Analysis on the Internet Coverage of Beijing 2008 Olympic Games
Wei Yong · Beijing Tiyu Daxue xuebao · 2010
This study adopts the literature and logic analysis to explore the panorama of the coverage and communication of Beijing Olympic Games on the internet.The result shows that the Beijing Olympic Games is the first one with the widest worldwide internet coverage.The CCTV.com has established the world's most broad dissemination platform of the Olympic,covering 95% of Chinese users of new media.The Olympic Games network has made an unprecedented success.During the Olympic Games,China's Internet users' participation rate has reached as high as 86.1 percent.The visits and the page flow of the website related to the Olympic Games have stricken a historic record.The time frame of the visits of websites matches the work time while TV is the major source of media in the off-work time.Therefore,Internet and television create a cross-time and area switch for users and they are complementary to each other in the primary and secondary access to users.In the coverage of the Beijing Olympic Games,CCTV.com has gained a cash cow from the page flow and property rights,emerged to one of the Big Five portals and thus it is a winner in the Olympic coverage.