媒介形式大浪淘沙式的变革、新技术的迅速普及和传播方式的不断更新,都给一贯强势的电视媒体造成了深入、广泛的冲击。近年来,不仅国内,全国范围内的电视行业都出现了收视率下滑严重的现象。根据2012年5月北京地区的相关数据,北京地区的电视机开机率从三年前的70%降至30%。据CSM相关数据,2013年央视春晚的收 The ebb and flow of media forms, the rapid popularization of new technologies and the continuous updating of modes of communication have all caused in-depth and extensive impact on the consistently strong television media. In recent years, not only the domestic television industry but also the nationwide television industry have witnessed a serious decline in the ratings. According to data from Beijing in May 2012, the TV set-up rate in Beijing dropped to 30% from 70% three years ago. According to CSM data, 2013 CCTV received