Research On Interactive TV Under The Background Of Media Convergence

The interactive television program and the audience is defined as the research object, themedia fusion as the research background, analysis of the changes in the context of the mediaenvironment brings to the TV media change and influence, impact on the television program formof interaction as the main line. The related theory attempts to clarify the television programinteraction under media convergence circumstance, interactive TV situation, programdevelopment, interactive forms, interactive content, limitations and based on mining interactiveTV future potential, and strive to in the media convergence interactive environment to seek newbreakthroughs, television program interaction to realize the benign interaction。Media convergenceis an inevitable trend, prominent effect to TV media is the largest technology, in the foundation toexpand the TV media interactive methods, the research on television programs in technology,content, the industry of the multi-level interaction. Interactive case TV media fusion in thedirection of the development is with each other, but the specific circumstances, the developmentof both sides share is worth further analysis, the change of industrial value is in line with theaudience’s psychological and accord with the law of development of market economy. This paperhope to find new direction of interactive TV in the media convergence environment, the TVindustry to help a helping hand.