Research On The Cross-screen Propagation Of NBA Games In The Context Of Media Convergence

In the context of media integration,Traditional television is gradually replaced by the rapid rise of new media.Especially in recent years,Television,computers,mobile phones,ipad and other multi-media,multi-screen terminals are flooding into people's lives,providing the content of communication according to the audience's preference is one of the new ways of media communication exploration.The medium acts as an extension of man.It will surely follow the needs of the people and meet the needs of the society.Media convergence is one of the reasons to promote the diversification of media.The "cross-screen" is generated in the context of this media convergence.This article is based on the perspective of media integration,A variety of research methods including literature data,content analysis,case study,mathematical statistics and expert interviews are used.Start with the copyright resources of NBA games,The analysis of tencent sports,which owns the exclusive right to live broadcast of NBA games,is a cross-screen transmission of NBA events in the current media convergence environment.In the process of cross-screen communication evolution,the core competitiveness of the competition,the content production of tencent sports,the dissemination of audiences,communication channels,and cross-screen marketing are analyzed in depth.The following four conclusions are drawn:1.The event cross-screen spread between large screen,middle screen and small screen;2.The cross-screen communication of the event content is mainly based on the copyright of the event.3.The cross-screen transmission of the event has changed dramatically with the change of users' viewing characteristics and behaviors.4.Cross-screen advertising focuses more on interaction with users,and marketing tends to be pan-entertainment.On the basis of the conclusion,this paper puts forward four Suggestions for the cross-screen communication of the major sports events in the media.1.Integrated multi-screen interaction and innovative interactive method;2.Make full use of the competition copyright resource value,deeply develop the diversified content product;3.Focus on audience experience,improve content quality and compete for user groups;4.Innovate the cross-screen marketing mode and expand the diversified advertising mode.To sum up,this paper aims to provide reference for the cross-screen communication of major sports events in the media of other competitions by studying the phenomenon of cross-screen communication in NBA games.