The Innovation Of Traditional Sports Under The New Media Environment

In recent years， with the constant innovation and the rise of new mediatechnology，as a new born power，new media has become one of the traditionalmedia’s most powerful competitors。 The dominance of traditional media hasbecome more and more weak. As the gradually changing of the viewing behaviorand viewing habits on the audience， the traditional media has shown the trendnot only to compete but also merge together with the new media， well underthe challenge of the new media. Based on the CCTV Sports channel as the specificresearch object， this article will do the specific research and analysis ofthe collision and fusion between the sports columns and the new media. Facingthe troubles that makes by the new medias， this paper will focus on how tosolve the problem， operate more effectively， use the advantages of the newmedia platform， put forward feasible suggestions to the existing program，and reference advice for the further operation and break of the traditionalTV programs.In this paper， by studying the broadcasting situations and the differentcharacteristics of the traditional sports media and the new media， furtherunderstanding the problems and the difficulties that our sports TV medias arefacing now， under the impact of the new media， researching the efforts andthe harvest that the foreign top sports TV medias have got in the new mediaenvironment， we will compare and see what our country has done at the sametime. Finally， make a conclusion that， in order to get a better survivaland development environment， our sports TV programs should be with the newmedia instead of being enemy. The traditional sports TV should begin acomprehensive integration and cooperation with the new media，complement eachother， further expand its own power， find a way out， and open a new spacein the new media’s environment.