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关于移动电视受众或盈利模式方面的论文英文资料！！急啊 大哥大姐们 帮帮忙！！
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作为一种媒介新形态，公交移动电视融合了传统电视媒体和户外媒体的特征。它不仅具有传统大众传煤的优势，还因其时空的移动性和独特的受众价值而区别于电视和户外媒体拥有自身独特的传播优势。但它也不可避免地存在着技术本身不成熟、收视环境不理想等多方面制约因素。
2004年5月28日，北京移动电视试播的成功。虽发展的时间不长，但移动电视从诞生之日起，就呈现了迅猛发展的势头。 截至2006年2月，北广传媒旗下的北京移动电视已完成5000 辆公交车、5000辆出租车、1000 辆公务车及1 列城铁共16000多个移动电视终端的移动电视交通网络的建设，日覆盖受众近450万人次，形成覆盖公交、出租、轨道交通和社会车辆完整的终端体系，并且取得了良好的社会效益和经济效益。
新技术呼唤新理念，随着移动电视在全国范围内的普及，如何扬长避短、打造移动电视频道品牌成为传媒业亟待解决的问题之一，而北京移动电视的成功为我们提供了一个研究的范本。
从经济学角度来看，传媒业创造了两种商品，第一种是内容（电视节目、报纸、杂志文章等），第二种是受众。听众、观众或读者所消费娱乐和新闻内容构成了传媒公司能够销售的一种形式的产品。被这些内容所吸引的受众又构成了第二种有价值的产品，在这种情况下，接近受众的途径就可以被包装和定价，然后销售给广告客户。
目前，付费电视服务在我国尚处于试验阶段，公交移动电视由于作为新生事物，正忙于“跑马圈地”尚无暇顾及电视产品的后开发。盈利模式较为单一，广告是公交移动电视的主要收入来源。而受众的多寡决定了广告的收入。
因此，我们对电视媒体竞争力的分析基本上可以归结为对观众到达率和观众忠诚度两方面的媒体竞争态势分析。则对电视媒体竞争策略的分析基本上可以归结为提高观众到达率抑或提高观众忠诚度的策略选择分析。如图所示：
图1 电视媒体竞争态势分析（来源：CTR）
由图1 可以知道，从一个弱势媒体成长为强势媒体，可以走的策略路径无非两条，其一由第III象限经第IV象限到达第I象限，即先提高观众到达，再提高观众忠诚来实现；其二由第III象限经第II象限到达第I象限，即先提高观众忠诚，再提高观众到达来实现。一般而言，第一条路径更符合我们行为的逻辑。
公交移动电视，由于其数量巨大的受众和“强迫收视”的特点，从诞生之日起，就天然地拥有较高的观众到达率，处于第IV象限的垄断竞争优势所以其运营策略主要集中在观众忠实度的提高。
结合对北京移动电视的分析，笔者以为，公交移动电视的运营策略主要在于：
（一）要有准确的市场定位，以受众先导，进行有效传播
电子媒介时代是一个“海量”信息的时代，各种媒体不遗余力地对受众进行信息轰炸，于是有效传播成为构建媒体品牌亟待解决的问题。
何谓有效传播？即媒体将有效信息有效地传播给受众。其中包含两个要素：一，媒体传播的为有效信息。二，媒体对信息的传播是有效的。对于移动电视来说，前者涉及的是传播内容，后者涉及的是传播策略。移动电视要起到良好的传播效果，内容的选择和节目的编排必须要以受众为先导：
1、根据受众需求来制作节目
大众传播的内容对于任何一个媒体而言，始终具有举足轻重的地位，如何以丰富的内容、鲜明的风格来吸引移动人群的眼球，是移动电视生存的基本法则。
（1）要有足量的信息和资讯，并通过直播等手段，充分满足观众在移动过程中对信息的需求，贴补“移动时空”的信息盲点；
（2）作为城市媒介，移动电视必须立足于服务市民，为市民提供生活常识、出行导航、安全法规等服务内容；北京移动电视《新闻资讯》节目一改以往新闻节目主持人正襟危坐的演播形式，引入“新闻服务”理念，滚动播出普通百姓身边的大事小情，电热水气、服务信息，面面俱到。市民如需了解市区出行路线、公交换乘路线及周边衣食住行信息等，都可以随时发送短信询问，移动电视会适时在节目中解答问题。
（3）移动电视的节目风格宜为“轻松、愉悦”，适当加大娱乐、音乐节目的比重，缓解观众旅途中的疲劳。目前，北京公交移动电视节目全天共播出17小时。主要包括新闻类节目，占播出比例30%；娱乐类节目，占播出比例17%；法制类节目，占播出比例6%；专题类节目，占播出比例21%；服务信息类节目，占播出比例6%；广告占播出比例20%。
2、根据观众特点和收视心理来编排节目
电视节目编排是一门时间分割艺术。它不仅是一个电视台宣传思想的综合体现，也是一个电视台屏幕形象的综合体现。同时因受众生活节奏、需求个性化的变化，“黄金时间”已渐成为泛化的概念，而由观众收视特性决定节目的最佳收视时段。节目编排是否巧妙合理，不仅会提高本台精品节目的收视率，而且还能连带提高本台一般节目的收视率；反之节目编排不合理，就是本台的精品节目也会受其他频道电视节目的影响，使其收视率大打折扣。所以，节目编排要根据不同时间、不同观众的不同收视习惯和兴趣、不同收视欲望和可能，合理安排不同节目的播出时段，最大限度地发挥不同节目的传播优势，进而提高整体节目的收视率。
