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    2016年中国电视媒体融合发展报告

    摘要

    本文以实证资料和数据为基础,从整体态势、热点和创新、发展趋势三个方面对2016年中国电视媒体融合发展进行研究。首先,在整体态势上,部分崛起与整体滞后,面向全国的泛娱乐和立足本地做服务,构成了广电融合传播和产业转型的整体面貌。其次,2016媒体融合的热点和创新。在业务上,一是IPTV逆袭,老树开新花;二是积极探路移动视频直播。在内容上,强势广电集团开放自我,以市场化主体进入网综生产领域。在经营上,2016年广告全媒体一体化营销成为经营转型的新特征。最后,从三个层面阐述了中国电视媒体融合的发展趋势,即IPTV业务增速将带来内容的繁荣,移动端细分类产品、应用的加速推出,商业经营的多元化发展。

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    Abstract

    Based on empirical documents and data,this research report investigates into China’s television integration in the year of 2016 from the overall situation,major innovation and developing trend. First of all,rise in parts but delay in the whole,pan-entertainment facing the whole country and life service based in the local,constitute the overall situation of television industry in its integration and transition process. Secondly,the media integration innovation in 2016 mainly presented as the recurrence and its new achievements of IPTV (Internet Protocol Television),and the exploration for live streaming in mobile terminals in terms of business level. Traditional radio and television giants,in terms of content level,started to open themselves up and invest in network entertainment programs as market entities,and meanwhile they operated their commercials of all media in an integral way which reflected as a new feature in their progress of marketing transition. Thirdly,the report demonstrates China’s current television media integration and development trend,i.e.,more flourishing contents of IPTV with the development of IPTV,the accelerating launch of products and application targeted to fine classifications in mobile terminals and diverse development of commercial operations.

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    作者简介
    于烜:于烜,北京电视台高级编辑,博士,研究方向为视听新媒体,媒体融合。
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