3G背景下中国手机电视研究.doc

摘要:本文从国内手机电视的概念出发，结合3G科技的背景，对国内手机电视的发展现状、传播模式、传播效果和传播特性进行传播学特性的分析。提出手机电视是一种融合了人际传播、组织传播和大众传播的综合性媒体。通过将手机电视与传统媒体进行对比，区别出手机电视在传播过程中，拥有更强的互动性、受众主导性、便携性和移动性以及私享性等优势特征，为其在新媒体浪潮中的生存和发展奠定了良好的受众基础。文章在第4部分通过四个方面，对手机电视在节目内容同质化、资费终端价格高昂、政策管理不完善以及技术手段不成熟等限制手机电视发展的因素进行了较为详实的分析和论述。并且针对手机电视的传播特征和发展瓶颈，提出要结合手机电视自身的特点和受众的需求，对手机电视的节目内容进行新、短、精、清的细化；在政策和体制上可以通过成立监管机构对网络运营商和内容提供商进行统一的监督管理，改善监管力量和监管机构分散的弊端；同时从技术和终端方面，提出统一视频规格，增强互通性、改变收费模式对接用户支付能力以及建立健全手机服务站点等方式方法，促进手机电视在我国的发展，进一步完善我国媒体多元化的进程。

关键词：3G  手机电视  传播

Abstract:This article from the concept of domestic mobile television, combining with the background of the 3G technology, the domestic mobile phone TV's development present situation, the transmission mode, communication effect and transmission characteristics of the paper analyses the characteristics of the communication. Mobile television is put forward a fusion of interpersonal communication, organization spread and mass communication integrated media. Through the cellular phone television compared with the traditional media, a distinction between mobile phone TV in the process of transmission, have stronger interactive guidance, portability, the audience and mobility and enjoy private advantage of features, for the new media in the tide of survival and development has laid a good foundation of the audience. The article in part 4 through the four aspects, rival installed program homogeneity, mechanical and electrical charges of the high price of terminal, the policy management not perfect and mature technology is not restricted the development of mobile phone TV factors for a more detailed analysis and discusses. And the spread of television for mobile phone features and development bottleneck, puts forward to want to mobile phone TV with its characteristics and the needs of the audience, in the mobile phone TV program for new, short, fine, clear refined; In the policy and system was established by regulators to network operators and content providers are unified supervision and management, improve the regulatory power and regulators the disadvantages of scattered; At the same time from technology and terminal, the paper puts forward unified video specifications, enhance the interoperability, change, charging system docking users pay ability and to establish and perfect the method such as mobile phone service site, and promote the development of mobile phone TV in China, further perfect our country media diversification process.

Key Words：Keywords: 3G  mobile phoneTV  transmission

　　　一种新的媒介从出现、发展、成熟到被普遍接受，总需要一定的时间。可以肯定的是，以数字、无线和流媒体的方式随时随地收看视频节目，既是电视技术和网络技术的发展方向，也是广大消费者的需求。

　　　在3G 时代里，文字、图片、音频、视频、网页、电子邮件、实时语音、实时影像等功能在手机电视中均可以实现，而这些传统、新颖的功能结合在一起，所能带来的是为不同需求、不同终端用户提供不同内容。3G是促进手机电视真正成为大众化媒体的催化剂。随着3G 时代的即将来临，手机将可以更快更好地承载目前各种媒体的传播方式和内容，手机电视及相关产业的潜力也将随之得到显现。受制于技术标准、政策、商业模式、终端等因素，手机电视业务虽然仍存在许多不确定性。但是国家广电总局在《关于促进广播影视产业发展的意见》中确定了要高度重视手机电视、手机广播等新媒体、新产业，要掌握主动，抢占先机，尽早培育、开拓和占领市场的决心。手机电视作为一项全新业务，开发、占领这一市场，将推动我国广电事业的可持续发展以及我国媒体多元化的新进程。