THE PRACTICE OF NEW MEDIA TALENT CULTIVATION IN UNIVERSITIES: A CASE STUDY OF MOBILE TV STATION OF COMMUNICATION U OF CHINA.

As a new form of media, Mobile TV, which is the integration of the mobile communications and television broadcasting technology, gives the media industry new opportunities. At present, the mobile TV industry is active in innovative, and at high-speed take-off stage of development. There is a huge demand for professionals and a high expectation on the theory, education, and application-oriented research. However, talent training of new media is facing enormous difficulties, one important of which is the lack of practical experience. Communication University of China (CUC) took the lead in establishing a mobile TV station in educational institutions and as a pilot in the field, the mobile TV station of CUC (MCUC) which combines both mobile TV business development and research together, not only discusses on the theories of new media, but has trained a group of professional researchers and practical talents in the area as well. In this case, it is a role model of new media personnel training to other universities and colleges. After a great many of interviews and surveys, this essay considers that MCUC has innovated the new media teaching system with the advantages of taking full use of school resources, plentiful communication and cooperation with other organizations, also integrating practical training into class teaching. Despite all the deficiencies and problems at the initial stage there is, its exploration of new media talent training undoubtedly set a model for the education sector. [ABSTRACT FROM AUTHOR]