Mobile TV, or Digital Terrestrial Television Broadcasting, can bring clear images and stable receiving by digital signal transmission, and provide sustainable mobile receiving in a wide range for the urbanites to enjoy TV programs such as news, entertainment, etc on their way.
Mobile TV appeared in buses of Beijing, Shanghai, Guangzhou, Wuhan, Changchun, Nanjing and so on since 2003. Trial broadcasting of mobile TV on Beijing's buses succeeded on May 28, 2004. Now there are 4000 buses in 73 lines and 3000 taxies installed mobile TV sets, and the amount is increasing by 500 per month. The advertising advantage of mobile TV is quickly accepted by the enterprises and ads agencies, so the price for advertising keeps increasing, showing a promising prospect.
Mobile TV has the characteristics of limited space, force to view and exclusive channel, which can avoid the run-off of the advertisement information. Mobile TV enables people to receive TV programs outside in the public, therefore satisfy the people's demand for entertainment and information. And these people are advertising resources that can't be ignored.
Though just begun in China, mobile TV has gained good market performance. According to Pday Research, there will be a forward leap both in income and terminal scale of China's mobile TV in 2005.
We present an analysis on policies and social environment of mobile TV's operation in this report, while explain the cases which are already in operation. Meanwhile, we expatiate on the related technical standards and the trends, study the whole industry chain, list related technologies and product providers, which will be valuable information for the new entries.
Handset TV, a special form of mobile TV, can be realized by three ways as follows: one is through cellular network as Sprint, China Unicom, China Mobile did. Another is through satellite broadcasting, which is adopted by Korean operators. The third way is to install a receiving module of digital TV in handsets, which can receive digital signals directly.
After the programs' production and transmission have both been digitized, billions of mobile phone subscribers provide the TV industry much space to develop their business. But there're still many obstacles in the development of handset TV such as the high price, short battery life, high application cost, narrow bandwidth, etc.
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