Development From A Global Network Of Interactive Tv To See China's "triple Play" Networks Prospects For Interactive Tv

We are living in a global information age. People have already changed from getting information passively to more actively. In such time that people's needs are in the first place, both digital TV and network interactive TV have to follow the principle of "users first", which is also the tendency of the new media industry development. As the rapid development of the network technique and telecommunication construction in global area, more and more users are not satisfied with transferring information and data based on IP network any more. Pushing by this demand, network interactive TV develops promptly. Sadie consultant predicts that "by the time of year 2012, the number of network TV users in Mainland China will reach to 35 million.Through the view of media integration, the world has already entered into a digital TV age with "three network combination"(the integration of telephone network,cable TV networks and the internet), which will become a brand new industry mode. It will also produce profound influence to the development of the transferring technique, people's value and their living style. From the time when the government started appealing the "three network combination" to the time that huge development of digital TV and network interactive TV occurs, the new media industry has always been concerned by the parties. The development of network interactive TV started late in Mainland China and there is still distance between us and countries which have more mature markets, like Western countries, Hong Kong and Taiwan. By analyzing the development of network interactive TV in other areas of the world, we can bring many new thoughts to the development of the network interactive TV in Mainland China.This paper that mainly focused on studying the current situation of the network TV in China based on researching the development of the global network interactive TV, it combined the operation mode of the network interactive TV in Hong Kong as researching case and depth interview method to discuss the challenge of network interactive TV development in China and analyze the tendency of the new media industry development under "three network combination" technique. We hope it can provide a reference to the practitioners.