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亚博app在线-CBA新媒体版权战仍硝烟弥漫,真正的症结何在?

Last weekend, the new CBA season kicked off. In the opening game, defending champion Guangdong Hongyuan lost 25 points to the Zhejiang team and broke a big upset. However, on social media, the most concerned thing is not the defeat of the defending champion, but the CBA broadcast problem.

上周末,新的CBA赛季开始了。在首场比赛中,卫冕冠军广东宏远输给浙江队25分,大失意。但是,在社交媒体上,最令人关注的不是卫冕冠军的失败,而是CBA广播问题。

As Tencent Sports, Youku and CBA did not negotiate a CBA renewal issue, Migu's first round of matches formed a single broadcast situation. According to industry insiders, Migu's attitude has become the key to the contract renewal between Tencent Sports and CBA. In this regard, the opinions of netizens have formed a sharp collision. Tencent and Youku have become a mainstream trend, and some netizens support Migu. The incident continued to ferment, and basketball players such as Wang Shipeng and Li Ke, as well as senior media professionals such as Su Qun and Yang Yi also spoke out.

由于腾讯体育,优酷和CBA没有就CBA续约问题进行谈判,因此Migu的第一轮比赛就形成了单一的转播情况。据业内人士称,米谷的态度已成为腾讯体育与CBA续签合同的关键。对此,网民的意见形成了鲜明的碰撞。腾讯和优酷已成为主流趋势,一些网民也支持Migu。该事件持续加剧,王仕鹏,李克等篮球运动员以及苏群,杨怡等资深媒体专业人士也发表了讲话。

The dispute over the copyright of CBA's new media has evolved from a turbulent undercurrent to a shocking wave, which is staggering. What posture should the masses eat melon? Do Migu and Tencent Sports need to be held accountable? What is the real crux of this incident?

CBA新媒体的版权争议已从动荡的暗流演变成令人震惊的震撼浪潮。群众吃瓜应该采取什么姿势? Migu和腾讯体育是否需要追究责任?这次事件的真正症结是什么?

Last Saturday, before the opening of the CBA, Tencent Sports has been trying hard to broadcast the focus of the battle. Veteran media person Su Qun revealed on Weibo that Tencent Sports decided to give up at around 18:00 that night.

上周六,在CBA开幕之前,腾讯体育一直在努力传播这场战斗的焦点。资深媒体人苏群在微博上透露,腾讯体育决定于当晚18:00左右放弃。

At the CBA new season press conference, Tencent Sports did not appear in the list of media partners as usual. However, until the opening game, Tencent Sports did not give up its efforts to renew the contract with the CBA.

在CBA新赛季的新闻发布会上,腾讯体育没有像往常一样出现在媒体合作伙伴名单中。但是,直到开幕比赛,腾讯体育才没有放弃与CBA续签合同的努力。

According to previous news, Tencent Sports hopes to obtain the live broadcast rights of some of the CBA games at a more reasonable price. I亚博电子娱乐app游戏appt has been unable to reach an agreement with CBA for a long time. On the surface, it is a price issue, but it is actually a complicated negotiation involving the three parties. As we all know, Migu renewed its contract with CBA for 5 years on April 8. However, the contract between Migu and CBA is not an exclusive broadcast copyright. Whether Tencent Sports can successfully renew the contract depends on the attitude of the CBA Alliance, not a third party.

根据先前的消息,腾讯体育希望以更合理的价格获得一些CBA游戏的直播权。很长时间以来,它一直未能与CBA达成协议。从表面上看,这是一个价格问题,但实际上这是一个涉及三方的复杂谈判。众所周知,Migu与CBA的合同已于5月4日续签了5年。但是,Migu与CBA之间的合同并非独家广播版权。腾讯体育能否成功续签合同取决于CBA联盟而不是第三方的态度。

But the direction of the matter has become a bit "nonsensical", Yang Yi ridiculed in the circle of friends: "I heard for the first time that B was looking for a stall owner to buy things, and the stall owner said, you can ask A for the price. Sell."

但是事情的发展方向变得有点“荒谬”,杨仪在朋友圈里嘲笑道:“我第一次听说乙是在找摊主买东西,摊主说,可以向A要价。卖出。”

The business of copyright, unlike selling Chinese cabbage in a vegetable market, involves a complicated game process. In order to win the CBA copyright, Migu paid a huge price. If there is no competitor to match this price, they can enjoy the exclusive broadcast situation. If Migu agrees to Tencent Sports' demands and adds a competitor, users will be diverted. Of course, they also face problems that cannot be explained internally.

与在蔬菜市场上出售大白菜不同,版权业务涉及复杂的游戏过程。为了赢得CBA版权,Migu付出了巨大的代价。如果没有任何竞争对手能与这个价格相提并论,他们可以享受独家转播的机会。如果Migu同意腾讯体育的要求并增加竞争对手,用户将被转移。当然,他们也面临无法在内部解释的问题。

When Migu was placed in an inappropriate position by the CBA League, he was bound to face tremendous pressure. The situation of the first round of broadcasting made Migu a target of public criticism. Some fans have publicly missed the rebroadcasts of Tencent Sports and Youku regarding the broadcast images and commentary, making Migu's situation more delicate.