（1）由于观众的流动性较强，在节目安排上应短小、精悍，其中资讯类的节目要及时播出，发挥电视直播优势以城市居民的平均乘车时间为节目编排的基础，以利于乘客在短暂的时间内收看到完整的节目，了解到最新动态。如北广传媒有限公司针对北京居民平均乘车时间为40分钟的特点，推出了“黄金一小时”的节目布局原则，即以1小时为一个单元，以整点新闻直播作为每个单元的“虎头”；以公益宣传、服务信息、短信互动节目等作为“龙身”；以MTV、幽默小品等娱乐性节目作为“豹尾”，充分满足观众对新闻信息、道德修养、服务娱乐等方面的需求。在节目编排上实行周循环错位滚动播出，让在固定时间乘车的乘客每天可收看到不同的节目，在一周之内可以看到移动电视本周播出的绝大部分节目。
（2）针对不同时段观众的不同需求。早晨是一天的开始，观众渴望了解更多的讯息，新闻资讯类节目为主打；傍晚意味着一天工作的结束，移动电视应当立足于缓解观众的旅途疲劳，营造轻松、愉悦的氛围。
（3）加强信息传输方面的服务意识，提高播出的质量、效果与稳定性。一方面要进一步加强技术的开发，防止高层建筑物造成的信号屏蔽；另一方面，节目形态的选择要充分考虑到观众的收视环境，新闻资讯节目在播报时应多配有字幕显示，娱乐休闲类节目要强调内容的可视性，如服装表演、影视花絮等。
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下面是英文版的======
As a new form of media, public transportation mobile television integration of traditional TV media and outdoor media characteristics. It not only has the traditional advantages of mass of coal, but also because of the mobility and space-time audience a unique and different from the value of television and outdoor media to disseminate its own unique advantages. But it also is inevitable that there are immature the technology itself, ratings, etc. environment constraints.
May 28, 2004, Beijing, the success of mobile TV trial. Although the development time is not long, but mobile TV from the date of birth, it has a momentum of rapid development. As of February 2006, North Canton's media in Beijing Mobile TV has completed the 5000 bus, taxi 5000, 1000 public service vehicles and a total of more than 16,000 suburban railway terminals, mobile TV mobile TV network traffic, audiences in recent days covering 4,500,000 people, covering the formation of public transportation, rental, rail transportation and social integrity of the terminal system of the vehicle, and achieved good social and economic benefits.
New technologies call for new ideas, with the Mobile TV in popularity across the country, how to do better and throw bad, mobile TV channels to build brand to become the media industry, one serious problem, and the success of Beijing Mobile TV provides us with a research model.
