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当前,我国大众传媒在推动体育产业发展中机遇与挑战并存。其机遇体现在全球化带来的机遇;人才、技术和资金会得到更多的支持;行业垄断将被打破;拓展资源具有优势。而挑战体现在体育传播市场将被分割;体制改革使得竞争成为必然;对民族传统体育资源开发有极大影响等方面。
At present, there are both opportunities and challenges for the mass media in promoting the development of the sports industry. Its opportunities are reflected in the opportunities brought by globalization; more support will be given to talents, technologies and funds; the monopoly of industries will be broken; and the expansion of resources has advantages. The challenge is reflected in the sports marketing market will be divided; institutional reform makes the competition inevitable; the traditional national sports resources development has a great impact and so on.