咪咕杀价、抖音入局，一场迟到的CBA版权价值重估

Core Viewpoint - The CBA has partnered with Douyin for live streaming selected matches, marking a shift in broadcasting strategy as previous partner Migu remains uncertain about its role in the new season [1][3][10] Group 1: Partnership Developments - Douyin has officially become the CBA's content platform, starting from the opening match on December 12, with free live streaming on Douyin and related platforms [1][10] - Migu, the previous internet broadcasting partner, has not confirmed its participation in the new season, despite initially announcing a live broadcast schedule [1][3] - The absence of Migu from the CBA's official partner list raises questions about the future of their collaboration, especially after previous announcements of a strategic partnership for future seasons [3][4] Group 2: Negotiation Challenges - Migu's reluctance to continue the partnership stems from two main issues: a significant price reduction request from 20 billion to 7.5 billion over five years, and contract terms that limit competition [4][5] - The changing landscape of CBA's broadcasting rights, including the introduction of new tournaments like the "Club Cup," has diminished Migu's previous advantages [5][9] - The overall decline in sports broadcasting rights prices reflects a broader market trend, influenced by the economic environment and changes in league structure [7][16] Group 3: Market Dynamics - The CBA's new season will see a reduction in game duration and total rounds, impacting sponsorship and broadcasting revenues [7][14] - Migu's strong financial backing from China Mobile has historically allowed it to maintain high investment levels in sports rights, but the current market conditions necessitate a more cautious approach [8][9] - The CBA aims to diversify its broadcasting partnerships to enhance exposure and revenue, moving away from reliance on a single platform [13][16] Group 4: Future Considerations - The CBA is exploring new commercial opportunities, including opening up various sponsorship categories to mitigate revenue losses from broadcasting rights [16][17] - The league's ability to balance competitive performance, commercial viability, and fan expectations remains a critical challenge as it navigates this transitional period [17]