Study On Mobile TV Program Content Innovation And Its Morphology Innovation Strategy In The Context Of Industry Convergence

At present, along with Net work integration era, media fusion exacerbate development has been infiltrated into the wider space. Mobile phone TV in mobile phone and mobile phone TV Television Alliance, as a new media, has been known to most audiences, to receive. Mobile phone TV function is applied more and more widely, and are more and more mobile phone users to accept.Performance in mobile phone TV content and form, have a more diverse. Mobile phone television program with the traditional television does not have mobility, portable, real-time, interactive, privacy advantages and characteristics, which make the telecommunications industry, radio and Television Department and video studio entertainment circles filled with expectation.Of course, mobile phone television program development and not everything is going smoothly., its development process will encounter many difficulties and limitations, the support of governmental policy or not, the traditional TV programs creation thinking mode and concept, as well as at present still high viewing fee and so on, to the mobile phone television program future development challengesBut the mobile phone television program creation and innovation of the big screen has been opened, will not stop the pace of development, China mobile phone television transmission mechanism and the program producers begin to mobile phone TV Festival is different from the common television program characteristics, have begun to research mobile phone television audience and the audience to receive psychological, and on this basis of mobile phone television program content resources development and innovation, start on the mobile phone TV program form a plurality of innovation. In order to form a unique, personalized mobile phone TV brand programs, thereby expanding the mobile phone television program in the media industry’s competitiveness and influence.But the mobile phone TV in addition, we must be aware of current our country mobile phone TV program development is still at the primary stage, mobile phone TV content resources is relatively deficient, program form is also very not abundant, far cannot meet the majority of mobile phone users and demands of audience.In view of the above situation, this article through the survey data and case study method and content analysis method of combining, choice of mobile phone TV content innovation and form innovation as research object in this paper, a comprehensive and in-depth study.The first is studied in the context of the current media fusion mobile phone television program implementation and operation way; then is the analysis of the mobile phone television program innovation must have the conditions, including in the subjective conditions of mobile phone TV characters of the audience, and the audience’s psychology survey; as well as in the objective condition to need the national related policy support; then the mobile phone television program innovation program content sources, content type, mode of creation, as well as the programs in the form of communication and art class two kind of shapes are studied in detail; at last, the mobile phone television program innovation strategy, including the content and the form two aspects of the strategy for a rich exploration the bold and creative Study.