新媒体时代电视互动节目形态的可持续发展路径

摘要

在新媒体时代，我国电视互动节目形态多样，其中数字互动模式成为主要潮流，传统互动模式仍然占据较大的市场份额，虚拟互动模式正在迅猛发展，形成了共补、共进的良好局面。基于新媒体环境下电视互动节目有利于电视节目形态多样化，有利于观众的个性化体验，有利于展现电视传播渠道和终端战略价值等传播效能。我国应科学定位并构建新媒体时代电视节目“全互动”模式，牢固树立“内容为王”和“互动融合”的理念，通过加强互动技术的开发与应用，进一步整合及拓展“全互动”资源，加强新媒体监控，实施新媒体战略，努力打造电视互动节目品牌，推动并实现全方位、全互动的可持续发展路径。%In the era of new media,there are multiple forms of interactive television programs in China,among which,digital interactive mode has become the main trend while the traditional mode of interaction still occu-pies a larger market share,and virtual interaction mode is developing fast,so that together,the three modes forms a good situation featuring complementation and common development.Against the background of the new media,interactive television program is conducive to the diversity of television program forms,the personalized experience of audience,and the communication efficiency of demonstrating TV channel and terminal strategic value.Thus China should make a scientific orientation to build “all-round interaction”mode of TV programs in the new media area.China should deepen the concept of“content is the king”and “interactive integra-tion”,and strengthen the development and application of interactive technology so as to further integrate and expand the “all-round interaction”resources,enhance monitoring of new media,implement the new media strategy,create interactive television program brand,and promote the sustainable development path to achieve all-round interaction.