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互联网技术的快速发展对以往在信息传播领域占据主导地位的电视技术形成了强烈的冲击。吸纳互联网的技术优势,建立广播-宽带融合型交互电视技术代表了新媒体时代电视行业一个重要的发展方向。本文介绍了广播-宽带融合型交互电视技术的研究背景和发展历程,详细阐述并比较了不同交互技术的实现方法,并结合互动节目示例说明该技术的优势所在。交互电视技术的应用有助于电视台打造新型互动节目,提升观众收视体验,这对加速广电行业的“三网融合”进程具有十分重要的推动作用。
The rapid development of Internet technology has strongly impacted the television technology that has dominated the information dissemination field in the past. To absorb the technological advantages of the Internet and establish a radio-broadband hybrid interactive television technology represents an important development direction for the television industry in the new media era. This paper introduces the research background and development of broadcast-broadband hybrid interactive TV technology, elaborates and compares the implementation methods of different interactive technologies in detail, and illustrates the advantages of this technology in combination with interactive program examples. The application of interactive television technology helps the television station to create new interactive programs and enhance audience viewing experience, which plays an important role in accelerating the “triple play” process of the broadcasting and television industry.