央视国际北京奥运会新媒体转播的个案研究  

A case study of new media coverage of Beijing Olympic Games on CCTV.com

作　　者：王相飞[1] 

机构地区：[1]武汉体育学院期刊社,湖北武汉430079

出　　处：《武汉体育学院学报》2009年第12期21-24,49,共5页Journal of Wuhan Sports University

基　　金：湖北省教育厅人文社科研究项目(2009b346)

摘　　要：阐述了央视国际北京奥运会新媒体传播的概况,以及央视国际北京奥运会转播的主要特征:实现了奥运传播效益的最大化,新媒体版权得到有效保护,网络安全工作得到了充分保障,成立奥运新媒体转播联盟,开展广泛的技术合作,实现了多种媒体、多终端的互动。对大型体育赛事新媒体转播的成功经验及启示:重视前期准备工作,反复进行演练,实现传播效益的最大化,重视后期版权资源的开发问题,力争获得政府、社会各界的大力支持与开展广泛合作,手机和公交移动电视以及其他户外移动媒体将会成为未来体育赛事传播的主要手段。The general situation of the new media coverage of Beijing Olympic Games on CCTV.com and its broadcasting characteristics was introduced and analyzed.Firstly,the coverage showed the maximum benefit of the Olympics broadcasting.Secondly,the new media copyright were effectively protected.Thirdly,network security was safeguarded.The Olympics new media broadcasting league was established.A wide range of technical cooperation was carried out.Multi-media,multi-terminal interaction were realized.The successful experience of the new media coverage and enlightenment for large sport games were follows： good preparatory work,repeated rehearsals,maximum broadcasting efficiency,attention to the exploitation of the copyright resources in the latter period of the event,the governmental and social support and extensive cooperation.In the future,mobile phones and mobile televisions in public vehicles and other outdoor mobile media would be the primary sports broadcasting means.

关 键 词：央视国际 CCTV.COM 北京奥运会 新媒体转播 

分 类 号：G80-05[文化科学—运动人体科学]