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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