A Study On The Causes And Effects Of The Infringing Acts Of China's Sports Events Broadcasting Under The Background Of New Media

In recent years,with the successive introduction of relevant policies,sports competitions,sports media and information services in China have gradually emerged.While the sports industry's contribution to the domestic economy continues to improve,the activities of sports events broadcasting are also rapidly developing.It is worth noting that the market of broadcasting rights for sports events often occurs the infringing acts under the background of new media,which can easily lead to legal disputes.Therefore,it deserves people's deep concern and consideration about the broadcasting rights for sports events and the infringing acts of China's sports events broadcasting.The purpose of this study is to promote the healthy and sustainable development of China's sports media industry and the industry of sports events broadcasting,and avoid the occurrence of the infringing acts in sports events broadcasting.By using the methods of literature,observation,case analysis,system analysis and logical thinking,this study sorts out,generalizes,analyzes,and summarizes the ownership of rights and the legal nature of the broadcasting rights for sports events,the history of development and the characteristics of the market of broadcasting rights for sports events in China,and the performances,causes,and impacts of the infringing acts of China's sports events broadcasting.This study is aimed to provide theoretical guidance for the activities of sports events broadcasting under the background of new media;to help solve various legal disputes in the market of broadcasting rights for sports events;and to promote the development and protection of intellectual property resources of sports events in China.From the three aspects of "the broadcasting rights for sports events","the market of broadcasting rights for sports events in China" and "the infringing acts of China's sports events broadcasting",this study mainly discusses the following four points.First of all,the subject of rights should be the organizers of sports events.Its legal nature can be divided and understood.The broadcasting rights for sports events in the narrow sense should belong to the rights of commercialization;the broadcasting rights for sports events in the broad sense should be a copyright.Secondly,according to the time of publication of the legal documents and the degree of the participation of media organizations,the development process of the market of broadcasting rights for sports events in China can be divided into four stages,namely,the intervening stage of traditional media,the leading stage of traditional media,the intervening stage of new media and the leading stage of new media.Thirdly,the infringing acts of China's sports events broadcasting are constantly evolving during the development of the market of broadcasting rights for sports events.They show three characteristics in the leading stage of new media:?The infringing acts of traditional media by new media still exist.?The infringing acts between new media have gradually become mainstream.?Other infringing acts of broadcasting often occur.The main causes of the infringing acts of broadcasting are that there is no clear definition of the broadcasting rights for sports events,there is a contradiction between the long-term monopoly of CCTV and the competitive market,the cost of infringing acts and accountability is low,and users lack the awareness of the protection of the broadcasting rights.The infringing acts do more harm than good.Although they objectively develop the viewing crowds,they will undermine the market order,infringe on multiple economic interests,hinder the cultivation of IP for sports events,make audiences feel dependent,and so on.Finally,this study has drawn four strategies to circumvent the infringing acts of China's sports events broadcasting.? Defining the legal definition of the broadcasting rights for sports events.?Taking the protection measures of intellectual property to protect the broadcasting rights for sports events.?Promoting the market of broadcasting rights for sports events to form a standard.?Raising the awareness of the protection of the broadcasting rights for sports events among media and audiences.