奥运会网络传播发展的历史回顾及前景展望

Historical retrospect and prospect of Olympic network dissemination

互联网的开放性使网络图像能够轻易地跨越国界相互传递,这对现行奥运会按照地区单独销售电视转播权的模式提出了挑战。为了保证电视转播商的利益,国际奥委会对网络转播一直保持“消极甚至抵制”的态度,使得奥运会网络传播发展十分缓慢。搜狐公司成为北京奥运会互联网内容服务赞助商,意味着互联网公司正式登上了奥运会商业开发的大舞台,奥运会网络传播时代的到来已不可阻挡。从我国互联网技术应用状况、互联网用户数量及奥运会网络传播的政策环境等方面衡量,2008年北京奥运会实施网络传播的条件十分优越,北京奥运会网络传播的前景光明。

The open-up of the internet enables network image and video to pass beyond the boundaries of the countries,which brings challenges to the present distribution pattern of TV broadcasting right of the Olympic Games. In order to guarantee the benefits of the TV relay businesses, IOC has held a negative and even antipathetic attitude towards network retransmission. Consequently, the Olympic network dissemination is developing at a low pace. Sohu. corn Corporation becoming the first internet content service sponsor of the Beijing Olympic Games means that the internet company has been involved in the commercial development of the Olympic Games and the Olympic network dissemination is irresistible. The internet technology applicatlon,the internet user number and the Olympic network dissemination policy and environment in China can guarantee the network dissemination in Beijing in 2008.