Individualized Communication In The Digitalized Era

In this article the author discusses the influence of the rapid development of internet on the TV media in the digitalized era. Such influence impels the traditional media to adjust its developing focus. By deeply explaining the TV communicating theory in the media competition, according to the basic theory of reception aesthetics, the author puts forward a new theory that it's necessary to create an advantage field for the TV media to survive and develop-individualized communication. The network has challenged the television media as the representative of the traditional medias greatly and requires it to adjust development frame. The thesis comes up with the personality communication as an effective mean of improving development of the i television media by making a brief introduction of the new theory of television communication, especially emphasizes on professional channel and interactive television which have been regarded as the new effective method to promote the television development.