The Development And Successful Experience Of Entertainment And Sports Programming Network

Entertainment and Sports Programming Network (hereinafter referred to as ESPN) is the world's most famous and largest sports television network, which first proposed 24/7 sports broadcasting concept and coined the slogan "the world leader in sports". ESPN is committed to professional sporting events, the production and distribution of related programs, achieving great success in the international sports television field.Using literature method, expert interviews, comparative analysis and logical analysis, the paper discusses the TV industry overview of United States and China. After nearly a hundred years of development, the U.S. television industry formed a system consists of commercial television, public TV, plus the major television networks, affiliated stations and independent television stations. It has a complete supply system and a variety of programming modes of transmission. China's television industry adopts the "publicity management, public institution management, industry regulation" system with Chinese socialism characteristics. After 2000, conglomeration was clearly advanced, which requires integration of radio, TV and film. It also combines TV Station, cable television and education television, with the communication of provincial department, city department and county department.Furthermore, this article details the four stages of ESPN's development:the founding stage, the survival stage, the rapid development stage and the mature stage. By research on developments of ESPN, the paper concludes that ESPN's success owes to creative brand building, application of the latest technology, appropriate headquarters location, creating a comfortable working atmosphere, the courage to change the traditional pay television industry rules, rich resources and diversification strategies.With China's entry into WTO and the incoming wave of globalization, China's media industry has gradually felt the peer pressure from abroad. In order to become bigger and stronger, and ultimately to the international, this article combines China's national conditions with the style of CCTV sports channel and advances the following suggestions:1. to deepen the brand-building; 2. to actively develop and use the latest technology; 3. to create a comfortable working atmosphere and to optimize employment mechanism; 4. to adopt diversification strategies acco9rding to it own characteristics; 5. to enrich sports resources; 6. to explore the international market at an appropriate time. Differences in national conditions determine the different development paths of the CCTV sports channel and ESPN. Avoid weaknesses and referring to ESPN's successful experience, we can find suitable development path for CCTV sports channel.