Research On The Propagation Characteristics Of Letv Sports Original Video Programs

The rapid development of the Internet has stimulated many creations in various fields.Since China's video websites experienced small-scale of users uploading homemade videos and invested much capital in buying movies and TV plays in the early period,the internet original video programs have become popular as a result of the increasing awareness of copyright and the rising prices of copyright,and the catering for the needs of the audience.Since 2014,the first year of original video programs,the Letv sports original video programs has become one of the most popular sports video programs.In spite of that fact that Letv had been in a financial crisis at the end of 2016 and Letv sports had also been hit,the bright spots and advantages of Letv sports original video programs in the development process should not be ignored.Since its founding in 2014,Letv sports original video programs has been developing rapidly,showing the advantages of sports funds and copyright,and their influence is growing increasingly.They have been widely favored by netizens for their timeliness,convenience,authority and entertainment,which far exceed the traditional medias.What's more,this phenomenon once changed the four monopolies of the internet sports video programs and it made Letv sports play such an important role in sports media field.This paper takes the original sports video programs as the target subject,adapting the literature material method,content analysis and case analysis methods.It aims to explore the characteristics and development dilemmas of the Letv sports original video programs and provide some solutions,so as to offer some references for the future development of other websites and promote the long-term development of the programs.The research shows the following characteristics: the main body of communication is mostly the opinion leaders,the majority of whom are from traditional media;the content of the programs is novel with obvious characteristics of the internet;various communication channels are used simultaneously,with new forms appearing;the recipients are massive and the recipients are also the loaders;the activeness and update frequency of the video programs are quite high and the changes are remarkable.In the meantime,the research also discovers some problems existing in the process of the transmission of Letv sports original video programs,for example,the communication subjects rely heavily on the traditional media guys and the construction of the talent echelons are not ideal;the degree of entertainment of the contents is not accurate;attention is paid to the quantity of the programs rather the combination of quantity and quality;the originality of the video programs is not sufficient and the concept of the brand construction is not strong enough;the audience don'thave a wide range of choices;and the production process is not quite based on the effect of the transmission.The research suggests that the subjects of communication should be self-disciplined and strictly audited and checked in view of the problems existing in the transmission of the Letv sports original video programs and the development of the internet original video programs in China in the future.In terms of communication content,we should correct the excessive entertainment trend,create our own culture brands and enrich the cultural connotation of programs at the same time.In this way,we can create differential communication and guide value orientation.As for the channels of communication,we should gradually optimize and upgrade the channels for users based on the continuous changes of new technology.When it comes to the users' experience,we should focus on the interactivity of communication and enhance their participation so as to improve the users' experience.