lights was
inspired by the 2004 movie and, before that, the best-selling book by
journalist H.G. Bissinger — both of the same name and both highly praised —
and producers wanted to keep the title. Nor could the network air the series
on Fridays, which would have made things easy for viewers. But NBC marketers
joke that they considered a new promotional slogan when they recently
switched the show to Wednesdays: "Friday Night Lights — now one day closer
to Friday."
這部戲最小的問題就是它的名稱，FNL 是由 2004 年的同名電影以及再早些的暢銷同名
小說改編，兩個同名的前身評價極高，所以製作人希望保留此名稱。
NBC 沒有把本劇放在星期五播出，這樣子會讓觀眾比較容易記住。NBC 行銷人員開玩笑
說，在改變時段到星期三播出之後，他們有考慮過用一句 slogan(口號) 來宣傳：
「星期五夜晚之光 - 現在更接近星期五一天了」。
(譯註: 很難翻，總之就是從星期二調到星期三，至少是比較接近星期五了。)
(不會是說，明明是在星期二或星期三播出，還硬要叫做是「星期五夜晚之光」)
Whatever day it airs, however, a more serious issue for the freshman drama is
one of gender imbalance. Lights' core audience right now is young men drawn
to the football. But that's precisely what turns off women, who saw the
testosterone-driven football promos early on and ran the other way faster
than a halfback outracing the defense. But the reality is that the show is a
character-driven prime-time soap that happens to be set in the world of the
high school football. "It's a show about young people under extraordinary
pressure and the adults that are forced to deal with them," says David
Nevins, president of Imagine Television, which developed the series. "We knew
that the football might be a barrier for women." Reilly puts it more bluntly:
"Women don't think the show's for them."
其實，不管是在哪一天播出，對這齣新戲來說，另一個更嚴重的問題其實是性別不平衡。
FNL 目前的核心觀眾是喜好美式足球的年輕男性。而這正就是讓女人提不起興趣的最大原
因，女生一看到這種追求睪丸激素的美式足球廣告之後，她們避之唯恐不及的速度遠比
halfback 去躲避對方防守隊伍的速度要快上許多。
實際來說，這部影集其實是一部設定在高中美式足球賽的以角色為主的黃金時段肥皂劇。
創造這部影集的 Imagine Television 的總裁 David Nevins 說：
「這是一部有關於一群處在極大壓力之下的年輕人，以及被迫去處理這些問題的大人的故
事。我們知道美式足球對女性觀眾來說，可能是一大障礙。」
Riely 更直言：「女性觀眾根本不覺得這部影集是給她們看的。」
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※ 編輯: dawnlight 來自: 61.216.175.164 (01/31 18:43)
> -------------------------------------------------------------------------- <
作者: dawnlight (nothing to lose) 站內: EAseries
標題: [新聞] 時代雜誌某篇對 Friday Night Lights 的評論 (2)
時間: Wed Jan 31 18:41:56 2007
Determined to overcome the gender bias, the network has marshaled its
marketing forces and mounted an aggressive campaign to save Friday Night
Lights, which revolves around Dillon's new coach (Kyle Chandler) as he deals
with the team and football-obsessed townsfolk. The first move was a schedule
change to Wednesdays at 8 p.m. It's not Friday, but but it does take the
series out of the path of American Idol, ABC's seemingly unbeatable hit that
starts airing again Tuesdays starting Jan. 16. "This was definitely a
defensive move," says NBC scheduling vice president Mitch Metcalf.
