| Mobile TV is regarded as the Fifth Media except newspaper, broadcast, TV and Internet. This service was carried out very well abroad. But in China, the amount of mobile TV user is very small. At the same time, there are three mainstream mobile TV standards put forward by broadcast network operator and telecommunication network operator. TD-MBMS is a supplement service standard based on TD-SCDMA technology and only dominant by mobile network operator. Each standard of them has merits and demerits after system comparison. In this thesis, the author tried to analysis the probability of TD-MBMS mobile TV by using SWOT method, the business units and the outside factors of industry chain by using value chain theory, service characteristics of mobile TV and consumption habit of user by secondhand data. The author set forth the service categories, the structure of industry chain and running strategy of mobile TV service. At last, the author drew a conclusion that the government should give every operator a license of running mobile TV and issue the national standard of mobile TV as soon as possible, mobile network operator should upgrade the service by utilizing TD-MBMS mobile TV. |
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