An Analysis On Current Status Of CCTV Sport Digital TV

Presently,Chinese television medium is speeding up it's digitalization process,the harmonization of sports and digital television as well as the stable and numerous sports televiewer turn the sports program into the hardcore of digital television content.The China Central Television has launched two sports digital TV channel named "City Sports" and "Soccer"since January 1,2004,but after four years' operation,the construction CCTV sports digital television is unprosperous.This article is carried through the methodology of literature,expert interview,comparative analysis as well as the case study,the study on the premise of the current status of Chinese digital television,attempts to define "the sports digital television",and summarizes the actuality of CCTV sport digital television,and then carries on the comparative analysis with the sports channel of British Sky Television station,in order to find out the choke point and the turning point of its development,and draws the following conclusions:1,The sport digital television of CCTV faces with many realistic predicaments:In the competition of sports event resources,the traditional medium and other digital medium make more powerful impact on it than ever before;as to the channel operation,It needs to coordinate the benenfit of the channel producer and network operator and itself in order to enhance their loyalty.2,The holding of 29th Olympic Games,the promise of broadcasting the games with the technology of High Definition Television as well as the good prospects of interactive television,are all turning point for the development of CCTV's sport digital television.Taking good use of this golden opportunity,it will promote the CCTV to achieve a great leap in the sport digital television. I educe the following suggestions based on my study:As to the content production,CCTV must attach enough importance to sports broadcasting right to advance the construction of Advertising Narrowcasting Media.As to the channel operation,CCTV must take positive measures to unite network operator and channel producer,and enhances their loyalty.Last but not the least,CCTV must change it's tune,enhance it's service consciousness,practically provides the high quality service for the terminal televiewers.