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从2012年伦敦奥运会到2016年里约奥运会,基于手机客户端的移动网络视频发展迅猛。本文通过分析在里约奥运会中新媒体版权的分授、移动网络直播、虚拟现实技术的应用等新动向,探讨奥运会网络视频的商业模式及文化影响。本文认为,不论何种商业模式,技术和资本都成为越来越重要的驱动力,但是奥运会只是用商业化手段进行运营,其最终目的并不是为了赢利。因此,在移动互联网语境下,应坚持奥林匹克运动公益性的文化立场,兼顾商业性和公共性,避免奥运会被过度商业化。
From the 2012 London Olympic Games to the 2016 Rio Olympic Games, mobile web video based on mobile clients has grown rapidly. This article explores the business model and cultural influence of Olympic online video by analyzing the new trend of division of copyright of new media, application of mobile webcasting and virtual reality technology in Rio Olympic Games. This article argues that regardless of the business model, technology and capital are increasingly important drivers. However, the Olympic Games are only operated by commercial means, and their ultimate goal is not to make profits. Therefore, in the context of mobile Internet, we should adhere to the non-profit cultural position of the Olympic Movement, give consideration to commerciality and publicity, and avoid over-commercialization of the Olympic Games.