Sports Business Issue No. 2604, Welcome to the Leading Sports Industry Information Channel
Wen|Luo Ranfeng
Sports Business Reporter
From Beijing to Tokyo, the straight-line distance is 2,478 kilometers. Direct flights from Beijing Capital International Airport to Tokyo Narita Airport have a flying time of 3 hours.
The epidemic has distanced the two cities.
Participation in the 2020 Tokyo Olympics
China's sportszhibo.tv team, reporting live from the scene, had to pick a circuitous route.The 30-strong forward team traveled west first, going from Beijing to Xi'an on July 19.They boarded a Xi'an-Tokyo flight on July 20 and finally headed to their destination in the east, with an actual flight time of 4 hours and 14 minutes. Upon landing, it took them 2 hours and 50 minutes to complete immigration processing.
Suffering through the Tokyo Olympics
The line will be unveiled. After a few runs, China's sports zhibo.tv also all assembled, into the Olympic situation.
Olympic "central kitchen" opened
China Sports zhibo.tv (hereinafter referred to as China Sports) is a new media channel jointly operated by China Sports Newspaper General Administration and the sports industry company Shengli Shijia. This year's Olympic Games
The country's sports have invested hundreds of people in the coverage, far more than at the Rio de Janeiro Olympics five years ago.
Around the Tokyo Olympics
China's sports put forward the concept of "Olympic content center kitchen": all kinds of information related to the Olympic Games are "ingredients", different Olympic-themed programs are "dishes", the manufacturing team is "chef" who is "in charge of the spoon". The manufacturing team is the "master" who is "in charge of the spoon". Various types of "Olympic meal", all through the "center kitchen" as China's sports channel manufacturing.
Under the banner of China Sports, there are two exclusive content outlets, namely the photo agency and the video website, and a variety of content will be presented on China Sports channels. For example, China's sports website will launch a live Olympic editorial program, with more than 10 hours of daily live broadcasts for 17 consecutive days to present "China's sports Olympic editorial operations.
Our sport produces several Olympic-themed programs
China's sports also through co-production, production and other methods, and Migu, fast hand, CCTV network and other channels, to rich and colorful Olympic reports and programs to fully display the appearance of China's athletes. The Olympic morning news gold medal express main landing and other main columns, will be in the 5G skills and studio skills support, for the miku sports fans open the Tokyo Olympics "second home field".
And this is the champion old iron! Good morning Olympic first grade champion is here oh yo! Champions and other programs, small theater and real-time live, will lead the "old iron" fast hand "cloud shopping" Olympic Games. During the Cai Yun, Bao Chunlai, Shi Dongpeng and other Olympic champions and generals, Xie Guangkun (village love TV series protagonist, Tang Jianjun), happy stars such as Mahua will appear.
Gold in collaboration with CCTV network - will have been broadcast simultaneously on both channels. The program connects time and space with valuable and prestigious images, recounts the story of 224 Olympic gold medals, and restores the prehistoric appearance of the Olympic cause in the new China.
In an exclusive interview with sports business, China's sports zhibo.tv president Niu Gang described the function of the "central kitchen" in this way: "We can be the 'chef', creating content for the 'China Sports' website itself; we can also be the 'supply chain' to deliver quality sports content to other collaborative partners. We can be the 'chef', creating content for the 'China Sports' website itself; we can also be the 'supply chain', channeling quality sports content to other partners."
The "storyteller" of our sports story.
The birth of the concept of "central kitchen" is closely related to the "Chinese" origin of Chinese sports.
As the State General Administration of Sports directly under the institutions, China Sports Newspaper General Association is China's largest sports media base, editing and publishing China's sports newspaper and other four newspapers, but also issued 23 kinds of periodicals such as the new sports China sports. In order to adapt to the digital media era, China's sports from the magazine transition to cross-media channels, the former General News Agency under the China Sports Online Gallery into China's sports brand, renamed "China's sports pictures"; in addition and Shengli Shijia join hands, the latter operated by the sports video Web site "LiveTV In addition, it has joined hands with Shengli Shijia to integrate the sports video website "Live TV" operated by the latter into China Sports Zhibo.tv.
One of the meanings of the "center" of "Center Kitchen" is to point out the prestige of China's sports. Under the guidance of the General Administration of Sports and the direct leadership of the General News Agency, China's sports play an important role in "telling the story of China's sports". Benefiting from the rich and valuable support of China's sports history materials from the General Administration of Sports, China Sports can dig deep into the details of the development process of China's sports, and show the humble beginnings of China's sports to more sports fans.
Gold - will be synchronized on CCTV.com and our sports
One of the "appetizers" of the "Central Kitchen" Olympic coverage, the program "Gold - General", is a representative of the above content. The program introduces our delegation's achievements in the Olympic Games one by one.