当Migu被CBA联赛安置在不合适的位置时,他注定会面临巨大的压力。第一轮广播的情况使Migu成为公众批评的对象。一些粉丝公开地错过了腾讯体育和优酷关于转播图像和评论的转播,这使得米谷的处境更加微妙。

In fact, I don’t think the problem of broadcast quality is the biggest problem that Migu faces. As long as you are willing to invest and diligently, the technical problems will eventually be solved, of course, there is still a long way to go. Tencent Sports also faced doubts when it took over the copyright of the NBA. The production and broadcasting standards have become their biggest advantage in one cycle.

实际上,我认为广播质量不是Migu面临的最大问题。只要您愿意努力地进行投资,技术问题最终都会得到解决,当然,还有很长的路要走。腾讯体育在接管NBA版权时也面临质疑。生产和广播标准已经成为一个周期的最大优势。

Migu's real problem is that it shouldn't be the "referee" of this transaction, it is just a "comer to buy vegetables."

Migu的真正问题在于,它不应该是本次交易的“裁判”,而只是“买菜的来者”。

In business, there is no right or wrong in this game. While I sympathize with Migu's situation, I also feel that Tencent's pursuit of a price that is more in line with the market environment is understandable.

在商业上,这个游戏没有对与错。在同情Migu的情况的同时,我也感到腾讯对价格更符合市场环境的追求是可以理解的。

The CBA League must hope that the event will cover more media platforms and attract more users, which will also enhance the CBA's influence and commercial value. If Tencent Sports can also broadcast CBA, sponsors will be more than happy to see it.

CBA联赛必须希望该赛事将覆盖更多的媒体平台并吸引更多的用户,这也将增强CBA的影响力和商业价值。如果腾讯体育还可以播放CBA,则赞助商将很高兴看到它。

We still need our own hard work. Tencent Sports' more confidence comes from years of accumulation. Through the operation of NBA, CBA and Basketball World Cup in the past few years, Tencent Sports has gained a good reputation and a large number of basketball fans. They also upgraded the software and hardware standards such as picture quality and commentary, which raised the appetite of basketball fans.

我们仍然需要自己的努力。腾讯体育的更多信心来自多年的积累。通过过去几年的NBA,CBA和篮球世界杯的运作,腾讯体育赢得了良好的声誉,并获得了众多的篮球迷。他们还升级了软硬件标准,例如图像质量和评论,从而提高了篮球迷的胃口。

Tencent Sports has a reputation for basketball broadcasting. Former national player Wang Shipeng also compared the live broadcast standards of Tencent Sports and Migu in Moments, and clearly supported the former.

腾讯体育在篮球广播方面享有盛誉。前国家队选手王仕鹏还在瞬间比较了腾讯体育和米谷的直播标准,并明确表示支持。

In addition to the advantages in copyright operations, changes in the market also put Tencent Sports in a favorable position. In today's copyright market, there are few media platforms capable of entering the market, and the seller's market has long been transferred to the buyer's market. Tencent Sports has already taken the initiative in negotiations with copyright owners. They have won the Premier League copyright at a super low price (no matter which price version, it is equivalent to the price of cabbage).

除了版权运营方面的优势外,市场的变化也使腾讯体育处于有利地位。在当今的版权市场上,几乎没有能够进入市场的媒体平台,而卖方市场早已转移到买方市场。腾讯体育已经主动与版权拥有者进行谈判。他们以超低的价格赢得了英超联赛的版权(无论哪个价格版本,它都相当于白菜的价格)。

Moreover, Tencent Sports is not so hungry for CBA copyright. At present, they hold the NBA and Premier League two exclusive broadcast rights, the limelight is no different. Even obtaining the CBA copyright is not exclusive and can only be regarded as icing on the cake.

而且,腾讯体育并不那么渴望获得CBA版权。目前,他们拥有NBA和英超两个独家转播权,风头无异。即使获得CBA版权也不是排他性的,只能视为锦上添花。

The above-mentioned factors have allowed Tencent Sports to take the initiative in this negotiation. Moreover, as Yang Yi said, their pricing by referring to the value of cop亚博电子娱乐app游戏appyright is also in line with market behavior.

上述因素使腾讯体育能够主动参与此次谈判。而且,正如杨义所说,他们参考版权价值的定价也符合市场行为。

At the cusp of public opinion, Migu was a bit hard to get off. Migu's acquisition of substantial exclusive rights at a non-exclusive price seems to be a win in the business field. However, behind this big victory is not without hidden worries. If it is considered in a longer time dimension, once the CBA copyright value shrinks due to the exclusive broadcast, it will not be worth the loss.

