| In October 2014, the State Council issued Some Opinions on Accelerating Promotion of Sport Consumption by Sport Industry, which clearly allowed greater rights concerning broadcasting of sports events, realized fair competition and presented to reach a total sport industry scale of 5trillion CNY in 2025. Such sports platforms as Tencent Sports, LE Sports and PPTV, as leaders in this area, have carried out many reforms. This paper mainly analyses the innovative measures taken by Tencent Sports and LE Sports in areas of copyrights, self-made programs, on-line and off-line marketing, televising techniques and investment cooperation.This paper consists of six parts.For the first part, the concepts and types of big sports events are introduced, and detailed definitions of such events are given. Including the impact on the economy, the impact on the city, for the promotion of national fitness and sports starsThe second part presents the development of platforms for live broadcast of sports events. This part begins with an introduction to the traditional media platforms represented by CCTV, whose development, expansion and innovation at different stages are analyzed. It is then followed by studies of the new media platforms which feature openness, promptness and interactivity. In 1958, BTV, the now CCTV, televised the first basketball game, which initiated the age of television broadcast in China. In the course of development, CCTV has benefited from national preferential policies and matured into the dominator of the traditional media in televising sports events. At the same time, some local sports channels such as BTV6, Five-Star Sports, and GRT-Sports have brought their own strength into full play and made great progress, despite the domination of CCTV. In the late 21 st century when the Internet began to develop in China, new media platforms for live broadcast of sports events immediately attracted a lot of sports fans, thanks to their flexibility, openness, and promptness; and with the listing of such sports portals as Sohu, Netease and Sina in the United States, such new media platforms have developed further.In the third part, the innovative measures taken by Tencent Sports and LE Sports are explained. This partr is divided into five parts and each part is analyzed in detail with some examples. Compared with the traditional media, the new media platforms for live broadcast enjoy great strength, but in their development, many problems that need to be solved have also emerged such as unclear images on the screen, Caton phenomena, unprofessional commentaries from commentators, and infringement of copyright of sports events. Jiang Zemin once indicated the significance of innovation for a country, saying that “innovation is the soul for progressions of a nation as well as the inexhaustible motive force for prosperities and developments of a country”. This sentence is quite suitable for internet platforms. Under current political and economic environment, abandoning innovation equals to committing suicide. Sina Sports was the largest underdog during last two years. It used to be the top sports platform besides CCTV, holding copyrights of various sport events and many famous commentators; however, with loss of both copyrights and talents, Sina Sports declined steadily.Addressees are important parts of this paper, and their behavior in the platforms for live broadcast of sports events and their participation in off-line activities are analyzed in part four. Parts five and six study the problems that have appeared in the operations of the platforms for live broadcast of sports events against the background of “Internet Plus,” and some strategies for development.In conclusion, study methods, including content analysis, literature data, mathematical statistics and others were adopted in this paper to discuss how internet platforms realize innovations under the background of “Internet+”. Large amounts of cases were used in this paper, majorly innovative measures of LE Sports and Tencent Sports, to provide new templates for innovations and developments of vast new media. |
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