The Development Tactics Studies Of Agriculture And Animal Husbandry Channel Of Inner Mongolia Radio And TV Station

The new form of media which be called of “New Media” keeps emerge by the developing of the technology of modern mass communication since the turn of the millennium.These New Medias have a common feature that most of their main target customer groups are city dwellers.The city dwellers with relatively high level of consumption are easier to become the spotlights rather than the rural residents who have been the forgotten corner to some extent by the New Medias.It is always the emphasis and difficulty of the work of all levels of governments that how to solve the problems facing agriculture,rural areas and farmers.Here,the solutions can only arise from a combination of government effort and support from all sections of the community including mass media.To provide the rural residents with excellent information services is an important part of the great goal that is related to accelerate rural economic development,strengthen the agricultural economy,and help peasants dispose of poverty in China.This is not only the goal of comprehensive construction well-off society,but also the important base of modern country,which can influence the harmony of the society.Mass Media,as the most important information dissemination channel,should take on greater responsibility than other information media.However,sharp contrast to the grand mission,the New Media’s undesirable behaviors arouses widespread concern from the whole society.Market-oriented New Media can’t the responsibility to do the information services well in rural areas,and therefore Traditional Media/Legacy Media with a nature of public institution has to undertake this grand mission.Traditional Media/Legacy Media is the propeller of the local community,which assists the local to fulfill their capacity building and get away from material and spiritual poverty.Inner Mongolia Radio and TV Station,as the most influential mass media in Inner Mongolia region,started Agriculture and animal husbandry channel,a new television channel at the provincial level,on March 1st,2016.This channel has an important guiding function and practical value for information dissemination involved in agriculture and animal husbandry in the whole Inner Mongolia area.Though media construction in Inner Mongolia is still relatively backward nationwide,the research on the development status and relevant issues of Agriculture and animal husbandry channel has a guiding role of TVs at other levels in Inner Mongolia.Therefore,this thesis is based on the topic,with the theory,carried out detailed investigations into the quo status and operation characteristics of Agriculture and animal husbandry channel of Inner Mongolia Radio and TV Station,and to illuminate major problems arising from the current development and put forward the corresponding solutions,with a certain significance.This paper is divided into five parts and described exhaustive specifically:The first part: introduction.Based on the analysis of the development of Agriculture and animal husbandry channel of Inner Mongolia Radio and TV Station(hereinafter referred to as CHANNEL),this paper proposed two propositions: it explained the significance of the existence of CHANNEL from theoretical and practical aspects;it summed up the plight of information dissemination involved in agriculture and animal husbandry in the whole Inner Mongolia area.Meanwhile,it generalized the innovation and the shortage of this study;it also explained the unique research approaches.The second part: overview the establishment of CHANNEL.This part gave an overview of CHANNEL,explained the necessity of it establishment,mainly focusing on detailed analysis of its background,purpose,policy support from state government and local government,environment driving factors,self-development needs of Inner Mongolia Radio and TV Station,and the demand of information acquisition by the audience in agricultural and pastoral areas.The third part: the investigation and study of current development of CHANNEL.This part gave a brief introduction to program settings,staffing and development plan of CHANNEL,and made an objective descriptions of the present situation of CHANNEL,shared CHANNEL’s best practice and its significance.The forth part: the research on the current problems and challenges of CHANNEL.This part pointed out the problems and challenges of CHANNEL since its establishment through summary and induction to a sample of one-week TV programs’ contents of CHANNEL by using probability random sampling method and the study of CHANNEL’s “Wechat Official Account” and “Official Micro-blog”.The fifth part: The development tactics studies of CHANNEL.This part summarized the concrete methods or tactics for offering the knowledge of the concept of the macro level,positioning the planning,management system and institutional change at run time of CHANNEL.It also analyzed the strengths of the other channels of the same nature and presented a targeted strategy and recommendations which fit for CHANNEL’s development.