Research On The Development Motivation And Strategy Of Sports TV Under The Background Of Media Convergence

Today,with the rapid development of media technology,the pattern of sports media in the Internet era is constantly changing.In the process of building a domestic first-class media industry group,SMG has always insisted on deep cultivation of sports content.Its sports content broadcasting platforms,five-star sports and blockbuster sports,have undergone tremendous changes in the internal and external environment in recent years,forcing it to take the initiative to seek change,find its own business model,and further adapt to the development trend of sports media integration Potential.Based on the background of media convergence,this research report takes Shanghai SMG as a case,interviews the person in charge of the group's sports sector through field visits,and deeply analyzes the dilemma of SMG sports content platform integration innovation and the future development direction of sports TV under the background of media convergence.Using the methods of literature review,comparative analysis and in-depth interview,this paper combs the development process of sports TV under SMG,and summarizes the intertwined influence of technology,policy,market and audience.The survey found that SMG always gives sports content strategic priority in the process of promoting media convergence.The technology,strategy,brand and social value of sports TV have important value for SMG to deepen the development of media convergence,making it a "high-quality asset" to promote its own innovation and development.SMG launched the "bestv +" streaming media strategy to serve the in-depth transformation of the whole group,and spared no effort to promote the in-depth development of media convergence,including expanding the functions of streaming media strategy,further optimizing the quality of content production and channel distribution,activating content resources to serve the needs of users,and building a comprehensive platform to realize dual core service drive.Under the background of streaming media strategy,SMG sports TV should deepen multi-dimensional integration,focus on innovative use of cutting-edge technology to provide high-quality viewing experience;multi platform linkage cooperation to cover Omni channel content distribution mode;introduce elite level events to enrich layout resources;use the advantages of media platform to create brand IP;expand revenue to create a new profit model to promote its all-round transformation.In view of the problems and difficulties of sports TV under SMG in terms of resources,users,talents and culture,this paper analyzes the corresponding measures for the future integration and development of sports TV,and puts forward the following suggestions from the sports TV level and the group level: dig deep content resources through horizontal integration at the sports TV level;improve the event industry chain through vertical integration;create a sports ecological closed-loop through diversified operation;build a sports ecological closed-loop at the group level At the same time,we should do a good job in technical support,increase investment in sports TV,optimize talent cultivation,and create a good atmosphere for change.