自1958年开播至今，体育节目一直是中国电视不可忽略的重要部分，它拥有大量稳定的收视群体以及深厚的内容积累，加之体育节目的独特特性，几十年间中央电视台稳坐第一把交椅。除赛事直播、新闻节目、娱乐类体育节目之外，体育专题节目是体育节目中重要组成部分，它是较新闻节目更为深入、专业的节目类型，拥有较为小众但稳定的忠实受众。科技的不断进步、网络技术的快速推广和应用，催生出了新的媒体形态——新媒体，新媒体的出现不仅改变了传播的方式，同时也改变了媒体本身、媒体与受众、受众与受众之间的关系，它打破了传统电视媒体的单一传播形态，正在消解受众以往通过传统媒体接受信息的模式，电视媒体面临着受众不断流失的危机，央视体育专题节目以往在内容、市场等方面的优势被大大削弱，逐渐显露出疲乏之意；而新媒体借以移动化、个性化、即时性的传播优势迅速打开局面，并且使媒体与受众之间的即时交互沟通成为了现实。中央电视台体育专题节目如何寻求发展、吸引受众就成为了首要的问题。

       本文从网络迅速发展的大背景出发，通过文献研读、归纳与总结、对比与分析等方法与手段，研究体育专题节目的特点与受众的定位，明确体育专题节目受众体育审美、学习与复盘战术、赛事认同、追求体育明星信息的受众需求，分析中央电视台体育专题节目当下的国内媒介环境——新媒体分流收视群体、提升观众需求度、更加贴近资本与市场，进而对比当下新媒体与央视在体育专题节目上各自优势与劣势：新媒体占据移动化、个性化、即时性、交互性的传播特点，而央视则拥有政策资源、收视惯性、内容积淀、权威严谨的先天优势。同时本文也看到央视体育专题节目在近年的发展与转型：在新媒体端、技术、互动、视音风格四个方面做出改变，但是并不能从根本上改变央视体育专题节目在播出时段、送播流程、人员构成、内容创新、信息反馈机制上现存的问题，从而进一步剖析出在新媒体冲击下央视体育专题节目所面临的困境与问题，最终从思维、制作、技术、人才、运营五个具体方面尝试给出合理化的发展策略。

Since its inception in 1958, sports programs have been an important part of Chinese television that cannot be ignored. It has a large number of stable audience and profound accumulation of content. In addition to live events, news programs and entertainment sports programs, sports special programs are an important part of sports programs. They are more in-depth and professional than news programs, with a relatively small but stable and loyal audience. The progress of science and technology, rapid promotion and application of network technology, spawned a new pattern of media, new media, the emergence of new media not only changed the way transmission, but also changed the media itself, the relationship between the media and audience, the audience and the audience, it breaks the traditional TV media transmission of a single form, through traditional media are undercutting audience ever accept the mode of information, TV media is facing the audience continuously drain crisis, the CCTV sports programmes in the past in the aspects of content, market advantage is greatly weakened, gradually reveal the intention of fatigue; The advantages of new media such as mobile, personalized and instant communication quickly open up the situation and make the instant interactive communication between media and the audience a reality. How to seek the development and attract the audience of CCTV sports special program has become the primary problem.

      In this paper, starting from the background of rapid development of network, through literature study, induction and summary, comparison and analysis methods and means, such as the study of the characteristics of sports programmes and audience positioning, clear sports programmes audience aesthetic, study and analyse tactics, event identification, the pursuit of sports stars, the audience demand of information, analysis of the special show on CCTV sports present domestic media environment, new media shunt viewers, improve the audience demand, more close to the capital and market, and then compared the present new media and CCTV sports programmes on their respective advantages and disadvantages: New media occupy mobile, personalized, real-time, interactive communication characteristics, and CCTV has policy resources, viewing inertia, content accumulation, authority and rigorous inherent advantages. At the same time this paper also in the CCTV sports programmes in recent years, the development and transformation, in the new media, technology, interactive, visual style four aspects to make changes, but does not fundamentally change the CCTV sports programmes in broadcast time, send to information flow, personnel composition, content innovation, information feedback mechanism on the existing problems, and further analyzes the special show on CCTV sports under the new media impact facing difficulties and problems, from thinking ultimately, production, technology, talent, operating five specific attempts to give rational development strategy.