The stories behind the 224 gold medals won reflect the achievements of different generations of Chinese sports people. In addition to sports fans, even the owners of the gold medals have learned from the show important meanings that even they themselves could not realize before. "For example, when Deng Yaping saw the program on line, she automatically communicated with us and said she was very interested in knowing how many gold medals she had." Niu Gang said, "When she learned that she was in the 1996 Atlanta Olympics
When the women's singles table tennis gold medal she won was the 50th Olympic gold medal in the previous history of our delegation, she was pleasantly surprised that she had touched the landmark number of '50'."
Gold - will have gone live on July 21 with full partial episodes at the Tokyo Olympics
Before the opening of the completion of the 224 gold of China's delegation of the previous history of the retrospective, but also inspired China's sports fans on the Tokyo Olympics
New breakthrough expectations. Other dream by Tokyo program with two years time to talk to more than a hundred athletes and coaches, stalking photo Olympic athletes struggle process, sports laboratory program from the point of view of sports science to present the characteristics of different projects, the doorway, the same play to show China's sports people a variety of styles of appearance, warming up the role of the Tokyo Olympics.
Continued improvement in the production capacity of the "Sports Dinners"
Another aspect of "center" is that our sport has always been exploring how to become the center of professional sports content creation in the country.
Experiencing the 2016 Rio Olympics
, after the test of the 2017 Tianjin National Games and other major competitions, China's sports are becoming more and more experienced in large-plan live broadcasting and reporting. Coupled with the expansion of the team and the participation of talents, the professionalism of China's sports personnel force and the maturity of the creation system are becoming more and more outstanding.
The front team for this Olympics, for example, consists of veteran reporters, photographers, videographers, and media people. They have traveled to the Olympics
, Winter Olympics, International Cup
The Super Bowl, the NBA.
The company is also a member of the International Boxing Championships and many other international sports competitions, where it conducts interviews, takes photographs, or produces programs.
And the whole of our sports team planned a number of original events to activate the heat in several sports communities after the 2020 outbreak. For example, in April 2020 Zhang Jike and Hou Yingchao
The "offensive pinnacle showdown" features the popular king of the bing world, Zhang Jike, and the 2019 national champion and guest anchor of "China's sports", Hou Yingchao.
The "time and score" contest is a selling point that has brought a warm wind back to the sports arena, which has been dormant due to the epidemic.
"Attacking and Cutting Summit" is a masterpiece of sports conceptualization in China.
After the epidemic subsided, conceptualized tournaments came and went. Like April 2021's "Play Ball! Dad" in April 2021, invited Ding Junhui
father of Ding Wenjun and Pan Xiaoting
The father of Pan Jian competed on the same stage. The father, who has trained two representatives of China's billiards industry, showed off his skills, triggering competitive comments from domestic billiards fans.
Previously, China's sports in billiards, table tennis, badminton copyright category for a long time operation, through the tournament broadcast plus deepening the report, has long been regarded as the prestige media of the relevant projects. In addition, China Sports has held the event rights of Top Rank Boxing for a long time, and has taken the rights of the Tour de France, the Giro d'Italia and the Tour de l'Ouest in 2019, the rights of the Chinese League of Nations in 2020, and the rights of the NBA in recent years.
Manufacture of communication content, all the action is more visible in China's sports integration of resources, expanding the ability of multi-program coverage of the efforts and determination.
Multi-distribution of "good food"
After accumulating experience in operating sports content in different ways and in different projects, the shape of China's sports "central kitchen" is gradually taking shape. The sports content can be pushed to the users as well as supplied to the cooperative partners.
"The division of labor and collaboration between channels and content creation organizations is especially important today," said Nugent, "Sports content is not just about events and live streams, but also about telling the story of people and the story of sports."
Tokyo Olympics
The strategic collaboration with Mickey Mouse during the period reflects this thinking. Mickey has a complete Tokyo Olympics
Copyright, sports fans can watch live and on-demand content of the Olympic events via Migu Video.
"Sports fans care about the story behind the event, so after watching the event, they still need all kinds of information reports to supplement the complete experience of the event." Niu Gang said, "China's sports and Migu's strategic collaboration is on the basis of Migu's event broadcasting products, to participate in interviews, summaries, analysis, highlights, knowledge of science and other branches of the content, to enrich the sports fans' experience of the event."
As the owner of the rights to the Central League.
Our sport has also produced a documentary on the Central League season
China's sports will participate in the studio manufacturing of the Migu Olympic program, in which "mixed reality" and other skills will make the studio scene more vivid. China's sports will also play a unique resource advantage to help invite many heavyweight guests and athletes to appear in various Olympic-themed programs.
