Study On The Communication Strategy And Effect Of Basketball Tv Sports Programs

With its own characteristics of transmission speed,picture sense and news timeliness,TV has become one of the most important media of basketball and the highest viewing platform in domestic basketball programs.This paper takes basketball TV sports programs as the research object,and takes basketball TV sports program "NBA Primetime" which is the most popular and innovative communication strategy in China and the NBA as the sole object of concern as the research case.It synthesizes the methods of documentation,film and television data analysis,interview and comparative analysis from the aspects of communication elements,communication routes and content.The dissemination strategy of "NBA Primetime" is studied from four aspects: dissemination form.At the same time,this paper compares the basketball program "Hoopark",which has the highest ratings in China,with the first basketball TV sports program "AREA 21" in America,in order to highlight the characteristics and innovations of the communication strategy of "NBA Primetime".Because the communication strategy and the communication effect are interactive and inseparable two parts,so while studying the communication strategy,we also study the communication effect under the communication strategy.That is to say,we can see the interaction between the two: using the strategy to influence the effect,verifying the strategy with the effect,and then evaluating and providing suggestions on the communication strategy.Through the above analysis,the following conclusions can be drawn: 1.The content of the dissemination of "NBA Primetimee" is diverse,the host is more professional,the dissemination path is more effective,and the dissemination form is constantly updated and changed according to the real-time dynamics of the NBA.2.The direct dissemination effect of "NBA Primetime" is that the age of the audience is younger,the loyalty of fans keeps increasing year by year,and the female audience is increasing gradually.The potential effect is to develop with other similar TV sports programs and promote the development of basketball industry in China through continuous innovation.3.The communication strategies of "NBA Primetime" and similar programs "Hoopark" draw lessons from each other,which promotes basketball TV sports programs to achieve better communication effect.At the same time,the dissemination effect of "NBA Primetim3e" promotes the training of sports commentary professionals in Colleges and universities and the development of basketball industry,which in turn requires that the communication strategies of programs keep abreast of the development and changes of basketball.