Sport TV in Networked Media Ecology:Media Evolution and Innovative Strategies

Based on the literature review, this article explores the historical evolution of the media ecology in which the sport TV is embedded, and analyzes theoretically the development trend of sport TV in the networked ecology.The innovation strategies of sport TV in the process of constructing sport power are proposed:to follow the rules of interactive media ecology, improve the ability to connect with users in different scenarios, emphasize humanism in sport culture dissemination, enhance the richness and appeal of sport TV content, promote the capacity of international communication and the voice right, and highlight the Chinese opinions in global sport TV communication.