The Study Of Mobile TV Development Strategy Under The Convergence Of Three Networks

The convergence of telecommunications network, computer network and cable television network has a great significant for the development of the media industry and the communications industry. Many countries in the world draw up policies to promote the development of the Convergence of three Networks from a strategic perspective. As the core of mobile media applications, known as "killer" at 3G times, Mobile TV which is also the typical business of "Convergence of three Networks", becomes a tremendous breakthrough and point cut. Promoted by the current government policy, the convergence of three networks brings new opportunities for the development of mobile TV.As a new media, Mobile TV has obvious advantages. The development of Mobile TV shows different characteristics in different countries and regions. Compared with foreign countries, the development of Mobile TV is relatively slow in China, there are many problems. First, lack regulatory policy, with serious non-clarity, inconsistency, discomfort; Second, National standards is implemented improperly and the competition of standards continues, which seriously obstacles the formation and strengthen of the mobile TV industry chain; Third, scarce program resources and the serious homogenization in content become an obstacle to the development of mobile TV; Fourth, independent business model respectively led by Telecom and Broadcasting leads to the low efficiency and vulnerability of the industry chain; Fifth, Profit problems with high profitability rates makes profit outlook bleak. Mobile TV and convergence of three networks complement and promote each other. In the context of convergence of three networks, the prospects of mobile TV development will reproduce. First, the scale of industry market will expand with acceleration of industrial capital integration and enlargement of the user scale; Second, Telecom and Broadcasting will achieve co-operation, thus there are more secure content resources, effective network services, consumer's choice; Again, the market competition becomes more rational, forming a relatively good competitive landscape.Based on the analysis of the existing problem in mobile TV development, combing the prospects of mobile TV based on convergence of three networks, the development of mobile TV can take the following strategies. First, take policy-oriented efforts to strengthen the supervision, implement relevant rules of convergence of three networks, establish perfect platform monitoring mechanisms, and set the amalgamation of management institutions; Second, Telecom and Broadcasting should carry out cooperation with the aim of mutual benefit, create mature industry chain, establish reasonable distribution mechanism, select the scientific and rational profit model, cultivate mobile TV professionals; Third, enhance audience analysis and market cultivation towards users, then develop consumer market based on user's location and viewing behavior of users; Fourth, innovate content production of mobile TV, including program content, formats, programming and copyright protection, and so on; Fifth, apply flexible and cost-effective marketing methods, such as event marketing, database marketing, experiential marketing and collaborative marketing.