中国农业人口比重大,特别是在西部农村文盲半文盲人口多,贫困人口比例大,这是农村电视传媒所处的客观大环境。随着我国“村村通工程”的实施,电视的覆盖率在甘肃已达到了90．54％,这应该是个令人欣慰的数字。然而,覆盖率并不意味着农村受众接受媒介现状是乐观的。让人担忧的是,对农村的电视节目其收视率不高,群众喜闻乐见的节 The proportion of China’s agricultural population is large, especially in semi-rural illiteracy and semi-illiteracy in western rural areas, with a large proportion of poor people. This is an objective environment where rural TV media are located. With the implementation of “Village Project in our village”, the coverage of television in Gansu has reached 90.54%. This should be a gratifying figure. However, coverage does not mean that the rural audience is optimistic about the status quo in the media. What is worrisome is that the ratings of rural television programs are not high, the loved ones loved by the masses