浅析电视媒体如何应对网络直播的挑战

浅析电视媒体如何应对网络直播的挑战 摘要：传统媒体的变革在近些年来的变迁令人目不暇接。前段时间，大众还把眼光放在电视媒体中层出不穷的选秀节目，到 2016 年，网络直播在传统电视媒体的浪潮下横空出世。2016 年被行业公认为网络直播元年。网络直播让传媒行业本就稀缺的受众流量资源和广告资源再次分流。客观而言，网络直播并非是一种全新现象，而是近些年来大众对于新媒体的需求达到了顶峰。传统电视媒体应当如何在网络直播浪潮下迎接挑战？本文结合网红经济的崛起，对网络直播这一热点现象进行了多维解读，并重点剖析了网络直播在注意力的聚合、消费和表现形式上与传统媒体逻辑性的差异。在此基础上对网络直播带来的冲击和挑战提出了对策性的建议。关键词：网络直播；电视传媒；受众心理Network TV media should be how to deal with live challenge1Abstract: The change of the traditional media in recent years the dizzying in change. In previous years, The public also emerge in endlessly of eye on TV talent show, In 2016, The live webcast hot was born under the wave of traditional TV media. The first year of 2016 years in the industry for the live webcast. Live webcast to media industry already scarce resources and advertising audience flow resources shunt again.In terms of objective, webcast of consumer is not a new phenomenon, But in recent years the public demand for new media reached the peak in recent years. Traditional TV media should be how to meet the challenge under the impact of the live webcast boom?Keywords: Network broadcast and television media, Audience Psychology绪论一、选题依据和意义随着近些年来自媒体的不断发展，网络直播行业日益火爆，只要拥有一部手机就可以随时随地与来自五湖四海的陌生人进行互动交流，在近期的调查中，有超过半数的网民已经加入到了网络直播当中，全民直播时代已经悄然到来，在每个人都可以参与的情况下，电视媒体单一的传播形式受到严重的冲击。如何能让电视媒体2在网络直播时代中获取更多的竞争力是本文的意义。二、国内外现状及发展趋势在我国国内，网络直播发展迅速，超过半...