The handset is in the modern life individual important along with tool, Analogies is fifth media after by newspaper, broadcast, television, and network, also becomes the individual¡¦s continues screen outside the television and computer. According to the market research of investigation forecast, to 2010 year's end, the whole world will have 1.2 hundred million above handsets users receive mobile TV service which clearly approve the great future development of " the mobile TV ". However, the population of mobile TV users in Taiwan have not increased as the calculation because of the costly charge . Thus it is important for the mobile TV industry to seriously consider the issue. This paper focus on the mobile TV users . Base on the theory of¡§Uses and Gratification¡¨ , I want to understand what are the motives of the audience of mobile TV and how the motives of mobile TV audience affect their watching behavior .The mobile TV service does not like the traditional television application, so I consider that situation factors may affect the relation of motives and watching behavior. This research adopts questionnaire survey method to collect sample information and the research targets are users of mobile TV . The study finds that the main motives of mobile TV viewers are ¡uinformation searching ¡vand¡uentertainment or pastime¡v.The result of viewing motivations have significant differences between their viewing behaviors, and parts of situation factors have significant differences between the motivations and viewing behaviors¡C

Bakgrund: Elitfotbollsklubbar befinner sig i en speciell situation. Man verkar i en bransch där det råder svårigheter att generera tillräckligt med intäkter samtidigt som kostnader drivs upp med tanke på att man vill nå sportslig framgång. Det blir därför väldigt viktigt hur man hanterar sin ekonomi och styr den i rätt riktning.   Syfte: Syftet med denna uppsats är att beskriva och förklara vilken roll ekonomistyrningen har i svenska elitfotbollsklubbar. Vidare är syftet även att identifiera situationsfaktorer inom elitfotbollen och analysera hur dessa påverkar elitfotbollklubbars ekonomistyrning. Detta för att utveckla kunskaper om hur elitfotbollklubbars situation påverkar ekonomistyrningen och dess roll.   Metod: Uppsatsen är en kvalitativ intervjustudie. Den empiriska undersökningen har skett genom semi-strukturerade intervjuer. Intervjuerna har gjorts med antingen klubbchef, ekonomichef eller sportchef i sju olika klubbar.   Resultat och slutsatser: Elitfotbollsklubbar befinner sig i en osäker miljö där en väl implementerad ekonomistyrning är i det närmaste nödvändigt. Budgeten är det viktigaste styrmedlet för klubbarna men det används även en rad andra styrmedel som belöningssystem, prestationsmätning, kalkylering och benchmark. Situationsfaktorer som omgivning, kultur och storlek har bidragit till att klubbarna idag har en stor ekonomisk medvetenhet där ekonomiska resultat ska leda till det sportsliga. Vi har med denna studie kommit fram till att ekonomistyrningen har en avgörande roll för klubbarnas långsiktiga målsättningar. / Background: Elite football clubs exist in a special situation. They operates in a industry where its difficult to generate enough revenue, meantime costs are driven up due to their need of generate sucess in the sport. It therefore becomes very important how to manage their finances and steering it in the right direction.   Purpose: The purpose of this essay is to describe and explain the financials role in a number of Swedish elite football clubs.   Method: Our essay is a qualitative study where we mixed convenience- and quota sampling. The empirical gathering was conducted through interviews using a semi-structured approach. Interviews have been made with either a Club Manager, CFO or sports director in seven diffrent clubs.   Conclusions: Elite football club sexists in an uncertain enciroment in which a well-implementated managament control system is necessary. The budget is the most important instrument for the clubs, but there are also a number of other instruments such as compensations, performance measurement, calculation and benchmark. Situational factors such as enviroment, culure and size has contributed wich has led to that the clubs have a great economic awareness today where economic results will lead to the sport result. We have with this study concluded that financial management has played a critical role in the club´s long-term objectives.