北京奥运会网络视频传播状况的回首与分析.pdfVIP

第 16 卷第 2 期 体 育 学 刊 Vol.16 No.2 2009 年 2 月 Journal of Physical Education F e b . 2 0 0 9 北京奥运会网络视频传播状况的回顾与分析 王相飞7 （武汉体育学院期刊社，湖北 武汉 430079 ） 摘 要：2008 年北京奥运会，央视网等9 家互联网站首次以音视频形式报道奥运会。国际奥 委会将中国大陆和澳门地区新媒体转播权独家授予中国中央电视台，被授权的网站要有版权保护的 能力，被限定在大陆地区进行合作。授权分为商业性转授权和公益性转授权两类，授权的价格约为 2 000~3 000 万元人民币。奥运期间获得授权网站的有效网络视频内容信息资源量达到了72 432 条， 包括3 000 h 直播内容及4 000 h 点播内容。在频道开设方面，具有开设频道众多，注重品牌频道 建设，重视直播、点播，与网民互动等特点。各家网站的人均使用时长都有显著增长，PV 总量首 破 14 亿，网络传播受众规模达2.44 亿。但用户对网络视频的满意度与电视相比还有一定差距。 关 键 词：体育传播；网络视频；赛事直播；北京奥运会 中图分类号：G80-05 文献标识码：A 文章编号：1006-7116(2009)02-0029-04 Review and analysis of network video broadcasting of Beijing Olympic Games WANG Xiang-fei （Journals Press，Wuhan Institute of Physical Education ，Wuhan 430079 ，China ） Abstract: During Beijing Olympic Games, internet websites such as CCTV Network reported the Olympic Games in the form of audio and video. International Olympic Committee exclusively authorized CCTV the relay broad- casting right for new media in the mainland China and Macau regions. Authorized institutions should have the ca- pability for copy right protection, must be restricted to carry out cooperation within the mainland China region. Au- thorization includes such two types as commercial sublicense and commonweal sublicense. Prices for authorization are approximately 2 000 –3 000 Yuan. During the Olympic Games, the volume of valid network video content in- formation resources owned the 9 authorized websites was up to 72 432 items, including 3 000 h live broadcasted contents and 4 000 h ordered contents. I