ABSTRACT
Based on a sample of the news report of CCTV News 30 during Beijing Olympics, this article analyses the key issues and spokesperson on four levels: frequency, framework of Olympic sports events report, public opinion and agenda. The conclusion is that Chinese television's Olympic-related reports took all factors into account in their agenda-setting: a focus on Chinese visuals, involvement in all areas — from the sports events to the organization. While the perspectives focused mainly on the sports themselves, they gradually shifted towards the humanistic connotation of the Olympic spirit, with the report content changing from monotony to diversity and traits from simply the country's glories to a combination with the athletes' personal expressions.
