How to run a county-level rural radio program

Since the beginning of the new millennium, radio stations, especially county-level radio stations directly facing rural areas, have become increasingly narrow in terms of television, newspapers and fast-growing online media. The audience is constantly losing, the economic benefits are declining, and the development is difficult.

The reason is that we believe that the objective is that the media is fiercely competitive. Subjectively, many of our counties and Taiwans are in the process of setting up rural radio programs. The positioning of the programs is inaccurate, the form of the programs is dull, and the influence, centripetal force and cohesiveness of the broadcast programs are lacking. . It is embodied in two aspects: First, the news programs are shoddy, the quality of the programs is degraded, and the customer groups are boring. It is understood that many county-level stations, because of the lack of news sources, either re-broadcast the CCTV and provincial Taiwanese news, or cut newspapers, flip magazines, and only use the old news as news, losing the unique timeliness of the radio station. The most agile feature. From the content point of view, county-level radio news programs still have the phenomenon of “three more than three less”, that is, there are many general dynamic reports, and there are few reports with deep and influential reports. There are many reports at the conference, reflecting the grassroots level and reflecting the practice activities of the people. Less; there are many reports on the surface, and there are few reports that are close to life and close to reality. These ills will inevitably affect the listening interest of the audience. Second, the program was misplaced and weakened the rural broadcasting. In recent years, in order to survive, many counties and Taiwans have blindly harmed Taiwanese and professional Taiwanese styles, and have launched a large number of “non-agricultural” programs in life, economy, and entertainment. They have forgotten that their main customers are the majority. Farmers. When the distance is separated from the peasants, they lose their proper status.

In order to run fine and live rural radio programs, county-level radio stations must clarify their responsibilities, accurately locate them, adhere to correct public opinion, and reflect the will of the party and reflect the voice of the people of the people in accordance with the general requirements of being close to reality, close to life, and close to the people. Unify, deepen the reality, deepen the life, go deep into the people, and bring daily life events, touching scenes, emotional stories and peasants' urgently needed scientific knowledge, scientific methods, cultural products, through sounds, and through electric waves. To the majority of farmers, and effectively serve the "three rural", to obtain the best social and economic benefits.

First, adapt to the "three close" requirements, improve the program structure, and expand the influence of rural radio programs.

The competition of the media, in the final analysis, is the competition of influence. There is market influential, and there is room for survival and development in the market. In order to expand its influence, rural radio programs must be based on their own characteristics, accurate positioning, innovative program design, "the essence of the world, the advantages of Yang", in order to win more listeners.

The main body of rural radio programs is the majority of farmers. Therefore, the program design must be suitable for farmers' tastes and adapt to the needs of farmers. Adhere to the concept of “calling for the farmer’s blame, worrying about the difference between the farmer and the farmer, and helping the farmer to make a fortune,” "Three rural", serving "three rural".

In recent years, Jixian County has first strengthened and improved the news propaganda in the structural design of rural radio programs. We demand that the "Yangyang News", which implements the decision of the county party committee, broadcasts the latest news, pays attention to the world, and inherits the social civilization, is mainly based on short news, with more content and more types, including dynamic reports and in-depth reports. There are sometimes political news, as well as social conditions, both leadership activities and public practice. We require the news program to be fragmented. For international and domestic events, CCTV and provincial and municipal stations have reported all the news in one sentence, avoiding wasting frequency resources and listening to the audience; reporting on leadership activities and conferences, going to the rough and writing, and writing concise news; Concerned about hot spots, difficulties, and focus issues, we will spare no effort to dig deep into the situation, form a heavy report, strive for a news, and make a mark on the hearts of the people.

In order to attract more farmers and friends to pay attention to "Yangyang News", we stipulate that each group of news must have eight to ten news items from agriculture and rural areas, and reports that "three rural" reports account for 60% of the entire group of news. the above. More people use the manuscripts and recordings of farmers' correspondents, so that more and more farmers can use their own voices to interpret the "three rural". At the same time, we increased the social news section in the news. The Dongzhuang Li family hatched three-legged chickens, and the Xicun Zhangjia Huangniu gave birth to two female calves. These happened in the rural Gonzo, plus the novel reporting methods. They have become the spirit of the majority of listeners. Facts have proved that our revision of the news program has been very successful. Not only did we write letters, call us to reflect the problems, but also provide news clues, and we have made the spirit of the 16th National Congress in Jixian County. Large-scale series reports such as "Water Source My Home", "Agricultural Industrialization and Pixian County", "Tax and Fee Reform Hui Farm", "Traveling Wind", etc., because they work closely around the county committee and government center; The correct public opinion orientation has been well received by the county party committee, the county government and all sectors of society. Secondly, based on the local humanities environment, we launched a variety of cultural programs suitable for different levels of audience needs at different times. We opened two art programs, "Yi Yuan Online" and "Music Space Time", every morning and evening. We mainly provide classic songs, operas, cross talks, essays and pop music. We provide on-demand services for farmers and free refreshers. Comfortable and exquisite and rich spiritual enjoyment, let the audience turn on the radio and want to "off". At the same time, we also set up an interactive column program. Using hotline telephones, expert interviews, professional questions and answers, etc., timely handling and feedback on people's concerns, incomprehensibility, anger, and difficulties, thus establishing a good reputation and great influence of radio stations in the society. force.

