| As the sports undertakings in our country are booming and the TV media has gradually turned to be mature, TV has become the main-trend element in the sports transmission. But, at the present, the sports channel of CCTV is highlighting the other sports media, the province and city sports channels has gradually reduced, a great deal local sports TV medium is facing very different situation. How to pursue the better development appears to be vital essential for the local sports media.This paper takes Liaoning Radio and Television Station and Dalian TV as study objections, adopt literature, questionnaire, expert interviews and content analysis research methods, analyze and research the current situation of Liaoning TV media in the aspect of sports TV communication. This paper aims at putting forward the sustainable development strategy to improve the quality of Liaoning Sports Channel and to strengthen the core competencies among all the equivalent home and abroad media, meanwhile, to provide theoretical references for the sports communication among local television media.Nowadays, the level of development among Liaoning sports television communication is not high enough. The sports programs can only be seen on Liaoning Radio and Television Station and Dalian TV, meanwhile, the number of them is on the decrease year by year. As for the development of the crew of Liaoning sports TV journalists, there are various defects, such as the insufficient journalists, manpower mechanism's defect, the lack of well-educated talents and also their professional qualities. Influenced by the resource monopoly of CCTV, the sports event resource of Liaoning TV media is quite limited, not having the broadcasting right of many international top sports events. With the lack of distinctive TV columns, the sports news channel lays so much particular stress on competitive as to greatly lose balance. For these reasons, the audiences are not greatly satisfied with Liaoning television media and tend to use the Internet to get the sports news and information.Facing so many problems, the Liaoning local government should establish related policies to strengthen our TV media sports communication; the leaders of Liaoning TV media should pay more attention to the sports communication and give more economic support to sports programs; the TV media should lead the audience to change towards right sports need by using the function of Agenda Setting; create competitive and local sports brand programs; taking the opportunity of National Sports Meeting in 2013, Liaoning TV media should integrate different media resources, readjust the report idea, improve the performance quality and intensify the building of sports media crew. In the circumstances of "Product and Broadcast" systemic reform, Liaoning sports TV media should grasp the favorable opportunity to make good use of the resources and finally realize the sustainable development.
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