摘 要:近年来，随着新媒体技术的不断创新，新媒体作为一支传媒新生力量已经成为传统媒体最强有力的竞争对手之一，传统媒体的优势地位越来越不明显。随着受众在收视行为和收视习惯上的逐渐改变，传统媒体开始与新媒体出现竞争融合的趋势。本文以中央电视台体育频道作为特定研究对象，具体研究和分析体育类栏目与新媒体力量之间的碰撞与融合，同时总结出传统体育电视栏目面对新媒体挑战，如何更有效地运营，整合新媒体平台优势，进而对现有栏目实现创新提出可行性建议，为现有传统电视栏目的进一步运营和突破，提出参考建议。
本文通过研究传统体育媒体和新媒体的传播现状及各自的特点，进一步了解在新媒体的冲击下，我国体育电视媒体所面临的困境和问题，观察国外顶尖体育电视媒体在新媒体环境下的努力与突破，进而反观我国体育媒体对新媒体的应用与尝试，最终提出我国体育电视媒体与新媒体之间尽管存在冲突和竞争，但是为了更好地生存和发展，我国体育电视媒体应当与新媒体化敌为友，展开全面的合作与融合，相互取长补短，才能进一步壮大各自的力量，在新媒体的大环境下，寻觅出路，走出困境，开辟出一片新的发展空间。
关键词：新媒体 体育电视节目 发展模式 融合 突破
Abstract :In recent years, with the constant innovation and the rise of new mediatechnology,as a new born power,new media has become one of the traditionalmedia's most powerful competitors. The dominance of traditional media hasbecome more and more weak. As the gradually changing of the viewing behaviorand viewing habits on the audience, the traditional media has shown the trendnot only to compete but also merge together with the new media, well underthe challenge of the new media. Based on the CCTV Sports channel as the specificresearch object, this article will do the specific research and analysis ofthe collision and fusion between the sports columns and the new media. Facingthe troubles that makes by the new medias, this paper will focus on how tosolve the problem, operate more effectively, use the advantages of the newmedia platform, put forward feasible suggestions to the existing program,and reference advice for the further operation and break of the traditionalTV programs.
In this paper, by studying the broadcasting situations and the differentcharacteristics of the traditional sports media and the new media, furtherunderstanding the problems and the difficulties that our sports TV medias arefacing now, under the impact of the new media, researching the efforts andthe harvest that the foreign top sports TV medias have got in the new mediaenvironment, we will compare and see what our country has done at the sametime. Finally, make a conclusion that, in order to get a better survivaland development environment, our sports TV programs should be with the newmedia instead of being enemy. The traditional sports TV should begin acomprehensive integration and cooperation with the new media,complement eachother, further expand its own power, find a way out, and open a new spacein the new media's environment.
Keywords: New Media Sports TV program Development Mode Fusion,Break.
目 录
摘 要……iii
Abstract…… iv
第 1 章 导论……1
1.1 选题背景及意义……1
1.2 国内外相关研究成果综述……1
1.3 相关概念界定及分类……2
1.4 研究内容及研究方法……5
1.5 创新之处……6
第 2 章 电视节目与新媒体的比较分析……8
2.1 体育电视节目传播现状与优势……8
2.2 电视节目的劣势……12
2.3 体育电视媒体的困境……13
2.4 新媒体传播现状与优势……16
2.5 新媒体的劣势……21
第 3 章 传统媒体与新媒体融合的现状……23
3.1 新旧媒体融合是电视媒体发展趋势……23
3.2 国际领先电视媒体与新媒体的融合……25
3.3 我国体育电视节目的新媒体尝试……29
第 4 章 电视媒体与新媒体融合的创新策略……32
4.1 电视媒体就是新媒体……32
4.2 与强势新媒体在内容上的广泛合作……33
4.3 与强势新媒体在营销模式上广泛合作……35
4.4 跨平台利益高度一体化……36
4.5 自身融合新媒体的进一步开发……36
4.6“内容为王”是电视媒体的杀手锏……38
4.7 强化版权意识、将强版权公信力……39
第 5 章 结 论……41
