Study Of Shanghai Public Transportation Numeral Migration Television From The View Of Dissemination

There is a special social basis for the birth of the public transportation numeral migration television: the society transformed, the informolization and the technological innovation have impelled its development. The public transportation numeral migration television has already become one kind of emerging dissemination phenomenon, which simultaneously has the characteristic of the mass media dissemination and the demassification media disseminates, and its boom has conformed to the time tendency of dissemination.In Shanghai, nowadays the public transportation numeral migration television has rapidly and fully developed in public transportation domain, bus, taxi, subway and light axle as well as electronic station sign. It has the characteristics of leading, diverse and fusion development tendency. On one hand, Shanghai has the natural development superiority in the technical, the dissemination, the urban environment, the advertisement and the value stratification plane; on the other hand, it also has some insufficiencies in the public transportation numeral migration electricity, such as the program content, the effectiveness for a period of time, reception of TV environment, dissemination effect. In comparison, the development condition of the public transportation numeral migration television in Hong Kong, Singapore, South Korea may provide several inspirations for Shanghai.In the competetion of the Bus On-Line, the Business and Amusement Dissemination and the Digital Media Group, Shanghai East Pearl Migration Television becomes an outstanding pattern. In the future, with the vigorous development of the cultural industry and under the background of Shanghai 2010 Expel, Shanghai's public transportation numeral migration television will have undoubtly the bright prospects.