Television broadcast industry is being immensely impacted by Internet, while the behaviours of TV watchers have changed significantly in recent years.Therefore there exists dangers around both format and content with traditional TV broadcast for being incapable of keeping in pace with the development of the information era.Through comparing the current circumstances of domestic and overseas markets,briefly introducing limitations of traditional TV broadcast and studying the transition of watcher behaviours, the article raises speculation and envision for the future TV industry, especially for digital TV broadcast under the background of "Integration of Three Networks", and points out that its main orientations for development are cross platform and individualisation.%当前,电视产业面临着互联网的巨大冲击.而电视观众本身的收视习惯,在近几年也出现了明显的变化.因而传统电视从形式到内容,都存在无法跟上时代需要的危险.通过比较国内外市场现状,浅析传统电视本身的局限,了解观众行为的变迁,对未来电视产业,特别是在"三网融合"大背景下数字电视的发展提供了新的需求,据此提出了以跨平台、个人化为主要目标的发展方向.
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