From an economic point of view, the media industry has created two products, The first one is the content (television programs, newspapers, magazine articles, etc.), the second is the audience. Listeners, viewers or readers the content of consumer entertainment and news media company to constitute a form of sales of products. These elements have been attracted to the audience also constitutes a second valuable product, in this case, close to the way the audience can be the packaging and pricing, and then sold to advertisers.
At present, the pay-TV services in China is still at an experimental stage, the mobile TV as a result of public transportation as a new thing, is busy "Happy enclosure" yet no time to attend after the development of TV products. A single model is more profitable, public transportation mobile television advertising is the main source of revenue. The audience determines the amount of advertising revenue.
Therefore, we have television media analysis of competitiveness can be attributed to basically reach the audience and the audience loyalty of both analysis of media competition. TV media on the analysis of competitive strategy can be summed up basically raise the audience reach or raise the audience to choose loyalty strategy analysis. As shown:
Figure 1 Analysis of the TV media competition (source: CTR)
Can know from Figure 1, the growth media from a disadvantaged position the media, the strategy can go no more than two paths, one from the quadrant III Quadrant IV as the first arrival of the first I quadrant, that is, to raise the audience to reach, and then to raise the audience loyalty achieved; the second from the first quadrant III arrived by the first article I Quadrant II Quadrant, which is to raise the audience loyalty, and then raise the audience to reach to achieve. In general, the path of the first act more in line with our logic.
Bus mobile TV, because of its huge audience and the number of "forced ratings" features, from the date of birth on the natural way to reach audiences with higher rates in the first quadrant IV of the competitive advantage of the monopoly of its operating strategy therefore focused on the improvement of audience loyalty.
Combined with an analysis of Beijing Mobile TV, I think that the operation of public transport strategy for mobile TV is mainly due to:
(A) to have accurate market positioning, leading to audience, effective dissemination of
Era of electronic media is a "massive" information age, to spare no effort in a variety of media information on the bombing of the audience, so effective communication as a need to build a media brand problem.
What is effective communication? That is, the media effectively to disseminate information effectively to the audience. Which consists of two elements: one, the media for effective information dissemination. Second, the media for the dissemination of information to be effective. For mobile TV is that the former involves the dissemination of content, which is involved in the dissemination strategy. Mobile TV to play a good spread of results, the content selection and scheduling of programs to the audience for the pilot to:
1, according to audience demand to produce programs
The content of the mass media in terms of any one, and always has a pivotal position, how to enrich the contents of a distinctive style to attract the attention of mobile population is mobile TV in the fundamental rules of survival.
(1) to have adequate information and information, and through such means as a live, fully satisfy the audience in the process of mobile information needs, supplement "Mobile Space-Time" information blind spot;
(2) as the urban media, mobile TV must be based on service to the public to provide the public with knowledge of life, travel navigation, safety regulations and other services; Beijing Mobile TV "news" programs have changed their news show host of the studio sat form the introduction of the "news service" concept, rolling broadcast events of ordinary people around the situation of small, electric water gas, services, everything. For more information on urban public transport routes, bus routes and transfer information around the life, can be asked to send text messages at any time, mobile television will be the right time in the program to answer questions.
(3) mobile TV programming style should be as "relaxed and happy," an appropriate increase the entertainment, the proportion of music to ease the fatigue of the journey the audience. At present, the Beijing public transportation mobile television program broadcast a total of 17 hours a day. The main news programs, accounting for 30 percent the proportion of broadcast; entertainment programs, accounting for 17 percent the proportion of broadcast; the rule of law programs, accounting for 6% of the proportion of broadcast; thematic programs, accounting for 21 percent the proportion of broadcast; services programs , accounting for 6% of the proportion of broadcast; broadcast advertising account for the proportion of 20%.
