互联网和新技术改变了信息传播的规则,也改变了人们的注意力分布规则,改变了媒介的整个格局。用一种媒介,一个屏就抓住所有的受众已经不可能了。媒介需要按照受众的生活轨迹和生活形态定义自己,而不再是按照自我属性去定义受众群体。电视观众进化的三个表征家庭型消费→个性化消费视频网站、IPTV、互联网电视、智能电视、手 The Internet and new technologies have changed the rules for the dissemination of information, changing people’s attention distribution rules and changing the overall pattern of media. With a medium, it is impossible to grasp all the audiences on a single screen. Instead of defining audiences according to their own attributes, the media needs to define itself according to the life trajectory and lifestyle of the audience. Three characteristics of TV audience evolution Household consumption → Personalized consumer video sites, IPTV, Internet TV, smart TV, hand