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New Media New OlympicDo you know how much is “one second” for a TV advertisement? During the World Cup in 2006, the price list provided by CCTV was showed as 838 thousand per second. Can you image that how much should the companied pay for their Ads during 2008 Olympic? As we know that International Olympic Committee (IOC for short) once experienced a tough period until they had a concept of “copyright” of TV transmission in 1956. From that time, they have been selling copies of Olympic Games to European countries and America with film. In 1958, Olympic TV Copyright had its space on <Olympic Charter> which brought rich profit to International Olympic Committee from Roma Olympic in 1960. In 1960, the CBS in US paid 50 thousand dollars to IOC for TV copyright while the price has been rocketed in the past around 40 years, which is much more than the speed of record broke up in Olympic Games. So far, selling TV Copyright has taken 53% of all the IOC earned in one cycle. Why so many media tycoons are willing to pay so much money for such a copyright? Because they can get much more money than what they have paid to IOC. So, acquiring the copyright is always a war without fires in media battle. As we know that the TV copyright for 2008 Olympic Games had been sold in 1997. During the past years, TV copyright is the only big “aim” of the media battle in Olympic. Now, that has been changed a lot in 2008 Olympic Games which is the first time that selling the copyright to new media. Hence, IPTV, mobile phone and Internet have been joined Olympic competition like the athletes. How can they survive in this battle? I believe that there will be a big win for each of them. Analysis is as followed: IPTVAccording to the statistics from CNNIC, the number of broadband users has reached 77 million around the world by June, 2006, which is expected to reach 8.55 million in China in 2008. It means that the total benefit will be 20-40 billion. Beijing as the host of course is the “Big Brother” during this period. As the IOC announced that CCTV has get the right as the only organization in new media transmission during 2008 Olympic Games. IPTV is an important part of the transmission channel that provides users an interactive live show of Olympic Games not only with video but also it will give key links as well. For instant, while we are watching ping pang ball final competition, we can get the personal information and criticize by the ping pang ball fans as will click the photo of the competitor. With such a big number of IPTV users, commercial companies, big Ads sponsors, will never ignore such a big market. It means that CCTV can get much money by posting Ads without competitors. Because IOC has announced that CCTV is the only one who can transmit 2008 Olympic Games in new media. So, the companies who want to put Ads on new media should contact with CCTV. InternetReferring to Olympic Game transmission, the big part we discuss is the sports competition. According to the table below from CSM, we can not ignore the internet power which takes a proportion of 21.2% on an average of the people living in Beijing, Shanghai and Guangzhou, which are the top 3 cities in China. Another point is worth showing that is the people acquiring sports information are always in a good occupation with a high salary.
http://wetalknewmedia.blogbus.com/logs/6132175.html
From this aspect of view in 2008 Olympic Games, SOHU will be the “big brother” in this field for the reason that SOHU is the winner combating in the provider of internet content. Now, SOHU is producing the official website for IOC from which we can get the most authority statistics on the competition. Blog service, BBS, online video, and etc, all will be put into operation during the competition period.
What’s more, 15 piece of newspaper have standing in an alliance with SOHU providing Olympic reporting to audience. From that time, SOHU will be the first choice when we want to check something out about 2008 Olympic especially in context. Click rate, he key point of survive for internet, will going up quickly in a short time.
Moblie PhoneBy the end of 2006, the number of mobile phone in China has reached 4500 million. It means that every 3 Chinese have a mobile phone on average which is much higher than the rate of computer occupation. What’s more, users can receive information anywhere at any time with their mobile phone, which makes up the time and place limitation on TV and Internet. Consequently, 2008 Olympic Game can not play without mobile phone. There is a prediction said that the incomes from mobile phone transmission will be 10 billion. In 2004 Athens Olympic, China Mobile and China Unicom had combated severely by “Olympic Torch” and “Direct to Olympic” respectively. Although the mobile phone operators can not get the copyright directly from IOC, they can still get the transmission right from the CCTV who has already get the copyright in a both-win way. From then on, WAP, MMS, 12590, JAVA will have their own show in their unique way. NewspaperAdmittedly, newspaper is a traditional media in our mind. But it also has its new way in reporting 2008 Olympic Games. In 2008 Olympic, journalists will experience a big favor by technology revolution that is journalist can surf online only with a particular card. Throughout this service, newspaper journalists will have the equal right to send their reports as soon as possible. Hence, newspaper will not follow the steps with new media especially the website run by their selves. Newspapers will not only attract the loyalty readers, but they will get more sensible audience from the other media as well. The more reader they get, the more Ads income they will have. This is their survival way in this competition. But we have to realize that speed is not everything, newspaper should not give up its special essence of ‘depth’ and ‘sensible’ in reporting. Advantages always have two sides which have disadvantages behind. ‘Sensible’ do always mean ‘boring’ that is a big problem for newspaper to fix up. To conclude, 2008 Olympic games is not only a battle of new media and traditional media, but it is a really cherish chance for them to grow up as well. 2008 Olympic Games have provided us with such a rich content, how can we make use of it, how can we become mature during this period, how can we survive should be the big questions we have to think about.
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传统媒体改变了我们的生活，新媒体改变了我们的观念。
