Application Of New Media In The Twenty-Ninth Olympic Games

The 29^th Olympic Games in Beijing 2008 is not just the sports pageant of the world, but a perfect opportunity to show the charm of Chinese people. Internet, cell phones and other new media as an independent form for the Olympic broadcasting appears for the first time in the broadcasting system of the Olympic Games, and the new media together with the traditional one shares the tremendous impact and strong earnings the Games bring. It is of great significance just like a milestone for the new media and the spread of Olympic Games closely connecting with each other in the history of the combination between media and sports. In today's society, the media pattern for both the world and China is undergoing profound changes, and updating, competition, and cooperation is becoming the main theme. With Internet media as its main form, new media based on digital media technology has shown the competitive trend with traditional media in all aspects. Many forms of new media join in the media group for the Olympic broadcasting, such as Internet, online video, blog, podcast, mobile TV, cell phone TV, office-building LCD TV and so on, which maximize the effect of the spread of Olympic Games. Far-reaching impact of the Olympic Games has brought plenty of power for the industrial renewal and development of China's new media. Through the generating force and great influence by the spreading of Olympic Games, new media has shown the inclusiveness traditional media dose not have and concept of media cooperation and integration, which helps to change totaly the media model in which the audience access to information and share it, thereby affecting the development of China's pattern of media.The primary objective of new media development in the future is to promote the integration into traditional media and to achieve its industrial development. Internet keeps increasing its level of penetration and utilization. In the meantime, online video, car media, mobile data services and other major new media forms gradually improve themselves. We have full confidence that in the near future these forms will fully transcend television, radio, newspapers and other forms of traditional media, to become the most important and preferred media channels in the process to spread Olympic Games as the mainstream media.With Beijing Olympic Games as the background, in this paper, the author focuses on the application of new media during the Olympic Games, discussing issues such as the unique functional features of new media, the relationshiop between the Olympic speard and new media, the influence the Games bring to new media, business model and market development of new media, and the solution for the possible problems and opportunitis in the new circumstance. By analysing the the application of new media during the 29th Olympic Games, the author makes reasonable proposals towards the business model, urban information construction and other aspects in the future development of new media, hoping to explore the new development opportunities new media will face. And through the further discussion in terms of new media's industrial development, application in major events, and business operation, this paper helps to provide a better reference for making full use of new media in the future.