Study On Characteristics Of Dissemination Of 2016-2017 CBA Playoffs On Sina Sports And Tencent Sports

In recent years,with the popularization and development of Internet-based new online media,the widespread application of “Internet Plus” has provided new vitality to the traditional news media industry,meanwhile the methods and characteristics of sports news dissemination have also changed dramatically,and the "Internet Plus" has opened a new era of online news dissemination.Since 2008,the Internet has become the mainstream media for sporting events coverage,among which,Sina.com and Tencent.com,representing the biggest four web portals,have gained the most competitiveness.Sina Sports is an important part of Sina.com.The latest statistics showed that Sina Sports Channel ranks the top position of the sports information websites,and is currently the largest sports information website in China.Tencent.com is China's largest Chinese portal.Tencent Sports,as a sports live product of Tencent,possesses the IP matrix covering leagues,players,and athletes.Combining with a strong platform and product matrix,Tencent Sports has created a professional sports marketing platform.This paper studies on characteristics of dissemination of 2016-2017 CBA playoffs on Sina Sports PC and Tencent Sports PC,utilizing researching methods including literature,content analysis and case analysis.Setting Sina Sports and Tencent Sports as examples,this paper researches their dissemination characteristics from five aspects,namely the dissemination subjects,dissemination contents,dissemination forms,user experiences and dissemination effects,attempting to detect existing problems and to provide corresponding suggestions and solutions.The study found that Sina Sports and Tencent Sports show increasingly prominent originality and diversity in dissemination subjects.Competition news occupies the largest percentage of dissemination contents while non-competition news is reported in various forms,and the capacity of the reporting object is in a positive correlation with the reporting volume.In dissemination channels,they comprehensively use multiple forms,showing a feature of media fusion.As for user experiences,the feedback is good,which can be indicated from users' activity andcentrality after the excellent dissemination of CBA playoffs on Sina Sports and Tencent Sports.However,there also exist some related problems,such as over-entertainment and lack of reporting depth;content homogeneity and lack of control;title exaggeration and fragmentation of dissemination;advertising complexity and poor user experience;copyright constraints,lack of technical applications,and so on.Correspondingly,this paper puts forward some suggestions,for example,increasing the depth and improving the quality of the reports;paying attention to differentiation and enhancing the control;standardizing reports and forming distinctive high-quality products;developing multiple inspections and improving the user experience;searching for multi-party cooperation and seeking for technical breakthroughs,and so forth.