Shanghai Media Group Sporting Events Tv Industry Chain Analysis And Countermeasures

"Industrialization of media"turns to be a hot issue in recent years. To survive in fierce competitions, modern media have to shift their roles from"ideological orientation"to"market participators". Therefore, the pursuit of maximum interests becomes an important guideline for their media practices. Because of their respective features, sports and TV are naturally interrelated. As a result, sports games have also been an ideal field for media business. The thesis takes Shanghai Media Group (SMG), the second largest in China as an example, and attempts to analyze its TV sports strategy and its sports industry chain, with its successful bid for broadcasting rights of Chinese Football Association Super League (CSL), its exploitation and retails of rebroadcast rights, its innovation on commercials during sports program intermits and its adoption of advanced technologies as new media. The thesis not only demonstrates the achievements of SMG's so called"sports strategy", but also attempts to come up with possible solutions for problems. Meanwhile, the advantages and disadvantages of Shanghai Sports Channel, as well as those of its main competitors in this market are also analyzed to unfold an overall picture of the sports TV industry in China. To wind up, the thesis concludes with an analysis on common pitfalls amid diversified media business, which may serve as precautions to ease the irrational move of Chinese media. The present thesis might have some value on the follow-up study of sports TV industry in China.