Research On The Current Situation And Sustainable Development Of Provincial Agricultural TV Channels

China is a large agricultural country,and the issue of "agriculture,rural areas and farmers" is the top priority of our party’s work.No.1 central document in 2021 pointed out that if the nation is to be revitalized,the countryside must be revitalized.This is the 18 th No.1 central document guiding the work of "agriculture,rural areas and farmers" since the 21 st century,which shows the importance of the work of "agriculture,rural areas and farmers" in China.The provincial TV channel for agriculture is an important carrier and means of news publicity for "agriculture,rural areas and farmers" and an important force to serve the work of "agriculture,rural areas and farmers".It plays a vital role in comprehensively promoting rural revitalization and accelerating agricultural and rural modernization.Since the first provincial-level rural TV channel in China-Jilin TV Station Rural channel was launched in 2001,the development of provincial-level rural TV channels in China has gone through more than 20 years.During this period,we experienced many difficulties in orientation,development path,column content and operation management,and also took some detours.Especially in recent years,in the face of the impact of the rapid development of new media,the provincial agricultural channels strive to find a sustainable development path suitable for themselves in the exploration and practice.This paper makes a general analysis of the news propaganda work of "agriculture,rural areas and farmers" and the current situation of the development of provincial agricultural channels,and expounds the importance,necessity and feasibility of establishing provincial agricultural channels.On this basis,taking the public agricultural channel of Jiangxi Radio and television station as an example,this paper focuses on summarizing the transformation and development history of the channel,and comprehensively analyzes the current situation,existing problems,difficulties and characteristic experience of its "three rural" news publicity,with a view to providing useful reference for the construction and development of provincial agricultural channels.At the same time,this paper closely combines the trend and requirements of media transformation in the era of financial media,and discusses and puts forward strategic suggestions to solve relevant problems,so as to help and promote the provincial agricultural channels to improve content productivity,brand influence and market competitiveness.