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奥运会来临，互联网媒体大举入侵电视媒体

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奥运会即将到来，各大门户都摩拳擦掌，严阵以待，以求在奥运这个天赐良机分得一杯羹，除了奥运联盟以及各大门户相继发布奥运战略，近来又出现了一些新的趋势。

近日搜狐重金砸向央视广告，旨在依靠央视提高自身知名度及品牌。此举是否划算先不说，单从动机上说，显然是为了从电视媒体拉来一批用户。虽然几大门户都曾或多或少在央视投放过广告，但临近奥运投放电视广告，意义更为深刻------他标志着互联网对电视媒体的大举入侵，因为奥运会对互联网是个机遇，对电视媒体也不例外。

报纸媒体显然是被互联网逼到了一个无比尴尬的境地，以致各地报纸媒体要结盟以同仇敌忾。然而当互联网将报纸媒体击得溃不成军的时候，互联网会将目标指向谁呢？

2007年1月的互联网分析报告显示，中国网民从去年同期的11100万增长到现在的13700万，在这批增长的网民中就有大量来自电视媒体的用户。按照这种趋势下去，互联网和电视媒体的重叠用户将加大，然而随着互联网模式的完善，这批重叠用户将越来越趋向于使用互联网而非电视媒体获取资讯信息。互联网虽然会对千篇一律的电视媒体构成严重的威胁，但不会完全取代之。

让越来越多重视的电视观众倒戈的一个重要原因是互联网的及时性已经不亚于电视媒体，很多时候甚至更快。结果几年的发展，互联网已经形成了一套对新近时间快速反应的机制，一大事件发生后不到10分钟一般都会出现在各大门户上，这种速度并不弱于央视的新闻联播。

第二个原因就是视频播客的兴起这让互联网变得更直观，所有能出现在电视媒体上的都能出现在互联网上。虽然视频播客的质量并不如电视媒体，有时也受到网络带宽的制约，但它却摆脱了时间的束缚，这是传统媒体望尘莫及的。

第三个原因是互联网有着极强的互动性，博客，IM，论坛等产品让网民不只是被动吸收资讯，也有足够的机会参与到讨论中，甚至参与到内容的炮制中。这对一些忠实而固执的电视迷来说是最大的诱惑，也是互联网对抗电视媒体最有力的杀手锏。

所以，互联网媒体在电视媒体上打广告或许是“假途灭虢”之计，而电视媒体给互联网媒体打广告或许就是“饮鸩止渴”。

译文：
The Olympic Games will advent, Internet Media invades TV Media heavily

The Olympic Games will advent. All the Portals is stretching their ability for gaining a lot of fruits. Besides the Olympic Union and the publication of Olympic Strategy, some new trend rose recently.

Recently, Sohu smashes a lot of money to CCTV advertisement。It aims to promote the Brand Awareness. We can’t make one conclusion right now. However, we can suppose that it aims to plunder a number of uses from TV media. Although that almost all Portals have put some advertisement on CCTV, the difference is the occasion which is near Olympic Games. So it is more significant------it symbolizes that Internet Media invades TV Media heavily. Olympic Games is one good opportunity for both Internet and TV.

Newspaper Media has been forced into one embarrass environment by Internet Media evidently. So Newspaper Media in various region is allying to face the same enemy. But when the Newspaper Media has been defeated, how about the new competitor of Internet Media.

The analysis report of Internet January 2007 showed that the net citizen has grown into 13700 from 11100. Many of them transferred from TV Media to Internet Media. If this trend goes on, there will be more and more users which share the two kinds of Media. However, while the Internet is promoting, there will be one tendency that the overlapped users will choose Internet Media as the main channel to obtain the latest information. Although Internet Media has greatly threatened the TV Media, it can’t replace it.

The first reason is that the prompt of Internet Media is no worse than TV Media. Even sometimes it is more quick. Through the several years’ development, it has formed one mechanism which has   response at the first hand. For less than 10 minutes since it happened, we can obtained the latest news through the internet.
The second reason is the thriving of the video. It can make Internet become more directive. All the information on TV can be propagated by Internet. Although the quality may be lower, and sometime the band of network is another restriction, but it breaks away from the limitation of time. This is what traditional Media can’t achieve.
The third reason is the inter-active character, Blog, IM, BBS and so on, the products of Internet is not only the receiver of information, but also the producer of information. This is the greatest temptation for the faithful, persistent TV lovers and the useful instruments to beat TV Media.

So, the Internet Media puts advertisement on TV, it is just the stratagem of “kill him through his way”. And, the TV Media puts advertisement for Internet, it is just the outcome of “drink toxic liquor for thirsty”


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