A Research About New Rural Service Community Of Henan TV

Agricultural and rural TV programs play an important role in the publicizing of agricultural information, coordinating the relationships among rural places and that between the city and the rural areas, and leading the development of rural areas. Among these TV programs, the service-guided and public-oriented ones are the main parts in China. They are the most important tools that would be used to realize the spread of agriculture and solve the so-called” three Nong” problem---agriculture, farmers and countryside. They will also matter a lot in the construction of new rural areas. More and more TV programs of this kind are emerging since the new period, and some of them are producing great effects. However, the development of these programs is not balanced between the nation and provinces, and even between different provinces in China. And the number of these programs is so small according to the big rural population and the severe “three Nong” problem.Henna Province is located in centre China and is famous for agriculture and grain production. But the urbanization of rural population is so common, which makes “three-Nong” problem even worse. What's more, under the impact of market economy, the lifestyle in the countryside, their view of values and even some traditions are going through great changes, which makes it more urgent to pay more attention to construction of the new rural places. Although the agricultural and rural TV program—Henan New Rural Channel-- was already made in Henan province in 2006, the number of agricultural contents became less and less, hours shorter and shorter under the pressure of audience rating and better management. Therefore, it is difficult for the existing programs to meet the requirements of rural development. It is so important for the country to have more agricultural and rural programs especially service-oriented ones.The “New Rural service Community” is a column founded by Henna New Rural Channel in 2012. It is a typical service-oriented program and the only one in the channel till now. It is guided by the idea of ” talking about things and caring for persons in rural places”. It is used to report about the new rural areas, to help the new agricultural development, to care for the rural people and try to accelerate the solution of “three-Nong” problem in Henan province. But focusing on its current growth and the severity of “three-Nong” problem, it is found that the topics in this column cannot cover too much realities, not deeply analyzed and lacking of instruction, and not well-organized. And the ways of advertisement and publicity turned out to be less influential than expected. It is these existing problems that hold back the development of such TV programs. It is suggested that we look into the problem from the points of journalism, communication, sociology etc. and take into consideration of the ideas rural audience and the change of these target audience to make the columns typical and hosts outstanding. It aims to create a service-oriented program and help it to develop scientifically and continuously and finally prompt the construction of the new rural areas.Four results are given out from this research. First, the ways for agricultural information are limited. Person-to-person is still the main method used. And television is still the most common mass media applied in rural areas to know about the society and have fun. Second, the influence and advertisement of The New Rural Service Community is not good, and there are many problems in programming, advertising and staff allocation. Moreover, there is still a long way to go before achieving the final objective according to its current situation. Third, along with the income increasing in rural areas, the internet and phones are commonly used nowadays, but they are only used to have fun or communicate with friends and relatives. Their function of being a tool to offer information and coordination has not yet been put into use properly. Otherwise, it will be a lot helpful in expanding the column's influence and solving the spreading way problem as a new powerful technology together with the TV program. Fouth, the social issues in Henan rural places are complicated and conflicts are severe. As the main part of agriculture-oriented TV programs, Henan New Rural Service Community plays an essential role in coordinating relationships and solving those conflicts. It will be the very point to the development of agricultural and rural communication from now on.