网络传播对奥运报道的深度介入——以腾讯网为例

The Depth Intervention of Olympic Coverage from Networks Communication——Taking Tencent Coverage of London Olympic Games for Example

以腾讯网伦敦奥运会报道为例,对网络传媒奥运报道所呈现的发展特征进行了探究。腾讯网奥运报道主要实施了全明星播报团媒体化运营,独创性内容策划与融合性包装。无线战略:社交性媒体的全线打造,媒体联盟:构建资讯共享平台等战略。分析认为网络传媒奥运报道呈现出了"内容为王"向"产品为王"的转变,更加注重渠道的搭建;"专业化"与"去专业化"二律趋势明显;全方位、全媒体、全景式的报道呈现;报道的"社交性"凸显等特征;指出网络媒体奥运报道存在"专业性"与"去专业性"二律背离倾向依旧明显,"社交报道"的崛起引发的奥运版权危机以及奥运报道跨媒体联合"广度有余、深度欠缺"等问题。

Taking Tencent coverage of London Olympic Games for Example, the characteristics of Network coverage on London Olympic Games was discussed. Some strategies were implemented, including ＂the all--star group of broadcasting＂, ＂original content planning and integration of packaging＂, ＂wireless strategy＂ and ＂Media Alliance＂. Pointing out that Network coverage on London Olympic Games presented some new trends, the ＂content is king＂ was replaced by ＂prod- uct is king＂, the Law of ＂professionalism＂ and ＂de-- specialization＂ increasingly prominent, pay- ying more attention to the channel structures, reported ＂sociability＂ highlights, etc. Besides, the problems in Network coverage on London Olympic Games was pointed that there are the depar- ture tendency of the law of ＂professional＂ and ＂de--professional＂ is still evident, the Olympic copyright crisis triggered hy the rise of the ＂social report＂ as well as Olympic reported cross-- media joint ＂breadth is enough but lack of depth＂.