现代传媒，无论是电视、广播还是电影，在大部分的时候，最大的作用是“陪伴功能”，陪伴功能是传媒提供的主要服务。商业化传媒的赢利基本形态有两种，一是在为用户提供陪伴服务时将用户注意力贩卖给广告方实现盈利；二是有用户自己付费购买媒体优质的陪伴服务。在此背景下，真正内容增值服务要达到盈利，关键不在内容，而在占有观众需要陪伴的时间，即“信息沙漠”时段。现代的生活形态中，观众最需要陪伴但同时也是陪伴服务最缺乏的就是在“路上”的时间。观众搭乘公交车的行程中，无法专心工作，也得不到安静的休息，所以内容服务成为人此时的必需品。而对于目前的媒体收视环境尤其是对于移动人群来说，微博、微信等蓬勃发展的自媒体又在全天候挤占目标受众对移动电视的关注度，如何提升移动电视媒体的价值，在自媒体的进攻中求得一席生存之地，是移动电视在未来发展中必须要考虑的迫切问题。改变传统的单一电视广播的形式，融合网络信息资源，通过车载无线的全媒体发布形式，提供互动的个性化的服务，细分受众，拓展移动媒体深层的商业价值和社会效益。只有多方面满足受众精神文化生活需求，才是移动电视未来的生存之道。在文化大发展大繁荣的背景下，媒体聚化与媒体分化成为一枚硬币的两面。一方面，随着互联网，特别是移动互联网技术的爆炸式发展，传统媒体的生存空间受到极大挤压，传统媒体与移动互联网的融合是大势所趋。另一方面，以社会化媒体为代表的自媒体信息传播方式将促使媒体市场的细分和受众个性化服务需求的迅猛增长。如果移动电视仍然不做出改变，那么受众对于车内电视的关注度会不断减小，而会越来越关注自己的手机或是其他移动终端设备。本文主要针对未来移动电视的发展方向进行探讨，试图通过多维度覆盖受众的枯燥的出行时间，凸显移动电视对于出行人群的服务价值，笔者认为这一课题的研究具有十分重要的现实意义。

Modern media, no matter televisions, broadcasts or films, plays the lead role as "accompany" most of the time, which is the major service that media provides. There are two basic profit forms of commercial media. One is to sell the attention of users to advertising companies to profit while providing accompany services for them; Two is that some users pay to the media to buy good accompany services by themselves.In this context, the real content value-added services are to achieve profitability, the key is not in the content, while is in the possession of the time audience needs to be accompanied, namely" Information desert" period. In modern lifestyle, the time which the audiences need accompany most, but also the same time which accompany services lack most is when they on the "way". The audience can't concentrate on their work, nor have a quite rest when taking a bus. So content service become necessary for people at the moment.However, for the current media viewing environment, especially for the moving group, the we-media, which develop very well included micro-blog, micro-message, etc., crowd the attention of mobile TV of target audience all day long; urgent consideration is of necessity for the mobile TVs' development problems about how to improve the value of mobile TV media and how to exist when faced with the we-medias' attack. By transforming traditional single form, merging network information resources, releasing through wireless vehicle omnimedia, the mobile TV can provide interactive and personalized service as well as subdivide its audiences to expand the commercial and social value of mobile media. Only to satisfy audiences' spiritual and cultural needs in many aspects is the way to exist by mobile TV in the future.Against the background of prosperous cultural development, the media cohesion and media differentiation have respectively become the two sides of one coin. On the one hand, along with the explosive development of Internet, especially the mobile Internet technology, traditional media's living space has been squeezed greatly. The fusion of traditional media and mobile Internet is an irresistible trend. On the other hand, the communication mode of we-media information, represented by social media, will promote the market segmentation and the rapid increase of audiences' needs for personalized service. If mobile TV still does not make any changes, audiences will pay less and less attentions to the television in vehicles, and focus more and more on their mobile phones or other mobile terminal equipments.This article mainly focuses on the investigation of the development direction of mobile TV in future, trying to multi-dimensionally cover the boring travel time of target audience, highlighting the service value of mobile TV for travel groups, the writer thinks that the research of this issue is of great practical significance.