An Analysis On Communication Strategies Of Agro-technolgy Extension Television Program

Problems of agriculture, contryside and farmers has always been a major fundamental problem in our social and economic life in China, which is the top priority of the party and government work as well. On this account,"Three Rural Issues" has become the key issues of the full-scale construction of a well-off society and modernization in China.As one of the farmer audiences’ most familiar traditional media, TV program has become the farmers’ access to information and entertainment. Thus television media should give full play to the role of the main front and make improvement of agricultural television programs. In this way, agricultural television programs can better serve "Three Rural Issues", promoting the coordinated development of urban and rural areas.Due to some existed problem, agro-technology extension television program can’t full play its significant role in agriculture TV program, for example, it has low proportion of broadcast, low quality and lake of enough investment and funds. Then how to break through the bottleneck, and get out of the doldrums? Through watching agricultural television programs, doing field research, interviewing with industry peers, reading relative books, a further research has been done on agricultural television programes. A detailed analysis of the current situation and problems of agro-technology extension television programs has been taken.Therefore, this paper has proposed six development strategies for agro-technology extension television program, which are content strategy, narrative strategy, interview strategy, screen strategy, language strategy and operation strategy.Moreover, the author believe that agricultural extension TV program should be more practical, interesting and serviceable. Besides, it should be paid enough attention that using narrative storytelling methods and better interviewing skills, focusing screen effect as well. As to that, we can get close to the audience, close to reality. Meanwhile, we need to strengthen the operational capacity and to speed up agro-technology extension TV program’s market-oriented process.