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本文从当下的媒介生态即受众被电子屏幕包围和裹挟的多屏媒介现状出发,探讨传统电视媒体面对冲击的应对之策,提出视听媒体应在大数据分析基础上加快开放平台建设、植入互联网基因、走产业化道路、多渠道占有受众。在此基础上,指出媒介技术变革对传播主体在行为习惯、思维模式、身心体验等方面带来巨大变化,由此对多屏时代视听媒体的相关特征如传播主体的不确定性、节目形态的多元化和分众化、内容来源的多样化等进行阐述。
This paper discusses the traditional TV media response to the impact of the current media ecology that is surrounded by the electronic screen and coerced multi-screen media status, put forward that audio-visual media should speed up the construction of an open platform based on big data analysis, implantation Internet genes, take the road of industrialization, multi-channel possession of the audience. On this basis, it is pointed out that the media technology change brought great changes to the communication subjects in the aspects of behavior habit, thinking mode, body and mind experience, and so on. The relevant characteristics of the audiovisual media in multi-screen era such as the uncertainty of the main body of communication, Diversification and fragmentation, diversification of content sources and so on.