在我国农村,电视与演艺是文化传播的两大主要渠道,都承担着满足广大农民文化生活需要的基本任务。但是,一方面,受农民消费能力、消费观念等方面的影响,农村电视市场的开发有限,针对性强、有特色、受欢迎的农村电视节目还很欠缺,农村电视的文化服务水平亟须提高。另一方面,演出市场经济基础相对较差,而深入农村演出成本较高、农民付费观演的愿望与能力都不强,导致演出在农民的文化生活中占比甚微。要改变这一状况,整合资源、优势互补,有效地拓展农村市场, In rural areas of our country, television and acting are the two major channels of cultural transmission, all undertaking the basic tasks of meeting the needs of the vast number of peasants’ cultural life. However, on the one hand, affected by peasants’ spending power and consumption attitudes, the rural television market has limited development, targeted, distinctive and popular rural television programs are still in short supply, and rural TV’s cultural service needs to be improved . On the other hand, the performance of the performance market economy is relatively poor, while the cost of performing in rural areas is relatively high. The desire and ability of peasants to pay for the performance are not strong, resulting in the performance of the peasants in cultural life accounts for only a small proportion. To change this situation, integrate resources, complement each other’s advantages and effectively expand the rural market,