The TV Advertising Forms In The Digital Future

All the countries in the world are boosting the development of digital TV in recent times .The booming of digital TV will deeply influence the advertising operation in the future ,even lead TV advertising to death. what threats and challenges would it face in details? How will it live in the future with its advantages ? The research wants to give answers to these questions.The research ,premonitory and creative , analyzes the deep relations between communication and technology in the history of communication technology .Based on this theory,the research shows us the digital TV enthusiasm in recent times ,and how the DTV was invented through the combining of digital technology and TV technology .The DTV will result in the convergence of media , and impact the development of DTV ads undoubtedly and deeply.The research then shows us six important advantages and six challenges about the DTV ads. the advantages are interaction ,ambulant ,good audio vision , pertinence ,more channels and humanistic ,and the challenges are more exterior competitions ,DVR, attention separation ,VOD ,NO ads in fee channels, criterion creative included .Then we find that the DTV ads could have several forms in the future ,such as Direct Ads, Interactive Ads ,Product Placement , TV Portal Ads ,Classified Ads ,Information Service ,Ad Channels ,Title Sponsorship ,TV Commerce ,Ad Appreciation ,and so on .Some of these forms have been operated successfully in some countries,such as England and France .So we can see that DTV ads is animate ,so we come to the conclusion:the DTV ads have bright future with a little darkness ,the foreground is beautiful and infinite. In order to clean out the way for DTV Ads,the research also gives some advices to the ad agencies ,that are to reduce the cost ,to improve the program technology ,and fix the fare determination system.