| Mobile TV refers to an information communication media by which mobile phone or radio and television operators transfer video and audio multimedia content or services through Radio and TV Network or telecommunication network to mobile terminals, so that mobile TV users can watch television, do feedbacks and interactions. It gradually developed with the development of the mobile communications and streaming media technology which can trace back to as early as 1990s. with the advantages of interactive communication, mobile reception, high speed in communication, extensive integration, the relative audiences, personality, it has become a widespread new media form.under the condition of the weak growth of the traditional media, increased integration of old and new media, the rapid development of the third generation mobile communication technology, it still confronts a series of problems, Including non-uniform technical standards, trade barriers, unclear profit model, the technology lag, etc. The future development of mobile TV is still faced with limited market, immature Content Industry, unprosperous consumer demand, the exaggerated outlook and the challenges brought about by 3G applications, To overcome these obstacles and to accelerate the development of mobile TV, it needs to set up a Third-party operators to formulate a reasonable model in benefits and to stimulate the enthusiasms of all parties in the industrial chain into the development. Furthermore, it needs some means such as copyright protection, the development of Long Tail, supporting social television institutions to promote the formation of the content industry; it also needs to explore a variety of profit channels, to encourage innovation, and to foster awareness of new media marketing, to explore new marketing methods and channels .In addition, when we are exploring the development of mobile television and benefit channels, we must also take into account the ethical issues of new media. there are nearly 500 million mobile phone users in China, the large number of whom are young people, and during the downlink transmission, the mobile television has a good interactive uplink capacity, Therefore, to the potential ethical issues caused by mobile television such as videotaping uploaded content, copyright infringement, the dissemination of mobile phone virus, We have to take some preventive means such as the introduction of mobile phone real name system, the strengthening of technical prevention, public participation in governance and the improvement of media literacy. |