Second, implement the "three close" requirements, increase the intensity of agricultural services, and improve the centripetal force of rural radio programs.

In recent years, with the country's vigorous implementation of radio and television village-to-village projects and the rapid spread of urban and rural cable television networks, rural radio and television coverage has greatly increased. Faced with numerous channels and frequencies, how to make the majority of farmers have a soft spot for rural radio programs is the top priority we must consider first. This requires our rural radio programs to implement the "three close". Facing the grassroots, facing the countryside, facing the people. In particular, the content of the propaganda report should be close to reality, pay attention to reality, and pursue practical results. Do what you want to think of the peasants, rush the peasants, write the needs of the peasants, broadcast the hopes of the peasants, send the policies to the hearts of the peasants, send the technology to the peasants, and pass the information to the peasants’ ears. Get rich roads to the feet of farmers. This requires us to provide farmers with new information and new knowledge in agricultural production in a timely manner. When the farmers encounter new problems and new situations in production and life, the radio stations should promptly give them a sense of doubt, or match them to help them overcome difficulties in production and life. In recent years, Jixian Broadcasting Station urgently needs to understand the national poverty alleviation and development policies for the majority of farmers, and urgently needs to master the practice of planting and adding technology and market information, and jointly launched the “Yangyang Farming” with the county poverty alleviation, agriculture, forestry, science and technology, animal husbandry and other departments. Columns, all units cooperate in manpower, material resources and program resources, from the general guidelines of the country's new round of poverty alleviation and development to the spirit of central rural tax and fee reform, from the agricultural industrialization of Jixian County to the selection of varieties of melons, fruits and vegetables. Disease prevention and control, from the latest agricultural information at home and abroad to the market trends of various bulk agricultural products, we integrate reasonably, skillfully match, two weeks a week, with reference to foreign experience, analysis by professionals, participation of many farmers, farmers I was tempted to send the peasants, and I suddenly attracted the ears of 500,000 farmers in the county and received good publicity. There is also the "Rural Health" program that we jointly launched with the County Health Bureau. According to the different needs of farmers' different seasons for health knowledge, timely disseminate health care knowledge to farmers, introduce common knowledge of medicine and health, guide farmers to establish a civilized and healthy life consciousness, and improve farmers' health and civilized health. The program is close to the people's life, based on the reality of life, promotes the cultivation of rural civilized health habits, and has been well received by farmers' friends.

Third, solid practice "three close", create a boutique column, and enhance the cohesiveness of rural radio programs.

Keeping the audience will keep the spring of the broadcast. Facts have proved that if rural radio programs want to survive and develop in the cracks, they must create a number of high-quality brand-name columns to achieve the goal of “sending for the ears, broadcasting for the eyes, broadcasting for the soul”. Cohesion, improve listening rate. In order to create a boutique brand, it is necessary to base on the local reality, truly reflect the practice of reform, opening up, and modernization, and produce programs that have local characteristics and are popular with the public. It must be rooted in the people, and make everything for the people and all serve the people as the starting point and destination for the program. It is necessary to be close to the actual life of the people, to observe the true feelings of the people, and to reflect the wishes of the people. In addition, it is necessary to strengthen the packaging and promotion of the program, so that the program is both affordable and modern. In this regard, Jixian Broadcasting Station has made some useful attempts. For example, in response to the actual occurrence of counterfeit and shoddy agricultural land in recent years, we have jointly organized the “Farming “3·15” column launched by the departments of industry and commerce, agriculture, and the judiciary, and established a news hotline to establish a news information sorting mechanism. For each listener's letter, the calls were sorted and processed in a timely manner. The reply was promptly answered. In the case of the in-depth investigation, the two departments and the agricultural department conducted an in-depth investigation, and the legal department finally gave an opinion on the handling method. Let every peasant who is appointed to the song have a place to rectify and have a place to solve the problem. From October 2003 to the present, we have successfully organized the "Fake Seed Pit, Liu Yu, More than 100 Gua Nong", "Anyang Town, 30 Farmers, Spring Seeds, One Grain, Autumn Harvest, One Grass", "False Agricultural Film Pit Farming Law" More than 20 large-scale reports with high influence and high participation of cadres. The launch of these reports not only safeguarded the legitimate rights and interests of farmers, but also established the prestige of the radio, and also set up a bridge between the people and the government. The "Farming "3·15"" has also grown into a well-known brand in the Qinba Mountain area. Now, our radio journalists are particularly popular in the countryside. What the peasants have done, and what is difficult to do, are willing to talk to the radio. The cohesiveness of the radio has been greatly enhanced and the listening rate has been rising.

The Swede's research concluded that broadcasting is an elastic medium that obeys and serves people's daily life arrangements, while other media, such as television, do the opposite, requiring people's daily life arrangements to adapt to them. It can be seen that the radio station has stronger timeliness, practicability and affinity than other media, and can meet people's various needs in many aspects such as work and life, and thus is more easily accepted by people. As long as we can follow the requirements of “three close” and insist on facing rural areas, facing agriculture, and facing farmers, our rural radio programs will definitely find the best “communication points” and “close points” with the audience, and constantly improve. The quality and acceptance rate of rural radio programs has won a double harvest of social and economic benefits.