随着媒介技术的发展、互联网时代的到来以及手机等新媒体的不断问世，电视的传统强势地位受到了强烈冲击。为确立自身在新媒介时代的地位，电视传播在内容、形式、理念及相关领域作出了积极调整，表现出一些新的特征和发展趋势。本文以新世纪中国电视的发展为研究对象，对电视传播过程中出现的个人化发展趋势进行探讨，分析电视传播个人化的表现形式、形成原因、提出存在问题，寻求解决对策。

With the development of medium, appearance of the internet era and emergence of new media such as cell phone, the traditional dominant status of television is being impacted fiercely. In order to radicate the status in the new era, the content, style, concept and the related flied of television were regulated actively, which expresses some new characters and trend. The objective of this study was to investigate the development of Chinese television in new era, discuss the personalize trend within the process of television transmittance and analyze the manifestation, causes, the existing problem and the solution of personalization of television transmittance.