On The Practice Of "Audience - Based" In Agricultural TV Columns From The Perspective Of Ridge Riding

The central government has repeatedly stressed that farmers, rural and agricultural issues arethe focus as well as difficulty of the government’s work. As present, China has the largest audienceof mass media, television media,particularly have a profound impact on the peasant audiences.Therefore, the television media is the best platform for communist party and government dissertthe information for the three rural issues, and also is a window of knowing the rural society.Therefore, standing on the position of the farmers,agricultural TV program should adhere to the "farmer centered, serve for the farmer," and return to audience centered theory.Jingzhou television station founded the column "Longshangxing" in April 2002,through 10 years of exploration, it’s succeeded from a little-known local agricultural TV programs to aninfluential regional channels, for the follow-up industrial development and asset restructuring,made an impact all over the country for the service brand. This paper analyses the developmentconcept of "Longshangxing" ridge and "Longshangxing" development strategy to provide a usefulreference for other agricultural TV program.This thesis has five parts.The first part is the introduction, introduces the present situation of the topic, the significanceof the topic source, research of this paper.The second part, based on the "audience centered theory”, mainly from the audiencecomposition and characteristics of the audience on the analysis of Chinese agricultural TVprogram.The third part, discusses our country agricultural development status of agricultural TVprogram. The content includes the necessity of the agricultural TV program in China, thedevelopment of agricultural TV history and the difficulties of agricultural TV programs.The fourth part,first introduces the general development "Longshangxing" program. Andthen mainly analyzes the ecological environment of media program production, including thepolitical environment and the resources and the environment. From the concept of positioning,、plate setting and service awareness, analysis of the "audience centered theory" appears in theprogram.The fifth part, on the agricultural development of TV program gives the correspondingcountermeasures and suggestions. First, country should increase support for agricultural.,at thesame time, relevant departments should be integrated media resources, expand the scope ofservices. Finally, the program should strengthen the management of production team, to improvethe quality of agricultural program.