Abstract: Using content analysis and other methods, the present paper takes the communication of 2016 Rio Olympic Games on NetEase news client as a case study to analyze the features and dilemmas that portal website news clients have in their communication of major sports events. Analysis of indicators including communication subject, communication content, user’s experience and communication technologies, etc. reveals that the dilemmas include: News checks are complex and it is difficult to control, copyright monopoly limits their development; homogenization of brands causes fuzziness of brands and information pollution intrudes addressees; homogenization of contents, fake personalized information cocoons and technical weaknesses affect users’ experience and communication through moving scene. The author proposes the development strategies of 4 levels: using multiple controls to guide public opinions and using self-made live broadcasts to attract fans; designing unique programs through creative thinking and achieving precision communication through star effect; the implementation of copyright distribution to make a shorter video; looking for survival characteristic; highlighting individuality by changing communication logic, broadening horizons by breaking information cocoons, using the VR technologies for the first time and looking forward to scene intelligence.

Key words: portal website, news clients, the Rio Olympic Games, communication