The Research Of Coping Strategy Of TV Media At The Age Of Fragmentation

As the contant application of digital technology in the field of networks, information transmission terraces have been developed and are fashionalbe all over the world,"We Media"havecome. In this field, the current researches focus on transmissiion mechanism of new media and impact to the traditional media mostly, involves little on the coping strategy of TV media.This article makes a comprehensive comparison about the advantages and disadvantages between old media and new media, discusses integration strategy, digitalized reform of hardware and Network convergence about TV media on program production, and makes researches on two marketing cases as "demonstrated beauty (Qin Guo Qin Cheng)" and "Super Female Voice" in the end.This article believes that the development of new media has resulted in the constant diffluence of audience, but the audience area of new media is too small and messy, and is difficult to form extensive influence in the single area of marketing. TV media digitizes through content production and transmission, attempts to graft and integrate with new media audacity. On the basis of discourse right, makes up the shortcomings of bad interactivity, eliminates the dead zone of audience on transmission, provides advertises integrated scheme of transmission from all position. And as the finish of digital TV conversion and the prospect of network convergence, the interactivity of TV will be improved more and more. Especially as the construction of CATV (Next Generation Broadcasting?), TV media will acquire greater technological support, promotes and revolutes entirely from transmission idea and property model. It will be another milestone of media industry development.