A Study On The Development And Innovations Of China's Sports TV Programs In The Omnimedia Era

China's sports TV programs has experienced more than 50 years of development and undergone changes in the process of constant experiments,replacement,elimination,regeneration and innovation.It spirals upward in cycles: from groping in the dark to gradual standardization,from fragmentation to the self-contained system,from the intermittent and lagging reports of sports news to the live reports of sports events and news,and to the appearance of professional sports channels and achievement of all-weather program broadcast.In a word,the development of China's sports TV is constantly making self-accumulation and progress.China's sports TV programs are facing opportunities and challenges in terms of the social environment,institutional environment,cultural environment,market environment and technology environment in the wake of omnimedia era.Based on the internal and external environment changes of the media against the background of the development of omnimedia,this study adopts Rogers' theory of Diffusion of Innovations regarding the issue of the development and innovation of sports TV programs,and puts forward four breakpoints: innovation —— the optimization strategy of sports TV programs' s content in the context of omnimedia;channel —— the cross-border development of interface and port;time —— the carnival of network fan community and special nodes;social system —— the social system in which the market,policy and audience are interrelated.Meanwhile,it puts forward the development strategy for our country's sports TV programs from the perspective of future innovation practice: on internationalization strategy level,to participate in international division of labor and to deal with copyright issues;on industrialization strategy level,to make product,platform and business strategy innovation;and on nationalization strategy level,to enhance the international discourse power of sports TV programs.Thus,this research,based upon the literature analysis,quantitative statistics and qualitative analysis,by surveying the audiences' awareness of sports TV programs and interviewing the targeted interviewees,analyzes the impact of external environmental change and internal ecological characteristics of current media on China's sports television programs,especially the the omnimedia trend presented by internal format: the ominimedia integration of heterogeneous channels,the omnimedia presentation of multi-contents,the all-round transformation of media subjects,the comprehensive change of the role of the audiences and the omnimedia sharing of information and resources,are altering the existential condition of the the sports TV programs from different angles.