| The Urban Transportation Mobile Television, a new media form, has both two characteristics:"Mobility"and"Televisibility". This communication superiority makes this new media form a nationwide expansion since its appearance in Shanghai in 2002. After more than 4 years'development, although the emergency of the profit mode , it encounters its bottle-neck: the absence of the Audience-orientation consciousness, audiences'repulsion and advertisers'doubt to the unilateral and compulsive communication mode…How to resolve all these problems become the question to discuss in the development of this new media form.This paper has adopted the method of literature review, on-the-spot investigation and case analysis, to find out the sticking point and makes some suggestions. Under the guidance of the audience-orientation concept, this paper chooses Shanghai Oriental Pearl Mobile Television—China's first operator of this new media—as a typical case, and discusses the way of management under the audience-orientation concept, in order to provide reference of possible development direction for this industry.This paper is composed by five parts. The Chapter I introduces the origin and the method of the research. Chapter II summarizes some literatures about Urban Transportation Mobile Television, and analyses this media form in media characteristics, audience, program contents, advertising, profit mode, media perspective. Chapter III defines the form of Urban Transportation Mobile Television and generalizes the current statues in China. ChapterⅣtakes Shanghai Oriental Pearl Mobile Television as a typical case, tries to make some suggestions in media positioning, brand construction and media conglomeration under the guidance of the audience-orientation concept. Finally, the conclusion emphasizes the importance of the audience-orientation concept in the management of this special public space based media form under the media fragmentation environment. |
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