中外电视体育市场发展概况的比较与思考

Comparative Research on the General Development Situation of Global and Chinese Television Sport Market

运用文献资料、逻辑分析等方法,对中外电视体育市场发展状况进行了比较研究。研究结果:体育节目在世界范围内得到了观众的广泛欢迎,大型体育赛事对体育节目的收视有巨大的拉动作用,中外电视体育市场发展都呈现了周期性波动的特征,举办足球世界杯和奥运会的年份体育节目收视状况要优于其它的年份。不同国家地区的电视体育市场有较大的差异,显示了文化和传统的差异对体育节目收视影响。足球节目在欧洲、南美和亚洲地区足球节目的收视率占有绝对优势地位,F1赛车是欧洲观众除足球外最喜欢的体育赛事;冬季运动在北欧、东欧、北美等气候寒冷的地区收到了欢迎,俄罗斯、美国是其中典型的代表。在美国、澳大利亚、新西兰等国家有着优良的体育传统,观众的收视习惯具有“本土化”的特征,收视行为较少受到世界大赛的影响。足球节目在我国较受欢迎,但我国观众的欣赏习惯表现出多样化的特征。世界顶级大赛对我国观众收视行为有巨大的影响,说明我国电视体育市场发展缺少本土品牌赛事的支撑,打造高水平体育赛事是发展我国电视体育市场的当务之急。

This article comparatively researches general development situation of global and Chinese television sport market with the methods of documentary review and logic analysis, and the results show as follows： Sport program is widely welcomed all over the world, and large-scale sport events have immense promoling effect on television sport market. Football is the most popular sport event in the world, and audience rating of football programs occupies absolutely preponderant position in Europe, Asia and South America. F1 is the second favorite sport movement to European audience. Americans, Australians and New Zealanders are generally interested in native sport items, and have little interest in football event. Winter sports are welcomed in cold regions, and America and Russia are two typical examples. Considering audience rating of Fushan Asian Games, Chinese sport events are short of immense influence, so Chinese television sport program market is wanting for forceful support of Asian sport events.