我国媒体平台对俄罗斯世界杯新媒体版权的开发及启示

Development and Enlightenment of New Media Copyright in Russia World Cup of China’s Media Platform

2018年俄罗斯世界杯新媒体版权由央视、咪咕视频、优酷视频三大平台获得。分析了三大平台版权的运营开发现状以及存在的问题:咪咕与优酷新媒体版权开发受限,营销时间较短;无版权平台通过各种衍生节目稀释新媒体版权价值;新媒体平台用户留存与转化路径单一;转播版权存在行政干预,国内新媒体转播市场竞争不足;咪咕和优酷两大平台缺乏大型赛事转播经验。提出相应的对策:实现变现模式多元化,提高新媒体版权回报率;提高用户体验,实现用户留存转化路径的多样化;打造形式多样的短视频以及娱乐衍生节目,满足受众多元需求;修改完善相关法律法规,创造良好的转播环境;获得版权方与其他平台积极开展合作。

New media copyright for the 2018 Russia World Cup was obtained by CCTV,Migu Video and Youku Video.This paper analyzes the current situation of copyright operation and development of the three major platforms and the existing problems:Migu and Youku have limited new media copyright development and short marketing time;the copyright value of new media is diluted by various kinds of derivative programs from copyright free platform;the path of user retention and transformation in new media platform is single;there exists administrative interference in broadcasting copyright and insufficient competition in domestic new media broadcasting market;Migu and Youku platforms lack experience in broadcasting large-scale events.And the paper puts forward the corresponding countermeasures:to realize the diversification of realization mode and improve the rate of return on copyright of new media;to improve user experience and diversify user retention and transformation paths;to create a variety of short video and entertainment derivative programs to meet the diverse needs of the audience;to revise and perfect relevant laws and regulations to create a good environment for broadcasting;copyright holders should cooperate actively with other platforms.