Research On The Development Strategy Of ESPN In Multi-screen Era

The development of Internet technology and the popularization of mobile devices have given birth to new ways of watching sports.Audiences' media usage habits have changed,and their attention has shifted from a single TV screen to multiple screens such as mobile phones and computers.In order to cope with the transformation of media ecology,the global sports TV giant ESPN actively adjusts its development strategy according to the market environment,and its reform measures have reference value for studying the transformation of sports TV under the new media environment.This paper uses the method of literature review and case study to first sort out the development history of ESPN,especially the media evolution process of ESPN from single screen to multiple screen,and then analyzes the copyright strategy adopted by ESPN to support the media multi-screen layout.On this basis,the research focuses on the operation status quo of ESPN in the past three years,audience characteristics and competitive environment,and analyzes the development strategy of ESPN in the multi-screen era.On this basis,the paper examines the global sports TV pattern and its enlightenment to China's sports TV.The study found that ESPN television from the early era,expand the content of the multi-channel development strategy to the medium of the Internet age with characteristics of ecological diversity,put more screen content distribution,always maintained a positive change development strategy,reflected in sports TV media technology to follow the transmission laws in the iterative update,it is a compliant media evolution,into the ecological screen competition;Second,grasp the trend of focus media to reach the audience accurately and effectively;Third,optimize the allocation of copyright resources and build media competition barriers.The enlightenment of ESPN's development strategy to China's sports TV development in the multi-screen era is that content should be the king,new technologies should be actively and effectively utilized,diversified cooperation methods should be vigorously expanded,and strategic awareness should be constantly strengthened.