Research On The Development Strategy Of The Mobile TV Under The Background Of Convergence

The development of the Mobile TV can’t do without two important factors, one is the radio-and-television department which takes charge of content production, and the other one is the telecommunications department which takes charge of content consumption.The relation of them defines the developing trend of the Mobile TV.According to the position of the two departments,this article tries to analyse the operations modes, the problems of the Mobile TV and the needs of the users,in order to introduce how the two departments cooperate to get a better foreground of the Mobile TV.Users can watch,download,request the TV programs and other vedio programs online,which is a value added service.According to the analysis on the feasibilities and the positive effects of the convergence between the two departments,the author considers that the convergence of the two departments will be necessary if the Mobile TV want to get a good development.The author presents the operational status,content status and the cost of the Mobile TV, which exposes some problems.At first,the CMMB Mobile TV is monopoly,which contains a small number of channels.Secondly,the Mobile TV,which is operated by telecom operators also exists problemsjust like the playback is less than satisfactory,the phenomenon of program content of homogenization and vulgarization is serious.Thirdly,the Mobile TV service is a high" luxury" service, which is out of the willingness to pay.The article makes a research on the current usage situation of the Mobile TV done through questionnaires. We got a lot first-hand data. First of all, we know from the data that people from different sex groups, with different educational backgrounds, doing different jobs use the Mobile TV differently. Through the questionnaires, we also know when and for how long the users use the the Mobile TV and analyse the program sources and content needs of the users.Based on the problems of the Mobile TV and the needs of the users,the author gives the points on the development strategy of the Mobile TV from the view of convergence.At first, the two departments have to improve the management of dispersed phase.Secondly, they should innovate a benign circulation of profit pattern.Thirdly,the radio-and-television department must innovate economic growth point,which contains the Mobile TV.And it must pay attention to content creation,do the promotion of the Mobile TV.Last of all,the telecommunications department needs to develop and popularize the the Mobile TV.