Study On The Development Of Sports Broadcast In New China

From 1951,the basketball match was broadcast over radio for the first time in New China,to 1955,the first sports radio program appeared, to the first sports professional radio was born in 2002,to the radio broadcast the Beijing Olympic Games successfully in 2008,the radio broadcasts have covered the full process of the development of sports in China during the past half century.The review of the development of sports broadcast in China,the analysis of its current situation and make prediction of its development strategy are of great theoretical and realistic significance for its further development.The paper is aimed to give a systematic and in-depth study of the history,current situation and development strategy of the Chinese sports broadcast by the methods of literature research,expert interview,case study and logic analysis. Then we make a conclusion that:First,since the founding of New China, the Chinese sports broadcast showing various characteristics,reflecting the style of times has developed under the influence of three major factors:sports development,broadcast industry and social life,in respective historical stages.It has tried to make adjustments in its orientation and function to meet the requirement of society in order to achieve its own development.Second,China' s professional sports radio appeared after Beijing won the bid to host the 29th Olympic Games and has grown up along with the preparation of the Beijing Olympic Games. Its appearance is the result of the flourish development of Chinese sports industry and in the trend of the specialization of radio broadcasting. At present,China' s professional sport radios have formed their own styles in their programs and frequencies.But they also encounter some difficulties such as relative low level of specialization and listening figures.Third,Beijing Olympic Games is an accelerator for the development of sports broadcast in China.During Beijing Olympic Games, the radios promoting the Olympic spirits and giving full play of their advantages of broadcasting have completed the reports successfully and accumulated lots of experience such as making full use of its broadcasting advantages,extension of broadcast products,strengthening internal contacts and expanding external cooperation.But there are some problems left for further consideration such as how to give full play of their characteristics of broadcasting and how to establish their own brand and guide the audiences to form their habits of listening.Forth,after Beijing Olympic Games,the social development has provided some opportunities for the development of sports broadcast in China such as the adjustment of industrial structure,the changes in the structure of audiences,the promotion of social influence of radio after the disaster and Olympic reports in 2008,and the flourish development of the sports industry in China.But at the same time the fierce competition among different medias is the great challenge it should encounter.So after Beijing Olympic Games,the sports broadcast in China should be full aware of its characteristics in broadcasting sports massages and foster its strengths and circumvent weaknesses,in order to find its own ways of sustainable development following the law of the development of Chinese sports and broadcast industry.