In Search Of Further Development On Agriculture Programs On The TV

The Central Committee of the Communist Party of China emphasizes thatthe period of "11·5" (2006—2010) is the key period of constructing the newcountryside of socialism. During the great construction, which is beneficial tothe state and its people, the agriculture programs on the TV which are used asthe mass media targeting at the rural areas, undertake the responsibilities theyshould bear. Based on the predecessors' achievements, the essay mainlyanalyses how the agriculture programs on the TV further develop in theprocess of development, in order to serve the construction of the newcountryside better.At first, the essay defines the agriculture programs on the TV, that is theprograms targeting at the rural areas, so we can know the exact definition ofthe agriculture programs on the TV, we can see the good prospects of theagriculture programs on the TV in the construction of the new countryside. Theauthor also analyses the characteristics of the agriculture programs on the TVfrom 3 sides, namely the medium, the society and the audience, combiningwith the characteristics of the TV. Looking through the survival anddevelopment conditions of the agriculture programs on the TV during the past20 years, and synthesizing their characteristics during the development, wecan clearly see some problems existed mainly in the aspects of quality andquantity on the agriculture programs on the TV, forcing us to think over theagriculture programs further. But, at the same time, we also see lots of goodopportunities to further develop. These opportunities include the CentralCommittee of the Communist Party of China plays an extreme emphasis onthe agriculture and put forward the construction of new countryside, givingpriority to the agriculture, and include the maturity of TV making-up theory suchas reality, near common people, appreciating beauty, marketing etc as well asthe emergence of several famous agriculture channels such as the CCTV-7and several agriculture programs, such as "Discovery in the countryside" onHunan satellite TV. The theory and the reality have already laid the foundationsof the further development of the agriculture programs on the TV and offeredthe conditions for them.How to make a development for the agriculture programs on the TV? The essay tries to explore the development from the function, the guideline, themaking-up, the audience positioning etc, and point out the matters needingattention, taking the agriculture programs on the CCTV-7 etc as examples. Asfor the function, we can make progress from 5 sides: strengthening the service,heightening the amusement, exploiting the culture, bettering the instructionand leading, exploring the management. For the guideline, we should haveequality consciousness, with true feelings, and the programs should be closeto the peasants' life, wholly real. For the making-up, we can make somespecial scenes by using the non-linear editorial techniques, add somematerials prepared before, keep the viewers in great suspense through tellingthe story, and ask the anchor to host the programs humorously. The last, forthe audience positioning, we should find the correlation points which connectthe rural areas with the urban areas and enlarge the viewers, causing thecitizens to become the viewers of the agriculture programs on the TV. In thewhole, the agriculture programs on the TV should form their owncharacteristics, avoiding the obsequiousness, beating others' competitorsduring the development.We've already seen the vague images about the further development ofthe agriculture programs on the TV. The author tries to generalize them, makethem concrete and turn them into facts, hoping it can be good for practice.Progress with the time, there is no end to make a development on theprogress of the further development and the agriculture programs can bebetter and better during the practice.