2, according to the audience the psychological characteristics and ratings to programming
Television programming is a time-sharing art. It is not only a comprehensive television propaganda and ideological manifestation of a television screen reflected the image of the integrated. Pace of life because of the audience at the same time, changes in demand for personalized, "prime time" as a generalization of the concept of gradually, and by the nature of the audience ratings of the best viewing time programs. Whether a reasonable clever programming, it will not only improve the quality of the Taiwan program, the viewing rate, but also enhance the Taiwan-related program, the viewing rate in general; the other hand programming unreasonable, that is, the quality of the Taiwan program will be subject to other channels of television programs the impact of its greatly reduced ratings. Therefore, the programming should be in accordance with the different audiences of different viewing habits and interests, different desires and potential ratings, reasonable arrangements for the broadcast time of different programs to maximize the spread of the advantages of different programs, thereby improving the overall program, the viewing rate .
(1) as a result of strong mobility of the audience, in the programming should be short, pithy and poignant, in which type of program information in time to broadcast a live television play advantage to the average travel time of urban residents for the basis of programming in order to facilitate the passengers in a short period of time to complete the program to watch, understand the latest developments. North Canton, such as the media Co., Ltd. Beijing residents for an average of 40 minutes travel time of the characteristics of the introduction of the "golden hour" principle of the layout of the program, that is a unit for 1 hour to hour news broadcast, as each unit of " head "; to public information, service information, interactive programs and text messaging as a" long body "; to MTV, humor pieces, such as recreational programs as a" leopard tail ", and fully satisfy the audience of news and information, moral self-cultivation, entertainment services needs. Implemented in programming on broadcast-week rolling cycle of dislocation, so that at a fixed time every day by car passengers can watch different programs in one week we can see mobile TV broadcast this week, the vast majority of programs.
(2) for different times of the different needs of the audience. The morning is the beginning of the day, the audience eager to learn more about the message, the main news programs to fight; evening means that the end of the day, mobile TV viewers should be based on ease of travel fatigue, and create a relaxed, pleasant atmosphere.
(3) messaging service awareness, improve air quality, effect and stability. On the one hand, to further strengthen the technology development, to prevent high-rise buildings caused by signal shielding; On the other hand, the choice of programming patterns to fully take into account the audience's viewing environment in the broadcast news programs should be more shows with subtitles, recreation and leisure programs would like to emphasize the visibility of content, such as fashion shows, film and television, such as sidelights.
