赛事转播权的价值规律与经营风险的规避  

Value patterns of TV relay right of contest and avoiding of its business risks

作　　者：骆正林[1] 

机构地区：[1]南京师范大学新闻与传播学院,江苏南京210097

出　　处：《体育学刊》2008年第10期32-38,共7页Journal of Physical Education

基　　金：基金项目:中国民族传统体育文化国际化传播策略研究

摘　　要：体育赛事的电视转播权是体育产业和传媒产业联系的纽带,它是现代职业体育的经济命脉,也是大众传媒的优质内容资源。转播权能够成为珍贵的商品,是由供求关系决定的,是体育组织和传播机构互助、博弈的结果。近年快速膨胀的赛事规模和动辄数十亿的转播费,放大了电视机构的经营风险,如果电视台稍有疏忽,就可能滑到破产的边缘。对此,体育组织和电视机构都要深入了解转播权背后的市场规律和定价策略,通过风险预测、互相支持、开发资源等途径帮助电视机构规避经营风险,共同推动现代竞技体育的发展。TV relay right of contest is a link to connect the sports industry with the media industry. It is the economic lifeline of modem professional sport, and the resource with high quality contents for mass media. The fact that TV relay right becomes a precious commodity is determined by the supply and demand relation, the result of helping and gaming between sports organizations and communication institutions. In recent years, the rapidly expanding game scale and billions of relay fees have enlarged business risks of TV institutions. If a TV station makes a little mistake, it may slip to the edge of bankruptcy. Therefore, sports organizations and TV institutions should all gain an in-depth insight into market patterns and pricing strategies behind TV relay right, and help TV institutions avoid business risks by means of risk prediction, mutual support and resource development, so as to boost the development of modem competitive sport.

关 键 词：体育赛事 电视转播权 价值规律 经营风险 

分 类 号：G80-05[文化科学—运动人体科学]