生态、渠道、内容:电视体育传播的迭代与创新

Ecology,Channels,Content:The Evolution and Innovation in the Communication of TV Sports

电视体育的传播形态在技术、资本和政策等因素作用下不断迭代更新,以实时体育赛事转播为核心的体育媒介产品在全球电视业和媒介融合进程中的价值不断凸显。在全球电视体育版权生态变迁过程中,我国电视体育传播经历了3个发展阶段,即从初创时期传统电视单一渠道垄断体育赛事转播版权,到新媒体崛起后体育赛事逐渐向全媒体版权演化,再到体育赛事传播不断融入内容产业生态。随着体育赛事传播由电视大屏传播向多屏同构传播格局的转变,电视体育的传播创新在生态、渠道和内容等方面均呈现新的发展特征。

The communication pattern of TV sports constantly evolves under the influence of factors such as technology,capital and policy.The value of sports media content with real-time sports event broadcasting as its core is becoming increasingly prized in the process of global TV industry disruption and media convergence.With the global TV sports copyright transformation,China undergone 3 stages,that is,the initial prime period by monopolizing the copyright of sports events with its domination of broadcasting outlets as the most powerful traditional TV platform.Then comes the second stage of the rise of new media in which TV sports began to evolve into omnimedia copyright.And now sports event broadcasting is being integrated into the media content industry.With the transformation of live sports event distribution from TV screen to multi-screen transmission system,the innovation of TV sports communication will show new trends in terms of ecology,channels and content.