obtaining an optical signal of a sampling point by a collection device at the source end in an acquisition of media data;

acquiring an optical signal intensity of the optical signal of the sampling point and a display brightness of a display device at destination end;

determining an opto-electronic transfer control parameter according to the optical signal intensity of the optical signal of the sampling point and the display brightness;

performing opto-electronic transfer on the optical signal of the sampling point according to the opto-electronic transfer control parameter to obtain a transferred electrical signal; and

encoding the electrical signal and the opto-electronic transfer control parameter to obtain a bitstream;

wherein acquiring the optical signal intensity of the optical signal of the sampling point and the display brightness of the display device at destination end comprises: acquiring a maximum optical signal intensity and a minimum optical signal intensity of optical signal intensities of optical signals of sampling points; and acquiring a maximum brightness and a minimum brightness of the display device at destination end; and

wherein determining the opto-electronic transfer control parameter according to the optical signal intensity of the optical signal of the sampling point and the display brightness of the display device at destination end comprises:

wherein, p denotes the opto-electronic transfer control parameter; M denotes the maximum brightness of the display device at destination end; N denotes the minimum brightness of the display device at destination end; H denotes the maximum optical signal intensity; and L denotes the minimum optical signal intensity.