Media Morphosis Theory Perspective Of The Development Of Bus Mobile TV

Bus Mobile TV in recent years is the rise of China's large and medium-sized cities in the new mobile media. It integrates of the traditional television media all the attributes,meets the audience demand for mobile TV viewing, and has spread on the timeliness, relevance and mandatory. The emergence of Bus Mobile TV means not only the changes of TV transmission technology, but also the changes of TV transmission functions, content production and TV cultural in the media industry, and it's development triggers a new round of media integration.From the view of media morphosis, this paper discusses the development of Bus Mobile TV, and bases on Bus Mobile TV in Wuhan for the study. It analyzes the development of Bus Mobile TV in Wuhan from the programme content, audience ratings characteristics and operating strategie, and find that Bus Mobile TV in Wuhan still exists the problems in the production of program content, the audience's satisfaction, operating strategy, and needs further improvement.In view of the above, this study proposes the way to improve the development of Bus Mobile TV. Generally speaking,Bus Mobile TV should improve the existing technology systems, and create a good viewing environment. It can integrate all forms of media, and seek value-added. Also it should pay attention to shaping their own unique mobile culture, in order to seek survival and innovation.