A Comparative Study With The London Olympic Games Reported Sina Beijing Olympic Coverage

The Olympic Games is a global event.The2008Beijing OlympicGames is referred to as the first "Online Olympics".New media technology was widelyused at that time.Chinese network media was very well received when its firstappearance in Beijing Olympic Games.The Sina sports channel as Chinese first and thelargest network of professional sports channel has a strong marketing influence in ourcountry.The network of Sina has taken full advantage of the network media and thebrand influence when there were amounts of competitors in2008.In Beijing OlympicsSina has made the best of its own advantages and assembled all the resources.It alsofocused on blog to interact and established competitive characteristics.The network ofSina has made a good results on report of the Beijing Olympic Games.However,the network of Sina adjusted the reporting strategy for the marketsituation in the2012London Olympic Games,because of the various factors such asthe difficulties and challenges of time and geography,the effects of video rights and theattack of micro-blog.This article mainly uses the comparative research method.It Compares the thereporting characteristics of the network of Sina on the2008Beijing Olympic Gamesand the2012London Olympic Games.The article also uses the method ofdocumentary,logical analysis and mathematical statistics to study the most obviousreporting characteristics of these two Olympic Games.It deeply analyses andsummarizes five aspects of two Olympic Games,including the Olympicresources,strategies,interaction,columns,the angels of view,risks and faults.Then wecan know the different strategies,performances and development of the network ofSina in Olympics after four years.At last draw the conclusion as follows:first,thestrategy and resources are very different between two Olympics of Sina.The2008Beijing Olympic Games is far better than that of the2012London OlympicGames.Second,the vedio report stratege of Olympics of Sina has changed.The vediofeature of London Olympics is more powerful.Third,the Olympic Social interactionn ofSina is popular.Blog and micro-blog are leading the trend of each OlympicGames.Forth,the two Olympics programs of Sina have different owncharacteristics.The report view as master or guest is clear.Fifth,the Olympics report ofSina still have risks and insufficient.We should pay attention to and gradually improve. The comparisons of the network reporting characteristics of the2008BeijingOlympics and the2012London Olympic Games not only is a witness of the rapiddevelopment of the network media, but also a study of the reformation and challengesof the network media in the changed open environment.The article analyzes thereporting characteristics of Olympics network in the perspective of sports newsmedia,showing the performance of development of the network of Sina in twoOlympic Games.It would provide reference and enlightenment for the future of theOlympics of network media from this case.In this paper, many deficiencies still exist.Itneeds to be improved and complement,constantly updated and more detailed study.