The Research About The Sport Media Event In Media Convergence Time

Along with the fast development of the Internet, network content service is booming depend on its superiorities such as fast, mass information, interact, fragmentation. Commercial websites and client applications appear on computer, smart phone and tablet PC in quantity, the public get information from both traditional media and new media, and more and more from new media. As the development of media convergence, television, as the traditional media, is now integrating all media resources to fuse traditional media and new media together to make real event into media event, invite audiences to take part in the media event to increase audience viscous. Adapting to the audience with the media convergence background is an important way for traditional television rising to the occasion and survive in the new media time.During the Brazil World Cup, BTV used the Omnimedia to report the game rely on the BTV s "All Screens with One cloud" Omnimedia development strategy. BTV reported the Brazil World Cup using Omnimedia with new style, rich content, strong interaction through BTV-sport, Beijing Radio & Television Network, official micro-platform, BTV mobile client and Beijing IPTV. This paper uses documentary analysis method, expert interview method, texture analysis method and mathematical statistics method to research BTV s report about the Brazil World Cup under the background of media convergence from the perspective of media event, analyzes its elements of media event and the process of the report, explores the new features of sport media event under the background of media convergence.The research shows that in the media convergence time, BTV used the Omnimedia to report the Brazil World Cup, traced the boundary of the event, provided the interaction channels for the audiences to participate in the event, and finally formed sport media event. The sport media event shows features as (1) using Omnimedia to report the sport event to complement the insufficiency of each media; (2)establish the interfaces between the different type of medias to form integrate; (3)the content produce and broadcast platform of traditional television media and new media are being converged; (4)media provide various channels for audience to interact; (5)establish online channel for audience to participate in the quiz of game result; (6)audience become the content producer. The new media provides completely new production idea and operation style for the report, and new interaction style at the same time.During media convergence time, the various media platform is propitious to build an Omnimedia event; the diverse report gives the media event richer connotation; the advanced technology helps to establish high dimensional interactive channel; sport media event shows the media convergence and creativity. Through the research I suggested that firstly the traditional television and the new media should deepen their cooperation; secondly, be more creative when producing the media products; thirdly make the user experience better.