In the past two years, the rapid development of science and technology has made the new media more and more popular and has become a hot topic of discussion. New media, as its name implies, is a form of information dissemination and business model that is different from traditional media. It is a relative concept changing constantly with the progress of technology. Following the success of the four traditional media such as newspapers, radio, television and outdoor, Emerging under the new technical support system of the media form, it is vividly called "the fifth media", including online media, mobile media, digital television and so on. With the acceleration of triple play, digital new media and new businesses such as mobile TV represented by new media are rapidly emerging in China, breaking the pattern of the Chinese media market. New media operators continue to emerge, accelerate the promotion of new services, the strong support of network equipment, and the introduction of terrestrial digital television standards, so that we see a move forward to speed up the car mobile TV new media industry.

Under the background of great changes in people's lifestyles, outdoor activities and traditional media, the new media of mobile TV plays a unique communication value through the effective combination of traditional media and outdoor media. As a new medium, the rapid development of car mobile TV is unexpected, and the number of terminals for mobile bus TV has increased from 18,100 in 2005 to 181,700 today. Play terminals are also more than 10,000 units, not to mention the growing private car automotive equipment.

The reasons for the development of new car media are:

1. huge market demand, when urban people live in busy cities, credit is wealth to anyone, people urgently need too much credit from all walks of life, and then go to get off work when driving the bus will be information delivery Important channel

2. Through technology, when the technology reaches a certain level, its accumulated strength may exceed our imagination. Just like the Internet, through the integration with search engine technology, instant messaging technology and online payment technology, it has completely changed People's way of life. For the new media, a new technology product will also make the media form a radical change. It is precisely the development of new technologies that has made the development of new media and its development path quite different from traditional media. The reason why the new media of car-mounted mobile TV has been greatly developed is also due to the rapid development of digital and video technologies. As a new media for on-board mobile TV that can watch digital TV in the mobile state, its media content is compressed, encoded, transmitted, stored, transmitted in real time and broadcast by digital technology. In 2005, the maturity of new technologies to make mobile TV reception bus, showing gradually stabilized, ushered in the market for the current blowout hides foreshadowed.

3 perfect sound combination. Car mobile devices to pass the picture picture of the information is basically properly resolved, but the sound has also been improved step by step, such as Bolin electronic produced by the earthquake buzzer, support for the speaker | buzzer shock in the car without losing effect,

At this point, the formal development of the automotive industry a strong momentum of mobile TV new media presented by the rapid development trend, can set off a new era of mobile TV new media? One of the obvious laws of traditional media is that "content is king". The media relies more on the influence of content to win the audience's attention. And the new media of car-mounted mobile TV is constrained by the channel characteristics of its media content and is complete in traditional media The content is split, restructured and adjusted to suit the needs of different channels of communication. For example, in an airplane, most of the content that the audiences in a bus sees is a 3-5 minute video, which is totally different from the television drama that is seen at home. And, traditional television is at the center of home life, with the audience focusing on television screens while watching television.

Therefore, the subordinate status of mobile TV and its compulsory media features make programmers unable to choose audiences and audiences can not choose channels. Therefore, the media of car-mounted mobile TV should position itself as an object-oriented and characteristic comprehensive channel based on the coverage of the crowd, the quality of the crowd and the exclusivity of the media environment. This positioning also needs its corresponding programming, which can become a part of the audience's life habit by locking in the life path of a certain audience and long-term and subliminal impact on the audience. For example, the programs can be laid out according to the travel habits of passengers, that is, different programs are arranged according to the rush hour and the usual ride conditions. From the current situation, the contents can be used to integrate sustainable attention with traditional media The all-powerful combination will give full play to their advantages in the media and will be the best choice for realizing the common development and common expansion of new media and traditional media. If, for some time to come, the new media will explode under the wave of upswings in the capital markets, it is estimated that it will replace traditional media in the near future and a redistribution of media markets and advertising resources will emerge.

Have won the first pot of gold mobile TV new media, in this big arena across the country, its development is bound to be more broad.