Mobile Tv Content Development And Marketing Research

Mobile TV is a star product of media convergence. As the entry point of thenational "triple play" strategy (the integration of telecommunications networks, cableTV networks and the internet), Mobile TV brings convenient mobile information lifeand a brand-new media experience to people, meanwhile it has created new marketopportunities for the Radio&TV industry with audience saturation and thetelecommunication industry with weak developing. And it also provides advertisers anew marketing platform.With the issue of3G licenses by MIIT (Ministry of Industry and InformationTechnology), the technical standards and Policy issues of Mobile TV have been solvedgradually. Some marketing experience and user groups have accumulated for MobileTV operations after several years' marketing exploration. China's Mobile TV industrywill enter a period of rapid development. Many unique aspects in Mobile TV are worthyof study. This article will focus on Mobile TV's content development and marketingsolutions. The main content of this paper is divided into four parts. The first part is theintroduction, describing the research background, purpose, methods and literaturereview of this paper. The second part discusses the advantage of mobile media spread,and then explores mobile TV's definition, development motivation, media propagationcharacteristics and so on. The third part is about mobile TV's content development, thatis, first to discuss the program content and program style which are fit for mobile TVplatform from the content level, and then to give some recommendations about how tomake, edit and broadcast a better mobile TV program from the form level. The fourthpart talks about the marketing of mobile TV. Based on the characteristics of thesecondary sale of media products which belong to Mobile TV, this Paper starts withexploring what marketing strategies and methods the operators can use to attract theusers' attention from the first selling perspective, and then analyzes what innovativeadvertising forms can be used by mobile TV to win advertisers from the second sellingperspective. I hope this paper can provide some reference value for the futuredevelopment of mobile TV.