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With the emerging of new Media, traditional television media faces the serious challenges. It seems that traditional television will be replaced by new media like webs and cell phones. However, the new media technology also provides opportunities for traditional television media in contemporary age. The final convergence leads to digital media emerging according to viewers’ needs, furthermore, proliferation of channels makes television media trap into a competitive environment. Besides, blurring between media, changing demographics, and user interaction make the television media trap into a disadvantageous situation. However, there are also some opportunities for television media despite of challenges. There is no doubt that television still has a role to play in the contemporary media landscape. The present essay is intended to analyze the challenges and opportunities of television in the contemporary media in detail.

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Firstly, because of the coming of the media fragmentized times, the fragmentation of television target audiences are divided. Media fragmentized time is the period that admit the individual characters for the target audiences. According to Kálmán Tihanyi Audiences don’t like to follow the same mode of life and the same mode of thought, especially the young people, who pursue individuals and desire to be unique( Kálmán ,2008).The changing mode of thinking brings the changing of values and consumption pattern. Therefore, the target audiences are fragmentized according to the diversified requirements. The consumer filed changes from mass consumer filed to minority consumer. Consumers and audiences are inclined to pay more attention to their own needs. The autonomy and diversity of target audiences and consumers directly lead to the fragmentation of advertising communication. Under the situation, the falling down of media authoritarianism and emerging of strong sense of self is the most obvious character.

The trend of media fragmentized results to the bigger role of focus media and individual media, which divide the group of mass target audiences.

Secondly, Audiences change from mass audience to focus audience and definite audiences. According to Thomson Reuters, in traditional mass media period, the distribution and reception of traditional television media is fixed. (Thomson, 2011).During the period, audiences are passive. In other words, audience passively and exclusively received the content of media in the old age. However, with the prosperous of new media like web, cell phone, and digital television, the audiences are initiative. Attributing to high quality programs and mass program contents, the audiences share more colorful and considerate service. Under the situation, the media are more likely to focus on audience interaction like interactive digital sports platform, interactive digital education, interactive games and interactive finance and economic reports. Besides, the new media like web, cell phone and digital TV offer the self-choose service for audiences. The audiences could get the information more convenient and more quickly than traditional television. The audiences could choose the programs what they like whenever they want. The trend brings challenge for the traditional television.

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