| The time when the agriculture TV channel first took its shape can be traced back to the very start of China's television business in1958, however,except the Central China Television(CCTV), those TV stations at all levels have merely set up any agriculture-oriented programs or channels. The National Bureau of Statistics indicates that China has3,288TV programs and channels in total, and there are only5agriculture TV programs get approved by The State Administration of Radio, Film and Television(SARFT) only accounts for0.15%of the total number. It shows us an apparent contrast between the media resources allocation and the national conditions when compares this ratio with a more than50%proportion of rural population out of the overall population of China. Therefore, it causes a great insufficiency in the supply of agriculture TV channels which makes the current situation an embarrassment.These few agriculture TV channels face difficulties in their business operation and scarcely can there have any profitable ones.Moreover,they are always in a weak position when compete with those more professional and comprehensive channels. By only taking advertisement(the main source of income) into consideration can we easily realize that the agriculture TV channels are at a disadvantage. Besides, the rural advertising market has not been fully developed yet and the agriculture TV channels are in a monotonous state of the source of income(mainly depend on advertisements) which lead these channels short of money and still the high operation cost makes the situation even worse. According to my own survey, I found that those provincial TV stations like Jilin, Shandong and Hebei are prone to transform the professional channel(agriculture TV channels) into a more comprehensive one in that they have already broadcast TV shows and game shows in their prime time.Through the brief introduction above, it is not difficult for us to conclude that there are a small number of agriculture TV channels in China and the overall quality of those channels is hard to meet up with the standards. All in all, as far as I was concerned, the direct factor is the economic benefits. However, since the reform and opening-up, most of our medias and televisions have embarked on a development pathway of industrialization and marketization. Even though, they are still state-owned, they are responsible for their own profit and loss in business operation. In this condition, many TV stations while operating the channels and programs choose to pay much more attention on the economic benefit instead of the social benefit.Additional, most of the potential consumers are those who live in urban areas, therefore, in order to survive and develop their own business, a large number of television stations have no interest in paying close attention on agriculture TV channels for their low rate of attractiveness in advertising.Income and development has always been a tough topic for agriculture TV channels. Therefore, how to operate the agriculture TV channel well without letting the economic benefit gives way to social benefit is very important for us to produce high quality agriculture TV programs. In this way, researches on the development patterns of agriculture TV channels are extremely necessary and if we do so, the research findings can serve as an effective prerequisite in ensuring the broadcasting effects of farmer-oriented(agriculture-oriented) TV programs and channels. |
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