On The Innovation In Tv Programming Targeting Rural Population

Studies on TV programming have gone further as the industry moves forward enormously. There are, however, several aspects of TV programs that have been ignored by most media scholars. Study on programs targeting the rural population is one of them. Undoubtedly the huge audience in the rural area has ensured a bright future for rural shows, which has been looming by the appearance of a few impressive rural programs. Now the problem is that the no much attention has been led to the studies regarding this initial stage of this programming, in particular its striking similarities and lack of characters. Therefore, how to innovate this specific programming is a pressing mission facing the TV professionals. With a pragmatic viewpoint, the author starts with the current situation of the rural program in China, then moves on to the necessity and feasibility to innovate it, and proposes means in great details concerning its improvement. The means of its innovation is the top priority, in which the author has demonstrated the need to change the programming guidelines by taking an audience-oriented consideration, the call for expending its functions by entertaining and serving rural viewers, and an adjustment of its targeted viewer by catering for both rural and urban audience. Meanwhile the author maintains that attentions should be attached to shape healthy characteristics and operation of rural show before he concludes the paper by predicting the trend of its innovation.