新媒体时代的挑战和对传统媒体的冲击,使我国的电视业也在认真审视眼前的新变化、新规则,全面思考在新媒体环境下,电视媒体的生存方式与发展走向,并在实践中不断探索电视的本体功能和传播规律,在电视节目的内容风格、受众对象及传播方式、运作机制上进行改革,以适应全球化的信息传播格局。新媒体背景下电视传播观念的转变随着信息技术的发展,以互联网为代表的新媒体,以全薪的信息传播方式,在各个领域发挥着越 The challenge of the new media era and the impact on the traditional media make our television industry also carefully examine the new changes and new rules before us and fully reflect on the survival mode and development trend of the television media in the new media environment and in practice Constantly explore the TV’s ontology function and the law of transmission, in the television program content style, audience and mode of transmission, operating mechanism reform, to adapt to the globalization of information dissemination pattern. Changes in the concept of television transmission in the context of new media With the development of information technology, the new media represented by the Internet, in full pay information dissemination, playing in various fields