電視網決定要解決這個性別誤差的問題，他們採行了比較積極的行銷活動來拯救 FNL，
強調的議題是，Dillon 的新教練(Kyle Chandler飾)如何去處理球隊的問題，以及如何
去面對小鎮上這群對足球狂熱的鄉親父老。
第一步當然就是把播出時段調到星期三晚間八點，雖然說不是星期五，但是(但是)至少
不用跟 ABC 週二強檔戲 - American Idol 去擠在同一個時段對打。
(譯註: 原文真的用了兩個 but，應該是 typo 吧，哈哈！)
「這絕對是一個有助於防守的調動！」NBC 的節目表副總裁 Mitch Metcalf 這樣子說。
NBC's promotion department has also been working overtime to increase
awareness of the show, airing episodes on Bravo, the network's little-sister
cable channel, and streaming them free over NBC.com. Lights even has a new
tag line — "It's About Life" — that airs at the end of each promo for the
show. "That was the challenge going forward from November through February,
to let people know it's about family," says NBC's in-house marketing
president Vince Manze. "It's not about football."
NBC 的行銷部門也一直加班努力讓這部影集的能見度提高，比如把影集放在有線頻道
的姊妹台 Bravo 上播出，或是把影集放在 NBC.com 的網站上免費播放。
FNL 甚至在每次的下集預告最後加上了一個小標題 — 「跟你我的日常生活有關！」
「我們的挑戰就是，從11月到2月之間，我們要讓觀眾瞭解這部影集是跟家庭生活有
關。不是只有美式足球而已。」NBC 行銷總裁 Vince Manze 說。
--
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◆ From: 61.216.175.164
> -------------------------------------------------------------------------- <
作者: dawnlight (nothing to lose) 站內: EAseries
標題: [新聞] 時代雜誌某篇對 Friday Night Lights 的評論 (3)
時間: Wed Jan 31 18:42:28 2007
A similar message is being drummed home in testimonials from fans recruited
from Friday Night Lights websites. "We asked people to say what they liked
about the series," says Manze. The result are short spots that started airing
in November. The network even sprung for clearance to use My Chemical
Romance's song "Welcome to the Black Parade" as background music in ads.
Three-minute cast profiles have been mounted online, and during peak holiday
season 30-second spots played in movie theaters around the country.
另外一個類似的訊息是 FNL 的網站聚集了許多粉絲的意見。Manze 說：「我們徵詢過
很多人的意見，他們喜歡這部影集的什麼地方。」結果是 11 月開始播出的一些片段。
(譯註: 吸引了影迷的注意。)
電視網用了「Welcome to the Black Parade」當廣告片段的背景音樂。還剪了一段 3 分
鐘的演員介紹放到網路上，在假日的時候，也在全美各地的電影院播出一段 30 秒的廣告
片段。
Will these marketing ploys save the fledgling freshman drama? NBC is betting
on it, confident that eventually a larger audience of women will find its way
to Lights before May, when the network announces whether the show makes it to
season two. Already in its new Wednesday slot, the show delivered its highest
ratings since the pilot. Good news for the passionate core of believers at
NBC who are trying to keep the series from going the way of dozens of less
praiseworthy shows. "It takes enough people shouting that this is a wonderful
show," says former NBC Entertainment President Warren Littlefield, who is now
producing under his own banner. Maybe in Burbank, as in Dillon, cheerleading
is just what Friday Night Lights needs to score a touchdown among female
viewers.
而這些行銷手段能不能拯救這部全新的影集呢？NBC 有信心，在五月前 FNL 應該是有
辦法找到方法來吸引女性觀眾收看的，所以他們決定賭一把了，NBC 宣布，不管怎樣，
這部影集會製播到第二季。改到星期三的新時段之後，這部影集的收視率創下新高，
打破 pilot(首播的試探集)的收視率。對那些深信這部影集可以有好表現的 NBC 主管
來說，這是一個好消息。
現在自己製作節目的 NBC 的前任娛樂部門總裁 Warren Littlefield 說：「這部影集
已經有太多人說它是部很棒的戲了！」
也許...在 Burbank 這個地方，就跟在小鎮 Dillon 一樣，如果想要在女性觀眾群之間
達陣得分的話，FNL 需要的就是啦啦隊的賣力加油了！
(譯註: Burbank 是 NBC 總部所在地，位於加州南部，洛杉磯西北十哩。)
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