Research On Planning And Implementation Of Media Innovation In Sports Events

The relationship between sports events and media is mutually beneficial. Sportsevents, especially major sports events, attracting the attention of the community, andbeing the events that any media can’t ignore, even we can say some sports eventswould spawn a birth of a media or a media becomes famous by reporting sportsevents. Conversely, sports events has the dependence of media is also high, continuedmedia coverage of sports events make more people know, without the attention ofmedia, the impact of sports events will be greatly reduced, even threat the survival ofa sport event.After reviewing the domestic and international literature about sports events andmedia, the author found that there are a lot research on sports events and media,most of them are research the plan of how to report the event from the role of media,or analyze the characteristics of media event report, or from the perspective of sportsevents organizers discuss how to do the events media service, how to deal with theinteract relationship between media during the event. Combining the mediainnovation theory, the author believe from both a research point of view and the actualoperation level that the relationship between sports events and the media can have adeeper and more innovative mode. Media innovation as an entry point, continuousdevelopment of sports events needs innovation，means of various media in thedissemination of the rapid development of communication ever-changing mediaenvironment, whether planned or reports are required innovation. From theperspective of event organizers, achieve the perfect combination of sports eventsoperation and the media and mutual achievement and win-win.Considering the basic connotation of media innovation and the particularity ofsports events, the author defines media innovation in sports events as follows: mediainnovation in sports events refers to the application of innovative and creativethinking in the dissemination of sports events; specifically, it is an innovative orcreative strategy and design formulated by a comprehensive review of citycharacteristics, event orientation, project characteristics, and the needs of audience.Based on the fundamental theory of media innovation and classic cases of mediainnovation in sports events, the author proposes the foundation, orientation, crux, andcore of media innovation in sports events; the author also generalizes the features ofdifferent stages and suggests the basic process of media innovation in sports events.Finally taking these related research, combined with the case study of F1Chinese Grand Prix, summarize the media innovation highlights of above-mentionedevents, proposed the realization of sports events media innovation based on the mediaparticipate fully in the process of operation, when planning for sports events mediainnovation, event organizers and the mass media should first inspect from the abovefour points, explore the events highlights that attract the audiences most, do efforts toinstitutionalize innovation. Moreover, aiming at the existing situation that the lack ofcommunication between events organizers and the media, we should establish a soundsystem of sports events press officer, actively contributed to cooperation initiative anddepth of interaction between the events organizers and the media.