中国视听新媒体发展报告

书籍目录

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

作者简介

《中国视听新媒体发展报告(2011)》是中国第一本具有政府背景的视听新媒体年度发展报告，由国家广播电影电视总局发展研究中心组织编写，权威发布中国视听新媒体行业的发展状况.具有里程碑意义。《中国视听新媒体发展报告(2011)》汇聚了业界专家、学者以及行业领军人物的众多实践经验、理论成果和战略思考，阐述了中国视听新媒体的基本格局，介绍了中国视听新媒体相关政策及政府管理实践，分析了网络广播影视、IP电视、互联网电视、手机电视、公共视听载体、移动多媒体广播电视等多种新媒体新业态的演变历程、发展现状及未来趋势，具有很强的针对性、指导性和前瞻性。《中国视听新媒体发展报告(2011)》对行业发展和管理具有重要参考价值，是各级广电行政部门、广电媒体和新媒体行业及相关研究人员的必备工具书。

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