Research On The Content Chain Construction Of Mobile TV

With the issuance of 3G license, the development of mobile TV becomes much more important both on practice and economy. When the technical and policy issues related to mobile TV has been resolved gradually, the key problem will be concentrated on the issue of "Content is King". This paper studies the difference of communication characteristics and the audience features between the mobile media and the traditional media. On the basis of these studies, the paper analyzes the production and resource of the mobile TV content, and also the characteristics, types and forms of the programs. The author tries to provide some constructive suggestions for the development of the content production chain of mobile TV through the comprehensive and systematic analysis.Firstly, this paper recalls the developing course of mobile TV, current situation and related issues in China and other countries. Then, the author suggests that the key to develop the mobile TV business is the content platform construction. Secondly, the paper discusses the two aspects of influence on the mobile TV contents, including the characteristics of mobile media, the form of dissemination of information, the characteristics of media usage and acceptance, the interactive features of mobile media, and the audience watching habits as well. Thirdly, the paper is oriented on the content chain construction of mobile TV from three aspects- the way of content production, the main features of contents and the types and forms of contents. Finally, the paper comes to the inclusion that only with professional and abundant content, the mobile TV business could create a profitable point for the business model, and then the whole industry can be on the way of rapid development.