目 录
第一章 总 报 告
1 视听新媒体的基本格局和未来走势 ………………………………………………………001
2 中国视听新媒体发展基本历程 ……………………………………………………………014
3 中国视听新媒体政策法规及管理现状 ……………………………………………………026
4 视听新媒体发展技术环境 …………………………………………………………………036
5 视听新媒体版权发展与管理 ………………………………………………………………044
6 国外视听新媒体发展现状及趋势 …………………………………………………………053
第二章 行业分报告
7 网络广播影视 ………………………………………………………………………………076
8 IP电视 ………………………………………………………………………………………096
9 手机电视 ……………………………………………………………………………………114
10 互联网电视…………………………………………………………………………………136
11 公共视听载体………………………………………………………………………………156
12 移动多媒体广播电视………………………………………………………………………173
第三章 个 案
13 中国网络电视台的建设与创新……………………………………………………………182
14 中国国际广播的在线化传播………………………………………………………………192
15 中国广播网的战略布局和实现路径………………………………………………………199
16 上海广播电视台视听新媒体的发展与探索………………………………………………207
17 北京电视台网络春晚：媒介融合的一次成功探索………………………………………216
18 人民网的视听业务发展探索………………………………………………………………224
19 搜狐：门户网站的网络视频战略…………………………………………………………230
20 从游戏门户向全媒体转型的盛大集团……………………………………………………239
21 迅雷：技术类网站的创新之路与价值链构造……………………………………………247
22 六间房：成长中的中国视频分享网站……………………………………………………253
23 华视整合车载移动电视资源的价值分析…………………………………………………260
24 电影网：建设电影网络化传播的规范平台………………………………………………268
第四章 专家视点
25 以互联网为代表的新媒体将成为未来主流媒体…………………………………………274
26 新媒体：产业跨越与文化重构……………………………………………………………276
27 立在潮头赢在未来…………………………………………………………………………278
28 新广播新梯度………………………………………………………………………………281
29 内容创新是新媒体发展的核心动力………………………………………………………283
30 网络视听新媒体正从视频网站向网络电视台演进………………………………………285
31 2010：新媒体进行时………………………………………………………………………287
32 媒介融合推动视听媒体跨越式发展………………………………………………………290
33 新媒体究竟在改变着什么…………………………………………………………………292
34 应高度关注各类新终端……………………………………………………………………294
35 三网融合为视听新媒体插上理想的翅膀…………………………………………………296
36 美国传统媒体与新媒体融合的几种方式…………………………………………………298
37 视频网站发展前景探讨……………………………………………………………………301
38 创新、合作、分享…………………………………………………………………………303
39 附录一 中国视听新媒体发展大事记……………………………………………………305
40 附录二 目前国外知名视听新媒体运营机构与平台简介………………………………318
41 附录三 相关英语缩略词的中文解释……………………………………………………330
撰稿人名单………………………………………………………………………………………347
CONTENTS
Ⅰ ChapterⅠGeneral Report
1 The Current Framework and Future Trends of China’s
Audio-Visual New Media Development ...................................／001
2 A Summary of China’s Audio-Visual New Media
Development History ..................................................／014
3 The Current Status of China’s Audio-Visual New Media Policies,
Regulations and Administration .......................................／026
4 The Technological Environment for Audio-Visual New
Media Development ....................................................／036
5 Audio-Visual New Media Copyright Development and Management ...........／044
6 The Current Status and Trends of Audio-Visual New Media
Development in Some Major Countries ..................................／053
Ⅱ Chapter ⅡSector Report
7 Online Audio and Video ................................................／076
8 IPTV ..................................................................／096
9 Mobile TV .............................................................／114
10 Internet TV ..........................................................／136
11 Audio-Visual Media in Public Places ..................................／156
12 Mobile Multimedia Broadcasting .......................................／173
Ⅲ Chapter ⅢCase Study
13 Construction and Innovations of China Network Television (CNTV) ......／182
14 Online Communication of China Radio International (CRI) ..............／192
15 The Strategic Layout and Development Approach of CNR Online ..........／199
16 Development and Exploration of Radio and Television Shanghai
in the New Media Era .................................................／207
17 Online Spring Festival Gala Evening by Beijing Television Station:
A Successful Case of Media Convergence ...............................／216
18 Explorations of People’s Daily Online over Audio-Visual Services ....／224
19 Sohu: Online Video Strategy of Portal ................................／230
20 The Transformation of SNDA Group from an Online Game Portal
to a Multimedia Platform .............................................／239
21 Xunlei: The Way of a Technology-Based Website towards
Innovations and the Corresponding Value Chain ........................／247
22 6.cn: A Growing Video Sharing Website in China .......................／253
23 A Value Analysis over Vision China Media Integrating
Car-Mounted TV Resources .............................................／260
24 Chinafilm.com: A Platform Aimed at Promoting Legitimate
Communication of Online Movies .......................................／268
Ⅳ Chapter ⅣExperts’Views
25 New Media Represented by the Internet Will Become
Mainstream in the Future .............................................／274
26 New Media: Trans-Industry Development and Culture Reconstruction .....／276
27 Stand Ahead, Win the Future ..........................................／278
28 New Radio, New Schema ................................................／281
29 Content Innovation is the Core Power of New Media Development ........／283
30 Online Audio-Visual Media is Evolving from Video Website
to Network Television Station ........................................／285
31 2010: New Media is in Progress .......................................／287
32 Media Convergence is Leading to a Leapfrog Development
of Audio-Visual Media ................................................／290
33 What is Actually Changed by New Media? ...............................／292
34 Pay Close Attention to All Kinds of New Terminals ....................／294
35 揝an Wang Rong He?Tri-Networks Convergence):
Flying Wings for the New Media .......................................／296
36 Several Approaches for the Convergence between Traditional
and New Media in the US ..............................................／298
37 On the Prospects of Video Websites ...................................／301
38 Innovation, Cooperation and Participation ............................／303
39 Appendix Ⅰ Chronicle of China’s Audio-Visual New Media Development ／305
40 Appendix Ⅱ A Brief Introduction of Renowned Audio-Visual
New Media Operators Overseas ...........................／318
41 Appendix Ⅲ Chinese Interpretation of English Abbreviations .........／330
List of Authors ..........................................................／347
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