Research Into The Countermeasures About Strengthening The Leading Role Of TV In The Construction Of Rural Public Cultural Service System

Since Reform and Opening-up, China's economy has achieved unprecedented rapid development, and people's material living standards have been continually improved, especially compared with the previous, the farmers' material life has made a qualitative leap. In this context, the needs to pursue spiritual life and seek cultural rights have gradually become apparent. The party and country propose timely to construct the public cultural service system that can cover the whole society. But according to the reality of China, just as without the rural prosperity, never can mention the country's prosperity, and without agricultural modernization, will not have national modernization. if no rural public cultural system coverage, there can't be the public cultural service system covering the whole society. Therefore the rural public cultural service system construction becomes so important and difficult in government's public cultural service system construction. The paper holds that TV, with its colorful program formats and powerful coverage system, can play a unique and important role in rural public cultural service system construction.Previously, there are a lot of research about public cultural service as well as TV business and industry, but the study on how TV plays a special role in public cultural service system is just occasional, but mostly to sort out the domestic practice or describe foreign theories. In this paper, TV public service is divided into two big aspects:transmission service and content service. On the basis of analyzing achievements and problems of National Project "Every Village Access to Television and Radio" for more than a decade, according to the situation in Gansu Province, the paper put forwards the view:to widen technological options, develop the digital terrestrial television coverage, establish the agricultural based TV programs production system led by the country, support public television stations to set up public TV rural channels or make agricultural based programs, at the same time, which should be treated and examined differently from other channels or programs, so that the peasants can not only get access to but also optimistic about the usefulness of their own TV programs.The paper consists of six parts:the first part is the introduction to the background, significances, current status, relevant concepts and theoretical basis of research:The second part describes the overall situation of public cultural service system construction in Gansu Province and the existing conditions about TV role in public service:In the third part, the author indicates the problems on TV public service in rural areas, including the transmission problems and the content problems; Based on the analysis of the problems above, in the fourth part, the author reveals the root cause is that TV media resources overpasses the national conditions and was asymmetrical in urban and rural areas;The fifth part studies its countermeasures in maximizing TV functionality in rural public service in Gansu rural, and puts forward imagination of publishing TV public service regulation and building the rural public television channel; The sixth part is the conclusion and policy enlightenments.