金枪布道

The arrival of the streaming media era is bringing more intense competition from the network media against the broadcast media; however, having developed for nearly a hundred years, the broadcast media still has its unique and irreplaceable superiority. For the broadcast media to seek a road of the survival in the competition, it needs to be accustomed with the new situation, integrate its advantages in content resources, embrace the new network technology, and rethink deeply about the localization as well as the development pattern of the contemporary broadcast.

Compared with the network media, the traditional media’s most basic superiority still lay in its content resources. The application of the streaming media technology enables the smooth network dissemination of the audio resources. At the same time, the streaming media technology makes it realisable to disseminate the real-time audio, further strengthening the quickness nature that the broadcast media originally has. In March 2001, BBC, for the first time, realised the on-line direct interview of Putin, the Russian President. This interview was carried on with both audio and video; further, surfers could browse the complete content of the interview on the BBC website. Through the on-line direct broadcasting, the whole world obtained the opportunity to ask Putin questions. There was a warm reflection for this on-line direct broadcasting. BBC received massive inquiry and commentary by e-mail from the world about this interview on its website. Armed with the network dissemination, the streaming media technology has broken the limitation of the traditional broadcast, realising the true synchronised globalisation.