CAJ | 학술논문

中国体育电视媒体正面临渠道多样化、内容生产平台化、媒介和大众互动化等的立体传播体系的全媒体时代，在手机、移动电视等新媒体的冲击和体育版权价格节节上涨的夹击下，出现了前所未有的困境，版权成为其突破困境的关键一步。文章通过对中国体育电视媒体的现状分析，阐释了造成体育电视版权交易不合理的原因，从宏观和微观两个层面对版权的管理与开发利用，提出中国体育电视媒体的发展路径。
중국체육전시매체정면림거도다양화、내용생산평태화、매개화대음호동화등적입체전파체계적전매체시대，재수궤、이동전시등신매체적충격화체육판권개격절절상창적협격하，출현료전소미유적곤경，판권성위기돌파곤경적관건일보。문장통과대중국체육전시매체적현상분석，천석료조성체육전시판권교역불합리적원인，종굉관화미관량개층면대판권적관리여개발이용，제출중국체육전시매체적발전로경。
China’ s sports TV media is faced with the omni media of transmission with diversified channels, plat-form production of contents and the interaction between media and the public. Under the converging attack of the new media such as mobile phones, mobile TV and the price rising of sports copyrights, the unprecedented predicament has appeared, among which copyright has become the key to break through the dilemma. The paper, based on the analysis of the present situation of China’ s sports media, explains the reasons for the unreasonable transaction of TV sports copy-right, suggesting the development path of China’ s sports TV media from both micro and macro levels.