The Research For The Evolution Of Media Operations In The Olympic Games

Since 1896 Olympic Games in Athens,Media Operation has been throughout the organization of the Olympic Games.And after the development for more than 100 years,an effective operating system for Media Operations is explored by OCOGs and IOC from practice.This operating system which have played an enormous role in the Beijing Olympic Games,is hopefully to become one of Beijing Olympic Games legacies for China.Research on the heritage has an important theoretical and practical significance to Sports Media Operations in China.In this study,the evolution of Media Operations in The Summer Olympic Games was analyzed and studied,using the research methods of previous literature study,expert interviews study,Fieldwork method and inductive method.The main conclusion is as follows:1.Over one hundred years of history has witnessed the three main developing periods of the media form in Olympic report,which covers: print media oriented,TV-oriented,TV-oriented and new media.The evolvement of Olympic media is not only a result of new technique,but also a fruit pregnant from many complicated factors.With the development of Olympic media form and the Olympic Games,the media service has experienced a process of appearance,growing and maturity,with more regulations being added.2.Though,namely speaking,the Olympic media service means the hosting part supplies the information,working and living condition,yet, with the media transforming from edge to center,from being affiliated to being leading,a game was born with the co-appearance of IOC,OCOGs, sponsors,political groups,which not only affect Olympic Games and its media development,but also exert far-reaching significance on the objects,aim,content,standards of the media service.Therefore an exploration into the Olympic media service will make a brand new perspective for Olympic Games.3.The media service has different characteristics during different periods.In the print media period,the media service showed single and loose due to the technique to be depended being low.In the TV-oriented period,the media service showed being content-regulated, content-standardization and service-specialized owing to the technique being high,the audience being complicated both in depth and breadth and the commercial sponsors being intense.In new media period,fast reaction, in spite of TV being the main media form,the intense interaction and multi-media seems to prevail greatly,obviously impacting and integrating the former Olympic report forms.4.The research on the evolving process and present condition of media service in Olympic Games has great significance on the media report of great sport event,enlightening much in the future development of China's media course.Not only should we continue to push the process of to regulate,to standard,to specialize thus to improve the qualification of even report,but also we should analyze the complicated factors and interest groups being involved,so that a right direction a media service should go can be found.