The Development Of Television Commercial Broadcast Market To Big Sportive Events

From the world first commercial selling of the broadcast right to the sportive events more than half century has passed. In China the commercialized of the broadcast rights did not exist until 1994. In this report, it is mainly to compare and contrast the similarities and differences of how the selling of the broadcast rights developed on major sport games and the current situations of the business operating in China and overseas. In the conclusion, it recommended four fundamental principals of practices about the broadcast rights in China.In China, the commercial selling of the broadcast rights began with the revolution of the Soccer Games Forum. In 1994, the CCTV supported the China Soccer Association 0.56million RMB to obtain the broadcast right of the National Soccer Game Class A. This was the first case in china, the process is hard, but we had our first step. A couple years later, in 17th March, 1996, Nanjing Television Station acquired the broadcast right for 0.26 million RMB to the Four-country Female Volleyball Invitation Game, which hold at Nanjing in the following month. There was a another'first'in national wide, the Nanjing TV Station was the first local station that bought the broadcast rights by its own to any sport events.So far as, television is the most direct, convenient and lived media transfers tool in China,and also it has the largest coverage. At the end of 2005, the television coverage rate achieved to 92.4% of the total population of China. To the nation of 1.2 billion people, there is no doubt that the influent of television is significant. Nowadays, as the result of having more leisure time and the demand of the more pleasure spiritual life style, watching the sport games on television channels has became the major entertainment method to the numerous sport-lovers and especially the soccer-lovers. Moreover, Thanks to advance of the new technologies, people can see not only the copied or transferred sport games and also the lived show. This is because that the pubic-free TV, cable TV and Satellite TV worked together to provide these programs.Currently in China, the athletes are trying to be professionalized and do the sports activities as their career. The selling of the broadcast rights of the sports can be the major way of enhancing the income of the athletes. Also, it is more important to motivate the potential capacity and the enthusiasm of the athletes. However, there are many problems for the matter of broadcasting sportive game in this beginning stage in China. Firstly, there are no laws and regulations to supervise the selling of the broadcasting right. The second problem is the lack of senses to the copyright of the broadcasting programs. Lastly, the incorporatingTo be concluded, there are four essential recommendations on the fair-well operating of the broadcast rights in China. Firstly, it must disclosure the benefits that the two-parties can gain and may potential gain. Secondly, a regulation reform should be founded for the aim of conducting fair competition. Thirdly, the price of the selling the broadcast rights should be supervised and to be in a reasonable scale. Lastly, the application and development of new technologies use in broadcasting should be industrialized.In this report, many questionnaires and interviews have been used, and you can see all of these in the appendices. In addition, it is appreciated the useful help of all the authors, researchers and new journalist, all the quotations and references are presented in the bibliography.