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移动电视作为一种新兴媒体,具有覆盖广、反映迅速、移动性强的特点,除了传统媒体的宣传和欣赏功能外,还具备城市应急信息发布的功能。对于移动电视来说,“强迫收视”是其最大的特点,传播内容的强制性有利于拓展“无聊经济”值和经济效益。移动电视正是抓住了受众在乘车、候车等短暂的无聊空间进行强制性传播,本文结合目前的典型案例从数字移动电视标准、方案及数字电视系统的发展方向等方面做出探讨。
As an emerging medium, mobile TV has the characteristics of broad coverage, rapid response and strong mobility. In addition to the traditional media’s functions of publicity and appreciation, mobile TV also possesses the function of distributing urban emergency information. For mobile TV, “forced viewing” is its most important feature, the dissemination of content is conducive to the expansion of “boring economy” value and economic benefits. Mobile TV is to seize the audience in the car, waiting for a brief transit space for mandatory dissemination, combined with the current typical case from the digital mobile TV standards, programs and digital television system development direction to explore.