Research On The Opportunity And Countermeasure Of Broadcast Media In New Media Environment

With the continuous development of computer and Internet technology, digital media technology is now affecting all sorts of professions in a rapid speed. Mass media, as one of the most active and forefront professions,is impacted and affected by new technology inevitably., and thus caused a series of continuous change of the entire media environment. "Print media is dead", this thesis has been no longer a sensational gimmick.The dying situation of print media and the trend of continuous press of net meidia lead to the most interesting point of first phase of new media~s era. After the times of print media, the gap of net media of television media forces the traditional media to the crossroad of changing, breakthrough and making changes become the main concept of traditional media at corrent times. Speaking without any exaggerate thinking,how to adapt to so many features and combine them to our own features will control the direction and the rise or fall of traditional media at the new era. During this time, although many people make TV media as the last insisting of traditional media, after all, look at the three traditional media, the broadcast media,whose state is still flat,will be not strong enough to fiht against the coming impact, the author is always thinking that because of their characteristics and technical requirements, the weakest broadcast media will grab the early chance when it faces the impact of digital medi technology and the environment of new media.And it will even have it~s chance of development by using the promotion of digital technology and the changing of entire environment of media. This article tries to analyse the possible impact it will face and the using of advantage of development from many fields such as technology, humanities,the environment of media and so on,aiming to discover the relevant theory and the actual possibility of the development of broadcast media.