A Research On Tennis News Reporting Of Sina

Tennis is a ball sport with enormous influence and popular worldwide. In China,as a emerging sport, tennis gains more and more attention because of the outstanding performance1 of Chinese tennis women players like Li Na, Zheng Jie and Peng Shuai. They inspired the enthusiasm of play tennis among the country. Follow the track of Chinese tennis' growing, the tennis media also developing fast in the past dozen years. Living in the time of internet, the web media plays an important role for people to get tennis information. Sina.com is the largest Chinese portal website among the world, The sports channel of sina.com is also the most influential platform for Chinese people to get sports information. After years developing, tennis channel of sina.com becomes the most authoritative platform of tennis information in China.The paper study on the Tennis Channel of Sina and its reports, the theo retical basis of the paper made by the theory of mass communication and the Lasswell transmission mode. By using content analysis, literature research, t ext analysis, case studies and research method of Comparative Study can we figure out the characteristics of Tennis channel and its reports. The result of t he paper are: Tennis channel exists in variety of media such as web site, wei bo and weixin, The original news gathering and editing team is the main bro adcaster of tennis channel. The reports form of multimedia fusion, dominated by text message. tennis channel focus on tennis match and players' informatio n. Sina Tennis Channel has a young, highly educated, and urban resident's au dience. The interaction of audience is more active on weibo than the other M edias. The problems of tennis channel of sina are: Too many of simple reports, lack of the reports for Chinese tennis industry, done less on the oper ation of weixin, the interaction need to be improved, and the erotic reports.