Prospective Study Of The Operation Of The Broadcasting Industry, Mobile Tv

New technologies have given birth to new media. Mobile Phone TV, a technology, based on the technology of mobile phone and television media , has created opportunities for integration and historic development for Radio and Television Industry , an industry with an operating space of gradual saturation , and Telecommunications Industry, an industry with an operating income of sluggish growth, as well as bringing us a brand-new way of life. However, due to its being in the initial stage, many problems do arise in China's mobile TV industry such as the lack of national standards and industry leadership, the underdevelopment of Internet technology, the serious homogeneity with other industries, the unestablishment of industrial chain model of cooperation and the lack of a clear profit model. At present, there are no remarkable and systematic theoretical researches and successful cases in the field of China's MPTV. The researches for MPTV in China is still in a stage of "groping the way across the river" both from methodology to specific details and from theory to practice. Therefore, the prospective study for the operation for MPTV in Radio and TV industry will enrich the researches for MPTV industry and offer an important inspiration for the development of MPTV industry as well as Radio TV industry.The thesis is a combination of relevant theories of marketing, communications, Advertising and those of the practical operation of MPTV industry. Chapter one, based on a great number of analyses of MPTV industry information, gives a summary for content, features, Development and supervision of MPTV industry and offers an elaboration on the theoretical framework of the operation of MPTV. Thus it lays a theoretical foundation for the following discussion. Chapter two, beginning with the disputation on the MPTV standards between Radio TV industry and Telicom industry, produces a discussion on the feasibility of establishing MPTV industry led by Radio TV industry. This chapter is based on the analysis of the advantages and disadvantages of operating MPTV by Radio TV industry and Telicom industry respectively. Chapter three and chapter four is targeted at finding solutions to two problems - the content and the business model of MPTV industry currently functioning, and provides a more feasible solution strategy for the Radio TV industry led MPTV.The innovation of this thesis consists of the following aspects: firstly, it provides a detailed discussion on the definition and connotation of MPTV from a media point of view. Secondly, it offers new ways for the realization of MPTV by taking the two processes of downlink and two-back into consideration in MPTV information transmission. Thirdly, it strikes an initiative research on the issue of establishing Chin's MPTV industry leadership and offers a point for establishing a Radio TV industry-driven MPTV industry. Fourthly, it gives an in-depth study on MPTV audiences and systematically expounds the creation of the content of MPTV. Lastly, it provides a discussion on the feasibility and strategy of implementation of establishing a business model in the MPTV operation of our country.