Microblog is one kind of Social network service (SNS), it is a sort of services which we can communicate with many people through network link. Twitter is famous microblog in the world, Weibo is Chinese famous microblog.In terms of marketing academics view microblog between businesses and consumers in the new communication strategy, a new way to make them in terms of marketing a new business opportunity. The purpose of this study is to explore key characteristics of the microblog of TV media that influence the TV media attitude and watching intention of the Chinese microblog - Weibo. The finding of this study could be useful for marketers of TV media or other media who intend to use microblog as their marketing tool. The results show that characteristics of the characteristics of followers which effect on TV media microblog are “information reliability”, “interactivity” and “information ability”, The attitude of TV media microblog have effect on the TV media attitude and watching intention.