Research On Independently Developing Sports Events Of Beijing TV Sports Channel

In recent years,local sports channels in our country have largely decreased,except for the reason of low channel coverage, lack of funds,talents and brand program,the main reason for the reduction of local sports channels is that they do not have enough policy support and sufficient fund to possess sufficient sports events.By opening up sports events independently, local sports channels can not only improve the situation of competition resources shortage, but also can make use of the event to create unique brand program. It is an efficient way to develop the ability of channel operating. At present,except for CCTV-5, there is almost not mature events cases of sports events for independent development by media.Over the years, Beijing TV sports channel is trying to develop sports events actively, and has achieved considerable results.This thesis is an empirical research about media developing sports events. It selects the sports events developed by Beijing TV sports channel as object of study, and by means of methods of expert interview, mathematic statistics etc, exploring the background and strategy of BTV sports channel’s developing sports events, and takes "BTV Cup"international snooker Beijing invitational tournament and Beijing football super league for a typical case, analyzing the operation management status and the problem of the two events. The thesis takes advantage of theories of communication, management, marketing, journalism and other disciplines knowledge to put forward coping strategy for problems, attempting to summarize the effective pattern of independently developing sports events for TV media, puting forward suggestions for developing sporting events of BTV sports channel in future; at the same time providing reference for other local sports channel on developing sports events.The research shows that after two years’operation,"BTV CUP" international snooker event has basically formed the fixed mode of operation,and Beijing football super league has developed into an embryonic form basicly, secondly, both of the two sports events have achieved good social benenfits and maintained a balance between revenues and expenditures;thirdly,there are some problems existed in the operation and management of independently developing sports events,such as lack of special human resources management agencies to make human resource plan, lack of flexible budget abundunt and marketing methods,meanwhile BTV sports channel has not formed systematic publicity scheme.The practice of BTV indicates that mass media,as the rising powers of developing sports events, how to solve the problem of lack experience in operating sports and low rating of mass events;how to use medium resource advantage to create differentiable and innovative sports events are problems which need to be thought about in the process of developing sports events for BTV sports channel and other local sports channels.