当今时代,各媒介形态正面竞争日趋白热化,使得媒介消费者(不仅是受众,还有广告主)的选择越来越多,个性化消费越来越明显,给传统媒介带来了巨大挑战。与此同时,各媒介边缘的日渐模糊,媒介形态之间的相互渗透,也让传统媒介丰富了自己的形态和特点,拓展了增值空间,由此也给传统媒介内容生产与媒体经营带来了机遇和新的延展空间。在此背景下,电视作为传统媒介和第一媒介,在 In today’s era, the positive competition among various media forms is intensifying. As a result, more choices are made by media consumers (not only the audience but also advertisers), and the individualized consumption becomes more and more obvious, posing a huge challenge to traditional media. At the same time, the fringes of various media and the mutual infiltration of media forms have also enriched their forms and characteristics by traditional media and expanded the value-added space, thereby bringing about the traditional media content production and media management Opportunities and new room for expansion. In this context, television as a traditional medium and the first media, in