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IPTV即交互式网络电视,是一种利用宽带基础设施,集互联网、多媒体、通讯等多种技术为一体,向家庭用户提供包括数字电视在内的多种交互式服务的崭新技术。IPTV作为一种新媒介,颠覆了原来电视用户的收看模式,有效地提高了节目的参与性、互动性和针对性。传播媒介技术上的变革,势必引起相应广告营销方式的改变,它将凭借其“交互”的特点拥有自己独特的广告盈利方式。IPTV的媒介传播特点为其带来的广告运营优势首先,IPTV目前拥有电视机、宽带PC和移动设备(手机、平板)三种终端形式,因此IPTV广告拥有更
IPTV is an interactive Internet TV. It is a brand new technology that uses broadband infrastructure, Internet, multimedia and communication technologies to provide home users with a variety of interactive services including digital television. As a new medium, IPTV subverts the viewing mode of the original TV users and effectively improves the participation, interactivity and pertinence of programs. Media technology changes will inevitably lead to the corresponding changes in advertising marketing, it will by virtue of its “interactive ” features have their own unique way of advertising profits. First of all, IPTV now has three types of terminals: TV sets, broadband PCs and mobile devices (mobile phones and tablets), so IPTV advertisements have more