Further Discussion on the Plights & Outlets of Traditional TV in New Media Age

《Further Discussion on the Plights & Outlets of Traditional TV in New Media Age》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、FurtherDiscussiononthePlights&OutletsofTraditionalTVinNewMediaAge　　Abstract：Currently，theconvenienceandefficiencynetworkTVhasbecomeincreasinglypopularwiththepeopleandattractedmanyaudienceofthetraditionalTVandthemarketshareofads，creatingunprecedentedplightsandchallengesfortradition

2、alTV.Forthisreason，traditionalTVshouldbringitsadvantagesintofullplay，investmoreeffortsinthemanyaspectssuchaslivebroadcast，depth，familyandtheyouth，findnewoutletsintheplightsandrealizethegreatrevolutionofthetraditionalTVinthenewera.　　Keywords：NetworkTV，TraditionalTV，Plights，Outlets　

3、　TiVo，afamousAmericanSetTopBox（STB）manufacturerandserviceproviderhasreleasedaresearchreportontheusers’viewingbehaviors.Afteranonymouslytailingtheviewingbehaviorsof2millionTiVoSTBusers，TiVohasgotthesurprisingdata：thevideo-on-demandanddelayedTVhavetakenuptwothirdsandliveTVonlycover3

4、8%oftheviewingbehaviors.What’smore，theshareoftheliveTVuserspurchasingtheserviceofNetflix，YouTubeandHuluPlusviaTiVoSTBisaslowas27%.Rogers，CEOofTiVothinks6thattheviewingbehavioroftheusersintheinternettimeischangingrapidlyandthetraditionalTVoperatorsarefacedwithever-increasingchallen

5、ges.Asamatteroffact，therearestillsomeoutletstotheplightsinthefaceofthetraditionalTV.AslongastraditionalTVcanovercometheseplights，itwillbereborn.　　I.ThePlightsofTraditionalTV　　（I）.SeparatetheaudiencesoftraditionalTV　　Fromtheabove-mentionedsurveyreportbyTiVo，theviewersoftraditionalT

6、Vdecreasegreatly，whichisthemostsignificantanddirectshockbroughtbynetworkTV.SinceChineseTVbegantobroadcastin1958，ChineseTVhasownedagroupofstableaudiences；however，withthecomingofthenetworkinformationageandthediversifiedtrendsoftheaudiences’requirements，thelimitedtraditionalTVhasfail

7、edtosatisfytheaudiences’needs.Underthiscircumstance，thenetworkTVcanprovidediversifiedchoicestoitsaudiences；thus，itnaturallyseparatestheaudiencesoftraditionalTV.Accordingtothestatistics，theemergenceofthemediasuchasthenationalTVdigitalizationandinternetvideowillattract50%audiencesof

8、traditionalTVandtheinternetvideoc