Study on the Development and Marketing of Mobile TV Programs

DOI

10.2991/emcs-16.2016.315How to use a DOI?

Keywords

Mobile TV; Program development; Marketing

Abstract

Mobile TV is a star product of media integration. The state strategy of “integration of three networks” has made mobile TV convenient for people’s life. While bringing users with new media experience and convenient mobile information, it has also created new market opportunities for saturated broadcasting and telecommunication business. Meanwhile, it also provides brand new marketing platforms for advertisers. In this paper, emphasis has been given to he development and marketing of mobile TV programs. First, the research background, research purpose, literature review as well as research methods are introduced. Then the advantages of mobile media are discussed with further exploration on the definition, development motivations and communicative features of mobile TV, a new medium derived from mobile media.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Jing Yang
PY  - 2016/01
DA  - 2016/01
TI  - Study on the Development and Marketing of Mobile TV Programs
BT  - Proceedings of the 2016 International Conference on Education, Management, Computer and Society
PB  - Atlantis Press
SP  - 1274
EP  - 1275
SN  - 2352-538X
UR  - https://doi.org/10.2991/emcs-16.2016.315
DO  - 10.2991/emcs-16.2016.315
ID  - Yang2016/01
ER  -