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目前,在电视媒体进行市场化管理的大环境下,面临向收视率要效益的同质化大众节目的激烈竞争,对农节目无疑成为边缘化的小众节目,生存现状未尽人意。我国是一个农业大国,农村人口占总人口比例高达80%以上,农村农业始终承载着支撑经济发展和社会稳定的任务。但是当下对农电视节目却日益缩减,停滞不前。面对着生存和发展的双重挑战,对农节目该怎样正视来自收视市场的压力和自身改革的迫切要求?值得从业者深思。辽宁电视台卫星频道从2006年8月5日隆重改版以来,立足辽宁,放眼全国,对大型对农节目《黑土地》进行了全新的打造和品牌重塑,从节目定位、编排方式、栏目包装等各个方面都进行了大胆改革和有益尝试。在新农村建设的感召下,一手抓社会效益,一手抓经济效益,连续创造收视奇迹,在超早间播出时段中市场份额连续攀升,甚至达到55%的收视份额,其收视业绩在全国早间时段和对农节目中都是非常罕见的。《黑土地》栏目从而率先一步,成为全国对农节目的领军栏目之一。有鉴于此“,本期关注”这次从各方面、多角度、多层次对《黑土地》栏目进行全面解读,以飨读者。
Currently, under the environment of market-oriented management of television media, the fierce competition of homogenous mass programs which are beneficial to the audience rating is facing the fact that the agricultural programs are undoubtedly marginalized niche programs, and the current status quo is not satisfactory. China is a big agricultural country with the rural population as high as over 80% of the total population. Rural agriculture has always carried the task of supporting economic development and social stability. However, the current agricultural television programs have been shrinking and stagnating. Confronted with the dual challenges of survival and development, how to face the pressure from the viewing market and the urgent demands of self-reform on farm programs? It is worth pondering practitioners. Liaoning Satellite TV satellite channel from August 5, 2006 grand revision, based in Liaoning, the whole country, the large-scale agricultural programs on the “black land” was a new build and brand reshaping, from the program positioning, layout, column packaging, etc. In all aspects, bold reforms and useful attempts have been made. Inspired by the construction of a new countryside, we are now focusing on social benefits and economic benefits. We continue to create a miracle of viewing. In the ultra-early broadcast period, the market share has continuously risen and even reached 55% of the viewing share. Inter-period and agricultural programs are very rare. The “black land” section thus took the lead and became one of the nation’s leading agricultural sector programs. In view of this, “this issue focuses on” this time from all angles, multi-angle, multi-level “black land” part of a comprehensive interpretation to readers.