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admin 30 2024-01-11 17:37:29

  

  2024年1月5日,体育大生意年度大会暨颁奖庆典邀请来自五湖四海的体育产业同仁莅临参会,一同回顾过去10年体育产业的成长与蜕变,见证体育产业年度榜样的诞生。由体育大生意发起的年度奖项评选获奖名单正式公布,央视频体育荣获“年度体育平台”奖项。

  

  随着融媒体概念的深入,承载海量体育内容的平台开始出现,体育平台已经成为用户进行体育运动乃至日常生活的重要组成部分。体育大生意评选的“年度体育平台”这一重量级奖项,花落央视频体育,实至名归。颁奖礼期间,体育大生意对央视频体育进行了独家采访,一同回顾了央视频体育2023年的精彩历程。

  体育大生意:2023年央视频体育荣获“年度体育平台奖项”,对央视频体育而言,今年的关键词是什么?

  央视频体育:如果一定要有一个关键词,那就是“创新”。2023年,在赛事运营、内容制作、赛事引入、技术体验上我们都有突破性的创新,让体育爱好者实实在在地感受到创新带来的价值,也成就了我们这一年的精彩。

  体育大生意:2023年央视频体育取得了出色的成绩,对2024年有怎样的展望?

  央视频体育:2024是体育大年,欧洲杯、巴黎奥运会等重大国际赛事接踵而至,央视频体育会聚焦年度重点赛事、优质赛事,持续深耕羽毛球赛道,在24年继续全量引入羽毛球赛事,不断创新,为体育爱好者呈现更加精彩的内容和体验。

  从体育赛事的深度运营到平台思维的充分运用,央视频体育持续深耕,在2023这一年,牢牢把握手中的赛事资源,利用运营思维、出圈营销、优质内容、技术革新走出了一条属于自己的体育平台进化之路。

  牢牢把握顶级赛事

  央视频体育创新带来“不一young”的影响力

  央视频体育能够快速成长突围,依托总台体育赛事资源,汇聚的顶级体育赛事IP和海量优质赛事成为坚实基础,央视频体育以此为根进行深度创新运营,将优质体育赛事内容全年不间断呈献,仅2023年央视频体育的赛事直播场次就超过了2万场,丰富的赛事直播成为体育爱好者来央视频看体育赛事的核心源动力。

  

  在杭州亚运会期间,作为新媒体平台的持权转播商,全量直播近5000场比赛,给用户留下了深刻的亚运记忆。在传播层面,积极与青年群体对话沟通,将“不一young的亚运”的创新理念贯穿赛事传播,在成都大运会期间,为用户定制专属的大运会观赛体验,收获了全民热议。创新的赛事运营和赛事传播,央视频体育成功地拉近了与用户的距离。

  

  

  羽联赛事打造示范样例

  央视频体育走出创新路径

  央视频体育在2023年全量引入国际羽联赛事,首次将全年性羽毛球赛事在新媒体平台进行完整呈现,极大地带动了羽毛球兴趣用户的增长,在“来央视频看体育赛事”的品牌理念下形成了“来央视频看羽毛球赛”的品牌子理念。

  

  在世界羽联巡回赛总决赛期间,央视频推出了融媒体节目《羽你同行》,以新风格、新内容推动世界羽联巡回赛走近大众,并在行业场景独家定制中实现汽车品牌与世界羽联巡回赛IP的强关联。通过节目,不仅体育迷可以沉浸赛事体验,参与互动讨论,品牌也在其中找到了自己的借势营销机遇。央视频体育在羽毛球赛事上的深度运营,颇具成效,为后续引入优质赛事内容形成示范样例。

  

  在职业联赛方面,央视频体育引入NBA、CBA、中超、欧冠等极具影响力的职业联赛,还与国家体育总局和各单项体育协会展开合作。源源不断的赛事资源,为央视频构建起了强有力的体育内容护城河。

  

  央视频体育不止于大型赛事和顶级赛事的转播,在推进全民健身事业向纵深发展的过程中积极响应国家号召,与各地方政府、各行业协会通力合作,积极传播村BA、村超、马拉松等地方体育赛事,重点关注青少年体育赛事的播出与传播,让群众赛事更加深入社会日常生活,充分发挥体育的社会属性,以体育人,以体育心,以体育德,充分体现了央视频体育的责任与担当。

