China Digital Tv Advertising Research

Modern society every one of the most important scientific and technological progress, has greatly promoted the development of society and change. Negroponte "Existence of Digitalization" points out that the digital change will see four characteristics of the structure of human life: scattered rights, globalization, and the pursuit of harmony and empowerment. Today, in an increasingly globalized, decentralized is the inevitable result of the rights of the individual has the right to speak more freely. United States, Britain, France, Germany and other Western developed countries have already begun the transition to digital television, China's digital television for the planning blueprint for the development plan in 2010 the full realization of digital broadcast television, in 2015 to stop the broadcast of analog television broadcasting.Survive the changes in the Context of things will trigger the living conditions of adaptation and change. In the digital television and the news media in the context of the rapid development of the original mandatory dissemination of TV commercials will cater to the survival of Digital Context and adaptability to change, the audience also will be changed in the past television operators in the disadvantaged status, as media and the "center" and received the right to speak more freely. Digital TV and digital TV as a carrier to TV commercials advertising the main mode of transmission there has been a fundamental change, and change traditional advertising delay the dissemination of information is one-way flow of real-time two-way communication, and communication to abandon traditional TV advertising "push" model and to "push" and "pull" a combination of and trigger a new type of advertising, such as embedded advertisements inviting advertising, the Advisory advertising, exhibition advertising, as well as advertisements for intervention new form of advertising. New digital television commercials from the past traditional advertising forced browsing mode of transmission to the interaction between the cornerstone of achieving the autonomy of choice, integrated services and the interaction of the guide. Interactive mode so that the spread of digital TV advertising in the dissemination of the model interactive mode has the characteristics of digital television advertising in the public dissemination of the minority or even the direction of one-on-one communication. Digital television technology to advertisers by the enormous impact made by the advertising forced to accept autonomy, triggered the collapse of traditional forms of advertising, in reality the number of television advertising business, the form of digital TV advertising, advertising creative to the core planning change, the emergence of new technology has also brought new digital television advertising business model.Digital television technology to advertisers by the enormous impact made by the advertising forced to accept autonomy, triggered the collapse of traditional forms of advertising, in reality the number of television advertising business, the form of digital TV advertising, advertising creative to the core planning change, the emergence of new technology has also brought new digital television advertising business model.