"Long Tail Theory" From The Perspective Of Research On Pay TV Sports Channel

Digital television is the reform in the history of China's broadcasting and television; PTV is a big change for Chinese people s viewing habits. From1st Sep.2003the first PTV approved, up to now the State Administration of Radio Broadcasting formally approved the4pay digital TV integratedoperation organization,130sets of digital pay programs,112TV channels,including a lot of professional full-time sports channels. This paper focus on the living situation of sports channel digital PTV, with economic resultsthe long tail theory grafting to communication topic, to solve the bottleneck problem of development of new media market..This paper will make the statements for the practice effect and the present situation of the sports channel by using the method of literature, field investigation and study law, experience method. It also will analyze the advantages and disadvantages of the sports channel by adopting the sample analysis and comparative research analysis. It refers to a market analysis on themain domestic main several PTV channel by SCP model, which deconstructs its external shocks, industry structure, and enterprise conduct and management performance, placing it into the long tail theory field for SWOT analysis. This paper discusses the pay channels in sports market growth which shown slightly short but their own and contain the unlimited business opportunities, under the situation of development strategies, as the current integration means weakness and profit structure a single problem, predict to pay TV,"icebreaker" multiple possibilities.Through the analysis, it comes to the market strategy basing on the long tail theory; constructs various product systems, improves the efficiency ofsearch recommendation, earns income to break the shackles by lower costand multi-channel and multi-level.