Research On The Results And Problems Of Radio And Television Services For New Rural Construction

Radio and television is one of the main channels for people getting information, and itis also the main channel for farmers acquiring external information, so it plays anirreplaceable role in the new rural construction. But how to sum up the experienceconstantly in the process of serving the new rural construction, how to face the problemsand difficulties appeared in the development, and how to improve and strengthen radioand television work in rural become long-term and arduous tasks that put in front ofbroadcasting and television workers.On the basis of literature review, this study chooses radio and television serving the newrural construction in Tongcheng city as the research objet. And then the author putsforward some suggestions to improve the project of radio and television serving newrural construction based on surveying the stuffs in Tongheng radio and television system,the administrating government department, the concerned rural cadres and some farmerrepresentatives; hearing and collecting a large amount of opinions and suggestions,summarizing the results achieved in the process of the project, analyzing the existingproblems, and combing with foreign radio and television building experience.The study has found that the coverage rate of radio and television in rural has increasedgreatly, and the content of agricultural program has enriched in the process of the project,the propaganda guide is correct and powerful. A certain effects have achieved in someaspects such as in disseminating the knowledge of agriculture science and technology,increasing the farmers’ civilization quality, reflecting the people’s opinions, enriching therural cultural life, and promoting the rural cultural construction. But some questions stillexisted, for example, there are still do not have a unified ideological understanding, theservice and management level of rural radio and television is not very high, and the fusionof local culture is not enough, and the supervision for public opinions is weak and so on.In view of the problems, this paper put forward some useful suggestions form theperspective of information industry management and agricultural economic managementtheory for radio and television serving the new rural construction better. The suggestionsare as follows: unifying leadership, strengthening coordination, speeding up convergence,increasing investment, raising funds through multiple channels, further enriching the“three rural” program, extending new rural culture construction, strengthening thecultivation of rural radio and television talents and etc.