From Content-oriented to Commentary-oriented Broadcasting:Reflections on the Traffic Controversy between Television and New Media Live Streaming about the Beijing Winter Olympics
Summary During the 2022 Beijing Winter Olympics,while athletes competing on the field,a compet-ition for media traffic outside the arena is also fierce."Content is king"is an important way for the media indus-try to enhance its communication and monetization capabilities.An increasing number of phenomena indicate that the value of"sports commentary"in the dissemination of sports events is gradually being amplified.This study adopts literature review,video analysis,case analysis,and expert interviews,taking traditional media CCTV Sports and emerging media Migu Video as examples,to analyze the characteristics,advantages,and shortcomings of the two in the event commentary during the Beijing 2022 Winter Olympics,explore the traffic competition of the Winter Olympics live broadcast,and propose relevant thoughts.The sports commentary for the Beijing 2022 Winter Olympics has repeatedly made headlines,showing people the value of oral communicat-ion.In this dialogue between new and old media,we have seen Migu's courage and innovation,as well as CCTV's pursuit of stability and integrity.The paper suggests that in the post Winter Olympics era,new media needs to continuously provide high-quality content to attract audiences;Traditional television media should inn-ovate moderately while adhering to the bottom line;Deep integration of sports commentary and artificial intelli-gence to achieve differentiated competition;Balancing height and temperature,achieving friendly broadcasting of sports events;Break down the obstacles of large and small screens,and cultivate the"personal characteristics"of commentators;The explanatory stance is impartial,demonstrating an inclusive attitude.
Beijing Winter Olympicssports commentarytrafficcommentary contentdirect broadcastingnew media
NETL
NSTL
万方数据
