Interactive New Media Age Television Programs

This article will define TV interactive programs for research object, mainly adopts some research methods such as the documents study, inductive comb, contents analysis, behavioral research, which tries to generalize and summarize the interactive TV programs'actuality, developmental trend, form and posture, interactive formality and resultant effect in the era of new media. And on this basis, this article has excavated the advantages of interactive development, constructed the new interactive model, put forward the show model of new media "whole interaction", striving for the new breakthroughs of TV interactive program under the action of new media's interactive environment, the positive interaction and the forging of the TV programs'brands.This article employs case analysis combined with theoretical explanation, and begins with the characteristics of new media and studies mainly from three aspects. First, it confines the concept and scope of interactive programs on TV, summarizes the main features and combs and summarizes the status quo of capital TV in our country fully with authoritative and detailed data. And it expounds the features of digital televisions'propaganda from interactive concept and meaning, and analyzes the strategy to develop digital TV's interactive program under the background of media mergence. Second, it studies systematically the interactive form and strategy of the changing TV interactive programs, which compares and analyzes the influential factors of the interaction from three aspects:the development of technology device, the changes affected by layout and the innovation of manufacture ideas. Third, it analyzes and studies the form of the interactive program on TV, generalizes and summarizes the interactive content, form, interactive environment, program elements to establish the new model of media program "whole interaction", and to seek for new breakthroughs in the environment of new media in order to shape the new breakthroughs of the programs' brands. "This whole interaction" is also the core concept of this article, namely using the interaction among technology, audience, programs, channels even the social interaction to forge a comprehensive, integrated interaction model, realize the true and effective interaction and set up the brands of TV program.This article plans to state from three parts. The first part will proceed from the angle of media mergence to analyze the development situation and characteristics of interactive TV program after the TV's realization of comprehensive digital transformation; The second part will starts with technology innovation to analyze the interactive programs'changes resultant from the technology innovation. The third part will begin with interactive environment to analyze the form of interactive TV program and interactive environment's influence to TV programs and puts forward "whole interaction" model of innovation, analyzes how to use interaction in TV programs to reach an effect of benign communication and achieve the branding of interactive TV programsThe epilogue points that the interactive TV program is constantly changing in new media times, the location and strategic planning of "entire interaction" is the point of this article, which is more similar to practical guidance program rather than theory viewpoint. The author attempts to observe through comprehensive and macro perspective to integrate and study "new TV media using interaction to build brands" in academic circle based on the platform of digital TVs'various interactive program strategy and mode. Through the forging of "whole interaction" brand, it can provide little enlightenment about the competition and survival in the era of new digitalization of new TV media.