Research On TV Media Communication In Multi - Screen

The updating media technology creates a new media structure of multiple-screen competition. The traditional TV predominance, namely, “one screen only” no longer exists. In the new environment of medium competition, TV media is now facing several severe challenges, such as propagating space, communicating interaction, advertisement share, etc. Many people hold the opinion that TV industry is in declining. However, TV media, as the traditional essential media that is widely accepted by the general public, still have great advantages in content making, media credibility, and in some other aspects. “TV is dying” is no doubt a false statement. In this paper, writer firstly describes the background information of multiple-screen time, and states the new definition of TV. Secondly, the writer lists the strengths and weaknesses of traditional TV in the environment of multiple-screen competition. Thirdly, according to the 5W Model of Lasswell, the writer concludes the new features that are presented by TV communication after the transformation of multiple-screen. Last, but not least, the writer analyses the developing strategy of TV media in the multiple-screen time from several aspects, in order to come up with some opinions and suggestions to help the TV media which are now struggling in the dilemma to survive.