Study On Development Of Agriculture Television In Media Convergence

As the traditional media,TV has been one of the media of the highest penetration in rural audience.But with the development of media convergence and the popularization of network and mobile Internet,farmers use the media in the form of more and more diverse.How to develop agricultural television in this environment,consolidate and expand the viewing population,that is a problem worthy studying.Based on the analysis of media convergence environment and impact of media convergence on agriculture TV channel,for instance the Hubei longshang channel,survey viewing habits of rural audience in Hubei province,the usage of new media and so on.Probe the development dilemma of Longshang channel in the environment of media convergence,and analysis its countermeasures.Take Longshang channel for example,propose the prospects of agricultural television in the future development.In this paper,conduct in-home interviews and questionnaires in hubei city,county,and village region combination of questionnaire survey and literature.The results of investigation show rural youth group rarely watch TV,they mainly use new media to obtain information.Viewing population of agriculture television is mainly the elderly population and children left behind,they generally own low level education,the time of watching television is mainly in the evening.The various entertainment,film and TV series,news and information are still farmers' favorite programs.More than half of households have computer,the crowd that use mobile Internet have gradually increased,and more than half of the young people use micro-channel.Therefore,the new media have permeate in rural areas,the development of agriculture TV faces enormous challenges.On the basis of investigation,analyses the challenges agriculture television channel facing in media convergence environment.For instance the Hubei longshang channel,probe the New initiatives that Hubei longshang channel take in media convergence environment,look forward to the new trend of development.Under the impact of new media,agricultural TV channel can operate micro-channel platform and expand the amount of information to attract younger audiences;innovate advertising spreading,enhance service,reduce costs and build the core copyright to update the business model;by focusing on new media operations,strengthening the media co-operation,focusing on content quality,improve competitiveness of agricultural television in the media converged environment.