| This thesis attempts to probe into the subject of the programs of the transportation mobile-TV, aiming to analyze the advantages and the drawbacks in terms of the programs setting of the transportation mobile-TV in the city of Changchun, and incorporates the demands and the characteristics of people with different travel time in quest of efficient ways to adjust and improve. In the end, a new proposed program table will be listed.In the introduction, the author mainly discussed the definition, the history and the general situation of the transportation mobile-TV and briefly summarizes the development of this new media in Changchun as well as the relevant research fruit in academic field.Chapter one presented the characteristics of TMT from the perspective of communication. Firstly, it is mandatory and moveably accompanying which means to force the audiences to passively accept the stimulation caused by the programs and the sound through"confiscating"the remote controller from their hands. The transportation mobile-TV, to some extent, succeeds the mobile feature of the broadcasting media and innovates the traditional receiving form which has been confined to a limited space. The broadcasting of TMT facilitates the audiences to enjoy the programs during the whole process of their traveling on the bus. Secondly, because of the mobility and the limited staying time of the passengers, the programs of the transportation mobile-TV are mostly short and concise. Furthermore, it could also timely broadcast the emergent and significant events by making full use of its advantages. Last but not least, it has free access to content and digital technique. Although it has advantages on transmission, some limitations still exist, such as the transmission environment, information feedback, mode and contents during the process of transmission.Chapter two resumed the analysis on three levels: the characteristics, the category and the psychological demand of the receiver and proceeded from the perspective of the audiences of the transportation mobile-TV. The main communication object is urban-oriented audience and permanent resident population with working class and student groups constituting its backbone. Concerning the professional aspect, most of the audiences are employees and students while as for the age aspect, the transportation mobile-TV covers a wild range of audiences from the old to the young. The audience of the transportation mobile-TV has the following features: dispersivity, temporariness, and mobility, relative changelessness, obvious regularity of watching, a large number as well as short time watching and poor receiving efficiency. These audiences are very large unorganized groups with complex multi-attribute, thus distinct from each other during the process of watching the programs. The audiences can be divided into positive audience and passive audience out of their sense of participation and into potential audience and known audience out of their receiving situation and behavior. Nevertheless, no matter what type of audiences they are, the receiving behavior is driven by their demand and the manifold demand is chiefly entertaining and informational oriented.The first two chapters are constructing their frameworks on the theoretic basis. From the third chapter, the author will set the transportation mobile-TV in Changchun as an example and apply the theory to reality. In the first place, the programs of TMT are being categorized and summarized from their contents on four parts: news, information, entertainment and advertisement. Every program from every part is generally introduced ensuing the summing up of their characteristics. In the second place, it is concluded from the length of the programs that the total broadcasting time is 901 minutes among which the news programs taking up 29% and the information programs accounting for 6% with the rest shared by entertainment programs and advertisements respectively. According to the concrete statistics, we could figure out which part takes the majority. Thirdly, the programs setting were analyzed by dividing the broadcasting period into morning period, noon period, afternoon period and evening period and illustrating it further by dividing the morning period into 6:00-8:00 and 8:30-11:50 to obtain a detailed explanation. Finally, the author provided a conclusion about the strength and weakness of TMT in Changchun.By summarizing the feature of TMT transmission and that of the audience, taking Changchun TMT as case study, the author gives suggestions on rational program setting in Chapter 4. In more and more cities, TMT is turning to be a familiar and acceptable thing with people. Lots of big cities have accelerated to develop their TMT system, thus gradually scoring some unique achievements. In this article, the author lists the features of TMT programs respectively in Hong Kong, Beijing, Shanghai and Singapore, in order to provide Changchun with some inspiration. The author suggests that since the audience focus on different things in different period, their"focus"should be take into consideration while arranging programs. Therefore the programs arranged in rush hours should be different from that of non-rush hours. Rush hours can be divided into morning rush hours and evening rush hours. Although the main audience in these two periods are students and office workers, their moods differ a lot in distinct time; thus the programs should be adjusted to cater to the audience's needs from time to time.The author also offers five pieces of advice in this paper: 1. Programs enrichment. 2. Instant TMT news updating. 3. Audience categorizing. 4. Subtitle adding. 5. Advertisements slimming and adjustment. The author provides a TMT program list setting according to the traveling feature of the Changchun citizens at the end of the paper, hoping to give a hand in setting TMT program in Changchun.This is the fourth year since Changchun launched its own TMT programs. In the past three years, Changchun TMT programs has been improved and upgraded constantly. I believe that the program arrangement will advance towards a more rational direction. |
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