触媒与电视整合的发展现状及受众影响

The influence of the integration of touch screen media and television

触媒的发展为电视这一传统媒体带来新的挑战与机遇。传媒事业发达国家已经率先将社交与电视节目相结合,增加观众黏度,提供针对性服务。中国在电视节目与触媒整合方面经历了从早期电视短信互动、电视屏幕与手机屏幕"双屏战略"的电视互动整合、社交传播与电视真正融合三个阶段。触媒在电视媒体上的整合应用有助于综艺节目的受众回归,受众得以及时掌握电视综艺节目的可看性,节目制作方能吸引更广泛的受众,也可以及时收集受众反馈,促成良性循环。我国的电视制作方在与触媒整合方面仍有可以改进之处。

The touch screen media has brought about challenges and opportunities for the traditional TV media.The United States and Japan have taken the lead in the combination of social media and television programs to increase the viscosity of the audience and provide targeted services.In the integration of television and touch screen media,China has experienced three phases,from early TV-message interaction,to TV interactive integration of dual-screen-strategy of TV screens and mobile phone screens（computers,tablets,etc.）,to real integration of social communication and television.The integrated application of touch screen media and TV will help with the number of audience recovery,which makes audiences receive better TV shows,so that producers attract more audience,timely collect the feedback,and improve subsequent contents.