Study On The Development Of China’s Audio-visual New Media

With the rapid development of China’s Audio-Visual New Media, theacademia and the industry both pay more and more attention on it. This thesisuses documentary analysis, historic research, data analysis, comparedresearch and some other research methods. Firstly, on the basis of reading,rearranging, inducing, summarizing a large number of related documents, theauthor introduces the basic situation of China’s Audio-Visual New MediaIndustry. Then, in accordance with the authority division of the StateAdministration of Press, Publication, Radio, Film and Television of ThePeople’s Republic of China, this thesis divides China’s Audio-Visual NewMedia into seven categories, IPTV, Mobile TV, Internet TV, China MobileMultimedia Broadcasting, Internet Audio-Visual Program Service and MobileInternet Audio-Visual, and separately analyzes the development of eachcategory. Finally, after completing the classification analysis, the authorproposes the conclusion of this thesis from the overall perspective throughoutthe whole industry of China’s Audio-Visual New Media.IPTV has made a comprehensive breakthrough to with the traditional TVfrom the content presentation, dissemination mode and user service and someother respects. But the development of IPTV will still be optimized because it isnow limited by the barriers of technology, policy and user’s concept. Mobile TVchanges the carrier of audio-visual programs and it has some propagationproperties such as portability, interactivity and privacy. But there still existssome problems in the respects of policy, content and technology. Seeking outthe countermeasures and solving these problems will promote its development.Internet TV has developed from disorder to order affected by a series ofpolicies. And further optimization of the policy can make Internet TV obviouslyopen. China Mobile Multimedia Broadcasting has been using China’s indigenous standard. Difficulties such as vast in territory, imbalance of regionaldevelopment and complexity of transmission environment have been solvedfrom the technical aspect. A standard with Chinese characteristic has beenestablished. Internet Audio-Visual Program Service has accumulated the mostcomprehensive and diversified content, gathered the biggest audience byvirtue of its media advantages, such as overwhelming amount of content,strong involvement of users and low standard of spreading. The futuredevelopment of Internet Audio-Visual Program Service will continue to focuson differential positioning, network linkage and copyright protection. MobileInternet Audio-Visual developed quickly in recent two years because it hasboth the openness of the Internet and the portability of mobile terminal. In thefuture, Mobile Internet Audio-Visual will realize cross terminal operationthrough the upgrade of terminal techniques, software techniques, and networktechniques. Public Audio-Visual Carrier can be classified as Mobile TV in car,Building TV and wide-screen TV. They get profit mainly based on advertising,and the scale of the market tends to saturation. The future development ofPublic Audio-Visual Carrier will focus on introducing interactive technology,strengthening content construction and expanding the profit model.On the basis of classification research, the author summarizes the fourmajor difficulties in the development of China’s Audio-Visual New Media, andproposes the conclusion of this thesis: in the future, China’s Audio-Visual NewMedia Industry can achieve the mutually benefit of all participants if they followthe general tendency of technology integration, media convergence andindustry convergence through a comprehensive innovation of products,contents and policies.