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在广州地区,目前有广东电视台移动频道与广州电视台珠江移动两家移动电视频道。本文以这两个频道为主要研究对象,采用内容分析作为数据搜集方法,对它们的节目特点、广告投放、受众观感、传播效果及其影响因素进行剖析及比较,以期提出有利于移动电视频道内容发展和改进的建议,进一步挖掘移动电视频道可能具有的发展潜力,实现传播的最佳效果。
In Guangzhou, there are currently two mobile TV channels, namely the Guangdong Mobile TV Channel and the Guangzhou TV Station Pearl River Mobile. In this paper, the two channels as the main research object, the content analysis as a data collection method, their program features, advertising, audience perception, communication effects and their influencing factors were analyzed and compared in order to propose mobile TV channel content Development and improvement of the proposal to further tap the potential of mobile TV channels may have the potential to achieve the best results of communication.