| Television is a kind of mass media,it is the Intermediary between the humans and society, it effects audience by broadcasting the information. It makes interaction of TV prominent when media convergence appears, the audience’s position has been improved, the audience can effect the television and also other audience by expressing their own thoughts during the television communication process. The television and its audience will improve by constant interaction.From1970s to1980s, some scholars of the communication predicted that all kinds of media will tend to join the media convergence under the guidance of technology. Beginning from the mid-nineties, some western countries came into the times of the media convergence when the communication policy had been changed. In this century, with the continuous development of improved levels of economic and media technology, China’s media convergence trend is gradually emerging, and became a major trend of the media development. In addition to the reasons of scientific and technological progress, economic,policy, audience and other factors also affect the integration of media.In this paper, taking the method of text analysis and the practical application, integrating sociology psychology and other disciplines, summarizing the new changes which the emergence of media convergence brought to the TV industry in production parts, transmission network and receiving terminal.Analysis the the essence of the interaction and why the TV need to interact, also trying to classify for the interactive manners. Analysis of China’s TV industry history, trying to divide the stages for the interaction of TV accurately and comprehensive, finding out the law of development of the TV interaction. At last, expecting that under the equal status, we can summarize the shortcomings in the interactive process at present stage,and then to make some special measures for the interaction between TV and its audience. |
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