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万众瞩目的世界杯既是运动员的竞技台,也是新媒体、新技术、新商业模式的试验场。伴随着四年一度的狂欢,信息传播方式几乎总有新的甚至是革命性的突破。今年的德国世界杯也不例外。由于网络媒体技术的成熟和中国宽带用户的增长,宽频成了这次世界杯转播中最耀眼的新星。而从而催生的宽频广告也是受到广告主追捧。那么作为一种新的广告模式,宽频广告有什么特点?其经营模式又是如何?为此,本刊记者采访了获得这次世界杯宽频转播的新传集团CEO张莅政。
The much-anticipated World Cup is not only an athlete’s competitive platform but also a test ground for new media, new technologies and new business models. With the four-year carnival, there are almost always new or even revolutionary breakthroughs in the way information is disseminated. This year’s World Cup in Germany is no exception. Due to the maturity of online media technologies and the growth of broadband users in China, broadband has become the most dazzling star in this World Cup broadcast. The birth of broadband advertising is also sought after by advertisers. So as a new advertising model, what are the characteristics of broadband advertising and its business model? To this end, the reporter interviewed the World Cup broadcast broadband CEO Zhang Zhizheng CEO.