Difficulties In The Operation And Development Of Provincial Sports Channels Under The Background Of Media Integration

In 2023,China’s television sports channels have gone through 65 years of development.During this period,the number of sports channels in China has changed significantly.At its peak,the total number of various sports channels or channels with multiple titles such as sports,health care,leisure,and variety shows in China has exceeded 100,with only 29 currently.Among them,CCTV Sports Channel,as the largest professional sports channel in China,is far higher than other provincial media in terms of market share and audience rating.At the same time,with the increasing development of Internet communication technology,new sports media led by Tencent have joined the market for sports event broadcasting,forming a direct competitive relationship with CCTV,further compressing the survival space of other sports channels except CCTV.From a macro perspective,provincial sports channels are facing crises such as declining audience ratings,declining advertising revenue,backward systems and mechanisms,and the departure of talent.However,with the introduction of a series of favorable policies for the development of the sports industry,local sports channels in crisis can be injected with the driving force to break the situation.This article defines the research perspective as other provincial sports channels except CCTV.Through comprehensive analysis using literature analysis,content analysis,and logical induction,the first chapter is the analysis of the current situation and difficulties.Through content analysis of the seven selected provincial sports channels,it analyzes their content composition and the difficulties they face;The second chapter is the analysis of value and demand.Firstly,it analyzes the causes of the problems faced by provincial sports channels from a macro perspective.Secondly,it demonstrates the rationality and value of the existence of provincial sports channels from three aspects: the content demand under national policies,the IP demand under the construction of channel brand image,and the social cohesion function of sports for people;The third chapter uses the economist Schumpeter’s "Five Innovations" theory as the research framework to summarize how local sports channels can break the situation in the context of media convergence from five aspects: product,technology,resources,market,and system.Through sorting out the thinking of breaking the situation of the channel,we can draw the conclusion that the survival space of sports channels around the world will gradually expand in the future.At the moment of rapid development of the industry,each channel can innovate in the following five levels,so as to gather its own undesirable power in the sports market.Specifically,at the product level,we should innovate the content of the program,pay attention to the thinking of short video,and achieve the linkage of large and small screens and the combination of long and short content;At the technical level,use 5G technology to innovate in mobile cloud transmission and AR/VR production and distribution technology;At the market level,build a trinity platform of content+service+industry,and expand the market space of MCN;At the resource level,local sports channels should take the initiative and actively cooperate with CCTV and new media platforms;At the institutional level,the studio system is adopted to improve the mobility of personnel inside the channel.