新媒体时代我国体育赛事转播发展困境与出路

The Dilemmas of Development of Sports Events Broadcasting Rights in China in the New Media Era

运用文献资料法和数理统计法,从新媒体时代体育赛事转播市场现状入手,发现新媒体时代我国体育赛事转播费不合理地持续飙升,新媒体企业对手中体育赛事转播权的开发运营不足,侵犯体育赛事转播权案件频发。建议:赛事方应细分赛事转播权内容,差异化共享转播权;新媒体企业要深挖赛事转播权价值,多方位寻求变现;企业层面要加快行业自治体系建设,国家层面则要加快构筑立法、司法和执法三位一体的保护体系,从根源上抑制侵权行为的产生。

Using the methods of literature reviews and mathematical statistics,starting from the current situation of sports events broadcast market in the new media era,it is found that in the new media era,China's sports events broadcast fees continue its growth.New media enterprises have insufficient broadcasting rights of sports events that they can mastered,and violations of sports broadcasting rights have occurred frequently.Suggestions:The events organizers should carefully divide the content of the broadcasting right of the events and share the broadcasting right into different ways;New media enterprises should dig deeply into the values of broadcasting rights of sports events and seek profit maximization from multiple perspectives.For enterprises,theymust accelerate the construction of the industrial autonomy system,for the government,it is necessary to speed up the construction of a trinity protection system including legislation,justice and law enforcement to restrain the occurrences of tort from the root.