试析传播新格局下电视与新媒体的相互借力与共赢

On the Interactivity and Win-Win of Television and New Media in the New Communication Pattern

电视在火爆、强劲发展了半个多世纪之后,已经被称为传统媒体,面对以互联网为代表的新兴媒体的冲击,摆在电视面前的发展道路是什么?电视与新媒体的关系是怎样的?新媒体给电视带来诸多的机遇与挑战,电视借助于新媒体拓展了传播疆域,突破了频道制生存,实现了点播收视,获得了搜索引擎,电视凭借内容优势纷纷抢滩新媒体领域,在媒介融合背景下不断实现节目样态的改革与创新,电视与新媒体相互借力,形成了全新的传播格局。

After increasingly booming more than half a century, television is now regarded as a traditional medium, compared to those new media such as World Wide Web. What is the future of television and what is its relationship with new media？ Chances and challenges as new media have brought to television, television has expanded its coverage, exceeded the old channel system, and realized video-on-demand as well as searching engine. Thanks to its advantage on the content, television is now trying to widen its boundary to new media and seek the reform of the program genres. Television and new media are interacting with each other and hereby give rise to a new communication pattern.