The Operational Strategy Research For CCTV-5 XX Top Events Programs

The sports industry in China developed into a golden age. Combined with the situation of new policies introduction and the rapid rise of the new types of sport medias, this dissertation analyzed current situation of CCTV-5 top events programs so that it recognized a series of urgent problems. Using the method of literature analysis, case analysis and audience rating comparison, this dissertation researched the operational strategy for CCTV-5 top events programs. In this way, targeted recommendations and countermeasures were proposed based on current operational strategy.Under the new situation, CCTV-5 should change its market position according to its current audiences' needs. At the same time, using the advantages of new types of medias, it ought to operate integrated omnimedia resources. Besides, CCTV-5 should reform and implement commission system thoroughly. After that, top events programs were supposed to implement specialized brands operational strategy and cultivate professional talents in order to establish outstanding television production team. As an example that the strategic operation for "Giants Feast" had an excellent performance, it was proved that the reformation for top events programs in CCTV-5 channel was effective compared with the audience ratings before and after strategic operation in CCTV-5 channel in the recent years. On the occasion of new Olympic year, the top events programs in CCTV-5 should strengthen the awareness of brand, improve the cluster brand system, enhance the ability of innovation and go with the tide of sport culture and economy development so that it could achieve the goal of building brand specialization in an international level.