Mobile TV Spread Influence Research

The emergence of mobile TV not only brought new space of development for the broadcast industry and the telecommunications industry, but also brought new changes of the spreading influence for the media industry. From the spreading perspective of the mobile TV, the paper researched characteristics and functions of mobile TV, performance and mechanism of the spreading influence of mobile TV deeply basing on the theoretical and empirical way.Firstly, starting from the concept of the mobile TV, the paper elaborated characteristics, thread of basic development, functions of media and performance of the spreading influence. It indicated that mobile TV was not only a media but also a business patterns with the features of privacy, interaction and mobile portability. Its main functions included application of social media basing on information and application of network video basing on entertainment. Secondly, the paper constructed a general analytical framework about the mechanism of the spreading influence of mobile TV, and analyzed the mechanism further from the theoretical and empirical view. The research suggested that the mechanism of spreading influence of mobile TV should divide into two parts. The one was the influence on the audience's perception and behaviors when the mobile TV disseminated information as a channel of communication. Another was the secondary influence on the social perception and behaviors by the audience processing the information and disseminating again. Based on a comprehensive analysis of the mobile TV of the questionnaires and social statistics report,the paper concluded that the spreading influences of mobile TV to the audience was crossing from the cognitive stage to the satisfied stage. And the main groups with low income, low education, career-oriented hindered the secondary spreading influence of mobile TV. In general,the spreading influence of mobile TV was weak. Finally, based on these studies, the paper proposed suggestions in four areas including constructing new mainstream media of mobile TV, strengthening the integration of old and new media resources, innovating the content and form of mobile TV, strengthening the supervision of mobile network and policy support.