Study Of Tv Program For Sport For All Based On Diffusion Of Innovations

As a rising style of TV programs, the mass sports TV programs have kept increasing strongly. It meets the needs of audiences and stimulates their enthusiasm. There is no doubt that it is a successful combination of sports and entertainments. 'Olympic Sprint'is a mass sports TV program which has caused wide concern because of its'seventeen champions in audience rating. Building the models and analyzing the factors of the mass sports TV programs'innovation and diffusion by a case will offer some references for mass sports'promotion. There are some deficiencies in this paper Owing to the fact that the mass sports TV program is still a novelty and some data can not be gotten.The data of this paper is from CSM. By using the methods of documentation, statistical approach and interviewing experts, this paper analyses the main factors which can bring on innovation and diffusion for the mass sports TV programs. As a case of this paper, the operation of'Olympic Sprint'is published in this paper. The calculations were as follows:1. What the definition of mass sports TV program is a kind of sports TV program which is broadcasted by television, contains many fitness modes, shows by the M.C. and the elites.2. Typical imitating is the main mode which can lead innovating for the mass sports TV programs. Independent innovation of our mass sports TV programs is built on copyright exchange from oversea.3. The Separation of Program Production from Broadcasting and the top TV stations is the best diffusing channel the mass sports TV programs in our country. Specialization and branding is the key of diffusing channel.4. In China, people who like watch entertainment programs are also like watch sports programs.8:30pm is the peak time of audience rating from Mon. to Fri. in every week. But the audience rating is higher on the weekend. Events can also impact the arrangement of TV program.5. Media-oriented sports is the theory to build the social system for the mass sports TV programs'diffusion. And the policies of culture industry offered some opportunities to the mass sports TV programs.