Abstract: China’s sports TV media is faced with the omni media of transmission with diversified channels, platform production of contents and the interaction between media and the public. Under the converging attack of the new media such as mobile phones, mobile TV and the price rising of sports copyrights, the unprecedented predicament has appeared, among which copyright has become the key to break through the dilemma. The paper, based on the analysis of the present situation of China’s sports media, explains the reasons for the unreasonable transaction of TV sports copyright, suggesting the development path of China’s sports TV media from both micro and macro levels.

Key words: sport TV, sport media rights, development path