There are "tricks" for county-level TV programs to support agriculture.

There are "tricks" for county-level TV programs to support agriculture.

"Going to the Countryside", which was launched in March 2008, is a magazine-type agricultural special program of Penglai TV Station, with a duration of 20 minutes. At present, there are sections such as entering the farmhouse, getting rich gas stations, farmers' insiders, and voice hotlines. After four years of operation, the program is deeply loved by the audience with the program style of "practical content, enthusiastic service, cheerful form and humorous host" Today's "Journey to the Country" not only has a group of loyal farmers audience, but also has been "sought after" by many city people. Program ratings are among the highest in the local area, and column advertising revenue has also increased year after year. Based on the opening and actual operation of the column "Rural Tourism", this paper talks about how county-level TV stations plan and build good agricultural programs in the new period for your reference.

The first trick: grasp the plan, find the right position and have a direction.

As the saying goes: "everything is established in advance, and it is abolished if it is not foreseen." How to plan, to some extent, affects the direction of the program, which is related to the life and death of the program. At the beginning of the program, we should do a good job of pre-planning and find the correct column positioning. Because this is directly related to the personality characteristics and development direction of the column. Do news or do special topics? Or a combination of the two? Is it a traditional practice or a fashion practice? This requires us to think seriously and make full planning preparations.

In order to accurately locate the program, we spent a month researching and planning the program, although we didn't have enough manpower (only three hosts) and time (the program group was set up in March and the program was required to start in May). First, visit and investigate local farmers' friends to understand their program needs; The second is to consult the relevant research articles of agricultural programs and brainstorm; The third is to watch and learn other programs about agriculture and learn from other people's experiences. For example, Ridge by Jingzhou Satellite TV, Country Monsoon by Shandong Agricultural Science, Four Seasons in the Country by Jilin Satellite TV, Farmer Channel by Hebei Satellite TV and Yellow Land by Shanxi Satellite TV. We have been following up our studies and each has its own advantages for us to use.

Through interviews and surveys, it is found that farmers' friends are most in need of farming techniques, most eager for information and services to get rich, most concerned about people and things around them, and at the same time relax through entertainment programs. Finally, we decided to give priority to technical services and give consideration to leisure and entertainment, and established the program purpose of "going into the farm, serving the three rural areas and being close friends of farmers".

With a clear positioning, it sets the tone for our next program planning from the aspects of program plate setting, program form and program packaging. Now it seems that the pre-planning work is too important, which has saved us a lot of detours.

The second measure: grasp the topic, ground the gas, and engage in services according to local conditions.

Farmers are very practical and practical. In order to get their approval, we must make the program grounded and work hard on topic selection and service. We think what farmers think and do what farmers care about. Perhaps our program resources are not as rich as CCTV and provincial stations, but we also have our advantages, that is, we are closest to the people. They are talking about things around farmers, and they are talking about people around farmers. Some local modes of getting rich, planting and breeding techniques, etc. Are all good topics for this project. Practice has proved that such programs have strong timeliness, strong reference, close to reality and life, and strong interest, and are well received by the people.

At the same time, it also uses columns to build a service platform and play family cards to narrow the distance with the audience. On the one hand, the column hotline is opened and 24-hour duty is implemented; On the other hand, the column "Farmers Insider" was set up to sort out the questions reflected by the audience and broadcast them in the column after finding the answers from relevant experts. It not only helps ordinary people solve practical problems, but also enriches the content of the program; It not only provides us with news clues, but also provides us with ratings feedback.

In June 2008, we received a hotline from the audience, reflecting that apricot trees are difficult to sell because of their bumper harvest. In response to this phenomenon, we conducted an in-depth interview in time. After the program was broadcast, it received a good social response. Many enthusiastic visitors and businesses called to express their concern and concern, and apricots were sold out within a week. In July 2009, Penglai was hit by heavy rain, and crops were seriously flooded. We found relevant experts in time, interviewed and produced the management of grape, apple, cherry and other fruit trees after heavy rain, and broke the routine and made four replays, which provided scientific management methods for fruit farmers after rain.

Nowadays, "if a farmer has anything to do, he should take a trip to the countryside" has become the mantra of many farmer friends. Everyone says that the program "Journey to the Country" is not only practical in content, but also useful in time. The market information and practical technology it provides basically cover all aspects of our agricultural production and life in Penglai, which we need very much. Only 20 1 1 year, the column group received more than 3,200 calls from the audience and received more than 900 short messages 1600 times to help farmers solve practical problems1.

The third measure: grasp the form, strengthen the viewpoint, and show vitality through education.

Form serves the content, and the application of form often affects the viewing effect of the program. Since farmers need both technical knowledge and entertainment, why can't they make the program more vivid? How about entertainment? To this end, we focus on creating program expressions from the following three aspects.

The first is host localization. We use local hosts, from hosts to interviews, from introductions to explanations, all in Penglai dialect. At the same time, as far as possible, the program host also adopted the way of location hosting, walking from village to village, entering the farmhouse, and putting the program host in the farmyard and field to narrow the distance between the host and the audience.

Second, the program is interesting. At the beginning of each program, a stunt is designed, and the content of the program is led out by the host and lyricist in the way of cross talk, instead of the traditional program lead, so that the program attracts the audience from the beginning. At the same time, we also pay attention to designing some performance plots in the program to make the program more vivid. For example, we once made a program called "Learning Bagging in Chuansheng Apple Orchard", which mainly introduced the bagging technology of apples. Traditionally, experts are invited to explain the recording. However, this is rather boring, and it is estimated that few viewers can stand it. But this kind of program is what people really need. How to solve this contradiction, there is only one answer, that is, innovative forms, entertaining. What we did at that time was to let the host pass the victory as a fruit farmer who could not bag, and let him learn bagging technology in the orchard. As a result, it is conceivable that the technical movements are full of mistakes, which makes the audience laugh. Then let experts comment and correct me, make the program relaxed and lively, and achieve the purpose of imparting knowledge and technology. After the program was broadcast, many viewers called and said that we had made the same mistake as transmitting sound.

The third is packaging personalization. We make full use of animation, subtitles, music and other interesting elements, and strive to make the program more relaxed and lively and create our own audio-visual image. The "cartoon of the host's head" designed by us has now become the symbol of the program. I remember that at the beginning of the program, many viewers didn't remember the name of our column, but they remembered this rickety comic corner.

In the choice of opening music and background music, we also strive to be localized and humanized, taking into account the age of rural audiences as much as possible, and adopting folk songs and cheerful songs. The background music "Springs Jingle" used in our "Farmer Insider" column, many audience friends said that it was not only good to listen, but also the interactive program of "Country Walk" started as soon as the audience listened to the music.

These formal changes have not only narrowed the distance between the program and the audience, but also enhanced the affinity and popularity of the program. For example, our host language, animation corner signs, program music and so on. It has become a unique element symbol of the column and is talked about by people.

The fourth measure: grasp activities to build brands and expand influence to generate benefits.