中国媒体体育报道的创新实践——以伦敦奥运报道为例

Innovation Practice of Chinese Media Reports on Sports A Case Study of London Olympic Reports

奥运会的百年发展历史,与近现代传媒的发展史基本契合。中国媒体对2012年伦敦奥运的报道可谓新意迭出,精彩纷呈。首先,主流媒体打出"组合拳"。央视不仅打造出旗舰频道、主频道、辅频道互为补充的组合体系,而且整合各种资源,构筑"央视网"这一新媒体报道平台。其次,微博平台上演"争夺战"。新浪微博、腾讯微博等各展其长,在竞争中将用户体验和媒介互动做到极致。再次,网络视频利用名家访谈、脱口秀等形式,充分展示奥运的文化魅力;第四,广播媒体挑战"采编播"难度极限。此外,传统纸媒也走上了联合创新之路。国内媒体对伦敦奥运的报道,极大地满足了受众对奥运赛事的个性需求,可说是体育报道史上的经典案例。

The one hundred years＂ developing history of the Olympic Games basically complies with that of modem media. Marvelous innovation and brilliance have been achieved in Chinese media reports on the 2012 London Olympic Games. Firstly, the mainstream media implemented the notion of ＂combined boxing＂. CCTV created a combined system which depended on the mutual supplement among flagship channels, main channels and auxiliary channels. It also integrated various resources and built the new media report platform of ＂CCTV. com＂. Secondly, micro- blog platforms witnessed severe competitions. Sina micro -blog, Tencent micro -blog and other similar media displayed their respective advantages and developed user experience and media interaction to their full extent. Thirdly, network video made good use of the forms including ＂celebrity interview＂ and ＂talk show＂, and fully displayed the charm of the Olympic Culture. Whatg more, broadcast media accepted challenges of the extreme difficulties in interviewing, editing and broadcasting. Traditional paper media also stepped onto the road of joint innovation. Chinese media reports on the London Olympic Games greatly satisfy audience＇s individual needs of the Olympic events, which undoubtedly can be regarded as the classic case of sports report history.