| Under the current background of media convergence,traditional media and new media have broken through the initial shallow merger and reorganization,the Internet and other scientific and technological updates have developed rapidly,and the iterative cycle of electronic science and technology products has been shortened.The popular range and reach groups are becoming more and more extensive,and the information boundary of different industries and fields is gradually dispelling.Media convergence has begun to transition to a state of deep-level integration based on technical means,using different terminals and platforms,and innovative content expression forms.From this background,this research is based on the theory of news communication and sports communication,using literature research,case analysis,comparative research,mathematical statistics,and so on,through retrieval and consultation and live broadcast of sports events,and so on,by means of literature research,case analysis,comparative research,mathematical statistics,and so on.In the light of the latest development of the media industry,sports industry,the Internet industry and scientific and technological products,this paper takes the 2018 World Cup in Russia as the object of study,in the light of the current research status and achievements of media convergence and other related research results.This paper analyzes the strategy of live broadcast of large-scale sports events in China.Under the background of deep development of media fusion,how to give full play to copyright advantage,make full use of all kinds of media resources and optimize sports competition The effect of event live broadcast,enhance the attention of sports event live broadcast,expand the influence of sports event live broadcast.This paper first combs and analyzes the development of live broadcast of sports events in China,and then analyzes the strategies of CCTV in the live broadcast of the World Cup in Russia,focusing on three kinds of live broadcasting strategies,namely,multi-terminal delivery,multi-platform broadcasting,and diversification of content.On this basis,this paper summarizes the characteristics of live broadcast of sports events in China under the background of media fusion,finally points out the problems existing in the broadcast of sports events in China at present,and puts forward the corresponding development countermeasures.In order to play a guiding role in the live broadcast of large-scale sports events in China.It is concluded that under the background of media fusion,the live broadcast of large-scale sports events in China is characterized by intelligentization,individuation and socialization.Among them,the intellectualization is embodied in the intelligence of the game terminal and the intelligence of the live broadcast technology,the personalization is embodied in the individuation of the channel selection and the individuation of the content of the game watching by the audience.The socialization of live broadcast platform and the social platform become the main position of live broadcast information reflect the characteristics of sports event live broadcast socialization.At the same time,it is found that in the live broadcast of large-scale sports events in China,there are still technical failure to influence the experience of watching games,language violence pollutes the network environment,copyright infringement and destruction are positive.A question of order,etc.This paper puts forward some countermeasures,such as actively applying new technology in live broadcast,keeping up with the high standard,strengthening examination and supervision,standardizing the civilization of watching games,respecting copyright,and developing paying-for-watch mode and so on.Hope that through the research can provide a reference for future large-scale sports events live in China. |
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