The World Wide Web born in 1990 has fundamentally affected the concept of communication within three decades. The so-called traditional media are urged to adopt the strategy of convergence. Television also extends its reach to the new platform. The cultural construction guiding development of the Internet television, among others, has been one of the most major concerns. The article focuses on the case of Internet television industry in the US which is the leader in audio-visual field in the world through media-culture-normative-analysis so as to provide research support for the development of China’s Internet television media.