Abstract: Through analyzing the news reports written by machine on the current sports events, this study pointed out the practical difficulties in the semantic understanding by logic operation, the transforming of digital conflict into interesting expression, and the non-structured data utilization by machine, and so on. Some suggestions are given as follows:logical calculation and semantic imitation should be carried out through data accumulation and knowledge construction; data upgrade and knowledge optimization should be adopted to realize the transformation from information to deep coverage; the coordinated development from one-way assistance to mutual cooperation should be achieved through the coordination of machines and human.