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三网融合的发展,越来越多的用户从传统媒介转向网络、手机等终端。新媒体的蓬勃发展,使得传媒环境开始发生变化,新媒体分流着传统媒体的用户市场和广告市场,分食着传统电视媒体的市场大蛋糕。有业内人士称,网络和电视这两大主要媒体正起着信息传播媒介的主要桥梁作用,若两者不根据时代变化而改变合作方式,则最终会两败俱伤。面对这样的市场环境,媒介融合成为传统电视媒体与新媒体发展的必然选择。
The development of triple play, more and more users from the traditional media to the network, mobile phones and other terminals. The rapid development of new media, making the media environment began to change, the new media diversion of the traditional media user market and advertising market, eating the traditional television media market big cake. According to insiders, the two major media outlets, network and television, are playing a major role as the bridge of information media. If they do not change the mode of cooperation according to changes in the times, they will eventually lose themselves. Faced with such a market environment, media convergence has become an inevitable choice for the development of traditional television media and new media.