Current Situation And Development Countermeasures Of CCTV-5Large Football Coverage

Since starting broadcasting, from the Olympic Games to National Games, from theChinese Super League to the five major European Leagues, the sports channel on CCTV hasreported a large number of football matches and accumulated rich experience in broadcasting.CCTV5’s broadcasting level on events has become increasingly mature. Especially, its broadcaston the2012European Football Championship has made CCTV5’s football coverage reach a newheight, laying the foundation for the later broadcast on the London Olympic Games. Byreporting football matches like the World Cup, the European Cup, the sports channel on CCTVshould play its own advantages, learn from others’ strong points to make up its deficiencies andenhance competitiveness in the competitions among international media, so as to make Chinesemedia influential and offer more comprehensive coverage for the largest number of Chinese fans,all of which are also CCTV5’s striving direction.CCTV5’s broadcasts on major football matches are analyzed in this thesis based on themethod of literature, content analysis and interview method. By reading literature materials ofcoverage on sports news, we collect and sort out a lot of literature about CCTV5’s hookup onfootball matches, so as to sum up the characteristics of media’s broadcast on large scale footballevents. Besides, the micro-blog, this new network technology, is put into use to organizediscussion groups on which we talk with football fans. Moreover, combining the relevantdocuments and theories with others’ strong points, we collect many opinions from audience to dosome analysis, aiming at getting more constructive countermeasures and suggestions, which arealso the innovative research methods of this paper.Taking CCTV5’s broadcast on sports events of the2012European Cup as an example, weanalyze CCTV5’s coverage and how the program is set up before the game, during the game andafter the game. We discuss the characteristics of the sports channel’s broadcasts on big footballevents in detail, including: the scale of the reports is increasing; the coverage is further expanded;the content and the form are getting more and more innovative; television technology isconstantly innovative; the media of television and network are further fused, etc. However, thereare still many challenges: since the sports channel is at the initial stage, its coverage is hard toreach the professional level; the forms are stylized and the contents are utilitarian; it’s lacking inconsidering audience and entertainment factors; narrators are not so professional and reporters’questioning level needs improving. In the media competition of the new era, in order to become bigger and stronger, CCTV5should strengthen its professional level of football coverage and reflect humanistic care andmake the report forms three-dimensional. What’s more, the sports channel on CCTV may as welldevelop cross-media cooperation. It’s suggested that the CCTV5should increase the interactionwith the audience. The sports channel should also improve the quality cultivation of reservetalents and the level of reporters.