北京奥运会网络视频传播状况回顾与分析.docVIP

北京奥运会网络视频传播状况回顾与分析 　　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 broadcasting right for new media in the mainland China and Macau regions. Authorized institutions should have the capability for copy right protection, must be restricted to carry out cooperation within the mainland China region. Authorization 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 information 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. In terms of channel opening, it is provided with such characteristics as lots of opened channels, highly regarded branded channel construction, highly valued live broadcasting and ordered broadcasting, and interaction with internet surfers. For the websites, the average time used per person was significantly increased. The total volume of PV was over 1.4 billion for the first time, while the number of network broadcasting audience was up to 0.244 billion people. However, the users’ degree of satisfaction with network TV is still somewhat lower than their degree of satisfaction wit