新常态下地市电视台对农节目的新发展——以绍兴电视台《一周农经》为例

Latest Development of Agricultural TV Programs in Local TV Stations Illustrated by A Week of Agricultural Economics in Shaoxing TV Station

电视是中国农民最优先选择的大众媒介。针对地市级电视台对农节目存在本地化的优势及节目针对性、实用性、参与性不强,资金投入较少,各部门合作不够等不足,提出创新节目形式、加强互动参与、重视培训合作的对策,以期电视对农节目成为农民喜闻乐见、解答疑惑、学以致用的好帮手。

Television is the most popular medium for Chinese farmers. The agricultural TV programs for farmers in local TV stationsbeing not well-targeted, unpractical and unsuitable for participation with less investment capital and insufficient cooperation betweendepartments, the paper proposes such strategies as innovating programs, strengthening interactive participation and attaching impor-tance to training with a view to making such programs well-accepted by farmers, hence a good helper to farmers by answering theirquestions and helping them to easily learn and apply what they have learned from the programs.