| With the rapid development of the media,people can no longer passively receive information.In the Internet era,people can get the information they want anytime,anywhere.Advances in technology,so that "live" in the traditional media era,some distant nouns become commonplace.Sports broadcast because of its unpredictable,real-time,competitive by people of all ages.Due to the influence of the national conditions and other factors,China's sports events are in a long period of time,in the traditional cognition of people,there is no concept of "charge" in the sports broadcast.But in fact,there are two kinds of sports broadcast live free and paid.With the social progress and development,sports broadcast and production more sophisticated,become more expensive,the cost of copyright purchase of foreign competition will rise.Free broadcast is no longer able to meet the media's earnings,which requires the media to open up both to meet the aspirations of the audience to watch the game and the realization of a win-win path of profit,pay sports live.In January 30,2015,Tencent signed a 5 year agreement with NBA company,the Tencent will have the mainland NBA exclusive network broadcast rights,and obtained the broadcast rights alone,the Tencent began to explore the way of live sports pay.After the opening of the first live broadcast of the NBA season,more than 2 million paid members,single paid Games sold over ten million.This result shows that the Tencent sports on pay sports broadcast ushered in a beautiful opening.Tencent sports has been able to succeed,in addition to the role of the market,there are subjective and objective reasons.Subjectively,the state vigorously develop the cultural industry,and sports as a huge potential industry has been the country's policy support and guidance,which laid the foundation for the payment of sports live on the macro.In addition,the economic prosperity of the people's consumption concept has changed,people have the ability and willingness to pay for the cost of live sports to meet their own needs to watch.From an objective perspective,the Tencent as one of the BAT,its strength is no doubt,signed a contract with NBA,try to pay live sports,this series of actions is a strategic decision based on the investigation in the market,users,and other aspects of their own Tencent Inc made,and results from the point of view,the Tencent does make corresponding preparations and input.Whether it is broadcast technology,explain the choice or Tencent's each terminal linkage,these hardware are in the leading position,and pay in live sports setting,the Tencent also gives a reasonable price and multiple choice,to meet the needs of users at different levels.It is worth mentioning that the Tencent will also own trump card-community interaction,good integration in sports pay live,so pay live sports have more value-added services,optimize the user experience.Although the Tencent pay in NBA live in the brisk performance,but there are also some problems worthy of reflection.Live broadcast is a very high technical requirements of the way of transmission,how to reduce the blocking factor when the live broadcast,allowing users to better enjoy the effect of live,is a common problem for each live sports events need to be resolved.In addition,the Tencent of the community sports news are uneven in quality phenomenon,whether it is the title of the party or too pursuit of timeliness leads to false news,all operators need to think about.Prior to the broadcast of the Tencent NBA,China has not yet paid a live broadcast of the success of the case,so Tencent NBA pay live broadcast of the future of sports events to pay a lot of reference.Pay live to pay based on the development of content,and constantly improve the quality of paid content,improve the level of production of paid programs,update the program's technical equipment.In the aspect of broadcast sports pay live operations,should enrich the platform event resources,dig the value of advertising,online games from the perspective of culture on the connections between people and events,and innovative forms of service,to meet the needs of more users.The focus of this paper is to summarize the "Tencent NBA network broadcast"the success of the operation mode and content production mode in the first season of copyright,hope to be able to extract the common value can be paid to the live sports network.The first chapter analyzes the current environment,for the payment of copyrightcontent is a general trend,Tencent can be successful,but also in this context,the success achieved.The continuous development of economy,policy,social psychology,changes,are paid for the development of network live broadcast,laid a good foundation.The second chapter mentioned in the good social development background is not likely to succeed,success is not accidental Tencent NBA,Tencent has made full preparations,excellent homemade content,deep processing of copyrighted content,the online interactive attention,this chapter mainly uses the content analysis method,the Tencent NBA live the contents of the summary,find out the key point for its breakthrough in the field of payment.The third chapter is based on the questionnaire survey,which reflects the market reaction and market potential of Tencent NBA broadcast,and found the gap between reality and ideal state.The fourth chapter combined with the questionnaire,and the live content itself,found in the Tencent NBA live,in this year reflects some of the drawbacks and controversial key points,in view of these problems,puts forward improvement suggestions.The last chapter,according to the current trend of sports webcast,as well as the current status of Tencent NBA broadcast on the network sports event broadcast on the future prospects. |
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