81188移动互联网时代户外移动电视与受众关系重构.docx

移动互联网时代户外移动电视与受众关系重构摘要：诞生于2002年的户外移动电视，是广播电视从固定接收走向移动播出，从客厅电器扩展至户外屏幕的分水岭。作为广电行业科技创新、体制创新和服务创新的产物，过去十余年，国内户外移动电视行业的发展极为迅速。为我们国家广播电视行业的数字化发展和产业化发展做出了极为有益的探索。从2003年上海东方明珠户外移动电视试验播出开始，截至2015年5月，全国共有41个省/市正式运营户外移动电视，终端屏幕已经超过40万块，为亿万观众提供“在路上”的视听服务。成为一个全新而又赋有公信力和传播力的主流宣传平台，同时也担负着越来越重要的社会责任。基于移动互联时代人和人之间的链接成本无限趋近于零，催生出了新的信息交流与沟通的方式和软件，并由此催生出了户外移动电视与受众的交互方式。受众在电视机前停留的时间大大缩短，大量的受众时间被特别是移动互联网侵占，如何在移动互联网侵占的今天，通过多种渠道有效触达自己的受众，并且产生属于自己的粘性，如何生产制作电视节目，已经成熟的电视节目如何进行迭代，将成为本文主要探讨的内容。因此本文主要研究移动互联网时代户外移动电视与受众关系重构，通过户外移动电视的发展、受众的发展探讨户外移动电视与受众关系的重构。通过多角度全方位的探究当今受众留存地点，来抓住户外移动电视应该通过什么渠道来接触受众。通过受众数据的提取，来进行受众行为的分析，达到受众需求构建移动互联网时代户外移动电视与受众的关系。关键词：移动互联网时代；移动电视；受众关系The relationship between outdoor mobile TV and audience relations in the era of mobile InternetAbstract: the outdoor mobile TV, which was born in 2002, is the watershed of broadcast and television from fixed reception to mobile broadcasting, from living room appliances to outdoor screens. As a product of the radio and television industry technological innovation, institutional innovation and service innovation, over the past ten years, the development of domestic outdoor mobile TV industry is extremely rapid. For our national radio and television industry, the development of digital and industrial development has made a very useful exploration. Starting from 2003, the Shanghai Oriental Pearl mobile TV broadcast outdoor test as of May 2015, there were 41 provinces / city official operation outdoor mobile TV terminal screen, has more than 400 thousand, on the road audio-visual services for hundreds of millions of viewers. As a new and endowed with credibility and spread the mainstream advertising platform, but also plays a more and more important social responsibility. Between the mobile Internet era and the link cost infinitely close to zero based, spawned a new information communication way and software, which spawned interactive outdoor mobile TV and audience. The audience in front of the TV residence time is greatly shortened, a la