一、机遇与挑战并存的传媒产业 进入21世纪以来,随着经济与技术的发展,我国媒体产业的环境正发生着深远的变化。在政策方面,江主席十六大报告提出“积极发展文化事业和文化产业”、“完善文化产业政策,支持文化产业发展,增强我国文化产业的整体实力和竞争力”,为中国传媒产业发展提供了巨大的政策推 I. Opportunities and Challenges Since the media industry entered the 21st century, with the development of economy and technology, the media industry in China is undergoing profound changes. In terms of policies, the report of the 16th CPC National Congress proposed “actively developing cultural undertakings and cultural industries”, “improving cultural industry policies, supporting the development of cultural industries and enhancing the overall strength and competitiveness of China’s cultural industry”, providing the development of the media industry in China A huge policy push