进入21世纪以来,新媒体发展日新月异,许多以信息传播为主要功能的媒介在商业驱动下越来越具有媒体像。这使得原本单纯的传播审视眼光不能适应新媒体发展的现状,政策法规的缺失让新媒体风险日益加大,也让依托于新媒体发展的广告业不断触雷。在新媒体领域中,走在前面的手机、网络广告、IPTV、车载移动电视不断暴出这样那样的问题,而与新媒体紧密相关的知识产权保护也不断受到各方的重视。 Since the beginning of the 21st century, with the rapid development of new media, many media based on the dissemination of information have increasingly become media-driven under the influence of commerce. This makes the original pure vision of communication can not adapt to the development of new media status quo, the lack of policies and regulations so that increasing the risk of new media, but also to relying on the development of new media, advertising continues to touch the mine. In the field of new media, mobile phones, online advertising, IPTV, and mobile TV in the front continue to be exposed. Such issues as the protection of intellectual property closely related to new media are also constantly being valued by all parties.