全球电视体育市场发展概况的解析与思考

Analysis and thoughts on general situation of developing global sports events television broadcasting market

近年来,体育节目在世界范围内得到了广泛的欢迎,大型体育赛对电视体育市场有显著的拉动作用。足球是世界上最受观众喜爱的体育运动,在欧洲、南美和亚洲地区足球赛事的收视率占绝对优势地位,F1赛车是欧洲观众除足球外最喜欢的赛事;美国、澳大利亚、新西兰等国家的观众往往更热衷于本土的体育赛事,而对足球赛事兴趣不大。冬季运动在北欧、东欧、北美等气候寒冷的地区受到了欢迎,俄罗斯、美国是其中的代表。亚洲电视体育市场缺少本土品牌赛事的强力支撑。重大体育赛事电视转播权费用呈大幅攀升的趋势;电视转播权销售方式呈连锁化、捆绑销售的趋势;电视转播权产品类型呈细分、分类出售的趋势;重大赛事收视全球化的趋势明显。

In recent years, sports programs are popular all over the world. Large-scale competitive sports events have prompted the sports events television broadcasting market. Football is the most favorable sports event, and its audience rating is high in Europe, South America and Asian;F1 is European audience favorite sports event,while in the U. S., Australia and New Zealand, audiences are wild about their native sports events but are not interested in football matches. Winter sports events are popular in North Europe, East Europe and North America,such as Russia and the U.S. In Asia,sports event TV broadcasting market is in lack of powerful support of native representative sports events. The expenses of purchasing the rights to rebroadcast important sports games are increasing. The rebroadcast distribution ways are embodied in selling in chain and binding selling;the types of rebroadcast products are subdivided and classified;the globalization of television viewing of important sports events is evident.