【希望符合你的要求哦】
2004年5月28日，北京移动电视试播的成功。虽发展的时间不长，但移动电视从诞生之日起，就呈现了迅猛发展的势头。 截至2006年2月，北广传媒旗下的北京移动电视已完成5000 辆公交车、5000辆出租车、1000 辆公务车及1 列城铁共16000多个移动电视终端的移动电视交通网络的建设，日覆盖受众近450万人次，形成覆盖公交、出租、轨道交通和社会车辆完整的终端体系，并且取得了良好的社会效益和经济效益。
新技术呼唤新理念，随着移动电视在全国范围内的普及，如何扬长避短、打造移动电视频道品牌成为传媒业亟待解决的问题之一，而北京移动电视的成功为我们提供了一个研究的范本。
从经济学角度来看，传媒业创造了两种商品，第一种是内容（电视节目、报纸、杂志文章等），第二种是受众。听众、观众或读者所消费娱乐和新闻内容构成了传媒公司能够销售的一种形式的产品。被这些内容所吸引的受众又构成了第二种有价值的产品，在这种情况下，接近受众的途径就可以被包装和定价，然后销售给广告客户。
目前，付费电视服务在我国尚处于试验阶段，公交移动电视由于作为新生事物，正忙于“跑马圈地”尚无暇顾及电视产品的后开发。盈利模式较为单一，广告是公交移动电视的主要收入来源。而受众的多寡决定了广告的收入。
因此，我们对电视媒体竞争力的分析基本上可以归结为对观众到达率和观众忠诚度两方面的媒体竞争态势分析。则对电视媒体竞争策略的分析基本上可以归结为提高观众到达率抑或提高观众忠诚度的策略选择分析。如图所示：
图1 电视媒体竞争态势分析（来源：CTR）
由图1 可以知道，从一个弱势媒体成长为强势媒体，可以走的策略路径无非两条，其一由第III象限经第IV象限到达第I象限，即先提高观众到达，再提高观众忠诚来实现；其二由第III象限经第II象限到达第I象限，即先提高观众忠诚，再提高观众到达来实现。一般而言，第一条路径更符合我们行为的逻辑。
公交移动电视，由于其数量巨大的受众和“强迫收视”的特点，从诞生之日起，就天然地拥有较高的观众到达率，处于第IV象限的垄断竞争优势所以其运营策略主要集中在观众忠实度的提高。
结合对北京移动电视的分析，笔者以为，公交移动电视的运营策略主要在于：
（一）要有准确的市场定位，以受众先导，进行有效传播
电子媒介时代是一个“海量”信息的时代，各种媒体不遗余力地对受众进行信息轰炸，于是有效传播成为构建媒体品牌亟待解决的问题。
何谓有效传播？即媒体将有效信息有效地传播给受众。其中包含两个要素：一，媒体传播的为有效信息。二，媒体对信息的传播是有效的。对于移动电视来说，前者涉及的是传播内容，后者涉及的是传播策略。移动电视要起到良好的传播效果，内容的选择和节目的编排必须要以受众为先导：
1、根据受众需求来制作节目
大众传播的内容对于任何一个媒体而言，始终具有举足轻重的地位，如何以丰富的内容、鲜明的风格来吸引移动人群的眼球，是移动电视生存的基本法则。
（1）要有足量的信息和资讯，并通过直播等手段，充分满足观众在移动过程中对信息的需求，贴补“移动时空”的信息盲点；
（2）作为城市媒介，移动电视必须立足于服务市民，为市民提供生活常识、出行导航、安全法规等服务内容；北京移动电视《新闻资讯》节目一改以往新闻节目主持人正襟危坐的演播形式，引入“新闻服务”理念，滚动播出普通百姓身边的大事小情，电热水气、服务信息，面面俱到。市民如需了解市区出行路线、公交换乘路线及周边衣食住行信息等，都可以随时发送短信询问，移动电视会适时在节目中解答问题。
（3）移动电视的节目风格宜为“轻松、愉悦”，适当加大娱乐、音乐节目的比重，缓解观众旅途中的疲劳。目前，北京公交移动电视节目全天共播出17小时。主要包括新闻类节目，占播出比例30%；娱乐类节目，占播出比例17%；法制类节目，占播出比例6%；专题类节目，占播出比例21%；服务信息类节目，占播出比例6%；广告占播出比例20%。
2、根据观众特点和收视心理来编排节目
电视节目编排是一门时间分割艺术。它不仅是一个电视台宣传思想的综合体现，也是一个电视台屏幕形象的综合体现。同时因受众生活节奏、需求个性化的变化，“黄金时间”已渐成为泛化的概念，而由观众收视特性决定节目的最佳收视时段。节目编排是否巧妙合理，不仅会提高本台精品节目的收视率，而且还能连带提高本台一般节目的收视率；反之节目编排不合理，就是本台的精品节目也会受其他频道电视节目的影响，使其收视率大打折扣。所以，节目编排要根据不同时间、不同观众的不同收视习惯和兴趣、不同收视欲望和可能，合理安排不同节目的播出时段，最大限度地发挥不同节目的传播优势，进而提高整体节目的收视率。
（1）由于观众的流动性较强，在节目安排上应短小、精悍，其中资讯类的节目要及时播出，发挥电视直播优势以城市居民的平均乘车时间为节目编排的基础，以利于乘客在短暂的时间内收看到完整的节目，了解到最新动态。如北广传媒有限公司针对北京居民平均乘车时间为40分钟的特点，推出了“黄金一小时”的节目布局原则，即以1小时为一个单元，以整点新闻直播作为每个单元的“虎头”；以公益宣传、服务信息、短信互动节目等作为“龙身”；以MTV、幽默小品等娱乐性节目作为“豹尾”，充分满足观众对新闻信息、道德修养、服务娱乐等方面的需求。在节目编排上实行周循环错位滚动播出，让在固定时间乘车的乘客每天可收看到不同的节目，在一周之内可以看到移动电视本周播出的绝大部分节目。
（2）针对不同时段观众的不同需求。早晨是一天的开始，观众渴望了解更多的讯息，新闻资讯类节目为主打；傍晚意味着一天工作的结束，移动电视应当立足于缓解观众的旅途疲劳，营造轻松、愉悦的氛围。
（3）加强信息传输方面的服务意识，提高播出的质量、效果与稳定性。一方面要进一步加强技术的开发，防止高层建筑物造成的信号屏蔽；另一方面，节目形态的选择要充分考虑到观众的收视环境，新闻资讯节目在播报时应多配有字幕显示，娱乐休闲类节目要强调内容的可视性，如服装表演、影视花絮等。
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下面是英文版的======
As a new form of media, public transportation mobile television integration of traditional TV media and outdoor media characteristics. It not only has the traditional advantages of mass of coal, but also because of the mobility and space-time audience a unique and different from the value of television and outdoor media to disseminate its own unique advantages. But it also is inevitable that there are immature the technology itself, ratings, etc. environment constraints.
