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网络电视作为电视与网络的结合体,具有作为广告载体的良好潜力。本文通过对网络电视在大学生群体的普及状况,以及网络电视作为广告载体的传播效果的研究,实证性地说明了网络电视为电视台、网络广告运营商提供了更大的广告空间,也为广告客户提供了更为有效的广告传播渠道;但网络电视还需与数字电视融合,在强大的技术支持下形成一个超强的多功能平台,以最大程度地发挥交互式视频播放的优势。
As a combination of television and the Internet, Internet TV has good potential as an advertising carrier. Based on the research on the popularization of college students and the dissemination effect of internet TV as the carrier of advertisement, this paper demonstrates emphatically that online television provides more space for television stations and online advertising operators, and also advertises advertisers Providing a more effective advertising communication channel; however, the network television needs to be integrated with the digital television and form a powerful multi-functional platform with powerful technical support to maximize the advantages of interactive video playback.