  赛事缤纷内容为王

  央视频体育创新内容锁定用户

  对于平台而言,赛事版权只是体育赛道竞争的出发点,想要持续领先,吸引用户、留住用户,在这些关乎未来发展生态的重要问题上,央视频体育不断探索,找到了一条属于自己的体育赛事内容营销创新之路。

  在今年杭州亚运会期间,央视频体育打造独家原创内容《不一young的杭州——亚洲航家》《乘着大巴看中国·杭州站》等一系列以杭州亚运会为主题的衍生节目,陪伴用户遍览赛场内外。在线下,打造亚运会古风长卷、City Walk杭城漫步等特色活动,引爆全网讨论热议。

  

  

  基于赛事资源,央视频体育还创新推出《不一young的成都》《不一young的杭州》等衍生节目,融媒体直播节目《一起看村超》关注乡村体育发展,村超赛事转播在央视频端内观看量超5749万,全网辐射超1亿人次,为普及全民健身,带动乡村体育带来了不可估量的价值。“来央视频看体育赛事”的品牌理念,通过精心打造的内容和爆款出圈的传播可知可感,成为突破体育圈层,直达广泛用户群体的一把创新“利剑”。

  

  

  技术创新观赛体验全面升级

  央视频体育转播“真功夫”

  央视频体育作为赛事转播平台,不仅要关注“播什么”,还要在“怎么播”上下足功夫,央视频体育携手总台体育青少中心,共同在赛事转播中不断积累技术优势,接连打造了竖屏观赛、运动员数据互动、8k超高清分辨率、菁彩视听、多点位视角切换、AI智播模式等创新功能,为用户带来了沉浸式、全景式观赛体验,平台口碑不断攀升。

  

  其中,竖屏观赛背靠总台5G+4K+AI技术能力,充分剖析小屏端观赛痛点,精细挑选适合制作的赛事内容,在不影响传统大屏转播的前提下,颠覆性运用新媒体手段将手机、摄像头等轻量化的设备作为主流,在成都大运会、杭州亚运会等赛事中不断实践升级,用户可以竖观赛事,单手发布赛事评论,小屏幕近距离观看赛事精彩瞬间。

  

  央视频体育在竖屏转播领域不断蓄力创新,为2024巴黎奥运会的羽毛球、乒乓球、跳水、体操、足球等项目的竖屏制作积累经验,进一步完善竖屏公共信号制作规范,得到FIFA(国际足联)与OBS(奥林匹克广播服务公司)的高度肯定,也让央视频体育的技术实力得以彰显,国际转播影响力持续提升。

  

  在亚运会期间,央视频体育拥有8k超高清分辨率和菁彩视听技术加持,将视觉系统全面升级为超高清HDR画质;大运会期间,对10个竞赛大项进行多角度直播,每场不少于4个机位和约50个直播通路,带来极致观赛体验。

  央视频体育加速科技赛事发展,在体育赛事转播中将加入多种特种设备镜头,从感官上拉近与观众的距离。增加赛事数据互动、运用智能穿戴(IoT)技术,让赛事更专业。打造AI金牌解说、云上网友与现场观众齐互动,观赛更有趣。

  

  央视频体育持续创新

  2024未来可期

  2024年,欧洲杯、巴黎奥运会等极具世界级影响力的赛事接连到来,我们可以期待,央视频体育将继续发挥在赛事资源、内容运营、赛事传播、技术创新等方面的优势,让更多人选择“来央视频看体育赛事”。央视频体育近期官宣,在2024年将继续全量引入羽毛球赛事,这一动作牢牢锁定了忠实观赛人群,体现了央视频体育把“引入赛事+深度运营”这一创新路径走稳夯实的决心,也为引入更多赛事打下坚实基础。央视频体育在2023年的表现令人眼前一亮,相信在新的一年央视频体育还将持续进化,在总台体育赛事资源的加持下,不断发挥新媒体平台的优势,坚定创新信念,将体育的价值不断传承。

  注:本文所用图片来自央视频

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rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--discussInput-BG: rgba(255, 255, 255, .03)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--nickName-FG: #959595}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--appmsgExtra-BG: #121212}}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]) .rich_media_content img:not(.wx_img_placeholder){filter:brightness(.8)}}

  div.autoTypeSetting24psection > p,div.autoTypeSetting24psection > section{margin-bottom: 24px;}

--weui-BG-4: #404040
--weui-BG-4: #404040
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