随着通信技术、互联网、物联网等高新技术的飞速发展,电视、报纸、广播这三种过去在中国乃至世界都占主导地位的传统传播手段已面临着巨大危机。“新媒体”一词火速走入人们的视野,历史悠久的传统媒体为了生存,该如何和新媒体进行融合呢?基于这一背景,本文中笔者将研究新媒体环境下中国电视栏目互动营销的相关问题。 With the rapid development of high technologies such as communication technology, the Internet and the Internet of Things, the traditional means of communication such as television, newspapers and radio which dominated in China and the world have faced a tremendous crisis. “New Media ” rapidly into the people’s horizons, the long history of traditional media in order to survive, and how to integrate new media? Based on this background, the author of this article will study the new media environment, China TV column interactive Marketing related issues.