Research On New Media Communication Mode Of NBA Events

Sports event broadcasting is not only a cultural industry project,but also an important symbol of international competition and national soft power.Based on the observation of Tencent sports NBA event broadcasting,this study systematically analyzes the domestic new media communication mode of NBA events by using the methods of case analysis and in-depth interview,and finds the gap and gives the improvement measures through the comparative analysis with ESPN and other foreign media.According to the analysis of this study,NBA event broadcasting has experienced three stages in China,that is,from web1.0 the single and concise graphic live broadcast stage in the 1.0 era,to web2.0 era,and then to the multi terminal mobile live broadcasting stage in the era of social media.In this development process,NBA event broadcasting presents the communication characteristics of continuous iteration of communication technology,increasingly diversified communication means and increasingly diverse viewing terminals;At present,NBA event broadcasting has built a new communication mode led by the application of the whole communication process of high-tech media technology,the real-time presentation of big data analysis as the norm,and multi terminal information collection and reception as the ecology.The layout of ultra-high definition cameras,the development of real-time playback technology,the real-time visual presentation of big data in the field,as well as 3D projection,panoramic studio,split screen technology,app development,website development and multimedia platform development,have become the routine operations of NBA event broadcasting.However,compared with ESPN,there are still some problems in the broadcasting of domestic NBA events,such as insufficient investment in the application of new media technology and content production,weak professionalism,interaction with fans,poor viscosity and so on.Therefore,to improve the broadcasting quality of sports events such as NBA,we need to improve the accuracy of the application of new media technology,increase the investment in program production,attach great importance to the user stickiness and interactive development of fans,and create a good market environment and legal environment for event broadcasting.