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一、问题由来奥运会和电视的结合是通过电视转播权来实现的。一方面,电视台通过购买奥运转播权进行实时的赛事转播,满足全球几十亿观众的收视需求,另一方面电视台需要销售相关的奥运广告收回投入并获得最大收益。资料显示,从1996年到2004年的三届奥运会,电视转播权费用从12.51亿美元上升到22.30亿美元,上升了近80%,可见上升速度之快。
First, the origin of the problem The combination of the Olympic Games and television through television rights to achieve. On the one hand, television stations broadcast real-time contests through the purchase of Olympic broadcast rights to meet the viewing needs of billions of viewers around the world. On the other hand, television stations need to reimburse the sales-related Olympic advertising for the best possible returns. Statistics show that from 1996 to 2004 three Olympic Games, the cost of television rights rose from 1.251 billion US dollars to 2.22 billion US dollars, an increase of nearly 80%, showing the rapid rise.