The marketing communication is changing now? both in the originality construction of the contents and the choice of the communications channels. Ogilvy (Worldwide) CEO Brian. Featherstone said: "Today the interactivity of the consumers is stronger than ever, and the information they receive is more scattered, they contact with the different mediums and communications channels. All these should be taken into consideration while do marketing."

Li-Ning Company,who signed contract with CCTV Sports Channel about "the hosts and journalists of all the sports events and columns should wear Li-Ning’s apparel, shoes and accessories from the end of 2007 to the end of 2008,when they are on live",ingeniously chooses a new medium platform- UUSee.com to cooperate, known as professional ,domestic biggest Network TV giant. This is a new way to contact the consumers, explore the market and get benefits from the Olympics.

Online TV is an effective information communication platform.

"The brands should meet the young consumers’taste."Li-Ning marketing vice-general manager Wu Weiguo said when he talked about the cooperation with CCTV5. After did a full mark on TV marketing, Li-Ning turn to the new medium-online TV, whose consumers group is more concentrated, more interactive, and better information acceptance .In 2006 June, Li-Ning also cooperated with other Network TV and Net Video medias to put advertisements into market, besides with UUSee.com .After the cooperation, advertising on the Network TV received better transmission effect according to the statistics data Li-Ning got.