Research Of Sports TV Program’s Developement In Liaoning Province

With the development of the society and the progress of science and technology and thecombination of sports and media increasingly closing, sports media culture forms a distinctivelycharacteristic In the contemporary Chinese cultural environment. Sports program of Local mediaat all levels is influenced in the environment, also constraint strongly. With the growing of theCCTV sports channel and the shrinking of the television station sports channel in the provincesand cities, local sports TV media is in troubles. Under these conditions, how the sports TVchannel of Local media to survive and develop becomes another prominent question after thecombination of sports and media.This paper takes sports media development of LiaoNing province as research content, takestelevision media as research object, takes sports TV program as the basement, and discusses thedevelopment of TV sports program briefly but in-depth. It provides effective ways for thedevelopment of sports TV program of all levels under the perspective of contemporary Chinesesports media program. By document materials, questionnaires, statistics, expert interview andcontent analysis, this paper summarizes and analyzes the present situation of sports TV programin LiaoNing province, and analyzes the bottleneck during the development progress and thinkabout the development in the future. It hopes to increase the quality of the sports TV program inLiaoNing province and enhance its core competitiveness and provides a theoretical and practicalbasis of other sports TV programs.It is found that LiaoNing province sports TV channel consists of LiaoNing sports TV andDaLian TV4. Influenced by the resource monopoly of CCTV, the sports event resource ofLiaoning TV media is quite limited, not having the broadcasting right of many international topsports events. With the lack of distinctive TV columns, the sports news channel lays so muchparticular stress on competitive as to greatly lose balance. The impact of network media on theTV media is both opportunities and challenges.In the face of difficulties, the local government in LiaoNing province should introducepolicies to raise people’s awareness of sports communication, especially the TV medialeaderships inLiaoNing province, and Increase economic investment of sports program. Andlocal TV media should find a new way to create the competitive and regional branding programs.Taking the opportunity of the2013National games, it should Integrates the resources of TVmedia and adjust thinking to cooperate cross-border, share the technology, improve the quality of program. Also it should make good use of the rational resources to appeal the audiences, andthen makes sports TV communication in LiaoNiing province sustainable development.