| With the rapid development of Internet, mobile phones and other communication technologies, people have increasing ways to pay attention to sports, and the autonomy of choice is more flexible than before. As the most influential traditional media, television has been strongly shocked. The advantage in picture, sound, content and other areas of traditional sports television in the past has given place to internet and mobile phone network. The new media channels derived from the latter have more content, and faster speed than television; meanwhile, more humanized and personalized. It changes the mode of one-way transmission of traditional television and achieves interaction between source and audience with two-way communication. In face of this situation, how traditional sports television media will seek to its development ideas of program? Taking Beijing TV sports channel for example, the thesis studies its three sports programs with different types, trying to analyze the efforts they have made in the new media era and existing problems. By consulting relevant experts and accessing to a lot of related information, the thesis tries to propose solutions to the problems and expects to provide some references to the development of other TV sports channels.The paper conducts a comprehensive analysis of three types of sports programs of Beijing TV sports channel through the research method of literature, expert interview, case analysis and comparative study, and reaches the following conclusions:(1) As local television station, Beijing TV sports channel bases on local characteristics, develops official website and mobile, and integrates into the process of "Three Screens Into One". It has taken a very correct way for development in the new media era, but because of problems of content, channels, technical and institutional issues, the process of "three Screen Into One " has stalled in the year of2011.(2) Beijing TV sports channel includes three types of programs:sports news, sports feature and the live of sports events. Each type of program closely fits channel positioning, digs local characteristics deeply, and uses new media technologies and new media channels for their development, but the actual use is still relatively limited.(3) The three types of programs of Beijing TV sports channel face the problems of resources, content and production, technology, audience, human resources, development of new media channels and so on.(4)Aiming at problems which three types of programs of Beijing TV sports channel have, the thesis puts forward the development strategy from two major parts:the program itself, the new media interactive channels and marketing, and provides some references for the development of traditional sports TV programs. |
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