World Media Economics and Management Conference 2016

The advancement of Internet technologies had demolished the screen berries between TVs, PCs and smartphones and revolutionized the matrix of communication. In this trend of TVs merging with new media, the effective interaction between different channels is vital to ensure a successful blend of these two. This paper measured, computed and did comparative analysis on enormous data about phenomenal TV programs in China, and eventually came to the conclusion that, for the same TV program, the interactive streaming on PCs and portable devices (e.g. Internet media, Internet video, social media, etc.) showed a significant positive correlation with the audience rating on traditional TV media. This finding corroborates that multiscreen broadcasting largely stimulates the development of traditional TV media.