| Sina, founded in 1998, is an online medium company which serves China and global Chinese communities. Sina is one of four Chinese portals. Sina athletics Storm is a professional sports channel which is designed to provide the majority of sports fans with news and live sporting events. It has become the world’s largest Chinese sports website over the years of continuous development and exploration. Sina has been in the leading position in the sports news of Chinese online media. Sina has begun to cooperate with UEFA since 2006 to bring the live matches and events of UEFA Champions League for the Chinese fans via its sports thematic channel, Sina athletics Storm.The present thesis takes some UEFA football match broadcastings in Sina Sports Storm between 2014 to 2015 as the objects of study. Comparing the live broadcasting in Sina Sports Storm and other relevant news report, the researcher tries to analyze the advantages and good experiences of broadcasting the UEFA football matches in Sina Sports Storm and at the same explore some existing problems and provide some constructive suggestions to deal with them. It is hoped that the thesis could offer some references to the future broadcasting of the major sports events in Chinese network media.In this paper, I aim at making a detailed in-depth analysis on the present situation and characteristics of sports network media in China,the advantage and experience of network transmission as well as the typically successful reports and drawbacks in the UEFA Champions League by using the literature material method, content analysis, mathematical statistics, logic analysis and other scientific research methods, combining with the knowledge of journalism and communication and sports science. So as to put forward constructive suggestions on events spread effectiveness, the whole interaction and the news transmission quality and other issues. |
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