Analysis On Management Mode Of Interactive TV In New Media Era

With the development of new media technology, the interactive TV characterized by "interactive" became the important part of new media's exploitation, and it is also became the new form of diffusion of television. There are various ways of getting profit to interactive TV which include charging for channel, charging for ordering programme, profit by selling programme, charging by providing information and so on. From 1990s, many Europen countries, America and Japan where develop interactive TV early in the world had achieved the commercial management of interactive TV. However, the development of interactive TV in China is just underway. CCTV had broadcasted the first interactive TV during the ninth athletic meeting in November 2001. After these years's development, on the one hand, the interactive TV had been tent towords competition, on the other hand, there are still so many factors affect it's development such as technic, content, service, market, policy even profit distribute. No full-blown management mode is formed among operators.This thesis analysis the management mode and strategy based on Communications, Advertising and Media Economics. There are four main parts included: Firstly, defined the interactive TV and introduced the development of interactive TV; Secondly, expatiated the relationship between interactive TV and traditional TV, meanwhile, explained the enrichment of communication theory and category that arised by interactive TV; The third part as the most important part of this thesis put forward the ideas to the management of interactive TV from three aspects: audience management mode which analysised according to theory of Use and Gratifications and "Weight and Calculated Needs for New Media Theory", advertising management mode (relationship mode, audience as center mode, content mode) and diversification management mode aimed at harmonizing the contradiction between single management mode and capital aspiration; Last but not least, this thesis mentioned some aspects that counteract or promote the development of interactive TV.