Changsha Public-traffic Mobile Television Research Under New Media Context

Following the rapid development of digital media technology, the new media times of mass spread has come quietly, which makes the information spread approaches become more extensive; the number of spread mode is becoming larger and larger. The application of the new media can influence society, politics, economy and culture etc., which is an understood thing. However, the surplus information resource, increasing scarce attention resource, fragment audience time and fierce market competition have made the traditional spread mode changed a lot. Under the new media context, public-traffic mobile television develops rapidly. It captures large number of audiences and wins the market quickly depending on its special spread characters. Based on this, it is necessary for academic world to carry out research on its spread characters, spread contents and spread effects.This paper regards the public-traffic mobile television in Changsha as research model and starts the research from content production of information spread, arrangement settings of programs, spread environment, audience analysis and spread effects. It emphasizes the research of the life orientation, entertainment orientation, fashion orientation and fragment orientation of public-traffic mobile television programs in Changsha under visual culture background. It analyzes the brand positioning of public-traffic mobile television in Changsha:"Le Cheng", makes audience survey and explains spread effect. In order to find the development difficulties and problems which exist universally in public seeing and hearing carriers whose representative is public-traffic mobile television. And then it discusses the realistic prospect of public seeing and hearing carriers under the new media context. It also makes reasonable forecasting to its future development trend.At present, the public seeing and hearing carriers face many challenges:network technology is not perfect; information can not be transmitted effectively in real time; the contradiction between the traditional media and the new media is aggravated owing to excessive dependence on advertisement profit mode; in the influence of commercialization and marketization, audience rating is pursued excessively and the cultural education function of the public-traffic mobile television is ignored. Facing the increasing severe marketization challenge, it is a priority among priorities for public seeing and hearing carriers how to break out of the encirclement successfully. As for the media practitioners and researchers, it takes a heavy burden and embarks on a long road to build a good and healthy media ecology environment.