On the Value Creation and Realization of the Broadcasting Right of Sports Events under the New Media

In recent years, the new media with technical advantages is one of the important roots to stimulate the market value of sports broadcast rights, and has given birth to the leaping prosperity of value creation in the broadcast rights market. The research content is as follows: 1) combing the value evolution of the broadcast rights market by reviewing the changes caused by the embedding of media technology in sports events; 2) defining the value creation activities of sports events in the context of the new media with the view of the value chain theory and the three-sale theory, and exploring the structure and characteristics of the value creation activities with the clues of the factors of production, and at the same time judging and explaining the value cycle and valueadded generated by them; The realization of value creation is defined from the perspective of platform economics to analyze the specific connection between the participants in the value creation activities, and to explain and summarize the realization of value creation in the whole process. The research holds that: 1) the market value of sports event broadcasting rights is a process of competition and trial and error under the role of technical factors; 2) the change of the value creation of sports event broadcasting rights under the background of new media depends on the common interests of event producers, new media broadcasters and audience users, and the process of value creation activities has three characteristics: To achieve supply and demand matching, to achieve the matching of technical elements with intelligence and interaction, to optimize the allocation of internal resources, to form economies of scale; 3) The realization of value creation activities is mainly done through the currency flow, material flow, service flow and information flow among the participating subjects, and has the characteristics of cross-network positive externality and multilateral interaction.