Review and Prospect on the Market Development of Sports Events New Media Broadcasting Rights in China

The State Council's Opinions about Speeding up the Development of Sports Industry and Promoting the Sports Consumption clearly requires the release of purchasing and transferring restrictions on broadcasting rights of sport events, and promotes the development and prosperity of broadcasting right market of sport events. How to make up for the cost and profit become the problems that need new media enterprises to solve after spending huge sum of money to buy sports rights by them. This paper analyzes the reason of China's new media companies competing to buy sports broadcasting right, reviews the market development process, mode and characteristics of new media broadcasting right of sport events in China. The result shows that the market development of sport events new media broadcasting right in China has been divided into three stages:the loss stage, the initial profit stange and the capital market. The market development mode is corresponding divided into the payment mode, the distribution mode, and the diversified realization mode. The new media rights market of sports events in China exist market development insufficient, unclear rights of ownership, lack of protection awareness, unperfect intermediary market development. With the innovation and application on the broadcasting technology and contents of sport events broadcasting right, these would become the trends that pay to watch sports events, strengthen the protection of sports event programming, form the ecological industrial chain of sports events broadcasting rights, big data precise positioning user needs, the diversified profit well been taken shape in the market development of sports events etc. development trends.