奥运会电视转播权可持续发展历史经验和推进路径

Historical Experience and Promotion Path of Sustainable Development of Olympic Broadcasting Rights

运用文献资料法和历史研究法等,梳理奥运会电视转播权可持续发展历史经验和现实挑战,提出推进路径。奥运会电视转播发展经历肇始阶段、争议阶段、正轨阶段、发展阶段和成熟阶段,在收回谈判权力、厘清合作逻辑、完善信号制作、优化收益结构和改善分配方式等方面积累了可持续发展的历史经验。针对疫情下的复杂性冲击电视转播业务、不确定因素增加影响捆绑销售策略、经济不景气或影响电视转播权收益、数字革命对电视转播提出新的要求等现实挑战,提出推进路径:坚持简约办赛,提高转播效率;加强团结互信,完善捆绑销售;维护《宪章》精神,增加收入来源;重构战略方针,顺应数字潮流。

By using the methods of literature review and historical research,this paper sorted out the historical experience and realistic challenges of the sustainable development of Olympic broadcasting rights,and put forward the promotion path.The development of Olympic broadcasting has experienced the stages of initial,dispute,right track,development and maturity,and accumulated historical experience of sustainable development in terms of reclaiming negotiation rights,clarifying cooperation logic,improving signal production,optimizing revenue structure and enhancing revenue distribution method.In response to new challenges such as the impact of the complexity on broadcasting business under the epidemic situation,the increasing uncertainties on bundling sales strategy,the economic recession on the revenue from broadcasting right sales,and the new requirements of digital revolution on TV broadcasting,this paper put forward the following promotion path:We should adhere to the simplicity of the competition to improve the effi ciency of broadcasting,strengthen solidarity and mutual trust to improve bundled sales,uphold the spirit of the Olympic Charter to increase sources of income,and reconstruct strategic policy to conform to digital trend.