| LETV-Sports is a practitioner in the construction of new network video transmission system in China,a pioneer in the commercialized operation of new sports media,and a leader in the ecological construction of Internet sports platform.The four-year development of LETV-Sports could be considered the epitome of China's new sport media industry development situation.The spread of sports video content owns its advantages in serving both audience and industrialized development,but meanwhile there are also many drawbacks.The study of LETV's sports video content spread cannot only investigate both the advantages and problems in LETV's development,but also provide according suggestions and thoughts for the entire new sports media industry.This paper focuses on the video content of LETV-Sports,and mainly use the method of literature,case analysis and expert interview to explain the overall current situation,dissemination advantages,existing problems and future development orientation of LETV-Sports.The study suggests that:(1)LETV-Sports is one of the most influential,guiding and competitive Internet sports video.Its video content,on the whole,is in a benign dissemination situation,including the live broadcast,rebroadcast,sports news report and many other businesses.It have already owned the industry-leading technical standards and similar production level as traditional media,and also have a certain concept of internet video transmission in other businesses.Through the rebroadcast and news report of 2016 European Cup,the Olympic Games and Super League tournament,LETV-Sports accesses to a certain size of the fixed audience by providing good-quality service.In the meantime,the ecological operation of LETV-sports also strongly guarantees the online and offline content dissemination.(2)LETV-Sports video content owns strong competitive advantages in the copyrights of sports events,the innovation of sport report and the perfection of audience service system.First of all,LETV-Sports,through the purchase of sport events copyright,attracts a large number of media talents to join and ensure the quality of video content,while reasonably avoid infringement in the case of not owning the copyright and establish its own brand benefit.Second,LETV was the first to establish a trinity pattern of video content dissemination including sports programs,live broadcasting and on-site report,which laid the foundation of LETV's development and expansion.Last,LETV-Sports relied on the technology innovation and high-quality video content to ensure the audience's viewing quality and narrow the distance between media and audience through bilateral interaction,making the event much closer to the audience.(3)The development of LETV-Sports,from the peak to the trough,only experienced a year's time,which is highly related to its existing problems of video content.Among these problems,the excessive reliance on fragment information and the form of entertainment,resulting in the audience's misunderstanding of LETV-Sports video content.Meanwhile,due to the lack of understanding of the network intelligence and the Internet,even the scale of human resource of LETV-Sports is huge,there aren't many talents who really understand real new mediaconcept.That is why the effect of dissemination of video content greatly reduced.The blind expansion and large-scale absorption of copyright,also caused the current industrial crisis.In addition,with the lack of targeted dissemination to targeted audience,and ignorance of the cultivation of the user's stick,resulting in the great loss of audience during their own crisis,affecting the development of the media.According to the current problems in the development of LETV-Sports,this paper puts forward the following points: firstly,fully understand the audience's scale,demands and behavior relying on the current audience base,optimize the copyright resource allocation and construct the content communication platform reasonably.Second,fully understand the connotation of new media of sports,train more talent in line with the characteristics of network video transmission,enhance the media's credibility,competitiveness and influence by the video content production and dissemination,Finally,give full play to the media's guidance and change the audience's view,especially the view regarding to the new media of sports,in order to build a new Internet sports video content transmission ecosystem with "user +content" as core content. |
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