| With the continuous improvement and innovation of China's economic strength and Internet technology,the diversified development of sports,people's growing demand for sports news,the development of traditional media and new media are facing great challenges,China's TV sports news column also produced an unprecedented Impact.Media integration under the sports news columns in order to get better development,we must actively innovation and development ideas.CCTV-5 "Sports News" column,as the most authoritative,representative and influential sports news columns,whether in the fierce competition to give full play to their advantages,and constantly deepen the integration,take the road of sustainable development,for the Column development has a very important significance.In this paper,the status quo of the column as the object of study to achieve further development for the purpose of the study,through the collection of relevant information,the relevant data and the typical case of the analysis of the column of the overall study.On the basis of understanding the relevant concepts in this paper,the author expatiates on the influence of media fusion on sports news communication,which is mainly reflected in the aspects of communication channel,scope and concept.CCTV-5 "Sports News" column adhering to the "based on China,look at the world," the purpose of holding a number of major events broadcast rights to meet the needs of different audiences,with a large number of audiences.Column content to play competitive sports,mass sports,although part of the involved is minimal,in the process of focusing on human feelings.The establishment of a micro blogging,wechat public and CCTV sports APP,the initial realization of the attempt with the new media.Through the analysis of the relevant sports website and CSM data,we can see that the column has been hit,but still has strong competitive edge,the ratings have been in a leading position.The main problems of the development of the column are: first,the challenge of the local platform and the new media;secondly,the relative lack of professional knowledge of the host;third,the technical short board affect the spread of the effect;Quality,lack of innovation;Fifth,the brand promotion capacity is insufficient.In order to solve the above problems,the paper puts forward the following countermeasures and suggestions: First,innovate the thinking of the operation of the column;Second,improve the application level of the new media technology;Third,establish the brand awareness,improve the influence;Fourth,column content diversification;Fifth,to enhance the overall quality of the host. |
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