Reformation And Combination-The Way Of TV's Survive In The New Media Revolution

The Internet is developing rapidly with the advantages of digital technology, which is being widely used in the world. Characterized by its swiftness, synchronizing transmission and broad coverage, the Internet has grown to be the forth media giant, following TV, broadcasting and newspapers. And it is gradually taking the lead with edges of the latter three. As a result, traditional media forms are increasingly shadowed by the challenges exerted by the Internet.During the past technological revolutions in the media world, all the media forms, old and new, shuffled and reconstructed themselves under the pressure of changes and challenges. Now along with the cruel competition are new traits we have never experienced before. In this situation, each media form has to seek a new way in order to survive and develop. One of the solutions they find is to compromise with the new comer. As the head of traditional media, TV is no exception.In this these,the author will first analyze the opportunities and challenges in the digital transmission age, then there is a specific explanation on solution for TV----reformation and combination, in which the Web TV is put forward as a key point. Also being discussed are the advantages of this solution, its marketing strategies and profit-gaining mode. In the author's view, the networking of information which requires the use of multimedia is an overwhelming trend in the age of digital transmission. It has included the functions of voice frequency, video frequency, voice and text.Therefore, traditional TV's blending with the Internet, especially the application of Web TV, is the best developing strategy for TV.