| The advent of the mobile TV in 2002 has marked the extension from the fixed reception to mobile airing as well as indoor appliance to the outdoor screen in the industry of TV and radio. As the product of the innovation in the technology, system and service, the mobile TV industry in China has experienced the rapid development in the past ten years. It has made a valuable exploration for the digital and industrial development of TV and radio industry in China. In 2003, Shanghai Oriental Pearl Mobile TV was put into trial operation. As of May of 2015, there are a total of 44 stations of mobile TV put into official operation across 41 provinces or cities in China. More than 400 thousand terminal screens have functioned to provide the on-the-way audio and video services for the huge audience in China. As it serves as a brand-new mainstream publicity platform with a great credibility and communication capability, the mobile TV has also assumed the social responsibility of growing importance.With regard to the research into media form, the academic community has been mainly devoted to the value and effect of media communication. Although there have been a large quantity of academic researches into the feature and value of new-media communication, they are mostly concentrated on the internet media. Among the limited researches into the media form of the mobile TV with the dual features of being the TV media and outdoor media, they are mainly aimed at the media operation and advertising operation. Moreover, the academic exploration devoted to the communication value and cultural features of the TV mobile from the perspective of mass culture still remains to be made.As a form of new media, the mobile TV has led the trend of the contemporary international art. However, despites its booming development, it should be stilled noted that the critical theory related to the art of mobile TV has lagged behind. In other words, the imbalance between artistic practice and artistic criticism has emerged during the course of the mobile TV communication. Based on the relevant academic case, this paper will focus on an operation entity that can represent the industry of mobile TV. Chongqing Radio&TV Mobile TV Co., Ltd is located in the West China featured by the relatively low level of economic development. With the distinctive features in terms of content production, terminal operation, research and development as well as advertising and marketing, it has ranked top in the domestic industry in terms of operating performance.In recent years, the issue regarding the communication quality of Chongqing mobile TV has drawn wide attention gradually. The attention and preference of those passengers in the bus for the communication content have been subject to change. In addition, it is also faced with the problems such as the downward tendency for advertising operation and the increasing cases of complaints. At the early stage of the mobile TV, the media has played a major role. The reform in the media and technology has exerted the influence on the evolution of artistic concept, form and aesthetics. On the other hand, the mobile TV has not kept pace with the times in terms of communication mode and content art. Under this background, this paper will make a study of the communication effect of mobile TV. After drawing data from the report on the evaluation of the effect of Chongqing mobile TV media by CCTV Market Research(CTV), this paper will research the communication effect of Chongqing mobile TV so as to provide some insights into the development of mobile TV. Besides summarizing a systematic theory regarding the communication effect of mobile TV, this paper will also make the criticism of the art and media concerning the product and communication behavior of the mobile TV. Hence, it can not only facilitate the establishment of the theory of artistic criticism on mobile TV but also provide the sufficient theoretical support for the development of the mobile TV industry in China. |
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