來源：MJJCN.com / forbes.com / csmonitor.com 編譯：Badthriller
2013年2月4日 - 讓超級碗（Super Bowl）變成全世界最有價值的體育賽事品牌不是因為比賽，而是中場電視觀眾。
美式橄欖球大聯盟從1967年起就一直為中場演出做不同尋常的事情，收視率和廣告收費逐年攀升。但1992年，福克斯電視臺老闆魯伯特•默多克（Rupert Murdoch）發現了一個弱點：超級碗的中場演出冗長無力，最糟糕的是，它們不夠時髦。有一些明星演出，但不是真正的大牌。人們因此就不看了，年輕人、趕時髦的人和廣告商尤其糾結。
當時還未成為美式橄欖球大聯盟搭檔的福克斯電視臺找到了辦法：1992年比賽期間，當葛洛麗婭•艾絲特凡（Gloria Estefan）表演時，福克斯電視臺的《生動的顏色》（In Living Color）做了一個現場版超級碗惡搞劇並加上了比賽時鐘，這樣觀眾就能在下半場開始時轉回CBS。那一集《生動的顏色》非常火，超級碗下半場的收視率突破了10個點。
有道理。如果你20歲左右，已經喝了點酒，會看一場由羅西•培瑞茲（Rosie Perez）、基倫•埃弗瑞•韋恩斯（Keenen Ivory Wayans）和金•凱瑞（Jim Carrey）製作的演出嗎？
美式橄欖球大聯盟從中學到：別吝嗇你最珍貴的東西。邁克爾•傑克遜（Michael Jackson）在1993年超級碗上的中場演出是最大賽事的最大牌演出。超級碗的收視率比前一年提高了8.6%，而且NBC在中場演出和下半場期間留住了觀眾。
傑克遜得到超級碗的最高分，美式橄欖球大聯盟就算今天帶來碧昂絲（Beyonce）也比不上。
附評論
超級碗的最佳中場演出：
邁克爾•傑克遜1993年的中場演出讓觀眾數在演出期間上升（這是超級碗史上第一次），成為超級碗後來常常用來預訂大牌明星的理由。
傑克遜從一團煙霧中登臺後戲劇性地站了1分半，一動不動，在玫瑰碗體育場（Rose Bowl Stadium）君臨天下般接受98000名觀眾的歡呼。
演出期間，來自洛杉磯的3000名兒童組成的合唱團表演了《四海一家》（We Are The World），傑克遜參與慈善活動的鏡頭播放。傑克遜唱了《比莉•珍》（Billie Jean）、《黑或白》（Black or White）和《自由高歌》（Jam）。
電臺都市製作公司（Radio City Productions）最高管理者阿倫•坎塔里安（Arlen Kantarian）回憶傑克遜是如何被其它國家觀眾也能收看演出的創意所打動的。
“他說，‘老兄，我巡演不到那裡。’”坎塔里安在一篇文章中回憶傑克遜的演出如何永遠地改變了中場演出，“我們和他講起藍領足球迷也可能變成邁克爾•傑克遜歌迷，他會如何建立起新的歌迷群體，他很有興趣。”《露天看臺報導》（Bleacher Report）寫手戈登•布洛克（Gordon Block）把傑克遜的表演列為最佳中場演出。
“第27屆超級碗是所有超級碗中場演出的標準，比賽引入邁克爾•傑克遜的明星力量把觀眾不斷加入到比賽觀看中。”布洛克寫，“傑克遜沒有讓人失望……1993年的演出後，中場演出變成了比賽的一個重要部分，讓棒球變成比足球更大型的比賽。這是一場幾乎不能錯過的文化盛事。”
美式橄欖球大聯盟從1967年起就一直為中場演出做不同尋常的事情，收視率和廣告收費逐年攀升。但1992年，福克斯電視臺老闆魯伯特•默多克（Rupert Murdoch）發現了一個弱點：超級碗的中場演出冗長無力，最糟糕的是，它們不夠時髦。有一些明星演出，但不是真正的大牌。人們因此就不看了，年輕人、趕時髦的人和廣告商尤其糾結。
當時還未成為美式橄欖球大聯盟搭檔的福克斯電視臺找到了辦法：1992年比賽期間，當葛洛麗婭•艾絲特凡（Gloria Estefan）表演時，福克斯電視臺的《生動的顏色》（In Living Color）做了一個現場版超級碗惡搞劇並加上了比賽時鐘，這樣觀眾就能在下半場開始時轉回CBS。那一集《生動的顏色》非常火，超級碗下半場的收視率突破了10個點。
有道理。如果你20歲左右，已經喝了點酒，會看一場由羅西•培瑞茲（Rosie Perez）、基倫•埃弗瑞•韋恩斯（Keenen Ivory Wayans）和金•凱瑞（Jim Carrey）製作的演出嗎？
美式橄欖球大聯盟從中學到：別吝嗇你最珍貴的東西。邁克爾•傑克遜（Michael Jackson）在1993年超級碗上的中場演出是最大賽事的最大牌演出。超級碗的收視率比前一年提高了8.6%，而且NBC在中場演出和下半場期間留住了觀眾。
傑克遜得到超級碗的最高分，美式橄欖球大聯盟就算今天帶來碧昂絲（Beyonce）也比不上。
附評論超級碗的最佳中場演出：
邁克爾•傑克遜1993年的中場演出讓觀眾數在演出期間上升（這是超級碗史上第一次），成為超級碗後來常常用來預訂大牌明星的理由。
傑克遜從一團煙霧中登臺後戲劇性地站了1分半，一動不動，在玫瑰碗體育場（Rose Bowl Stadium）君臨天下般接受98000名觀眾的歡呼。
