洪建平

　　HONG Jianping

　　Lecturer of Media Department of Beijing University of Physical Education

　　Residence expert for Media Magazine

　　Education Background：Communication Department, Communication University of China (2006);

　　Advertisement Department, Communication University of China (2003)

　　Research Interests：Media industry, new digital media, sports marketing and media

　　Main Publications：The New Trend of Sports Marketing Communication; Star Promotion and Sports Marketing

　　The existence of commercial elements makes it inevitable phenomenon that the struggle between sports organizition and sports TV station for broadcasting rights. As an industry, the instinct of profit-chasing will be bond to drive itself to take advantage of any resource, including market and administration. For the sports institution and sports TV of China, they will adapt themselves to market with the process of economic marketization.The sports TV of china faces with both challenge and opportunity: after China's entry to WTO, international media group will expedite penetrating internal entertainment and sports program market. Together with the industrialization of media in China, local sports TV having showed the strength to compete with CCTV in local market. The reform of Chinese broadcasting media will focus on seeking for new finances resources, and DTV will provide sports TV of China a god-given chance.