Research On The Dissemination Characteristics Of Sports Micro-video Of China Central Television Rio Olympic Games

In recent years,with the booming development of internet,the popularization of mobile phones,ipads and other portable mobile terminals along with the wide application of Wechat,Weibo and other social media makes conventional media face unprecedented challenges.It has been an irreversible trend for emerging media to report sports events,such as “network linkage” video abruptly emerged in 2008 Beijing Olympic Games;new forms of “video+Weibo” full live+second interactive appeared in 2012 London Olympic Games;and full media coverage“micro+terminal+clode” in 2016 Rio Olympic Games.During Rio Olympic Games,sports micro-video fully used by CBOX App and CCTV5 official Weibo,adapted itself to the lifestyle of“high pace and thin slice” and dissemination mode of “socialization and interaction”.The successful change of China Central Television gains the power and high attention again.The research studied on the dissemination characteristics of sports micro-video issued by CBOX App and CCTV5 official Weibo during Rio Olympic Games as the main object,utilizing the methods of document literature,experts interview and content analysis.The research supported by Las Lovell5 W theory,explored the dissemination characteristics,existing problems and solvable strategies of the sports micro-video from the aspects of dissemination subject,dissemination content,dissemination channel,users' experience and dissemination effect,in order to provide new ideas for its development.According to the research,the dissemination characteristics of sports micro-video of CCTV Rio Olympic Games are as follows: in the aspect of dissemination subject,CCTV has exclusive live rights and new media takes the lead;in the aspect of dissemination content,it focuses on the hot spots inside and outside the match and covers all-round Olympic events;in the aspect of dissemination channels,it integrates multi-screens to produce full-media platform;in the aspect of users' experience,it shares and interacts frequently and creates new social experience;in the aspect of dissemination effect,chain dissemination expands its impact,traffic and attention in high innovation.The research also points out dissemination dilemmas of sports micro-video of CCTV Rio Olympic Games are as follows: the challenges of internet-oriented sports video,at the same time from the portal website and its video programs;the technical problems with a lot of exploration space being in processing of video effect;the loss and diffluence of users by information overload,which is caused by insufficient reporting to the same content;inadequate amplifying the users' difference,which cause them to be blinded owing to the overlapping of orientation of audience;the rigid system which hinders the financing environment to develop in the long run.Based on the existing problems,the research rendered several conducive dissemination proposals for improvement in sports micro-video of CCTV Rio Olympic Games: deep cooperation which can build up Integrated Media's ecology of sports micro-video;technical breakthrough which can build professional high-level coverage team;facing to requests which can create precise content and perfect the video;segmented audience which can combine the entertainment with media-oriented trend;structural reform which can complete melting media to attract funds.In view of the development of micro-video dissemination of Mega sports events in China,the research suggested that from the perspective of country,relevant policies should be encouraged to make sports micro-video;from the perspective of media,taking advantage of “two micros and one terminal” makes a difference against competitors to pave the road of brand;from the perspective of dissemination subject,finding and introducing creative talents to constantly improve the overall professional level of the team;from the perspective of dissemination content,targeting the precision at its content;from the perspective of users' experience,promoting users' participation and strengthening the core competitiveness;from the perspective of dissemination effect,sports micro-video programs should be designed according to the different requests and ages of users;from the perspective of social economy,its related industries in scientific operation mode for purpose of achieving economic and social effectiveness win-win;from the perspective of the audience,they should enhance their awareness of self-governance.