演出期間，來自洛杉磯的3000名兒童組成的合唱團表演了《四海一家》（We Are The World），傑克遜參與慈善活動的鏡頭播放。傑克遜唱了《比莉•珍》（Billie Jean）、《黑或白》（Black or White）和《自由高歌》（Jam）。
電臺都市製作公司（Radio City Productions）最高管理者阿倫•坎塔里安（Arlen Kantarian）回憶傑克遜是如何被其它國家觀眾也能收看演出的創意所打動的。
“他說，‘老兄，我巡演不到那裡。’”坎塔里安在一篇文章中回憶傑克遜的演出如何永遠地改變了中場演出，“我們和他講起藍領足球迷也可能變成邁克爾•傑克遜歌迷，他會如何建立起新的歌迷群體，他很有興趣。”《露天看臺報導》（Bleacher Report）寫手戈登•布洛克（Gordon Block）把傑克遜的表演列為最佳中場演出。
“第27屆超級碗是所有超級碗中場演出的標準，比賽引入邁克爾•傑克遜的明星力量把觀眾不斷加入到比賽觀看中。”布洛克寫，“傑克遜沒有讓人失望……1993年的演出後，中場演出變成了比賽的一個重要部分，讓棒球變成比足球更大型的比賽。這是一場幾乎不能錯過的文化盛事。”
How Michael Jackson Saved The Super Bowl
It wasn’t the competition on the gridiron that turned the Super Bowl into the world’s most valuable sporting event brand. It was competition for the game’s halftime television audience.
The NFL had been doing something special for the Super Bowl’s halftime show since its first contest in 1967. The game plan was working fine as viewership and advertising rates kept increasing. But in 1992 Fox boss Rupert Murdoch spotted a weakness: the Super Bowl’s halftime acts weren’t hip. Some decent names performed. But not the really big ones. People stopped watching at halftime. Especially the young, hip audiences advertisers crave.
Fox, which had not yet become a partner of the NFL, saw a way to score: During the 1992 game, when Gloria Estefan was performing, Fox had its popular show In Living Color do a live Super Bowl spoof, complete with a game clock so viewers could see when the second half of the Super Bowl was going to start and switch back to CBS. The episode of In Living Color was a huge hit. Ratings for the second half of the Super Bowl crashed 10 points.
Makes sense. If you are twentysomething and have had a couple of beers, would you rather see a show produced by Rosie Perez with Keenan and Ivory Wayans and Jim Carrey, or Estefan?
The NFL learned this lesson: Don’t skimp on your most-prized asset. Enter Michael Jackson for the Super Bowl’s 1993 halftime show on NBC. The biggest act on the planet for the biggest game. The Super Bowl’s ratings increased 8.6% over the previous year, and just as important, NBC kept its audience during halftime as well as the game’s second half. Last year’s halftime show with Madonna generated a higher rating than the game.