在舆论的风口浪尖上,Migu很难下车。 Migu以非排他性价格收购大量排他性权利似乎是商业领域的胜利。但是,取得这一巨大胜利的背后并非没有隐忧。如果从更长的时间角度考虑,一旦CBA版权价值由于专有广播而缩水,那么损失就不值得了。

At the same time, the situation of substantial solo broadcasting put Migu under the spotlight. Technical difficulties can be overcome, but they cannot be solved overnight. It takes time. If the negative public sentiment continues to ferment, it may harm their brand value and reputation.

同时,大量的独奏广播使Migu受到关注。技术上的困难可以克服,但不能一夜之间解决。这需要时间。如果负面的公众情绪继续发酵,可能会损害其品牌价值和声誉。

Tencent Sports should also cherish the attitude of CBA. It is true that CBA is the icing on the cake for Tencent Sports, but only with this copyright can Tencent Sports' status as an industry leader be more prominent. In particular, Tencent Sports has such a good reputation on the Internet, and there is no reason to abandon the group of basketball fans. After all, the basketball content empire built by Tencent Sports is targeted at this group.

腾讯体育也应该珍惜CBA的态度。 CBA确实为腾讯体育锦上添花,但只有拥有此版权,腾讯体育作为行业领导者的地位才能更加突出。特别是,腾讯体育在互联网上享有如此良好的声誉,没有理由放弃篮球迷群体。毕竟,腾讯体育建立的篮球内容帝国就是针对这一群体的。

The situation of substantial solo broadcasting will make Migu a big winner; if Tencent Sports takes over at a price that is more in line with the current market environment, it can also become a big winner in negotiations. But they do not have the real initiative, and the CBA Alliance is the only dominant player.

大量的个人广播将使Migu成为大赢家;如果腾讯体育以更符合当前市场环境的价格接管,它也可能成为谈判的大赢家。但是他们没有真正的主动权,CBA联盟是唯一的主导者。

B亚博电子娱乐app游戏appecause of this, the CBA alliance cannot be a bystander in this game, and should assume greater responsibility. It is irresponsible to leave the decision to Migu now. As Yang Yi said, "there is no such practice", the owner of the stall should not become a big shopkeeper.

因此,CBA联盟不能成为这场比赛的旁观者,而应承担更大的责任。现在将决定留给Migu是不负责任的。正如杨毅所说,“没有这种做法”,摊位的主人不应成为大店主。

In terms of copyright, avoiding putting eggs in a basket can not only expand user coverage, influence and commercial value, but also a way to avoid risks. The Premier League chose Sky Sports and BT Sports亚博电子娱乐app游戏app to achieve a win-win situation. Before the Chinese Super League copyright "betting on" LeTV Sports encountered a great dilemma.

在版权方面,避免麻烦,不仅可以扩大用户覆盖范围,影响力和商业价值,而且可以避免风险。英超选择了Sky Sports和BT Sports来实现双赢。在中国超级联赛版权“押宝”之前,LeTV Sports遇到了巨大的困境。

The realization of multi-platform live broadcast of CBA is the demand of fans, which can give them more options; competition between platforms can further improve the production and broadcast level; this is also a plan to maximize the benefits of CBA, after all, Migu did not buy Under the sole broadcast copyright.

球迷的需求是实现CBA的多平台直播。平台之间的竞争可以进一步提高制作和广播水平;这也是最大化CBA利益的计划,毕竟Migu并没有购买独家广播版权。

Tencent Sports and Migu are not incapable of coexistence. The latter relies on operator channels and does not face the former on the same battlefield. Migu's ability to link football copyright with PP Sports and iQiyi Sports also illustrates this point.

腾讯体育和Migu并非无法共存。后者依靠操作员渠道,而不是在同一战场上面对前者。 Migu将足球版权与PP Sports和iQiyi Sports联系起来的能力也说明了这一点。

Migu took the non-exclusive broadcast rights. Tencent Sports is now willing to buy the CBA rights, and the CBA Alliance should try their best to make this happen. To this end, the CBA Alliance needs to show more negotiation skills and even make certain concessions in terms of interests. Only if you, the “stall owner” show your posture, can the buyers take a step back and achieve a win-win situation for the three parties.

Migu拥有非独家广播权。腾讯体育现在愿意购买CBA权利,而CBA联盟应尽力做到这一点。为此,CBA联盟需要展示更多的谈判技巧,甚至在利益方面做出某些让步。只有您(“摊位所有人”)展示您的姿势,买家才能退后一步,实现三方的双赢局面。

As of press time, the game seems to have not reached the end. But this time, it seems that there is not much time left for Chinese basketball. The CBA should take the initiative to ask for "ball rights" like Jordan and Kobe to complete this "lore." Don't learn JR-Smith or Morris wasting lore opportunities at critical moments, it is easy to be blamed.

截至发稿时,游戏似乎还没有结束。但是这次,中国篮球似乎没有多少时间了。 CBA应该主动要求乔丹和科比这样的“球权”来完成这一“绝杀”。不要在关键时刻学习JR-史密斯(Smith)或莫里斯(Morris)浪费知识的机会,这很容易受到指责。

 

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