May 28, 2004, Beijing, the success of mobile TV trial. Although the development time is not long, but mobile TV from the date of birth, it has a momentum of rapid development. As of February 2006, North Canton's media in Beijing Mobile TV has completed the 5000 bus, taxi 5000, 1000 public service vehicles and a total of more than 16,000 suburban railway terminals, mobile TV mobile TV network traffic, audiences in recent days covering 4,500,000 people, covering the formation of public transportation, rental, rail transportation and social integrity of the terminal system of the vehicle, and achieved good social and economic benefits.
New technologies call for new ideas, with the Mobile TV in popularity across the country, how to do better and throw bad, mobile TV channels to build brand to become the media industry, one serious problem, and the success of Beijing Mobile TV provides us with a research model.
From an economic point of view, the media industry has created two products, The first one is the content (television programs, newspapers, magazine articles, etc.), the second is the audience. Listeners, viewers or readers the content of consumer entertainment and news media company to constitute a form of sales of products. These elements have been attracted to the audience also constitutes a second valuable product, in this case, close to the way the audience can be the packaging and pricing, and then sold to advertisers.
At present, the pay-TV services in China is still at an experimental stage, the mobile TV as a result of public transportation as a new thing, is busy "Happy enclosure" yet no time to attend after the development of TV products. A single model is more profitable, public transportation mobile television advertising is the main source of revenue. The audience determines the amount of advertising revenue.
Therefore, we have television media analysis of competitiveness can be attributed to basically reach the audience and the audience loyalty of both analysis of media competition. TV media on the analysis of competitive strategy can be summed up basically raise the audience reach or raise the audience to choose loyalty strategy analysis. As shown:
Figure 1 Analysis of the TV media competition (source: CTR)
Can know from Figure 1, the growth media from a disadvantaged position the media, the strategy can go no more than two paths, one from the quadrant III Quadrant IV as the first arrival of the first I quadrant, that is, to raise the audience to reach, and then to raise the audience loyalty achieved; the second from the first quadrant III arrived by the first article I Quadrant II Quadrant, which is to raise the audience loyalty, and then raise the audience to reach to achieve. In general, the path of the first act more in line with our logic.
Bus mobile TV, because of its huge audience and the number of "forced ratings" features, from the date of birth on the natural way to reach audiences with higher rates in the first quadrant IV of the competitive advantage of the monopoly of its operating strategy therefore focused on the improvement of audience loyalty.
Combined with an analysis of Beijing Mobile TV, I think that the operation of public transport strategy for mobile TV is mainly due to:
(A) to have accurate market positioning, leading to audience, effective dissemination of
Era of electronic media is a "massive" information age, to spare no effort in a variety of media information on the bombing of the audience, so effective communication as a need to build a media brand problem.
