The purpose of the study was to explore how the new media and cyber environment prompt changes of the television programs toward an omni-media pattern of use. By using the Phoenix Group’s news program, Omni Media Online as an example, the case study examines the audience’s changing interests in programs’ content as well as watching channels. Both audiences from television and new media platforms demonstrated a trend of merging audience composition and changing habit in China’s media industry. When two-way communication could be built with multi-channel interaction, it brings more public opinions to live news broadcast. A survey was conducted to learn the relationships between modern audience and the program, taking the Phoenix Group as an example. It is important to know what viewers want based on their watching experience so that proper reform can be carried out draw their attentions.M.S., Television Management -- Drexel University, 201
