Current Situation Analysis And Development Strategies For The "Yangtze River Cloud" Mobile TV APP

With the emergence of mobile TV APPS, the traditional TV Station has gained lots of successful performances during the development of its mobile TV APPS. However, there are also many problems existed. "Yangtze River cloud" is an official mobile TV APP of Hubei Radio and Television station. This article took it as an example to explore the development of "Yangtze River cloud". Through in-depth analysis, I hope the paper could provide some valuable suggestions and clues for the development of television mobile apps in China media.In this paper, we talked about how TV APPs on mobile phone were generated and developed. Using "Yangtze River cloud" APP as example, we introduced its history, current stage and competitive advantage. We also pointed out the difficulties hampering its development, including the lack of knowledge to run the new media, the lack of core competitiveness in the field of the new media, the lack of new media platforms, and so on. Based on these difficulties, we proposed the strategies to develop "Yangtze River cloud" APP. Include strengthening the Internet marketing thinking, build "life" of "Yangtze River cloud" APP, refactoring scene, dig at the edge of the audience, etc. Amongst them, we gave a detailed description about the design of life-like "Yangtze River cloud" APP. We believe the real media convergence should be like the combination of flesh and blood, while the development of "Yangtze River cloud" APP should depend on the organic assembly of content, free of charge, integration, technology and collaboration.This article through the literature, collect data, comb the development process of mobile TV APP, the research of predecessors’ was added. The microscopic study of mobile TV APP, the study on the development of the "Yangtze River cloud" APP situation, for the development of domestic mobile TV APP provides the beneficial reference.