| As a new medium, Mobile Television becomes more popular. It attracts a lot of people and researchers to focus on this mobile terminal. One of the representative of Mobile TV, mobile TV on bus is a new type mobile medium in the major cities recently. The industry and academic have been studying its dramatically increment. The effect of dissemination is always the core part of the research. However the effect of Mobile TV on bus in China is still a blank area. The scientific literatures and results studying are insufficient which systematically study on the effect of Mobile TV on Bus, especially for Shanghai, which difficult to provide enough academic support to the industry.In the paper, the author takes the Mobile TV on bus in Shanghai as the research target, mainly use the dissemination effect theory, as well as the related research result, analysis the characteristic and the influence of Shanghai mobile TV on bus, the paper also gives practical improvement, provides valuable information for enhancing the dissemination effect of Shanghai Mobile TV on bus. Meanwhile, the author brings heuristic suggestion for the future work, which can also be useful for the promising development in other cities.In the paper, the achievements include: 1. analysis the characteristics from different sight of Mobile TV on Bus, for example dissemination method, audience, dissemination environment etc. 2. Based on the dissemination theory, author systematically studies on the influence from the audience, TV program and the environment of Mobile TV on bus, especially the complex influence resulting from the relation among different factors. 3. Summarize the classification and criterion for the dissemination effect of the mobile TV on bus. The author did experimental investigation on Shanghai Mobile TV on Bus. 4. Based on the analysis result, provide the improvement. |
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