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近年来,新媒体的崛起,和农村受众媒介接触面的拓展,直接导致了县级电视台观众的流失。尤其是电视对农栏目,更需要立足本土,重新审视定位,实现栏目的功能提升与拓展。县级行政区划绝大部分地区属于农村,因此,自县级电视台开办以来,对农栏目就一直是县域电视传播的主阵地。以余杭电视台为例,自1999年开办《余杭大地》栏目以来,电视对农栏目进行过两次改版,经历了三个不同年代的功能定位,实现了栏目功能的不断提升与拓展。《余杭大地》开办于世纪之交,栏目定位充分展示余杭农村新人、新
In recent years, the rise of new media and the expansion of media contact with rural audiences have directly led to the loss of county-level television audiences. In particular, television programs on agriculture, but also based on the local needs, re-examine the positioning, to achieve part of the function to enhance and expand. Since most county-level administrative divisions belong to rural areas, since the establishment of county-level television stations, the agricultural sector has been the main front for the transmission of county-level television programs. Taking Yuhang TV Station as an example, since the opening of “Yuhang Earth” section in 1999, the television has revised the section of agriculture twice and has undergone functional orientation in three different years to achieve continuous improvement and expansion of section functions. “Yuhang earth” opened at the turn of the century, part of the full positioning Yuhang rural new, new