传媒参考资料

1.　BIG QUESTIONS REMAIN FOR MOBILE DTV
Three years after starting development work on a new standard for transmitting digital TV signals to cellphones and other portable devices, broadcasters in U.S. have a lot to be proud of. But significant questions about the business model for mobile DTV still need to be answered. These include whether the technology should broadly launch as a free, ad-supported service or as a subscription offering, and whether stations have the right to simulcast their normal network programming through mobile DTV.
BROADCASTING & CABLE　　　（July 12, 2010）

2.　传媒融合：不能「硬来」
数字化融合要充分尊重不同媒介的不同运作特点，它们有两者链接方式，一种是硬合并的方式来进行媒介的购并，但由于今天中国媒介的资本市场开放程度还不够，这样的方式受到限制。虽然现在跨媒体、跨地区方面也做了一些尝试，但是不足以支撑媒体融合所需要的变革要求。还有一种就是软链接的方式，根据某种功能，某种需要，根据某种市场的可能来进行媒介和媒介之间协议性的合作，来实现对一个需求、市场和社会要求的一种满足和包围，这就是建立在双赢、共赢的基础上来分享同一个内容、资源和品牌。
《新闻前哨》　　　（二零一零年第二期）

3.　FACEBOOK IN BID TO HOST VIDEO FOR BROADCASTERS
Facebook has launched a charm offensive designed to encourage the UK’s biggest broadcasters to post video content on the site. The social networking giant has taken the proactive step of adding all of the main UK terrestrial broadcasters to an exclusive white-list of providers, which also includes CBS, Hulu and YouTube, to allow them to post both short and long-form content. It is now engaged in strategic discussions to persuade broadcasters to start distributing content via the site, to increase audience engagement and take advantage of a powerful marketing channel.
BROADCAST　　　（July 28, 2010）

4.　网络电视台：温室中出世，该怎么长大？
2009年末，广电总局对无证提供视听资源服务的站点进行清理。与网络免费视听资源受限制相对应的，是网络电视台的出现，可视为电视台乘势而进的主动姿态。与互联网进一步融合，将使电视饱受诟病的播出方式得到改进，也是广电在三网融合进程中迈出的难度最小的一步，业务网的扩张将为内容网甚至物理网的改造做好铺垫。广电总局已经明确要求有条件的地方都要在2010年开办网络电视台。高层的重视、政策环境的支持，网络电视台戴着红顶子，万千宠爱集于一身，犹如温室中出世。它会对现有的互联网格局带来什么改变？网络视频站会否因此而洗牌？网络电视台的发展瓶颈和难题在哪里？其属性和定位该如何界定？网络电视台是附生于传统的电视台还是另闯一番新天地呢？
《南方电视学刊》　　　（二零一零年第一期）

5.　DRIVING THE BBC’S DIGITAL REVOLUTION
With both the industry in general, and the BBC in particular, going through huge changes in the way technology is used, digital production is a given for any large media organization. The BBC’s Digital Media Initiative (DM) project has been well documented and is a major milestone of the public broadcaster in moving towards HD and 3D.
BROADCAST　　　（July 16, 2010）