The Research Of The Position Of MobileTV Program

With the development of technology，3G（the 3rd GenerationTelecommunication）is playing a more important role in contemporarysociety.The most salient feature of 3G technology is that it realizesboth highspeed and high-quality data transmission to mobile terminalusers. In fact, 4G technology has been put into trial since 2006 and issoon to be invested commercially. Compared with 3G, 4G technology hasmore advantage in video transmission, which could even be compared withHDTV(High-definition TV). With the aid of communication technology,mobile TV will display its advantage in the 3G and 4G era. In addition,the move to triple play and issuance of 3G license, provide policy supportfor the development of mobile TV. Nonetheless, any media, regardless ofthe technical support and operators, ultimately calls for a return tocommunication contents. Therefore, mobile TV, as a kind of new media,is supposed to pay more attention on contents, especially in the factof immature mobile TV programs.The dissertation concentrates on the positioning of mobile TVprograms. It explores the suitable forms on base of features of mobilephones and audience. The dissertation contains four parts, which can bedescribed as follow:The first chapter presents briefly status of mobile TV. It, on theone hand, explains physics foundation for mobile TV programs from theperspective of transmission mode and technical norm, on the other hand,summarizes conditions of mobile TV programs both in China and othercountries. Finally, development opportunity of mobile TV in China isanalyzed. The second chapter focuses on main audience of mobile TV programsfrom properties of media and usage. That is, there are both advantagesand disadvantages, such as, mobility, immediacy but limited screen sizeand battery power. Based on analysis of age, gender and preference ofaudience, it arrives at a conclusion that mobile TV program will presenttendency of short time, entertainment and relative youth.The third part, crux of the dissertation, concentrates onpositioning of mobile TV programs, which can not indiscriminatelyimitate traditional TV programs. Therefore, main types focus on news,films, variety shows and emerging micro movie, mobile play, etc.Finally, the forth chapter summarizes the previous analysis andpositioning, and looks into the future of mobile TV program. Inconclusion, this dissertation contributes to research on characteristicand positioning of mobile TV program.