Investigation On The Audience Of Digital Television And Revelation On Digital Communication Of Sports Program

Human communication is being drived by development of media technology. The pattern of communication comes from single to complicated. The focus of communication turns from communicator to audience gradually. There is a growing trend of degree of participation in communication event by audience,whose position being promoted continuously.The rapid development of digital television is bringing up a new generation of television audience called digital television audience. So to speak, the process of popularization of digital television also is the continuous expanding course of digital television audience. This group will not only increase by quantitatively,but also present a new prospect on the watching habits and needs of digital television audience which compared with traditional analog television audience.Against the backdrop of media condition as diversity,globalization and instantiation, after Chinese digital television sports channel have being underwent trials and tribulations during Olympic communication, somehow it tends towards to marketing and operation of market economy although accompany with lots of difficulties,which proved to be an important link of media industry.This paper will start with the present development environment and current situation of Chinese digital television industry, being in the setting of 2008 Beijing Olympic Games, take the audience of digital television as a subject in Wuhan, on the point of communication science,economy, through the methods of case study,market research,data searching and expert interview, to discuss how to seize the strategic opportunity based on Chinese national conditions. It also use the digital television development experience of other countries for reference, to create the pattern of digital communication of sports programme on Chinese characteristics, to promote all-round digitization on Chinese digital television media.