Investigation On The Current Situation Of Rural Broadcasting In Tianjin And Its Development Strategy

Early in the21st century, the global media into the era of mergers and acquisitions, resources integration is the theme, domestic media with strong leapfrog development has gathered the expansion force. During this period, China’s rural broadcasting has quietly entered a new stage of development. Look from broadcasting law of development, develop rural radio strategic opportunity has arrived. Rural radio and television coverage, timeliness is superior to the newspaper, in the policy propaganda, news dissemination, information services, cultural entertainment and is irreplaceable by any other media status and advantage. In2014the central file no.1on the comprehensively deepen rural reform to accelerate agricultural modernization of several opinions of the clear, always to solve "three agriculture" problem as the top priority of the party work. This is the21st century since the central file no.1the eleventh consecutive year focusing on "three agriculture" problem. Indicates that the party and the country’s long-term attention to "three rural" issue and determination.The author through to the cooperation with Tianjin rural broadcasting radio ten counties of farmers is a small range of questionnaire, and the results of all the scientific statistics and analysis, found that now the status of the media audience contact great changes have taken place; Tianjin rural radio listeners exist certain differences in demographic variables; Every program of Tianjin rural radio audience satisfaction is different, the audience listen to rural radio is also have a purpose; Also on the registered permanent residence of the audience, listening tools, time, location, forms, etc, to the current spread of Tianjin rural broadcasting in ten counties have a preliminary understanding of the status quo and communication effect. From the overall survey results, the audience for Tianjin rural broadcasting or satisfactory. In addition, the author found that Tianjin rural broadcasting is impacted by the new media, and other channels exist competition is intense, advertising income is not high, the internal hardware facilities, lack of talent, and new media interactive some problems. Thus put forward the development strategy, seven were elaborate programs, strengthening training team, increase the intensity of Tianjin rural broadcasting service to the countryside, to improve its brand image, to promote planning large-scale activities, improve the internal management system, face to face in rural communities to carry out the community radio, etc.This article is divided into seven parts, the first part is introduction, mainly elaborated the research background, purpose and significance, research methods, research status and research framework, etc. The second part is on the historical development and the present situation of agricultural broadcast of a comb, including both at home and abroad for the radio. The third part is to comb the development of Tianjin rural broadcasting context as well as the key column is introduced. Concrete through four parts to discuss:the historical evolution of agriculture in Tianjin; Cooperation with Tianjin station before each agricultural district development status of agricultural broadcast; Tianjin people’s broadcasting station broadcasts for the development; The development actual state of Tianjin rural broadcasting. Fourth and fifth part is based on the collected questionnaires about Tianjin rural broadcast media status quo, composition of the audience, the audience listened to the analysis results and audience satisfaction. Tianjin rural broadcasting satisfaction analysis is through the satisfaction of Tianjin rural broadcast audience, the audience favorite to listen to the show, the audience to Tianjin rural broadcasting information, the audience listened to Tianjin rural radio and the purpose of these four aspects to analyze. The sixth part focuses on the current Tianjin rural broadcasting on the problems existing in the operation process, including new media impact on radio, Tianjin rural radio and radio other channels in the competition, the commercial competition in the market, Tianjin rural broadcasting internal hardware facilities, staffing problems, Tianjin rural broadcasting of emerging problems such as the use of interactive platform. The last part provides for Tianjin rural broadcasting development strategy, increase in seven were elaborate program, program on set close to the farmers to make life; Strengthen the training team, put in area county the reporter’s training work first; Increase the intensity of Tianjin rural broadcasting service to the countryside, to increase the performances condolences to activities carried out some countryside consulting services; Enhance brand image, rural broadcasting is not only to make Tianjin first, and we are to do, do big, make a characteristic, make brand; Come face to face constantly planning large-scale activities, attaches great importance to the promotion of large activity, constantly improve its influence; Perfect internal management system, scientific management, rule-based, channel operation to enter the benign track; Seize the particularity of community radio, the major communities in rural community radio, and residents’committee jointly make community radio party important propaganda and culture in the countryside. Hope this research can provide reference for the future rural reform and development of radio and using for reference.