Guo: Mobile TV, the most promising multimedia service in the 3G era

Mobile TV refers to the mobile phone as a terminal equipment, transmission of television content of a technology or application. At present, the mobile TV business is mainly implemented in three ways. The first is the use of cellular mobile networks, such as the U.S. Sprint, China Mobile and China Unicom have used this way to launch the mobile TV business. The second is to use satellite broadcasting, South Korean carriers plan to use this approach. The third is to install Digital TV receiver module in mobile phone, directly receive digital TV signal.

With the popularization of mobile data service, the improvement of mobile phone performance and the rapid development of digital TV technology and network, mobile TV has become a new hotspot of wireless application, and is regarded as the most promising multimedia service in 3G. Whether it is equipment manufacturing, terminal and other upstream suppliers, mobile TV business to set up and marketing of the middle of the operator, or the end of the customer, all can enjoy the rich and colorful TV programs at any time the phone business is full of expectations. In recent years, mobile TV in China's development is very rapid, especially the 2008 Beijing Olympic Games to promote the application of mobile TV.

Mobile TV has opened up a new, not limited by the time, space restrictions on the dissemination of information channels, so that viewers can through the mobile phone to the fastest speed to watch the latest dynamic information. Mobile TV is a new way of communication, with the visual nature of TV media, the portability of broadcast media, the retention of newspaper media and the interactivity of network media. On the one hand, it is a useful supplement to the way of information transmission, on the other hand, it also challenges the traditional TV media and seizes some market. In other words, mobile TV will move the traditional TV cheese.

As a traditional media television, its biggest disadvantage is that the information retention is poor, can not real-time on the content of the program selection and retention, which caused the audience on the arbitrary, not to maximize the visual advantage of television media, resulting in the production of the effective utilization rate is low. Mobile TV, you can let the broadcast of the program in the mobile network to retain a certain amount of time, so that the audience interested in the program can be viewed on demand, so as to improve the utilization of the program, and thus expand the impact of the program. Secondly, mobile TV is a new way of transmission, the largest range of the limit to break the geographical space.

Compared with the traditional TV, the biggest advantage of mobile TV is portable, can receive the latest information in real time. Therefore has the abrupt characteristic, the timeliness strong news program, the specific event, the sports program live broadcast can give full play to the handset television superiority. If there is a sudden incident, users do not have to surf the internet, and do not have to sit in front of the TV, directly using the mobile phone to understand the latest relevant reports of the television. For some fans, no longer have to worry about missing the wonderful live TV, then just have to prepare the cell phone battery, time, no matter where you are (as long as there is a cell phone signal), the mobile phone will be able to watch the wonderful game. When people are waiting in front of the gallery to check in or wait at the airport, they can watch TV on their mobile phones and pass the boring waiting time.

For mobile telecom operators, mobile phone value-added service providers, mobile TV is a huge potential market. For a traditional TV station, its source of income is basically in the TV series or columns to provide customers with the main advertising, economic income single. While the mobile TV business can bring information fee (subscription fee) to the TV station, it also provides the advertisement customer with the alternative advertising channel of TV, radio, newspaper and Internet, thus expands the new income-generating channels for the TV station.

According to the survey, 2008, China Mobile phone TV market size of 2.3 billion yuan, to 2010 market size will reach 5.9 billion yuan. Isuppli also predicts that in the next 5 years, China's mobile TV users will grow at a compound rate of more than 315% a year, and by the end of 2009, the number of mobile TV subscribers will reach 94 million. Mobile TV as a new industry, has a broad prospects for development, contains huge profits. (Wen/Guo, new media expert of China Internet Association)