The Research On The Development Of Network TV In Our Country Under The Vision Of Media Convergence

December 28, 2009, China's first national network television– CNTV officially launched and enabled "cntv.cn "as the independent domain name at the same time. Its appearance marked the birth of the new medium–"Network TV " with both internet and TV features. Since then, Shanghai network television, radio and television network in Zhejiang, Jiangsu network television, Anhui network television have carried out such pilot, rushed out into the field of online video.Network TV takes "participatory experience " for the idea,covering the rich program resources of the traditional TV media,and also providing video broadcast, vod, reviews, share and other services for the majority of internet users with the diversified and interactive platform through the network,to subvert the original radio and television programs broadcast mode. Its birth aroused the attention of academic world and the media. After Network TV launched,the clear policy guidance and good market environment promoted the rapid development of Network TV, the researches about Network TV have continued to increase, discussions about definition, broadcast features, technology platform, construction planning, social impact and other aspects of Network TV have emerged. Presented as a platform for triple play, the integration of network and television stations gives the unique attributes of Network TV. Development status and strategies of Network TV become a very important research direction under the vision of media convergence. This paper will make a more comprehensive and detailed analysis about the development of Network TV in the context of media convergence.This article was divided into five parts, the first part was an introduction to define the concept of network television and other related, elaborated the research background, significance and research methods and approaches about this article, and also introduced the theory of media convergence briefly. The second part interpreted Network TV's current development context from the development background of Network TV, communication characteristics, social impact, etc. The third part analyzed the mode of Network TV's operation from the platform, operating methods, profit model, etc. Through the analyses of the first three parts about the development situation of Network TV, the fourth part analyzed some problems in the development process of Network TV primarily from the media environment, mode of operation and the dissemination. And in the fifth part the development strategies of Network TV were discussed tentatively.