Research Of Beijing Satellite Television For Communicating Ice And Snow Sports In The Context Of 2022 Beijing Winter Olympics

On the 128 th session of International Olympic Committee on July 31 of 2015,Beijing successfully won the right to hose the 24 th Winter Olympics to be held in 2022.The success has offered continuous motive for the development of China's snow and ice sports,established an amazing stage for China's snow and ice athletes and created an unprecedented chance for communicating China's ice and snow sport culture.As known to all,China's snow and ice sports are generally poor in competence except for short track speed skating and figure skating.Besides,the communication of snow and ice sports primarily rely on rebroadcast of sports events and started in late years.When Chinese athletes participated in the 1980 Lake Placid Olympics for the first time only four journalists were assigned to report it.In 2015 Beijing successfully applied for the host of winter Olympics and that has compensated the disadvantage of China's media communication of ice and snow sports to some degree.Though sports channel of CCTV is the main channel for communicating ice and snow sport events,provincial satellite televisions represented by Beijing TV have also joined the league and reached the climax in 2016.This paper,by basing on Beijing TV's practice in communicating ice and snow sports under the context of Winter Olympics,has used academic theories like theory of social responsibility and cultivation theory for studying the creative strategy of Beijing TV in communicating ice and snow sports and discussing the development strategy for communicating ice and snow sports in the new context.The research framework of this paper can be divided into four parts.The first part is statement on the overall situation of TV communication of ice and snow sports in China,primarily on the development history of China's ice and snow sports.Moreover,it states the achievements of CCTV and provincial satellite TV stations represented by Beijing TV.All of these have laid a foundation for studies in the future.The second part has analyzed the background of China's ice and snow sports communication from Beijing's success in applying for Winter Olympics,the maturity of current manual ice and snow technical conditions,the increased recognition for China's ice and snow culture and remaining questions from home and abroad about Beijing'scommitment when applying for hosting Winter Olympics.Meanwhile,factors that have restricted the TV communication of ice and snow sports are analyzed;for instance,the fact that the overall low competence of China's ice and snow sports,unbalanced development between regions and the small number of sports events have restricted the communication of ice and snow sports by local television stations.The third part,through specific analysis of Beijing TV's practice in communicating ice and snow sports,has made an analysis of creative strategy of Beijing TV in communicating ice and snow sports.In specific,the strategy is close cooperation on communication body to drive ice and snow sports to develop in depth and breadth;display the consciousness of social responsibility in communication content to carry forward the spirit of ice and snow culture;collaborative innovation on communication channel to cause all-media linkage;meanwhile,put forward suggestions for optimizing deficiencies of Beijing TV in developing quality content,ice and snow sport brand innovation,program arrangement and international vision.The final part is summary and outlook of the whole paper.Basing on the achievements of CCTV and provincial TV stations represented by Beijing TV in communicating ice and snow sports,the author has looked into the development trend of China's ice and snow sports communication in the following three years.