体育与电视媒体相互融合，共同发展，已经成为了两者产业链中不可分割的一部分。相比较其他传统的大众媒体而言，电视媒体之所以能够与体育赛事完美结合，因为它传播了体育比赛的核心信息——比赛画面，这也正是体育比赛最有吸引力的部分。 体育与媒体希望实现两者长期的共同合作和发展，就必须将各自的产业链结合起来，而体育赛事的转播权机制构成了两者之间的纽带。 网络媒体作为媒体领域的“新贵”，近几年来发展速度越来越快，影响力也越来越大。作为具有“多媒体”属性的代表，网络媒体具有的很多优势势必将体育赛事转播的发展推上一个新的台阶。 奥运会是全球规模最大、涵盖项目最多的体育赛事。奥运转播权是国际奥委会允许媒体进行奥运赛事转播的许可证。因为各方面因素的制约，网络媒体的奥运转播之路一度走的曲折而又缓慢。最终经过网络媒体自身的发展以及国际奥委会对现存转播权体系的反复衡量，在2008年北京奥运会，互联网媒体首次获得了转播权，丰富了奥运会的信息传播渠道。通过网络，全世界各地区的受众可以通过网络以直播、录播、点播等各种不同形式播放精彩奥运比赛画面，并享受互联网媒体进行奥运转播为他们带来的便利。 2008年北京奥运会是奥运会首次在中国举行，也为中国的网络媒体提供了一次难得的发展机遇。在一系列针对中国地区奥运转播权展开的竞争与合作之后，网络媒体最终将奥运会网络转播搬上了互联网平台。这次经历为网络媒体今后的体育赛事直播之路积累了宝贵经验，如何在未来对全球大型体育赛事的转播权进行更充分开发和利用？这引发了中国网络媒体的思考，也为它们提供了新的启示。

With the developing of media, human being's life has greatly promoted. Now days ,if there was no television, it's hard to imagine how our daily lives would be. Apparently, sports has got a lot of benefits from television. Television, as one of the most influential mass media, has turned sports to be a giant industry with extensive influence. On the other hand, those impressive matches can be high quality resource for the medium of TV. Programmers of television would become less attractive without sports. Sports and television have been combined together. They stimulate each other to accelerate developments mutually .Why the medium of TV can be such a perfect part of sports? Because it delivers the video scenes of sport matches ,which is the core information of sports and the most attractive part of sports, to the audience. There is an operating system to combine them together for a long-term cooperation. The Sports broadcasting right system is the key to their cooperation. Recently, Internet media has become an more and more important part in mass communication territory. Its priorities in communication, for example hypermedia feature, interactivity, give it advantages in sports' information transmission process. The Olympic Games are the grandest worldwide sports convention. The Olympic broadcasting right is a permission which is qualified by the IOC(International Olympic Committee)for media to broadcast the Olympic Games. Due to many reasons, the Olympic Games video transmissions through internet were difficult to carry out. In 2008 Beijing Olympic Games, the amazing speed of development and great potential of internet media lead the IOC to a reconsideration and reevaluation.At the end, internet media finally got the Olympic broadcasting right through internet. Audience from all over the world could enjoy those fantastic matches through the internet during the Olympic Games. 2008,Olympic Games were firstly held in China. They provided a great fabulous chance for those Chinese internet media to promote themselves. How had they make full use of their precious broadcasting right to enlarge their influence and satisfy their cyber audience? That's what we focus on in this issue.