Sport Mass Media Influence on Promoting Sports in Order to Improve Public Health

In the past few years, the Oman's enjoyed healthier lives as they led a more active lifestyle than compared to the present generation. Currently, technological advances, mechanization and automation have radically reduced their physical activity and leads to a sedentary lifestyle (Faith et al., 2001; Richardson et al., 2004; WHO, 2004). Also, most of the physical labor where is done by foreign labors. Studies have shown a sharp decrease in physical activity within different segments of society and the number of inactive people has increased (Al-Shamli, 2010; Khoo and Al-Shamli, 2010; Boreham and Riddoch, 2001; Hassan and Al-Kharusy, 2000; Sulayma et al., 2001; Telama and Yang, 2000). Playing computer games, surfing the internet and watching television are some of the causes for the sedentary lifestyle in Omani society. Furthermore, the demands for fast food, high calories intake and fat have raised more concerns about human health (Faith et al., 2001) and this is also prevalent among the people in Oman. Physical inactivity and its associated health problems have substantial immediate economic consequences for any country's health care system (Pratt et al., 2000). What is even worse, in the long run they could subsequently threaten to overturn the achievements that have been made in reducing the morbidity and mortality associated with many chronic conditions such as cardiovascular diseases, hypertension, cancer and obesity (Lee and Blair, 2002; Padilla et al., 2005; Pescatello et al., 2004; Sigal et al., 2004). Therefore, governments and health organizations have realized the risks of this emerging trend and have made concerted efforts to measure the levels of physical fitness of its citizens (Freedson et al., 2000; Frotier et al., 2001; Katzmarzyk and Caric, 2002). They have also encouraged and promoted a physically active lifestyle (Carrol et al., 2000; Talbot et al., 2000; WHO, 2004). Mass media could be one of the tools used to promote a physically active lifestyle. It is a direct and potentially effective tool for reaching public with means, knowledge and information and helping them to understand the importance of a physically active lifestyle. Whether, intentionally or unintentionally by different media tools (audible or visible). Also, changes for better or worse their existing opinions. Therefore, due to their influence on public opinion, it is necessary to examine the influence of mass media on public in promoting sports in order to improve health. For instance, Naing et al. (2004) found that mass media was the best information source for the Malaysian adolescents to acquire knowledge about ne