Passengers' "Uses And Gratification" Towards Bus-TV

This research probes into Wuhan citizens' satisfaction degree of Bus-TV by investigation and demonstration, finding out that the degree is a bit low. Different groups of people have different degree of satisfaction. The variables in demography such as age, gender, education, career and salary have more or less influence on audiences' satisfaction degree. Among these, age and literacy have a direct minus relation with audiences' satisfaction degree of Bus-TV.According to the theory of "Uses and Gratifications", the reason for the low degree is that the program contents and watching environment can't satisfy the various requirements of audiences. The non-abundance of program content, low update speed and too many advertisements including the arrangements of broadcasting that do not accord with audiences' custom lead to the dissatisfaction of audiences towards programs on Bus-TV. The non-ideal watching environment is another main reason.Based on the above reasons for passengers' dissatisfaction of Bus-TV, this research puts forward the methods of improving Bus-TV. Generally speaking, the audiences of Bus-TV are still the masses, so we should produce more abundant programs in order to meet the various requirements of audiences, accelerate the update speed of programs to fulfill audiences' psychology of seeking new things, arrange advertisements appropriately to avoid the appearance of their tiredness psychology and provide favorable watching environment to satisfy their requirements of environment. All of these are basic approaches for Bus-TV to obtain a better effect of communication.The new media (Bus-TV) develops quickly nowadays but still has many shortcomings. If the communication content and media exposure environment can be improved and enhanced, we're sure to achieve a better communication effect.