网络环境下电视体育专题节目《NBA最前线》发展对策研究

发布时间：2018-11-03 15:32

【摘要】：随着电脑、手机等网络新媒体的飞速发展,人们关注体育专题节目的方式越来越多,选择的自主权越来越大,作为传统媒体中影响力最大的电视媒体受到了强烈的冲击。传统电视体育专题节目以往在声画、内容等方面的优势在新媒体面前被大打折扣,逐渐显示出了种种弊端;而后者衍生出的网络新媒体渠道有着比传统电视媒体更丰富的内容更快的速度、并且更加人性化、个性化,它变革了传统电视媒体单方向传播的模式,使受众与信源之间的双向沟通与互动变成了现实。在这种背景下,电视体育专题节目的未来应以如何去寻求节目的发展为首要问题。在网络迅速发展的大背景中,受众在收视行为和收视方式上逐步产生了新变化,传统电视媒体开始与网络媒体出现竞争融合的趋势。电视媒体在充分发挥自身优势的同时应该更努力地吸收和借鉴网络媒体手段以完善自身的不足,网络媒体在内容上生产上对电视媒体存有相当程度的依赖性,网络媒体成为电视媒体的延续和扩充。在网络媒体背景下,电视媒体主动进行角色的二次定位,积极进行发展模式的多元创新打破发展瓶颈。本文从传统电视媒体及新媒体定义出发,并将网络媒体背景下电视体育专题节目与网络体育专题节目优点与不足以及二者的竞争和互补关系分开叙述,进一步了解在网络媒体的冲击下,我国电视体育专题节目所面临的困境和问题,并以中央电视台体育专题节目《NBA最前线》为例,探索传统电视体育专题节目对网络媒体的应用与尝试,研究当下的网络背景下电视体育专题节目《NBA最前线》的受众定位及其需求、承载平台与特点,在分析当今网络背景下电视体育节目特点的基础上,探索电视体育专题节目今后可以不断改进的发展对策,立足于丰富当前电视体育专题节目的播出形式,对节目的深层次开发提供可能性与可行性,最终提出《NBA最前线》与网络媒体之间虽然已经进行融合,但是在融合的过程中依旧存在许多不足,为了更好地生存和发展,节目应当与网络媒体深度结合,力求创新,补足短板,才能进一步壮大自身的力量,在网络的大环境下,寻觅出路,走出困境,开辟出一片新的发展空间。
[Abstract]:With the rapid development of new network media such as computer, mobile phone and so on, people pay more and more attention to sports special programs and have more and more autonomy to choose. As the most influential TV media in traditional media, it has been strongly impacted. In the past, the advantages of traditional TV sports programs in the aspects of sound and painting, content and so on were greatly discounted in front of the new media, which gradually showed all sorts of malpractices. And the new network media channel derived from the latter has faster speed, more humanization and individuation than the traditional TV media, which has changed the mode of one-way communication of traditional TV media. So that the audience and the source of two-way communication and interaction has become a reality. In this context, the future of TV sports programs should focus on how to seek the development of the program. In the background of the rapid development of the network, the audience has gradually changed in the viewing behavior and mode, and the traditional TV media began to compete with the network media. At the same time, TV media should absorb and draw lessons from network media means to improve their own shortcomings. The content production of network media has a considerable degree of dependence on television media. Network media become the continuation and expansion of TV media. Under the background of network media, TV media take the initiative to reposition their roles and actively carry out multi-innovation of development mode to break the bottleneck of development. This paper starts from the definition of traditional TV media and new media, and narrates the advantages and disadvantages of TV sports special programs and network sports special programs under the background of network media, as well as the competition and complementary relationship between them. To further understand the difficulties and problems faced by TV sports special programs in China under the impact of network media, and take CCTV Sports Special Program "NBA Frontier" as an example. This paper probes into the application and attempt of the traditional TV sports special programs to the network media, and studies the audience orientation and demand, bearing platform and characteristics of the television sports special program "NBA Frontier" under the current network background. On the basis of analyzing the characteristics of TV sports programs under the current network background, this paper explores the development countermeasures of TV sports special programs which can be continuously improved in the future, and based on enriching the broadcasting forms of current TV sports special programs. It provides the possibility and feasibility for the deep development of the program, and finally puts forward that although the "NBA Frontier" has been merged with the network media, there are still many shortcomings in the process of integration. In order to survive and develop better, The program should be deeply combined with the network media in order to further strengthen its own strength and find a way out of the predicament and open up a new development space.
【学位授予单位】：西安体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G222;G80-05

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