Comparative Studies On TV Communication And Network Communication Of NBA-game In China

Since the21st century,the informative and interactive characteristics made peoplebecome more and more dependent on the Internet. China has become the country withthe largest number of Internet users.As a new mode of transmission, the networkcommunication of NBA-game gets rapid progress and much attention with thedevelopment of the Internet.It has gradually became an important way to watch NBAgames for young people.The popularity of the NBA network communication brings large impact on thetraditional TV communication.It has forced Chinese TV media which led by CCTV-5to make some changes first,in order to maintain the leading position of TVcommunication of the NBA-game.In the mediated survival of today`s NBA, ChineseTV media and network media copete and inflect with each other.What is theiradvantages and disadvantages,how to use them,how could they face to the competitionand cooperation and how to develop themselves are the main content in this research.This article based on comparative studies,it is divided into five chapters,includingthree parts:In the introduction part,the NBA’s mediated survival is my breakthrough point.Itintroduces the origin between NBA and Chinese media industry, then it introduces thecooperative relationship of TV media and network media with NBA, and analyses therespective position of television media and network media of the NBAcommunication in China. Chapter2based on integral comparison on characteristics oftelevision media and network media, because of the leading role of opinion leader inthe sports communication,it has been researched as a single part.The clue of the articleare two levels of communication of NBA-game,namely the NBA live events and NBAcolumn.Chapter3and chapter4are main parts of this article. Chapter3is the comparisonon NBA live,including the transmission mode, case analysis of communicated content and time lag of audience.Chapter4is the comparison on NBA column,includingorganization structure,column characteristics and production marketing. At the sametime,the analysis cannot leave the attention on the sports audiences.Chapter5and chapter6is the conclusion part.First of all,chapter5makes acomparative summarization according to the main part,it explores the relationshipbetween the communication of TV and network media of the NBA-game,thencombined with relevant theoretical knowledge and the environment of "tri-networksintegration",in order to looking for strategies of independent or integrated development,at last get the conclusion.Chapter6is the expounds on innovation and defect of thisarticle.Nowadays,the competition of media environment is very fierce,they not only haveto the competition and cooperation from the internal and external,but also deal with thecurrent situation that circulation and audience rating directly linked to economicbenefits.We cannot assert the better one between NBA network communication and TVcommunication in future,however,we can explore their developing direction bycomparing the current situation,then contribute to this less popular research.