New Sports Media Development

New China sports news after 60 years of trials and the baptism of the rapid expansion of the number of audience and influence has been greatly enhanced.For the media industry is a higher degree of sports media's perspective, exploring the management of China's national conditions remains to be done Road;and different forms of sports media have also shown differences in developmental characteristics. In this paper, the use of literature and data, interviews and analysis methods, to the founding of 60 years, the development of sports media as the research object, context and characteristics of their development the interpretation put forward a number of proposals and predict its trend.In the planned economy to a market economy, the social background, China's sports industry and media industry continues to develop and promote each other and infiltration gave birth to the professional sports media, accompanied with the media market also began to become active again, through the mechanism of market competition conditioning, sports newspaper, sports, television and other different forms of sports media invariably come from extensive to intensive management-run transition path of development. In this process, our government played a leading role, playing a "system of decision-maker" role of the media industry, the management model from the "overall management" to "key management" theme of "decentralization" and "deregulation "China's media organizations in the internal management and external-oriented market has shown great vitality. At present, our government is only likely to affect the nature of news media organizations to conduct strict control over several key powers, especially the property rights retained strict control, the media is still the cause of the identity of legal entities, although participation in market competition, but does not recognize these news media organizations have independent property rights.China's sports media 60 years of development history, the integration of the media to promote the diversification of the sports channel of communication and media development in a variety of operations, deepening the value of content and channels, financing is even more powerful sports media to enhance the comprehensive strength and competitiveness force, cross-media, cross-boundary, cross-industry to creation of sports media. To "Sports Weekly" as the representative of the media group to go abroad, entered the international sports news media ranks.In particular, after 2008 Beijing Olympic Games, China's sports media situation has undergone major changes, digital television, Internet and mobile phone media to new technology brought about on behalf of radio and television industry and the telecommunications industry, competition and cooperation between the two countries are also formulated a development plan, accelerate the telecommunications network, radio and television networks and the Internet, the integration of three networks, universal application integration services, to form the pattern of moderate competition in network industries.This study is divided into three parts:the first part of the first defines the connotation and extension of sports media, and then reviewed and the introduction of the sports newspapers, sports radio and television, sports media, sports networks and the spread of mobile phone development process and its status;the second part from the media institutions, media, finance, content characteristics, channel construction, and management patterns in five areas of Perspective on the development of China's sports media industry characteristics;third part looked to the future development trend of sports media.