The Research Of Brazil World Cup Coverage Strategies In The Omni-media Era

With the development of science and technology, information dissemination means and methods is also in constant progress. The mass media nowadays has entered the era of Omni-media. In all kinds of major reports, although the traditional media still plays the mainstay role, new media, which takes its base on digital information technology and interactive communication as the means, is showing increasingly greater advantages in coverage. And there exists both competition and cooperation between traditional media and new media, making coverage means diversified.Taking CCTV sports channel as the traditional media, and Sina website as the new media, and through the comparative analysis into the coverage strategies of the two in major sports event---Brazil FIFA World Cup, the paper aims to analyze the advantages and shortcomings of coverage of major sports events of the current traditional media and new media. Nowadays, the dissemination and reporting means of sports events have achieved a great progress compared with that of before. Almost all varieties of sports events in the world can be followed constantly by audiences through different kinds of media. An increasing number of people have put their focus on major sports events. Events like football and basketball have received an unprecedented attention because of the development of coverage technology and have got great influences. However, the current academic research in the coverage strategies of media in sports is not deep enough. With the help of the research we can deeply understand the traditional media and new media reports on their specific strategies of major events, and also take a look at the changes in media’s coverage strategies likely to happen in the future.From early television reports to the rise of Internet, and the popularization of mobile terminals, audiences have more access to watch the World Cup. Their demand for information is also growing with the times. Passive early models of information reception have not been accepted by the audience as they hope to become information sender and participant apart from being the recipient and bystander. Therefore, how to take a better coverage of the World Cup in the era of Omni-media has made a great challenge for the media in their development process. In view of the World Cup audience being extremely large, an in-depth study of the media coverage strategies during the World Cup will explore how to provide a better coverage for the audience under the background that the media competition gets increasingly fierce, reporting means more diversified. This can also increase the media & audience cognition and adhesion while optimizing the audience experience, having positive significance for promoting the further development of media.By having a conceptual definition of the Omni-media and sorting out the origins and development of Omni-media, the paper gets the relations of Omni-media between traditional media and new media into shape. Summarizing the historical basic facts of World Cup coverage especially our country’s FIFA World Cup coverage history, the paper sorts out our country’s World Cup history into three periods as initial period, developing period and the perfection period according to the coverage nature and coverage means. CCTV sports channel as the example to analyze the traditional media, traditional media coverage of the world cup strategy from the start of ingenious design, program settings early media preheating, match report good innovation. Taking Sina website as the new media paradigm, the paper analyzes into the new media coverage strategy of the world cup from providing timely front news, giving full play to the dynamic multi screen interactivity, showing rich content by homemade programs. The paper focuses on the analysis of the CCTV sports channel and Sina website in coverage of the World Cup. How they produced a new context the integration of collaboration, and they achieved win-win cooperation through cooperation to deal with the crisis. And the paper also explores problems and shortcomings in the coverage of CCTV Sports Channel and Sina website, mainly from the insufficiency in abundance of front report camp integration, the lack of protection of copyright programs, the lack of combination of old and new media. Based on such, the paper takes an analysis into how media should take a coverage into World Cup in the Omni-media era from all aspects and proposes relative solving measures on three aspects of increasing investment to enrich the coverage forms, improving the rights protection consciousness and the active exploration to deepen media integration, thus taking a further exploration of the core connotation of sports events coverage in the Omni-media era.