农业是国民经济的基础,农民、农村问题事关社会稳定大局,三农问题的重要性不言而喻。新时期党和政府对三农问题一直尤为关注。作为党和人民喉舌的电视媒体自然也应将目光聚焦在三农问题上,开办对农电视节目。对农电视节目是指以农民为目标受众,全力服务于农民生产、生活的节目。尽管目前对农电视节目的数量和类型日益丰富,但是此类节目的传播效果欠 Agriculture is the foundation of the national economy. Peasants and rural issues are related to the overall situation of social stability. The importance of agriculture, rural areas and farmers is self-evident. The party and government in the new period have been paying particular attention to the issue of agriculture, rural areas and farmers. The TV media, the mouthpiece of the party and people, naturally should also focus on the issue concerning agriculture, farmer and rural areas and start the program on agricultural television. TV programs for farmers refer to peasants as their target audiences and make every effort to serve the programs of peasants’ production and living. Despite the increasing number and type of programs on agricultural television, the effectiveness of such programs is poor