Dissection of the viewing motives and viewing behaviors of the audience of sports TV channels
By means of in-depth interview,the author studied the sports channel selecting motives and viewing be-haviors of the audience,primarily probed into how the audience initiatively select a sports channel by filtering TV programs via the selection of such options as functional need,medium projection,program preference and audience threshold when viewing TV programs,and revealed that the awareness of channel selection,the intervention of me-dium domain and the construction of self-image have produced a tremendous influence on the behavioral character-istics and cultural characteristics of the audience at selecting a sports channel.