从内容为王到解说为王——对电视与新媒体直转播北京冬奥会的流量之争的思考

From Content-oriented to Commentary-oriented Broadcasting:Reflections on the Traffic Controversy between Television and New Media Live Streaming about the Beijing Winter Olympics

北京2022年冬奥会期间不仅有运动员在赛场上争分夺秒、你追我赶的角逐,而且竞技场外的“第二赛场”——媒体流量之争同样激烈。“内容为王”是媒体行业提升传播力的重要途径。越来越多的现象表明,赛事直转播内容中的体育解说的价值正在逐渐被放大。运用文献研究法、录像分析法、案例分析法、专家访谈法等方法,以央视体育频道和咪咕视频为例,分析两者在北京2022年冬奥会期间赛事解说的特点、优势与不足,探讨北京冬奥会赛事直转播的流量之争,并引发了相关思考。北京2022年冬奥会的体育解说屡屡出现在互联网热搜榜,在这场新媒体与传统媒体的对比中体现了咪咕视频赛事解说的创新与央视体育频道赛事解说的求稳。经过研究得出如下结论:在后冬奥时期,咪咕视频应持续供给优质内容;央视体育频道要适度创新;体育解说与人工智能深度融合可以实现差异化竞争;兼顾高度与温度,实现体育赛事的亲民化传播;加强“大屏幕”与“小屏幕”的联动,增强解说员的个性特色;解说立场应不偏不倚,并且要彰显包容姿态。

Summary During the 2022 Beijing Winter Olympics,while athletes competing on the field,a compet-ition for media traffic outside the arena is also fierce.“Content is king”is an important way for the media indus-try to enhance its communication and monetization capabilities.An increasing number of phenomena indicate that the value of“sports commentary”in the dissemination of sports events is gradually being amplified.This study adopts literature review,video analysis,case analysis,and expert interviews,taking traditional media CCTV Sports and emerging media Migu Video as examples,to analyze the characteristics,advantages,and shortcomings of the two in the event commentary during the Beijing 2022 Winter Olympics,explore the traffic competition of the Winter Olympics live broadcast,and propose relevant thoughts.The sports commentary for the Beijing 2022 Winter Olympics has repeatedly made headlines,showing people the value of oral communicat-ion.In this dialogue between new and old media,we have seen Migu’s courage and innovation,as well as CCTV’s pursuit of stability and integrity.The paper suggests that in the post Winter Olympics era,new media needs to continuously provide high-quality content to attract audiences;Traditional television media should inn-ovate moderately while adhering to the bottom line;Deep integration of sports commentary and artificial intelli-gence to achieve differentiated competition;Balancing height and temperature,achieving friendly broadcasting of sports events;Break down the obstacles of large and small screens,and cultivate the“personal characteristics”of commentators;The explanatory stance is impartial,demonstrating an inclusive attitude.