Mobile Tv Content And Marketing Strategy Research

The general trend of media development is media integration. With three generations of development, the mobile phone, besides its basic talk functions, has become the"fifth media"with great potentials following newspapers & magazines, radio, television and the internet. Mobile phone television is the hot application of"mobile phone media"to the attention of the world in recent years. With its unique communication features and the highly connection with the people, the brand-new television media concept and the market potentials make the industry full of prospects toward its future. With the brand-new communication concept and mode, mobile phone TV is trumpeting its television function to the world's 4.6 billion users of mobile phones. However, in the development process in China, the mobile phone TV has encountered many problems such as unclear content production, higher price, diversified modes and not smooth marketing, etc.In June 2005, Shanghai Dragon New Media Co., Ltd shot China's first mobile phone TV"Legend of White-collar Backbone Elites,"which created the concept of new media TV. In October 2006, China Mobile's Multimedia Broadcast, i.e., the point-to-group communication method, was born. In 2011, China announced to speed up the integration of internet, cable TV network and communication network. Why is the development of mobile phone TV which is prevailing in South Korea and Japan so slow in China? What is the future of the content construction of marketing of China's mobile phone TV?The article has four parts: Chapter I is the General Overview which defines the concept, categorization and media features of mobile phone TV. There is also an introduction of the development of mobile phone TV overseas. Chapter II introduces the development process of China's mobile phone TV so as to usher in the study of mobile phone TV in the following chapters. Chapter III analyses China's production practice of mainstream mobile phone TV production in the future and summarizes key points and characteristics of playwrights of mobile phone TV production. Chapter IV, from the 4PS perspective of marketing combo strategy, studies and analyzes products, prices, channels and marketing approaches of mobile phone TV based on practices of mobile phone TV production practices. A summary in the end concludes the article. The article is expected to offer some reference and inspiration to the program production direction, communication mode, pricing, operational mode and marketing of China's mobile phone TV.