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伴随中国体育产业发展以及各大互联网公司纷纷抢滩体育赛事,有关体育赛事新媒体转播权的研究成为焦点。新媒体转播权是一种什么性质的权利,其发展会对传统电视体育赛事转播产生怎样的影响,视频互联网公司高价布局体育赛事的用意何在?文章从体育赛事新媒体转播权突破垄断的逻辑与规则、电视转播权的延伸、引导用户体育多元消费三个议题展开,以期解释体育赛事新媒体转播权的性质,并对相关争议进行理论梳理。
With the development of China’s sports industry and major Internet companies have seized sports events, research on the right to broadcast new sports media has become the focus of attention. What is the impact of the development of video broadcasting on traditional TV sports events? What is the intent of video Internet companies to arrange sports games at a high price? The article analyzes the logic of breaking the monopoly of new media broadcasting right of sports events Rules, the extension of television rights, guide the diversification of consumer sports to start three topics, with a view to explain the nature of the new media broadcast rights of sports events, and the theory to sort out the controversy.