MJ had scored the Super Bowl’s biggest touchdown and the NFL, which brings us Beyonce today, has never looked back.
It wasn’t the competition on the gridiron that turned the Super Bowl into the world’s most valuable sporting event brand. It was competition for the game’s halftime television audience.
The NFL had been doing something special for the Super Bowl’s halftime show since its first contest in 1967. The game plan was working fine as viewership and advertising rates kept increasing. But in 1992 Fox boss Rupert Murdoch spotted a weakness: the Super Bowl’s halftime acts weren’t hip. Some decent names performed. But not the really big ones. People stopped watching at halftime. Especially the young, hip audiences advertisers crave.
Fox, which had not yet become a partner of the NFL, saw a way to score: During the 1992 game, when Gloria Estefan was performing, Fox had its popular show In Living Color do a live Super Bowl spoof, complete with a game clock so viewers could see when the second half of the Super Bowl was going to start and switch back to CBS. The episode of In Living Color was a huge hit. Ratings for the second half of the Super Bowl crashed 10 points.
Makes sense. If you are twentysomething and have had a couple of beers, would you rather see a show produced by Rosie Perez with Keenan and Ivory Wayans and Jim Carrey, or Estefan?
The NFL learned this lesson: Don’t skimp on your most-prized asset. Enter Michael Jackson for the Super Bowl’s 1993 halftime show on NBC. The biggest act on the planet for the biggest game. The Super Bowl’s ratings increased 8.6% over the previous year, and just as important, NBC kept its audience during halftime as well as the game’s second half. Last year’s halftime show with Madonna generated a higher rating than the game.
MJ had scored the Super Bowl’s biggest touchdown and the NFL, which brings us Beyonce today, has never looked back.
Super Bowl 2013: The 7 best halftime shows of all time
From Prince's 'Purple Rain' to U2's 'Where The Streets Have No Name,' the Super Bowl halftime show has been home to great performances by artists. Here are our picks for the best. (They're in chronological order, not order of greatness.)
- Molly Driscoll, Staff Writer
1. Michael Jackson (1993)
The singer performing as the halftime act caused audience numbers to go up during the show itself (the first time that had ever happened during the Super Bowl), causing Jackson's act to be often cited as the reason the Super Bowl tries to book big musical acts for the halftime show rather than the marching bands of yore.
When Jackson first appeared on the stage amid a flash of smoke, he stood dramatically silent and immobile for a full 1.5 minutes while many of the 98,000 at the Rose Bowl Stadium cheered.
During his performance, a chorus of more than 3,000 children from Los Angeles performed "We Are The World," and footage of Jackson being involved in charities was screened. Jackson sang "Billie Jean," "Black or White" and "Jam."
Arlen Kantarian, chief executive of halftime show producers Radio City Productions, remembered how Jackson was struck by the idea of the viewers who would be watching in other countries.
“He said, ‘Man, I’ll never tour there,’ ” Kantarian recalled in an article with the New York Timeswhich detailed how Jackson's performance forever changed the halftime show. “We talked to him about the blue-collar football fan that might not otherwise be a Michael Jackson fan and about how he could build a new fan base. He got that as well.”
Bleacher Report writer Gordon Block ranked Jackson’s show as the best halftime show ever.
“Super Bowl XXVII is the standard for all Super Bowl halftime shows, as the league called in the star power of Michael Jackson to keep audiences tuned in to the game,” Block wrote. “Jackson did not disappoint… Since that 1993 show, the halftime performance has become a huge part of the game and made the game much bigger than the sport of football. It's a cultural event and one that is almost impossible to miss.”
Super Bowl 1993 [Full Show] - Michael Jackson
In January 31 1993, Michael Jackson made a memorable appearance at the halftime show at Super Bowl XXVII. The performance began with Jackson catapulting onto the stage as fireworks went off behind him. As he landed on the canvas, he maintained a motionless "clenched fist, standing statue stance", dressed in a gold and black military outfit and sunglasses; he remained completely motionless for a minute and a half while the crowd cheered. He then slowly removed his sunglasses, threw them away and sang four songs: "Jam", "Billie Jean", "Black or White" and "Heal the World". It was the first Super Bowl where the audience figures increased during the half-time show, and was viewed by 135 million Americans alone
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