Research On Multi - Screen Interaction Of TV Media

In the information society, we are all the time surrounded by an explosion of information behind the information is actually surrounded by diverse media terminal, that is, every day we are surrounded by a variety of screens, television screens, mobile phone screens, computer screens, outdoor LED, users are free to switch between the various screens, McLuhan’s view,"the medium is the message," meaning that the real value is not meaningful information itself, but changes in media technology to the entire community of unlimited possibilities, multi-screen will be irresistible trends in the spread of multi-screen environment, communicators, audiences, disseminate content, media, communication patterns have undergone profound changes, pass by the relationship is no longer "I see you play "propagation mode is no longer" from the point to the surface,"the media from the" single screen to multi-screen,"as traditional media, television, in the face of the arrival of multi-screen era, is a passive change or initiative to change, in front of the face of diversion, viewing population aging, TV operation rate declined, reducing the harsh reality of the right to speak of television viewers, the television media to be able to avoid weaknesses, with the spread of multi-screen brings unlimited possibilitiesA large screen television dominance has become history, in a multi-screen environment, the television media has begun to melt media development, this paper the status quo for multi-screen interactive television media were consolidated, with market share before2013ten ratings bit of TV media as samples to analyze their development situation in response to the challenges of multi-screen, multi-screen environment for the next two distinct changes were analyzed, one audience behavior shift, the second is the user’s screen multi-screen interactive behavior, both part of the analysis are presented to provide a theoretical basis for multi-screen interactive TV media communication strategy, communication strategy proposed last multi-screen interactive TV media environment under, as well as multi-screen interactive TV media make their own evaluation system view.