“十一五”期间,电视、互联网和手持终端的发展催生了互动媒体的快速成长。笔者本文对互动媒体作如下定义:用户借助电视、广播、互联网、手持终端、电子书和报纸、杂志等媒介来获取信息,且能够通过各种手段进行互动的服务。“十二五”期间,互动媒体产业的发展成为三网融合竞争的重要手段之一,因此研究其发展意义重大。 During the Eleventh Five-Year period, the development of television, the Internet and hand-held terminals hastened the rapid growth of interactive media. The author of this article defines the interactive media as follows: Users access information through television, radio, Internet, handheld terminals, e-books and newspapers, magazines and other media, and can interact with each other through various means of service. During the “Twelfth Five-Year Plan” period, the development of interactive media industry has become one of the important means for the competition of triple play. Therefore, it is of great significance to study its development.