Research On Several Problems About The Development Of China's Mobile TV

The value of Mobile TV not only lies in the transforms of communication brought by this new media but also brings about opportunity of convergence between the Radio & TV industry which is gradually saturated in business and the Telecommunications industry which is gradually tending to be slow in growth, meanwhile provides historical opportunity for the implementation of Tri-network Convergence in China. This paper is oriented to build a question-styled theoretic structure, to define and analyze the problems aroused from content producing, business operating, industrial chain constructing, policy supervision, talent training and other links by lots of quantitative survey in interdisciplinary discussion and research, such as Communication, Economics, Telecommunication and so on and put forward a constructive ideal and train of thought of operation.At first the author's analysis shows interaction problems between content production of Mobile TV and demands of audience. The content production of Mobile TV must meet increasing demands of individual users and connect with movability and interactivity of Mobile Media. The research of this paper based on lots of quantitative survey, estimates the market scale, segment and orientation of the Mobile TV end users, analyze the preference for TV program categories and behavior characteristics in programs choosing, provide tactics and measures in the innovation of information structure, program production and service chain.In constructing of industrial chain, on one hand, the content production, technology support, marketing and other links must interact with each other, form a vertical chain of "the upper develop, the middle extend, the lower stretch", make use of the composite power of the upper and the lower to mature the market; on the other hand, in the face of the fierce competition against the new media such as Mobile TV, the traditional Radio & TV industry should redistribute the inside and outside resources, rely on policy support and resources predominance, bring Mobile TV into its own industrial system, hold the dominant position on the market through horizontal integration of the industrial value chain, and realize its own business increment through building up mulriple media channels.This paper probes into business mode and each stage development strategy from a macro perspective on business operation of Mobile TV. The business mode possesses some distinctions, such as profit point increasing, vending one-off, consumption tailor-made and so on. Mobile TV should meet demands of audience by way of transmitting content interactively and diversely and take a more active part in consumption manner of audience. The core of Mobile TV business mode lies in developing more and more interactive increment business. At the same time, Mobile TV goes to pay heavy fixed costs, but its marginal cost becomes lower as the Internet expands rapidly both in scale and in the scope of its applications. It is more significant for operator to seize market share than to grab present profit. In order to acquire cumulative effect, the operator could cut down the price and make promotion, push the scale of the end users near threshold value of rapid growth.Subsequently the paper probes into the topic on how to make concrete marketing tactics under industrial regulations from a micro perspective. Mobile TV takes special advantages over traditional media as well as the Internet in focus penetrability, target objectives fixity, interactivity, quantity statistics of ads effect, etc. and meet the needs "integral interactivity" of the new media ecosystem. The advanced marketing mode of relational database makes more convenient to provide the consumer with individual information, minimize the scope of audience to individual virtually and promote marketing efficiency.In the aspects of supervision, the separation of the Telecommunications industry and the Radio & TV industry results in fighting for a leading role in the market. This becomes bulwark against the development of Mobile TV. The paper shows that efficient cooperation supervisory system should be transferred to a system of monopolistic supervision. This trend conform to our nation's present situation and periodical development mode of convergent industry, such as Mobile TV, and is more likely to make true the strategy of Tri-network Convergence.Quantitative Survey shows that demands of talents and lack of trainings become the restraining factor against the development of the core competitiveness of new media companies. We should make better use of relevant teaching systems in the universities, make up an open teaching platform for interdisciplinary field, such as Journalism, Communication, Telecommunication, Marketing, Management and so on, train more desiderated compound talents for the industry and focus on the creativity of talents, research and application of new developed technology, analysis and operation of new media industry.The innovations of this paper are as follows:1. This paper analyzes realistic problems of China's Mobile TV from different perspectives for the first time, summarizes and explains these problems under a systemic frame of industrial convergence, provides developing Countermeasures for Mobile TV and even entire new media industry.2. This paper integrates qualitative analysis and quantitative analysis, probes the development law of Mobile TV industry through dynamic tracking survey in operation main body, audience market and talent demands, puts forward staged business mode and concrete marketing tactics.3. According to the contradiction between audience's fragmentation induced from new-media ecology and scale program-production required in the development of Mobile TV, this paper suggests polymerizing end users' demands through database marketing and audience survey mode, and innovating in program arrangement and genre creation.4. This paper proposes some ideas for industrial chain of Mobile TV, emphasizes that the horizontal value integration between new media and traditional media play an important role in straightening out industrial relationships, reducing production cost and avoiding investment risks.5. This paper made lots of quantitative survey on demands and trainings of talents required in Mobile TV and other new media companies for the first time, then put forward the training mode of new media talents.