Analysis On The Current Situation And Development Strategy Of CCTV5 Live Events

After the reform and opening policies in 1978, the television media has also started a new revolution with more and more media resources transferring into thousands of families through the satellite signals. The eleventh World Cup Football Match broadcast on CCTV and the world famous NBA began to broadcast in that year. From then on, Chinese could also watch some big sports competitions in the world which not only meets the needs of the audience, but there have appeared more and more loyal CCTV sports fans. On the day of January 1, 1995, CCTV sports channel was established, virtually having all of the world’s sports’ resources.. It was the first time for the domestic media production to broadcast the world’s series, which greatly promotes the influence and creativity of CCTV5.It has become an influential big brand.Through the discuss of the development and evolution of CCTV sports channel, the thesis divides the development course of CCTV sports channel into three stages according to the characteristics reflected by the live events of different period. They are initial stage, development stage and innovation stage. Then the thesis sums up the different characteristics and develops statements via some examples on the basis of which the future orientation of the channel has been set. And then the thesis analyses a series of problems and hidden dangers appeared on CCTV5 sports channel current events and puts an emphasis on the analysis of future program ratings and the brand shaping effects. In the end, the thesis makes a macro adjustment and micro improvement to the development strategies of CCTV sports channel. After the analysis, the author puts forward the future development strategy of broadcast programs of CCTV5.In the macro level, the channel should strive to build the national broadcast platform; improve the management mechanism; introduce the market competition mechanism; improve the assessment system of the program via the appreciation index;increase the brand building efforts with the connection of multimedia; realize the sustainable development of the program with innovation. In the micro level, the channel should be localized rather than local; pay attention to the internationalization of the competition in a form of amusement and associations with audience; pay attention to consistency, scientific arrangement and cultivate the audience loyalty; professionalize the contents and cultivate excellent hosts; generate initiative events and organize large-scale activities; explore the convergence of sports and entertainment.In this thesis, some research methods have been used in the research status of CCTV sports channel program, such as literature, content analysis, questionnaire survey, and mathematical statistics. Through the analysis of the innovation and development environment with its emphasis on its future development strategy,the thesis aims to put forward some reference opinions and suggestions for the sustainable development of CCTV sports channel and more provincial sports channel.