腾讯体育NBA视频直播的内容生产和发展策略研究

发布时间：2018-02-24 02:39

本文关键词： 腾讯体育视频直播内容生产发展策略　出处：《四川师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着网络直播技术的发展和国家对于体育产业的大力投入,网络体育视频直播的用户人数正在逐年的增加。近年来国家对于体育赛事直播版权的政策正在逐渐放宽,新媒体平台竞相加入到了网络体育视频直播的行列中来。正是在这种背景下,腾讯体育走上了网络视频直播NBA赛事的道路。2015年腾讯体育以5亿美元的价格拿下了未来5个赛季NBA赛事的新媒体版权,完成了对中国大陆地区NBA网络直播权限的垄断。在获得了NBA这一直播资源后,如何运营它对于腾讯体育来说显得尤为重要,这也是本文所研究的重点。本文首先对NBA在中国的传播发展进行简要梳理,并对腾讯体育NBA视频直播的内外部环境进行了分析。然后着重从赛事传播、直播流程编排以及主持与解说三个方面研究了腾讯体育NBA视频直播的内容生产,并解读了AR等新的数字技术在直播中的创新应用。就当下腾讯体育NBA视频直播过程中所存在的问题进行了总结归纳,笔者认为现在腾讯体育NBA视频直播主要存在对用户服务力度不足、商业定位不明确、从业人员水平不高以及独播资源未被完全利用四个方面的问题。关于腾讯体育NBA视频直播未来的发展方向,笔者认为应该从塑造品牌形象、优化用户体验、开发商业资源、合理利用版权以及完善虚拟社区五个方面去努力。本文主要研究了腾讯体育NBA视频直播的现状,通过分析目前直播中的创新性和不足,对其未来的发展方向提出了建议。期望通过这些研究可以对腾讯体育以及我国未来的网络视频体育直播提供具体的策略。
[Abstract]:With the development of network technology and the country to live vigorously into the sports industry, the number of users online sports video broadcast is increasing year by year. In recent years the country to live sports copyright policy is gradually relaxed, the new media platform to join the Internet sports video broadcast ranks. It is in this context, Tencent sports on the network video broadcast NBA games of the road.2015 sports Tencent with $500 million price to win the next 5 seasons NBA events, new media copyright, complete the broadcast rights on the mainland Chinese NBA monopoly network. After acquiring NBA this broadcast resources, how to operate it for sports Tencent it is particularly important, which is the focus of this study. Firstly, it briefly introduces the development of NBA communication in Chinese, and broadcast on Tencent sports video NBA The internal and external environment are analyzed. Then focuses on the dissemination of events, live orchestration and host and explain three aspects of research on sports Tencent NBA live video content production, and interpretation of the innovative application of AR new technology in digital broadcast. The current sports Tencent NBA video broadcast the problems existing in the process of sum up, I think now sports Tencent NBA video broadcast the main problems of customer service efforts, business positioning is not clear, level of employees is not high and the independent radio resources are not fully utilized in four aspects. On the Tencent sports NBA live video of the future direction of development, I believe that there should be shaping the brand image, optimization the user experience, the development of commercial resources, rational use of copyright and to improve the five aspects of the virtual community. This paper mainly studies the Tencent NBA sports live video The status quo, through analyzing the innovation and shortage in the live broadcast, puts forward some suggestions for its future development direction. It is hoped that through these researches, we can provide specific strategies for Tencent sports and China's future online video sports live broadcast.

【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;G841

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