移动电视是数字技术发展的必然结果,他带来的不仅仅是技术的变革,更重要的是运营模式的变革。移动电视作为一种新兴媒体,从理论上讲,有着巨大的市场潜力和美好的发展前景。但是,如何进行有效的市场化运作,建立到位的产业链,实现规模效益,赢得受众和广告商的青睐,仍有很长的路要走。 Mobile TV is the inevitable result of the development of digital technology. What he brings is not only technological change but more importantly, the change of business model. Mobile TV as a new media, in theory, has great market potential and bright future. However, there is still a long way to go in how to carry out effective market operation, establish an industrial chain in place, achieve economies of scale, and win the favor of the audience and advertisers.