Research On The Cultural Communication Of Sports Television In Hubei Province

During the process that the television goes to a new epoch of channel trend, it is no doubt that sports channel makes a good model. At that time, many sports channels are facing great pressure which comes from the intense competition. Although the sports channels of province or city have several disadvantages, such as, human and material resources and financial problem, the local media also has its characteristic. This paper concentrates on the endeavor which sports channels of Hubei have made at transmitting sports culture. The paper investigates on the actuality of Hubei province's sports TV media and analyses our sports culture. At last, it shows that under special cultural background, how the local sports TV media utilize their advantages to develop themselves. It hopes to give some advices to Hubei province's sports TV media and have uses for reference.Method: Paper first introduces the actuality of sports TV media in Hubei province. It uses literature method to analyze the concept of Hubei sports culture and illuminate the relationship between sports culture and TV media. Then according to the result of discussion with sports television staff and questionnaire of audiences, it makes a systems analysis and research. Finally, achieving dreams is a model to display direction of our sports TV media. And it also puts forward three relationships in transmitting sports culture, which need develop harmoniously in future.Results: 1) Sport TV media in Hubei province has enough developing space. Compared with CCTV-5 and other excellent channels, although there is a long way to go, information from central television media is more macroscopic. And local television media should pay attention to local and indigenous information which is close to live, and strive for their audience. 2) Hubei has so many resources of sports cultural education. As one of social cultural phenomena, it shows local people's active, civilized and healthy life style and their basic need. Such kind of culture form four levels: material, system, behavior and spirit, and make abroad and profound effect to society. 3) Caring for humanism is the most important thing of innovating sports TV programs. It is also an effective way of giving prominence to humanness and attracting audiences. Nowadays, sports TV communication embodies humanism satisfies double standards of sports humanness spirit and"people-oriented"conception. 4) Sports culture communication by TV media in Hubei province must control three relationships: athletics reporting and civilian exercise program; oversea sports culture and Chinese sports culture; and Chinese sports culture and local sports culture. And it is the precondition of persistent development of sports TV media.Conclusion: The aim of our sports TV media is to change audience's conception of sports. Caring for common people's health and spreading program's space are also related to sports. Combining with sports fans'situation, build sports TV program with Hubei characteristic, and establish a famous program. Sports TV program is not limited to competition field. Material in daily life must be used in it. And it should show local feature and social cultural value. Only audience-oriented and mass popularity can move our audience. In china, culture industry in sports television media is just fresh and immature. Having a wide sight can make us a long way.