On the Interactivity and Win-Win of Television and New Media in the New Communication Pattern
GAO Xiaohong, LI Zh
On the Interactivity and Win-Win of Television and New Media in the New Communication Pattern
After increasingly booming more than half a century, television is now regarded as a traditional
medium, compared to those new media such as World Wide Web. What is the future of television and
what is its relationship with new media? Chances and challenges as new media have brought to television,
television has expanded its coverage, exceeded the old channel system, and realized video-on-demand
as well as searching engine. Thanks to its advantage on the content, television is now trying to widen
its boundary to new media and seek the reform of the program genres. Television and new media are
interacting with each other and hereby give rise to a new communication pattern.
This paper is a part of research project "Strategies and Tactics of Chinese Television's international Communication Under the Background of Economic Globalization" (Project
Number.:zgxh0906), supported by National Social Sciences Fund.
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