Reserch On Mobile TV Development In Shandong

As a new media form, mobile TV highlights the characteristic of mobile portable,personalized and interactive. With the constant improvement of Chinese3G networkcoverage, mobile TV business become a profit growth point of the content providers andnetwork operators cannot be ignored. On March22,2010, CBC signed an agreement withChina mobile communications group corporation, formally announced the CMMB mobileTV commercial. Many operators have send force to develop mobile TV market. In theaspect of the development of CMMB mobile TV broadcasting mode, Shandong CBC isthe first domestic company has the business license of the operating subject at theprovincial level.CBC province set up a branch in17cities in Shandong, CMMB signalhas covered109cities and counties in17cities in Shandong province area. In streamingmedia mobile TV development, Shandong mobile platform as a cut in qualification of theonly company in Shandong has a mobile phone video operating license of the new mediaagency, officially launched in June2011, and carried out extensive cooperation withtelecom operators. Shandong mobile TV learns from the experience of other provincesand cities of the more successful innovation for its own development model. Along withthe growing popularity of smart phones in the mass, the use of mobile terminal to watchtraditional TV broadcast, on-demand content or use mobile network download to watchvideo, becomes a fashionable way of life of many users. This paper first discusses theconcept of mobile TV, mobile TV transmission characteristics, technology standards andimplementation approach and combed the development of mobile TV in China. Aroundthe study of Shandong mobile TV in two modes, namely the model of radio, film andtelevision of the CMMB mobile TV and mobile TV based on streaming media technology.In this paper, this study defined mobile TV as: Mobile television is the use of mobilecommunication network or digital terrestrial, satellite broadcasting network, in which hasthe function of a specific operating system and video smart phones and support HTTP andRTSP non-smart phone mobile terminal product, loading on the CMMB chips, watchingAV multimedia services.In interpretation of Shandong mobile TV development present situation, combiningwith the investigation and analysis, for example, charts list, Analyses the user scale, Shandong mobile TV content preferences, segmentation, positioning, viewing behaviorcharacteristics, Provides tactical support for its content form and profit model innovation.In research of Shandong mobile TV development bottleneck, puts forward the mainproblems of the technical level and business level, from mobile TV transmission rate,terminal number, price, mobile storage capacity, and elaborated the phone‘s screen. Thenfrom the content, rates, profit model, and analyze problems mobile TV professionals.The fourth chapter mainly aimed at Shandong mobile TV development problems anddeficiencies in terms of strategy analysis. I put forward to strengthen the building ofinnovative mobile TV content, break the homogeneity phenomenon, making the programlength is moderate, short, precise positioning, personalized, interactive content. In viewof the deficiency, by lowering prices, explore diversified innovation profit channel, carryout marketing strategy suitable for mobile TV promotion.The end of the article in Shandong mobile TV industry are summarized and prospected.With the advancement of three nets fusion policy, Department of radio, film andtelevision and telecommunications sector coordination of interests, give play to the roleof resources complementary advantages, promote the Shandong mobile TV into a newstage of development.