Abstract: Media availability is an important engine of sports all-media dissemination, and all activities of sports all-media dissemination are based on media availability. At the new stage of promoting media integration, the construction of sports all-media is a process of iterative update of media availability. Interpreting the reality and future development of sports all-media construction in China from the perspective of media affordability will not only help to understand the actual process of sports all-media construction, but also discover the problems in sports all-media construction. To improve media availability, we need to build a solid foundation for the reconstruction of sports all-media production chain, create a "cloud" world, activate the main growth space for future sports all-media communication, eliminate boundary barriers, and optimize the strategy for the future framework of sports all-media communication.

Key words: sports communication, sports all media, media availability, digital survival, communication power