Introduction:
Media is at its important turning point right now in China: the cc and the emergence of new media; Media will soon need key contents to win the competition in the market; Sports has been proved as very important contents for media in China as well; Media is already paying a lot for sports contents in China and will pay more, while the local "products" from local sports property owners are not good enough.

The SHMBA forum has invited a panel of experts to share case studies and practical experience on current trends of media and opportunities with sport industry in China? Our panelist will also share their knowledge on how to fill the gap between the needs and the supply in both industries.