目　　錄

第一章　總 報 告
1　視聽新媒體的基本格局和未來走勢 ………………………………………………………001
2　中國視聽新媒體發展基本曆程 ……………………………………………………………014
3　中國視聽新媒體政策法規及管理現狀 ……………………………………………………026
4　視聽新媒體發展技術環境 …………………………………………………………………036
5　視聽新媒體版權發展與管理 ………………………………………………………………044
6　國外視聽新媒體發展現狀及趨勢 …………………………………………………………053

第二章　行業分報告
7　網絡廣播影視 ………………………………………………………………………………076
8　IP電視 ………………………………………………………………………………………096
9　手機電視 ……………………………………………………………………………………114
10　互聯網電視…………………………………………………………………………………136
11　公共視聽載體………………………………………………………………………………156
12　移動多媒體廣播電視………………………………………………………………………173

第三章　個　　案
13　中國網絡電視颱的建設與創新……………………………………………………………182
14　中國國際廣播的在綫化傳播………………………………………………………………192
15　中國廣播網的戰略布局和實現路徑………………………………………………………199
16　上海廣播電視颱視聽新媒體的發展與探索………………………………………………207
17　北京電視颱網絡春晚：媒介融閤的一次成功探索………………………………………216
18　人民網的視聽業務發展探索………………………………………………………………224
19　搜狐：門戶網站的網絡視頻戰略…………………………………………………………230
20　從遊戲門戶嚮全媒體轉型的盛大集團……………………………………………………239
21　迅雷：技術類網站的創新之路與價值鏈構造……………………………………………247
22　六間房：成長中的中國視頻分享網站……………………………………………………253
23　華視整閤車載移動電視資源的價值分析…………………………………………………260
24　電影網：建設電影網絡化傳播的規範平颱………………………………………………268

第四章　專傢視點
25　以互聯網為代錶的新媒體將成為未來主流媒體…………………………………………274
26　新媒體：産業跨越與文化重構……………………………………………………………276
27　立在潮頭贏在未來…………………………………………………………………………278
28　新廣播新梯度………………………………………………………………………………281
29　內容創新是新媒體發展的核心動力………………………………………………………283
30　網絡視聽新媒體正從視頻網站嚮網絡電視颱演進………………………………………285
31　2010：新媒體進行時………………………………………………………………………287
32　媒介融閤推動視聽媒體跨越式發展………………………………………………………290
33　新媒體究竟在改變著什麼…………………………………………………………………292
34　應高度關注各類新終端……………………………………………………………………294
35　三網融閤為視聽新媒體插上理想的翅膀…………………………………………………296
36　美國傳統媒體與新媒體融閤的幾種方式…………………………………………………298
37　視頻網站發展前景探討……………………………………………………………………301
38　創新、閤作、分享…………………………………………………………………………303

39　附錄一　中國視聽新媒體發展大事記……………………………………………………305
40　附錄二　目前國外知名視聽新媒體運營機構與平颱簡介………………………………318
41　附錄三　相關英語縮略詞的中文解釋……………………………………………………330

撰稿人名單………………………………………………………………………………………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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