基于互联网技术下的新媒体具有先天的技术优势与作为媒体的信息服务功能,是网络经济与传媒产业实现对接的最佳选择。具有社会和经济双重属性的新媒体既负有传播先进文化的责任,又有赢利的需要。在新媒体迅速发展的情况下,中央电视台如何将传统媒体中的平台优势在网络新媒体的传播中获得延续与突破,唯一能做的就是创新。经过十多年探索与实践,中央台在新媒体发展创新方面取得了历史性的重要转变:以图文为主向以视频为主的转变;从单向传播向互动传播转变;从PC单终端向PC、手机、IP电视、车载电视多终端转变;从探索性经营向大规模正规经营转变;从覆盖国内为主向覆盖全球转变。中央电视台新媒体正在成为中央电视台事业和产业发展的有力臂膀。本文以中央电视台新媒体为研究样本,从网络资源整合、多终端传播联盟和经营战略空间拓展三个层面对其新媒体发展创新模式进行较为系统的探讨和研究。 Based on the Internet technology under the new technology has inherent advantages of technology and media as the information service functions, network economy and media industry to achieve the best choice docking. The new media, with its dual social and economic attributes, has both the responsibility of spreading an advanced culture and the need of making profits. With the rapid development of new media, how CCTV can extend and break the platform advantage of traditional media in the spread of new media on the Internet, and the only thing it can do is to innovate. After more than a decade of exploration and practice, CCTV has made historic and important changes in the development of new media: the transition from graphic to text-based video; the shift from one-way communication to interactive communication; the transition from single-PC terminal To PC, mobile phones, IPTV, car TV multi-terminal change; from exploratory management to large-scale formal business change; from covering the country to cover the global change. The new media of CCTV is becoming a powerful arm for the development of CCTV business and industry. In this paper, the new media of CCTV as a sample of the study, from the network resource integration, multi-terminal communication alliances and business strategy of spatial expansion of three levels of its new media development and innovation model to conduct a more systematic discussion and research.