On The Status Quo And Tendency Of China's TV Medium Network Dissemination

Since 1990s, with the universal realization of information freeway and the network technique, TV medium, as the first strong medium, its dissemination status and activity are changing rapidly. Under the background of international internet era, China's TV medium is facing with the new communication environments, China's primary communication environments, including political, market, cultural and technique environments, appear new characteristics under the impact of cybernation. Facing the chances and challenges of network, China's TV medium is seeking for the complementary with network and trying for the further development actively by, on the one hand, establishing China's native website to realize its cybernation dissemination of information, on the other hands, promoting its course of digitization and cybernation to adapt the fury competition of global TV industry. The paper sums up China's initial status quo of realizing the dissemination of cyber TV media, and advances the author's point of view on the problems, reasons and correspondent strategies emerged on the process of media dissemination, then the author forecasts and judges the possibilities of the coming tendency.