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在市场细分形势中,广告业由粗放型向集约型经济转变。作为重要户外媒体之一,我国轨道交通移动视频终端的节目内容设计暴露出了诸多问题,亟待相关内容提供方足够重视,进行针对性的技术改进,升级服务理念。节目声音作为信息传达至关重要的载体,不仅是乘客获得节目体验的听觉信息载体,也是商业广告内容的重要载体,更是运营商公共信息服务意识与品牌价值观的直接反映。本文着重讨论了中国轨道交通工具内部视频媒体听觉信息的设计思维,论述了当前用专业化标准进行内容设计提升的必要性,并提出了初步的改进建议。
In the market segmentation situation, the advertising industry from extensive to intensive economy changes. As one of the important outdoor media, the program design of the mobile video terminal in China’s rail transit has exposed many problems. It is urgent for the relevant content providers to pay enough attention to carry out targeted technological improvements and upgrade the service concept. As a crucial carrier of information delivery, program sound is not only an auditory information carrier for passengers to obtain program experience, but also an important carrier of commercial advertisement contents. It is also a direct reflection of operators’ public information service awareness and brand values. This article focuses on the design thinking of the audiovisual information of the internal mass media in China. It also discusses the necessity of upgrading the content design with the specialized standards and puts forward some suggestions for improvement.