What is effective communication? That is, the media effectively to disseminate information effectively to the audience. Which consists of two elements: one, the media for effective information dissemination. Second, the media for the dissemination of information to be effective. For mobile TV is that the former involves the dissemination of content, which is involved in the dissemination strategy. Mobile TV to play a good spread of results, the content selection and scheduling of programs to the audience for the pilot to:
1, according to audience demand to produce programs
The content of the mass media in terms of any one, and always has a pivotal position, how to enrich the contents of a distinctive style to attract the attention of mobile population is mobile TV in the fundamental rules of survival.
(1) to have adequate information and information, and through such means as a live, fully satisfy the audience in the process of mobile information needs, supplement "Mobile Space-Time" information blind spot;
(2) as the urban media, mobile TV must be based on service to the public to provide the public with knowledge of life, travel navigation, safety regulations and other services; Beijing Mobile TV "news" programs have changed their news show host of the studio sat form the introduction of the "news service" concept, rolling broadcast events of ordinary people around the situation of small, electric water gas, services, everything. For more information on urban public transport routes, bus routes and transfer information around the life, can be asked to send text messages at any time, mobile television will be the right time in the program to answer questions.
(3) mobile TV programming style should be as "relaxed and happy," an appropriate increase the entertainment, the proportion of music to ease the fatigue of the journey the audience. At present, the Beijing public transportation mobile television program broadcast a total of 17 hours a day. The main news programs, accounting for 30 percent the proportion of broadcast; entertainment programs, accounting for 17 percent the proportion of broadcast; the rule of law programs, accounting for 6% of the proportion of broadcast; thematic programs, accounting for 21 percent the proportion of broadcast; services programs , accounting for 6% of the proportion of broadcast; broadcast advertising account for the proportion of 20%.
2, according to the audience the psychological characteristics and ratings to programming
Television programming is a time-sharing art. It is not only a comprehensive television propaganda and ideological manifestation of a television screen reflected the image of the integrated. Pace of life because of the audience at the same time, changes in demand for personalized, "prime time" as a generalization of the concept of gradually, and by the nature of the audience ratings of the best viewing time programs. Whether a reasonable clever programming, it will not only improve the quality of the Taiwan program, the viewing rate, but also enhance the Taiwan-related program, the viewing rate in general; the other hand programming unreasonable, that is, the quality of the Taiwan program will be subject to other channels of television programs the impact of its greatly reduced ratings. Therefore, the programming should be in accordance with the different audiences of different viewing habits and interests, different desires and potential ratings, reasonable arrangements for the broadcast time of different programs to maximize the spread of the advantages of different programs, thereby improving the overall program, the viewing rate .
(1) as a result of strong mobility of the audience, in the programming should be short, pithy and poignant, in which type of program information in time to broadcast a live television play advantage to the average travel time of urban residents for the basis of programming in order to facilitate the passengers in a short period of time to complete the program to watch, understand the latest developments. North Canton, such as the media Co., Ltd. Beijing residents for an average of 40 minutes travel time of the characteristics of the introduction of the "golden hour" principle of the layout of the program, that is a unit for 1 hour to hour news broadcast, as each unit of " head "; to public information, service information, interactive programs and text messaging as a" long body "; to MTV, humor pieces, such as recreational programs as a" leopard tail ", and fully satisfy the audience of news and information, moral self-cultivation, entertainment services needs. Implemented in programming on broadcast-week rolling cycle of dislocation, so that at a fixed time every day by car passengers can watch different programs in one week we can see mobile TV broadcast this week, the vast majority of programs.
(2) for different times of the different needs of the audience. The morning is the beginning of the day, the audience eager to learn more about the message, the main news programs to fight; evening means that the end of the day, mobile TV viewers should be based on ease of travel fatigue, and create a relaxed, pleasant atmosphere.
(3) messaging service awareness, improve air quality, effect and stability. On the one hand, to further strengthen the technology development, to prevent high-rise buildings caused by signal shielding; On the other hand, the choice of programming patterns to fully take into account the audience's viewing environment in the broadcast news programs should be more shows with subtitles, recreation and leisure programs would like to emphasize the visibility of content, such as fashion shows, film and television, such as sidelights.
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