The Research Of Competition And Development Of Traditional TV And IPTV That Under Multicultural Perspective

Nowadays, more and more people complain""the times have changed," the traditional ideas, concepts and practices, customs and habits are replaced by social groups. Therefore, the cultures of overall awareness are changing constantly. As the transitions of the culture every time and transmission are interrelated. In recent years, The rapid development of digital technology, the popularity of internet and the prosperity of communication technology make them infiltrate into media communication. The development of new technology, new media called bouncy gave birth to the new media form, network TV is the new media in an important member .As social and cultural diversity developed ,audience needs are promoting continually, the split and personality of audiences are becoming clearer, new technology development makes new media developed rapidly, all of them bring great impact to traditional television media, "Golden period" of traditional television media is not"gold"any more, audience rating standard is falling down, traditional television media is facing challenges that never have, stand at the crossing of the crisis and transition. In the medium of the competition and development, traditional television media in its technical development and dissemination are changing. The Content development that traditional television media posit themselves cannot meet audience demands for media obviously. Therefore , this article which from different kinds of cultural perspective researches the problems,the contradictions,the transitions and the challenges in which developments of traditional television media and internet media, explores a way that the competition and the development between traditional television and IPTV, and provides experiences and references for them.