On Chinese Network Television From Media Integration Viewpoint

As the outcome of the media integration era, the advent of network television presents people with a totally new option to watch TV. It changed the way of watching TV from passive one to an initiative one, which is watching TV based on the internet as whenever and whatever you prefer to. It encourages internet users to upload and download video to/from the internet. The network television is not yet mature, although it has realized the integration of the terminals, the integration of the content doesn't go far. There are still lots of problems with management policy, content production, laws and regulations and audiences'awareness. From the view of integration, the paper analyzed the development of the network television, and put forward suggestions for the benefit of its healthy and harmonious development.In the introduction, the paper explained why the network television shall be analyzed in the view of media integration. Then introduced the domestic and international research status on this issue, as well as the theoretical basis of this paper, thesis structure and research methods. Based on the theory on media integration, the paper comprehensively analyzed the related issues.Based on the related concepts of the network television, the first chapter analyzed the broadcasting model of the network television, then introduced the broadcasting features of the network television, and briefly analyzed the characters of the audience of the network television.The second chapter introduced the development history of the network television. The chapter firstly explained the reason of the integration of television and internet. It was explained in fields of theory, practice, technology and audience. Suitable foundation and the guiding theory of the media integration made the network television came into being. Secondly, the chapter introduced the development situation of the network television in views of video website and the network television.The third chapter mainly introduced the existing problem of the development of the network television in China. Over strict access policy makes the integration of the network television terminal underdeveloped, which limits the development of the network television. The integration of the production is underdeveloped, which makes the content of the program is lack of unique features, bring about many copyright problems, and hinders the development of the network television. The low-level integration of the management and property makes the network television is lack of an efficient payoff model, which is harm to the sustainable development of the network television.The fourth chapter analyzed the current problems of the development of the network television in China. Generally, it was analyzed from three aspects. The first one is the low-level integration of the management body. The second one is the low-level of the engaged worker's qualification. The third one is the problem comes from the audience.Regarding the development of the network television, the fifth chapter presented the related suggestions and countermeasures. The government shall keep step with time and be guided with the media integration theory. Firstly the management bodies shall be integrated. Secondly, the management manners shall be integrated. The practitioner shall strengthen the integration on the production, give a full play to the network television's interactive characters, and create more program forms innovatively. At media integration era, the audience shall improve the qualification and awareness. As the above issues, universities and medias shall play an active roles. Finally, the related regulation and policy shall be improved and completed.The conclusion reviewed the whole paper, and stressed out the related viewpoints in the paper again. Government shall integrate the management bodies and manners, the practitioners shall make effect in network program production, the audience shall improve media qualification. Moreover, the communication among government, practitioner and audience shall be improved further, promote common understanding, and integrate concepts.