An Exploration And Practical Research On The PUGC Ecological Model Of Mobile Station

With the development of mobile Internet, radio broadcast is developing towards Internet-orientation and mobilization. Mobile station is an information collection platform which realizes the interaction with the audience by providing individualized radio programs to the users through intellectualized mobile phones and tablet computers based on Internet technology. It has broken the listening modes and producing modes of traditional broadcast and has occupied the radio market rapidly through its spreading characteristics such as entertaining, individualized and fragmented. In recent years, the rapid development of mobile station has also generated some drawbacks, including the disordered market competition,continuous copyright disputes, low quality of the content and the ambiguity of commercial model. In order to solve these problems, mobile station is seeking for new modes of development. The previous UGC mode was unable to guarantee the quality while the PGC mode is unable to meet the demand of users in terms of the width though it was able to guarantee the quality. In 2015, PUGC ecological model wad proposed in the industry. It refers to establishing clear copyright and commercial cooperation mode through the cooperation between traditional radio presenters, professional sound players as well as we media KOL and the mobile station by making content for them online. PUGC model has integrated the advantages of both modes and therefore achieved the complementary effect. However, this model is newly developed and immature, and therefore it is still under exploration. Based on the practices in the industry, many aspects of it will be improved and supplemented.This paper first analyzes the basic situation of mobile station and introduces briefly the connotations and types of mobile station. In addition, the market situation and developmental trend of it are also introduced and the developmental troubles of mobile station are emphasized. Under such situation, in order to find the developmental pathway for mobile station in the future, PUGC ecological mode is introduced in the industry. Based on media ecological system theory, PUGC model is proposed and it is analyzed by introducing systemelements and the relations between elements. The analysis of PUGC ecological model of mobile station mainly includes three links, including the content production link at the upstream, the platform operation link at the middle stream and the intellectual terminal link at the downstream. These three links have a mutual promoting and correlating relation and form the overall PUGC ecological model. Finally, the implications of PUGC ecological model on the traditional radio broadcast are pointed out to provide some references on the operation of mobile terminals of traditional broadcast.