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随着传统媒体与新媒体的融合发展、数字技术的广泛应用,我国的视听媒体呈现多元化传播格局,竞争激烈,发展迅猛,传统广电主流媒体面临挑战。从国际上来看,发达国家传统广电媒体与新媒体已完成融合,形成新的全球传播格局;全球有线电视用户流失趋势明显,“剪线族”逐渐增多;各种终端互融互通,移动化、社交化成为视听消费重要形态;视听新媒体主流化,监管与广播电视趋于一致。从国内来看,视听新媒体与传统广播电视媒体融合速度加快、程度深化,实际上已进入主流媒体行列;新兴媒体跨媒体、
With the convergence and development of traditional media and new media and the extensive application of digital technology, the audio-visual media in our country presents a diversified communication pattern with fierce competition and rapid development. The mainstream media of traditional radio and television are facing challenges. From an international point of view, the traditional broadcasting media and new media in the developed countries have already completed the integration and formed a new global communication pattern. The loss of global cable television subscribers tends to be obvious, and the number of “trimming lines” gradually increases. Various terminals exchange and exchange information and move Socialization has become an important form of audiovisual consumption; the mainstreaming of audio-visual new media, regulation and radio and television tend to be consistent. From a domestic point of view, the integration of audiovisual new media and traditional radio and television media has been accelerated and deepened, and in fact it has entered the ranks of the mainstream media; emerging media cross-media,