浅析移动数字电视的受众及广告资源

Analysis on the Resources of Audiences and Advertising of Mobile Digital TV

移动数字电视受众和广告市场的发展特点表现为时效性强、强迫收视、内容易获得等。移动数字电视受众及广告市场的发展中存在的问题,主要是运营成本居高不下,广告规模有限,对受众权利有所侵犯等。最大效用地利用移动数字电视的受众及广告资源的途径有:建立合理的移动数字电视市场评估体系,开发合适的内容资源和提高技术手段。

The characteristics of the audience and advertising resources of mobile digital TV are： effectiveness for a given period of time, compelled reception and easy gaining. There are also some problems in the development of the market of the audience and advertising resources of mobile digital TV such as high operational costs, limited volume of advertising and harm to the fights of audiences. The most effective approaches to the employment of the resources of audiences and advertising are： setting up a reasonable evaluating system of the market of mobile digital TV and developing appropriate content resources and improving techniques.