西部地区由于历史和现实的原因,发展相对滞后。其中一个明显的特征就是农村人口数量众多,农村发展和城市发展严重不均衡。西部电视作为现代化的大众传播媒介,在推动西部农村的经济、社会和文化发展方面负有特殊而重要的使命。但我们却发现,西部电视对农村的关注还太少,有影响的农村电视节目仅有四川电视台的《金土地》和新疆电视台的《农牧天地》等几个。在西部大开发和中国加入世贸组织的背景下,在电视业竞争日益激烈的环境中,西部电视必须重新审视自己的传播观念,打破固有的“城市中心观”,积极应对挑战。因此,适时建立农村频道应是西部电视必然的选择。 Due to historical and realistic reasons, the development in the western region lags behind. One of the obvious features is the large population of rural people and the serious imbalance between rural development and urban development. As a modern mass media, Western Television has a special and important mission to promote the economic, social and cultural development of western rural China. However, we found out that the western TV’s attention to the rural areas is still too small. Only the “golden land” of Sichuan Television and the “agriculture and animal husbandry heaven and earth” of Xinjiang Television Station are influential rural television programs. Against the backdrop of the great development of the western region and China’s accession to the WTO, in the increasingly fierce competition in the television industry, Western Television must re-examine its concept of communication, break the inherent “urban-centric view,” and actively respond to challenges. Therefore, the timely establishment of rural channels should be an inevitable choice for Western Television.