A Research For Sports Broadcasting Development On The Basis Of Chinese Provincial Broadcasting Platform

In the21stcentury, Great changes had taken place in terms of economy, socialstructure, mass media technology, and sports career. With the Internet developingrapidly, it is seemed that broadcasting was gradually neglected. But without doubt,broadcasting was still an indispensable mass media in our modern Society. In thenew-media circumstance, opportunities and challenges were both existed, theprofessional sports broadcasting was not only being affluent in people's life, butbecoming the product of broadcasting specialization and prosperity in sports area.At present, compared with American ESPN (Entertainment and SportsProgramming Network), our professional sports broadcasting was still in the primarystage. No matter whatever such as resource, talented person, management, andoperation, there were huge gaps between them. As far as I know, there were onlyseveral sports frequencies now. However, in order to satisfy different audience needs,improving frequency subdivision is not only to change broadcast serviceconsciousness, also provide itself to bring greater economic and social benefit.In view of above, I select Beijing Sports Broadcasting and Shanghai Five-Starsports radio as the research objects, and use the media management theory, includingits content, listening rate, audience attention, advertising market and so on foranalyzing, and to explore the mode of operation. Finally, several availablesuggestions will be put forward for our Chinese Provincial Sports Broadcasting andexplore the appropriate development path.