| In our country, the rating is the lifeline of sports channels, attractive sports is theguarantee of the rating. The orderly column arranges and attractive program to attractaudiences are essential to the prosperity of the channel. China TV sport has beenentered to the specialized sports channel phase. Competition between channels andcolumns, combined with division of audience, form TV sports real-world environment.TV sports columns are the basic unit of TV sports channel, also the kernel of TVsports channels and the basis of professional communication. TV sports column hasgreat significance for the construction of professional TV sports channels. By usingthe documentation, content analysis, expert interviews, field investigation and otherscientific research method, based on basic framework of Journalism, CommunicationStudies, psychology, sociology and other, Take TV sports column as a basictransmission unit to research more systematically and comprehensively under TVsports professional communication real-world environment.First of all, the article sum up history of development of TV spots column inthree phases. The first phase is TV sports program (1958-1984), which is divided intotwo periods. In early of TV sports program phase (1958-1978) mainly reported sportsnews poorly in time effectiveness. In transition period from TV sports program toregular feature (1958-1978), more sports events were retransmitted, and the regularfeature began to broadcast by CCTV and local TV stations with higher quality. Thesecond phase is TV sports column (1984-1995). The11thRadio and TelevisionWorking Conference raised policy of “Level4do TV” in1983, which proposed toincrease TV stations and TV programs, and give more rights of choice for audience.Columnization had become the direction. The third phase is specialized TV sportschannel (1995-now). The foundation of CCTV-5in1995is a sign of TV sportsprogram towards specialization. Since reformation of our broadcast television system,merger and reorganization of wire and wireless, the number of our specialized TVsports channel increased year by year with more form diversifications.Next the article will study dialectical relationship between TV sports channel andTV sports column. On one hand, TV sports channel is based on TV sports column. Onthe other hand, TV sports column carries TV sports channel. On the basis, the articlefurther discusses how to construct, operate and maintain the Brand Column as thecore competency of TV sports channel. And the article studies column position ideas,column structure and style, column arrangement, branded content, humanistic feelings,the host style, misunderstanding of reformation, and etc. Construction of the BrandColumn is based on overall planning of the professional channels and guidance ofoverall cognition. The Brand Column should be maintained by different operation andmaintenance in different time to keep on the best effective of brand effect. In addition,the article discusses the dependence relationship between sport events and TV sportscolumn. Professional sports channel set columns depend on sport events resource, andsports events can promote TV sports column. In the meanwhile, the cyclicity of sportevents makes TV sports column arrangement is very passive. In order to play thefunction of television visual and timeliness, the TV sports channels take live broadcast as an important method to attract audience. So the live broadcast ofsport events is very important. Study on the influence of London Olympics oncolumns arrangement of TV sports channels, these are embodied in CCTV-5:Olympic concept throughout the channel, broadcast the games fully, stereo columnsystem. And these are embodied in local stations: Dominated by regular column,supplied by Olympic columns. Once more, the article raises TV sports topics columnshould be on the premise of its internal requirements, to build on different focus.Which mainly include direction of public opinion of TV sports commentary program,true expression of the TV sports talking program, the purity of TV sportsentertainment program, and TV sports factual program——unification ofdocumentary and subjectivity, miscellaneous but orderly TV sports magazine column,and operation of TV sports science and education column.At last, the article discusses some problems on column arrangement, raises tobuild non-competitive characteristic columns and holistic column system. Adhere tothe audience as the center to arrange column; Strengthen cross–media cooperation tomeet the challenges of new media; Adhere to the localization elements, join theinternational style; Promote the reformation of sport events TV relay right, etc. |
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