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published in(发表于) 2016/7/21 8:46:56
After 17 days of the Rio games, asked for 100 million yuan of CCTV distribution new media rights,

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After 17 days of the Rio games, CCTV distribution new media rights reserved-CCTV asked for 100 million Yuan, the Olympics-IT information

France euro CCTV has decided not to sell new media rights expected Olympic copyright will also be CCTV firmly in hand.

But, according to sports business reported near the time of the Olympic Games, CCTV and suddenly decided to take out new media rights distribution , according to insiders, non-exclusive new media rights for 100 million Yuan RMB . 36 krypton several sports video platform to inquire whether there is intent to buy, and replies are still considered discussion. A new media sports head 36 krypton are revealed, Tencent China Olympic Committee is the only Internet service partner, the current disk access is likely.

Previously, CCTV has publicly revealed and not distributing copyright plans at the Olympics. As early as April 14, CCTV issued "Rio 2016 Olympic CCTV copyright notice", noting "the 31st summer Olympic Games will be in August 2016 in Brazil Rio de Janeiro, according to China Central television's agreement with the International Olympic Committee, China Central television has the games exclusive media rights in mainland China and Macau. "And said it did not to any websites, new media distribution of Olympic copyright.

For CCTV, has benefited from the Olympic broadcast rights in the past quite a lot, to the 2008 Olympic Games, for example, CCTV access to new media rights at 20 million Yuan, to sell it at every price of 30 million to 50 million Yuan more than more than 10 domestic commercial Web sites, earning nearly 400 million Yuan . But after the 2014 World Cup, CCTV started to tighten broadcast policies, such as the right to sell on-demand, but not all, of the live broadcasting rights.

For buyers of new media platform, CCTV suddenly decide to distribute copyright decided to let them feel a little caught off guard. On one hand, CCTV to resources are actually not the broadcasting rights to the Olympic Games, all games broadcast on new media platforms will be delayed for 30 minutes, is equal to the right to on-demand. The other hand, before the Olympic Games begin in 17 days time left, most media platforms out of Olympic advertising space has been sold, although after getting the right to on-demand will stimulate new advertisers come in, but in very limited copyright in more than 10 days to recover 100 million cost, was obviously very much pressure.


17天后里约奥运开幕,央视要价1亿元分销新媒体版权 - 央视,奥运会 - IT资讯

在法国欧洲杯央视决定不出售新媒体版权之后,外界预期奥运会版权也会被央视牢牢握在手中。

但是根据体育大生意的报道,在奥运临近之时,央视突然决定将新媒体版权拿出来分销,据知情人透露,非独家新媒体版权要价1亿元人民币。36氪向几大体育视频平台询问目前是否有购买意向,均答复尚在考虑商议中。一位新媒体体育频道负责人向36氪透露,腾讯身为中国奥委会唯一互联网服务合作伙伴,目前接盘可能性很大。

此前,央视曾公开透露过并没分销奥运会版权的计划。早在4月14日,央视发布了“央视2016年里约奥运会版权声明”,特别指出“第31届夏季奥林匹克运动会将于2016年8月在巴西里约热内卢举行,根据中央电视台与国际奥林匹克委员会签订的协议,中央电视台拥有本届奥运会在中国大陆及澳门地区独家全媒体权利。”并表示并未向任何网站、新媒体分销奥运版权。

对于央视而言,过去曾从奥运会的转播权益中获利颇多,以2008年奥运会为例,央视以2000万元获得新媒体版权,此后以每家3000万-5000万元的价格卖给国内10多家商业网站,净赚近4亿元。但自2014年世界杯后,央视开始收紧转播政策,例如只卖点播权,而非全部的实时转播权。

对于买家新媒体平台而言,央视突然决定分销版权的决定让他们觉得有些措手不及。一方面,央视给的资源实际上并非奥运赛事直播权,所有比赛在新媒体平台都将延时30分钟播出,等于是点播权。另一方面,目前距离奥运会开幕还剩17天时间,大部分媒体平台的奥运广告位置已经出售的差不多了,虽然拿到点播权之后会刺激新的广告商进来,但是非常有限的10多天时间要回收1亿的版权成本,压力显然非常大。






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