电视与新兴媒体融合发展策略探析

On the Strategy of Integrative Development of Television and New Media

移动互联时代,以电视为代表的传统媒体面临新兴媒体发展的冲击,需要主动探索可持续发展之路。在三网融合的背景下,数字技术、移动终端迅猛发展,公共空间的极度扩大也为传统电视的发展提供了契机,机遇与挑战并存。电视等传统媒体要在内容、服务、渠道和技术等方面实现革新,就必须与新媒体对话、融合,以克服自身发展瓶颈,开辟一条可持续发展的新路径。

In the era of Mobile Internet, traditional media, represented by the television, arc faced with the impact ofthe development of new media and need to take initiatives to explore a way of sustainable development. Thanks to thetriple- networks convergence, the digital technology and mobile terminals have been developing rapidly. What ismore, the extreme expansion of the public space brings about the chance to develop the traditional medium television,creating an environment which is full of opportunities and challenges. If those traditional media like the television areintended to reform their contents, services,channels and technologies, they are supposed to start a dialogue and makeintegration with the new media so as to break their development bottleneck and a new path for their sustainable devel-opment as well.