Study On The Development Of Outdoor Focus Video Media In China

Focus Media Company created a mythology of outdoor focus video media, and started a successful mode of outdoor focus video media market in China at the same time. After that, the focus video media such as underground video, hospital video, school video etc. rose gradually. And the public space faced the situation that the market would be carved up. With the characteristics of compelling spread, multimedia play, strong expressive force, high degree of exposal and contact, focus video media creates advertisement worth by utilizing people's "boring time" such as waiting elevator, in the toilet and so on.Under the background of the demonstration of focus media company's successes, the rational putting of the advertisement, the upgrade of the city's image, and the change of the consumers' consumed way, outdoor focus video media developed greatly. The success of the first generation focus video media, which is delegated by focus media company, successfully brought along the exploitation upsurge of the new media in the focus domain of school video, underground video, hospital video, bus video and station video. However, with the gradual penetration of the economic crisis, focus video media in China also faced the puzzledom of development. In December, 2008, sina web consolidated the outdoor numeric operation leaded by focus media company, which only hold advertisement operation of the internet and cinema, and traditional outdoor billboard operation. China Health Media, which developed well all along, reduced staffs' salary in March, 2009. Experts analyzed that China Health Media was affected by the economic crisis seriously, and it was another embodiment on the achievement's decrease of focus media companies. The whole outdoor focus video market faced a lot of problems such as reduction of the attention resource, absence of the content's attraction, customers' interference for exploitation of the public space, and the difficulty of detection for the advertisement impact. In order to solve the difficulties of development, and develop the outdoor focus video media well, the exploitation from the value of places to the value of content must be started, the web of broadcast must be upbuilt to interact customers and media contents; the innovational way of outdoor focus video media must be tried for, the opposite sex video media and the innovation of contents should be regarded, and the supervising system for the effects of focus video media should also be explored.