在重新构建的媒体格局中,每种媒介形态都必须重新调整策略,以谋求最优的发展途径。传统媒体需要新媒体为自己注入新鲜血液,新媒体同样需要借助传统媒体雄厚的资源与权威的地位为自己的发展奠定根基。在这种双向需求背景下,新旧媒体的融合势在必然。电视节目中手机短信的引入,便是这一背景下产生的新事物。 In the rebuilt media landscape, each media form must be re-adjusted strategy in order to seek the best way to development. Traditional media need new media to inject new blood for themselves. New media also need to rely on the abundant resources and authority of traditional media to lay a solid foundation for their own development. In this two-way demand background, the integration of old and new media is inevitable. The introduction of mobile phone text messages in television shows is a new phenomenon created under this background.