Research On Tencent NBA Live Broadcast Development Under The Perspective Of New Media

The domestic sports industry has been swept down by the rapid flow of new media and has invested in the Internet platform to try new development and operating models.The Internet companies that initially invested in the capital competition for sports events included Sina,Ali,LeTV,and Iqiyi,and they insurmountable gulf that has deterred powerful competitors such as Sina and Ali.However,Tencent has been able to gain a foothold in the capital market because it took hold of the fortress in 2015—the NBA's digital broadcast right.NBA has a huge potential market in China.Once it has mastered this sports “fortress”,it can construct the entire Tencent sports platform.Therefore,it is of great significance to the development of Tencent's NBA live broadcasting.In my second year as a graduate student,I participated in the NBA live broadcast of the entire 2017-18 season as an intern in Tencent Sports.The experience and sentiment gained in practice made me have a deeper understanding of Tencent,NBA and the development of the sports industry.This article will be based on actual experience,crosscut issues with new media,and analyze the status and advantages of Tencent NBA live broadcast.At present,Tencent's NBA broadcast has used its oligopoly to stabilize fixed-traffic and paying groups and establish a stable community relationship with these audiences.At the same time,after analyzing the status quo,it also combines the experience trends of sports industry and professional media at home and abroad,and puts forward the prospects and suggestions for the development of Tencent NBA,for example,attaching importance to the female group,forming the social platform as well as strengthening the pay wall.In short,with the increasing influence of Tencent's NBA live programming in the country,its standards and features will affect the integration of new media in other traditional industries.Whether the results are successful or not,they hope to promote some domestic sports industry development.It is also suggested that Tencent in the future can become an internationally renowned sports media like ESPN.