Operation Analysis And Strategy Of Mobile TV By The Definition Of Public Media

The media is closely linked to the vital interests and daily life of all members of society.Targeting at all members of society,it reflects the public nature of community in depth.As a public resource,media is still a highly monopoly industry under China's current system though.Therefore,the operation of media should not only consider its economic performance,but also take its sociality into account.Mobile TV has become familiar to people since the beginning of this century. However,there are a lot of differences between the Mobile TV and the traditional TV. Because it is newly developed,and theory workers seldom have a chance to be in touch with the new media,the theoretical research on Mobile TV is relatively inadequate.On the other hand,the media operators are involved in the complicated beginning of the tough business,so research on practical strategies is deficient too.Base on public economics,new public management theory,media economics and the study on Mobile TV,such contents as the motives of the emergence of Mobile TV from the aspects like the market demand and media supply,competition for the rare resource and innovation of them,the need for the development of the mass media group and the outer system profit motive of the capital,are thoroughly studied in this thesis.It is intended to explain the development practice and status quo of Mobile TV through the case of Shanghai Oriental Pearl Mobile TV.This dissertation gives a brief explanation of the outside environment of the operation of Wuxi Mobile TV,including the economy and related background of Wuxi and the operation advantages like technology advantage,active delivery advantage,given-time advantage,and price advantage.Meanwhile,some problems of Wuxi Mobile TV are analyzed in this paper,such as immature technology,single profit-making mode,complex communication space,the social effects of mandatory watching and relatively high operation cost.Through the analysis of the operation of Wuxi Mobile TV,this part comes up with some strategies,such as obeying the "two-layer" feature of mass media, enlarging the coverage,increasing the normal operating rate of the technology platform,establishing pushing system,strengthening brand-building,increasing profit-making modes,controlling the cost,and using the capital reasonably,and etc.