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移动电视多媒体作为一种新兴媒体,具有覆盖面广、反映迅速、移动性强的特点,除了传统媒体的宣传和欣赏功能外,还具备城市应急信息发布的功能。对于移动电视来说,“强迫收视”是其最大的特点,传播内容的强制性有利于拓展“无聊经济”利润空间,移动电视正是抓住了受众在乘车、候车等短暂的无聊空间进行强制性传播,使得消费者在别无选择时被它俘获,这对于某些预设好的内容(比如广告)来说,传播效果更佳。
As an emerging medium, mobile TV has the characteristics of broad coverage, rapid response and strong mobility. In addition to the traditional media’s functions of publicity and appreciation, it also possesses the function of distributing urban emergency information. For mobile TV, “forced viewing” is its greatest feature, the dissemination of mandatory content conducive to the development of “boring economy ” profit margins, mobile TV is precisely the audience caught in the car, waiting for short-term waiting Of the boring space for mandatory dissemination, making consumers captured by it when they have no other choice, which is better for certain pre-set content (such as advertising).