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1.1 Rationale and background
With the development of Science and technology, the Media industry has changed greatly. Compared with the development of the traditional media that suffers bottleneck, new media develops rapidly, thus occupies media market. Jang & Noh (2011) emphasize that the new media has successfully attracted and obtained the favorite of the public audience. In recent years many electronic mobile terminals such as mobile phone, mobile notepad and mobile hard disk have been into the life of people. At the same time, the mobile TV which has characteristics and special meaning of traditional TV has been realized the fast development of digital technique.随着科技的发展，传媒业发生了很大变化。与传统媒体的发展遭受瓶颈相比，新媒体的迅速发展，从而占据媒体市场。张能（2011）强调，新媒体已成功地吸引并得到市民观众的喜爱。近年来许多电子移动终端，如手机，移动记事本和移动硬盘已经进入了人们的生活。在同一时间，移动电视，具有和传统电视的特殊含义已经实现了数字技术的快速发展。

Although mobile TV can be regarded as the expansion of the traditional TV media, it still has essential difference with the traditional analog TV wireless communication. The biggest advantage of mobile TV is that it supports the mobile receiver. Through the signal set out from the SFN (Single-Frequency Network) layout, the coverage rate of digital signal is more than 90% (Zhang and Wan, 2009). This new media has caused widely concern in academia and industry in recent years. In China, the bus mobile TV has been popular as the new mobile media in middle and large cities such as in Shanghai and Beijing since 2002. The data from the website of BAMC (https://www.bj-mobiletv.com/info.php) implies that the total quantity of bus mobile TV terminal in Beijing has reached 24000 in the end of 2011. Daily coverage is over 13 million people trips. According to the report of Mobile Market Forecast to 2014 in China, the scale of China mobile TV advertising market reached 1.9 billion Yuan, increased by 56% than last year.虽然手机电视可以被视为传统电视媒体的扩张，它仍然有本质上的区别与传统的模拟电视无线通信。手机电视最大的优势在于它支持移动接收。通过SFN（单频网）布局载信号，数字信号的覆盖率超过90％（张湾，2009年）。这种新媒体已经在近年来学术界和工业界引起了广泛关注。自2002年以来，在中国，公交移动电视已经在上海和北京等大中城市作为新的移动媒体。从北广（https://www.bj-mobiletv.com/info.php）的网站上的数据意味着，在北京公交移动电视终端总量在2011年年底已经达到24000。每日覆盖超过13万人人次。根据在中国移动通信市场预测报告，到2014年，中国移动电视广告市场规模达到1.9亿元，比去年同期增加了56％。

This study selects the mobile TV in Beijing as the research objects. As the national capital of China, Beijing is Chinese political, economical and cultural centre, with developed media industry. In addition to traditional media such as newspapers, radio and television, mobile TV develops fast in Beijing. Specifically, the market size of vehicle-carried mobile TV in Beijing city is largest compared to other cities of China. Furthermore, analyzing the development of mobile TV in Beijing has universality and Reference value to promote its development in other large cities of China.本研究选取了移动电视在北京为研究对象。作为中国的民族资本，北京是中国的政治，经济和文化中心，拥有发达的传媒产业。除了传统媒体，如报纸，广播和电视，移动电视在北京快速发展。具体来说，车载式移动电视在北京城市的市场规模最大的中国其他城市相比。此外，分析北京移动电视的发展具有普遍性和参考价值，促进其发展，在中国其他大城市。

1.2. Aim and Objectives
1.3. Significance of this study
1.4. Structure of the dissertation
1.5. Conclusion
2. Literature Review
2.1 Definition of mobile TV
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2.4. Developing situation of mobile TV in China
3. Methodology
3.1. Introduction
3.2 Research background
3.3 Research Approach
3.4 Research Procedures
3.5. Conclusion
4. Results and Discussions
4.1 Empirical results and discussions based on i