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摘 要
近年来，随着新媒体技术的不断创新，新媒体作为一支传媒新生力量已经成为传
统媒体最强有力的竞争对手之一，传统媒体的优势地位越来越不明显。随着受众在收
视行为和收视习惯上的逐渐改变，传统媒体开始与新媒体出现竞争融合的趋势。本文
以中央电视台体育频道作为特定研究对象，具体研究和分析体育类栏目与新媒体力量
之间的碰撞与融合，同时总结出传统体育电视栏目面对新媒体挑战，如何更有效地运
营，整合新媒体平台优势，进而对现有栏目实现创新提出可行性建议，为现有传统电
视栏目的进一步运营和突破，提出参考建议。

本文通过研究传统体育媒体和新媒体的传播现状及各自的特点，进一步了解在新
媒体的冲击下，我国体育电视媒体所面临的困境和问题，观察国外顶尖体育电视媒体
在新媒体环境下的努力与突破，进而反观我国体育媒体对新媒体的应用与尝试，最终
提出我国体育电视媒体与新媒体之间尽管存在冲突和竞争，但是为了更好地生存和发
展，我国体育电视媒体应当与新媒体化敌为友，展开全面的合作与融合，相互取长补
短，才能进一步壮大各自的力量，在新媒体的大环境下，寻觅出路，走出困境，开辟
出一片新的发展空间。

关键词：新媒体 体育电视节目 发展模式 融合 突破iv
Abstract
In recent years， with the constant innovation and the rise of new media
technology，as a new born power，new media has become one of the traditional
media's most powerful competitors。 The dominance of traditional media has
become more and more weak. As the gradually changing of the viewing behavior
and viewing habits on the audience， the traditional media has shown the trend
not only to compete but also merge together with the new media， well under
the challenge of the new media. Based on the CCTV Sports channel as the specific
research object， this article will do the specific research and analysis of
the collision and fusion between the sports columns and the new media. Facing
the troubles that makes by the new medias， this paper will focus on how to
solve the problem， operate more effectively， use the advantages of the new
media platform， put forward feasible suggestions to the existing program，
and reference advice for the further operation and break of the traditional
TV programs.
In this paper， by studying the broadcasting situations and the different
characteristics of the traditional sports media and the new media， further
understanding the problems and the difficulties that our sports TV medias are
facing now， under the impact of the new media， researching the efforts and
the harvest that the foreign top sports TV medias have got in the new media
environment， we will compare and see what our country has done at the same
time. Finally， make a conclusion that， in order to get a better survival
and development environment， our sports TV programs should be with the new
media instead of being enemy. The traditional sports TV should begin a
comprehensive integration and cooperation with the new media，complement each
other， further expand its own power， find a way out， and open a new space
in the new media’s environment.
Keywords: New Media Sports TV program Development Mode Fusion，Break.