China Mobile Broadcasting Operation And Development Strategy Research

According to statistics given by MIIT (Ministry of Industry and Information Technology of the People's Republic China), the number of cell phone users in China has been more than 850 million by the end of 2010. Cell phone has become a promising and increasingly influential transmit terminal. With the improvement of communication network coverage and rapid development of wireless communication technology, mobile broadcast is providing richer user experience for the audience and has brought great opportunities for the development of the disadvantaged Broadcast Media.Numerous advantages of mobile broadcast have made it a promising market. First of all, mass media and personalized dissemination has combined perfectly through it; thus, it achieves point-to-point effect. Secondly, the use of micro blog, mobile QQ and other application has made mobile broadcast entering into the'We'Media age. In the mean time, changes of service pattern from broadcast to narrowcast and from the audience to the user would cultivate a broader market of audiences, which traditional radio media is badly needed.However, the development of mobile broadcast in China is restricted by many factors at present. In order to make the most possible use of mobile broadcast, we should first establish a sound and stable industry chain and try to find a operating mode suitable for sustainable development. Secondly, the two giants of the industry, SARFT (The State Administration of Radio Film and Television) and China Telecom should break down the barriers and seek for coordinated development for the industry. Lastly, the government should strengthen guidance and be more supportive, such as offering policy support etc. The trend of triple-play of Radio & TV, telecommunication and internet will provide an unprecedented opportunity for the development of mobile broadcast, which creates a win-win develop pattern.In this dissertation, the author tries to describe the forms and features of domestic mobile broadcast, including sorting out types of mobile broadcast, demands of audience, transmission modes, patterns of development etc. it also summarizes the positive impact of mobile broadcast on broadcast media. Based on the situation of radio and television industry in china and cooperated with foreign practical experience, the author has preliminarily focused on how to utilize mobile broadcast so as to create a new way to reform and development for mobile broadcast in China.