我国是一个农业大国,对农广播毫无疑问是服务“三农”、服务城乡的一柄利器。但是近年来,我国对农广播的发展却日渐式微,后劲不足。其原因就在于内部创新动力不足和外部生存环境的压迫。因此,对农广播要在城乡一体化改革深入推进、媒体竞争日趋激烈的今天突出重围,必须在传播理念、传播手段、传播形式、传播视角上进行创新发展。 Our country is a big agricultural country. There is no doubt that agricultural broadcasting will serve the “three rural issues” and serve as a sharp weapon for urban and rural areas. However, in recent years, the development of agricultural broadcasting in our country has been declining, with insufficient staying power. The reason lies in the lack of motivation for internal innovation and the oppression of the external living environment. Therefore, if agricultural broadcasting is to be further promoted in the process of urban-rural integration reform and the media competition is becoming increasingly fierce, we must carry out innovation and development in the perspective of communication, means of communication, forms of communication and dissemination.