The Behavioral Characteristics Research Of Web TV College Student

In recent years, along with our country network communication technologyespecially the rapid development of information technology, traditional TV media arefaced with various new media huge impact and challenge, and the network television(IPTV) is the most representative one of the new TV medium. Network television, thetelevision and the network integration of the new carrier can not only provide us withtraditional television programs, and the use of broadband data transmission on theedge it can also provide video and audio on demand, personal Internet, online gamesand other aspects of the new business. It extends the traditional television value-addedspace and development way, accelerate the different medium between the communion,the continuous development of network television will accelerate the development ofthe whole industry chain running in high speed.This paper is to study the network television this new media environment forcollege audience for network TV situation, adopting diversified research perspectives,the communication, social science knowledge combined with the research, byquestionnaire. The audience using new media-Internet TV viewing behavior. In thisperspective, the paper from the college students network television audience ratingsstarting with the status quo, and gradually explore the viewing behavior andcharacteristics, at the same time, behavior characteristics and program content bindingstudies, and supplemented by a combination of theoretical and empirical methods andto quantify research summarizes. The result of this study shows, audience began touse network TV is the main reason of interpersonal communication, networktelevision media function is to entertain themselves, network TV has the traditionalTV media incomparable advantages: the mass of information resources, by theinteractive optimization, personalized to meet the audience rating and disseminationof information and services binding etc..Network TV is by virtue of these be richlyendowed by nature the dissemination advantages gradually into our daily life, changeand affecting our viewing habits and life style.