| （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. 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 signifi-cantly increased. The total volume of PV was over 1.4 billion for the first time, while the number of network broad-casting 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 with TV.
Key words: sports broadcasting；network video；live broadcasting of games；Beijing Olympic Games |
