A Study on the Value of New Media Broadcast Rights for Major Sports Events

Abstract

This paper adopts the deductive method to discuss in detail the application of the income approach in the valuation of event retransmission rights. By splitting the income hierarchy to estimate the expected income, applying the market comparison method to measure the share rate, reasonably calculating the discount rate with the help of a model and determining the duration of the income according to the characteristics of the event, constructing a new media retransmission rights asset valuation formula, creating a basic model for the valuation of sports event copyright assets, and applying the Winter Olympic Games The validity of the model was initially verified by applying the case of the Winter Olympic Games, and it was concluded that under the guidance of the valuation idea of the income approach, it was possible to assess the value of retransmission rights transactions.