For different channels, China's sports supply different types of "dishes". Collaboration with the fast hand program, into the more popular entertainment elements, such as the Olympic first grade is a cultural and sports stars will meet the reality show-style program, and Zhang Shaogang, Fu Seoul, deer, Xie Nan and other gold medal stand-up comedy artists will be in the old iron! Good morning top with sharp words commenting on the Olympic Games hot spots.
Collaboration with Chengdu Radio and Television's public channel strives to fit local characteristics. "Will be targeted to create content related to Sichuan athletes, but also for the Chengdu Universiade held in 2022 to prepare for the use of Olympic programs to reflect the local characteristics of the culture, and more to do with the concept of the city and sports combined, will be local citizens look forward to the Universiade of the enthusiasm will also be mobilized." Niu Gang said.
"For Sports Fans", so that sports fans can "eat well".
In 2021, China's sports officially launched the concept of "Center Kitchen", together with the period of launch, and "for sports fans" slogan.
"For Sports Fans" can be understood in two directions: one is to create quality sports content for people who love sports, and the other is "For Sports Enthusiasts".
Whichever way you look at it, the slogan "for the sports fan" has a more authentic implementation in the "center kitchen" concept.
As far as the target of dish supply is concerned, the coverage of sports content in China has been greatly increased by the way of contracting and co-production. Different collaboration targets are equivalent to different "restaurants". China's sports website is like a self-owned restaurant, Mimu, fast hand, CCTV network, Chengdu Public Channel and other collaborative partners are like other restaurants that have the need to acquire recipes. In addition, China's sports also has a "franchise" type of collaboration goals.
Through collaboration with Mango TV, the three major network operators (mobile, Unicom, Telecom), intelligent big screen operators, such as Huanet Technology, China's sports in a variety of OTT and IPTV screen terminal set up a special area, covering the number of screens up to 300 million. This is like a large chain of catering institutions stationed in the super mall, sports fans in the TV big screen end can also enjoy the "center kitchen" carefully prepared sports feast.
Our sports serve sports fans from different channels and endpoints
As far as the dish itself is concerned, China's sports content covers traditional live broadcasts, UGC, special programs, photo galleries, conceptualization of events and other methods, "cuisine" and "taste" variety, not only to enrich the selection of sports fans, but also to reach the needs of sports fans in different directions. "For example, we do bingbings and badminton type of conceptual tournaments, we will consider integrating into a more symbolic urban scene. In this way, China's sports can also reach more sports fans in different regions offline, and recognize the characteristics of sports fans in different regions, and continue to optimize our content creation ideas in the future."
There is no limit to the channels, audience characteristics, terminals and methods, as long as you love sports, sports fans have the opportunity to get in touch with the contents made by our sports through fast channels. By doing so, China's sports can serve more sports fans, and also show that sports are releasing mesmerizing power in every time and place.
Entering Tokyo and running to the "old school"
Niu Gang thought, "center kitchen" approach to expand the user source, but also expand the business opportunities.
Video sites to advertising and user fees as the main means of income, similar to the catering industry "entrance fee" and "meal fee". And our sports to enhance the ability of foreign services, can also be directed to buy services through other channels.
The fantasy space of commercial revenue is not just limited to the level of users or commercial organizations to subscribe to the content. "can be upgraded through the studio presentation skills, to help partners look for content implantation space and opportunity; thematic programs, conceptualization of the tournament can be joint investment with partners; there are also some revenue-sharing mechanisms in the big screen end of the ...... this time put forward the 'center kitchen After the concept of 'center kitchen' was put forward this time, we happened to go through the Tokyo Olympics.
Doing more upfront experimentation with future commercial development methods." Nugent said.
The "Center Kitchen" was not built in a day, and the Tokyo Olympics will be even more important for the smooth operation of the Center Kitchen for a long time to come and to achieve the vision of "for sports fans".
The test of the competition scene. As a result, China Sports has invested an unprecedented amount of effort in Olympic coverage. The 30-person forward reporting team is one of the largest in China among the domestic Olympic reporting organizations.
China's sports Olympic coverage part of the front team
The famous culinary reality show MasterChef has a competition format: contestants are assembled in designated back kitchens and are paired up in groups for the mission of providing culinary services for designated scenarios. This type of competition will be repeatedly presented, may be until the grand finale of the final battle will still be selected, which means that the contestants will continue to face the challenge of handling the back of the kitchen. China's sports "center kitchen" operation is equally serious, after Tokyo, followed by the Shaanxi National Games, the Beijing Winter Olympics, Chengdu Universiade, Hangzhou Asian Games opened in 2022.
It is also necessary to conquer this series of challenges, "Center Kitchen" can be bigger and stronger. After the arrival of the front team, the back team on standby, China's sports care of the Tokyo Olympics has been "cooking". Niu Gang hopes that China's sports will take another important step to become a "long-established" brand, so that the aroma of sports meals can always be transmitted to the body of sports fans in China.
Note: The images used in this article are from our sports zhibo.tv
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