新媒体时代,传统电视遭遇到了不小的冲击与挑战。为了应对新媒体的强势来袭,传统电视或与新媒体融合并衍生出如数字电视、互联网电视、ITV等新的视听媒体形态,或寻求自身的转型与变革以融入全媒体浪潮之中。这样做的目的均在于寻求激烈媒介竞争中的涅槃重生,以拓展自己的生存空间。或许在十年前,传统媒体还并未把新媒体放在眼里,而今天,已经很难有传统媒体敢漠视新媒体的存在了。短短数十年,新媒体的发展势头可谓突飞 In the new media era, traditional TV encounters no small impact and challenge. To cope with the strong attack of new media, traditional TV or new media merge with it and derive new forms of audio-visual media such as digital TV, Internet TV and ITV, or seek its own transformation and transformation to integrate into the wave of all-media media. The purpose of doing so lies in seeking a rebirth of nirvana in fierce media competition so as to expand their own living space. Perhaps 10 years ago, the traditional media did not take the new media into consideration. Today, it is hard for the traditional media to ignore the existence of new media. In just a few decades, the momentum of development of new media can be described as dramatic