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在新兴媒体的迅猛冲击下,我国电视业发展瓶颈日益凸显,竞争中定位问题尤为突出。强调话语和内容双重鲜活的“走转改”活动改变了荧屏,引领了电视业发展方向。CCTV农业节目一直在基层,扎根农民,特别是近年来更有底气、力度,取得不少创新实绩:立足“土气”打造群众话语特色,彰显原生态、民俗化表达;紧贴群众创新编排改版,整合产生差异化;始终贯穿以农民为中心,让农民说话的话语特质,民生理念提升节目活力特色;一系列做法使频道公信力不断巩固、提升。在日益激烈的竞争中,以鲜明的、差异化的乡土风格、主流气派,立于不败之地。
With the rapid impact of emerging media, the bottleneck of the development of China’s television industry has become increasingly prominent, positioning the competition is particularly prominent. Emphasize the discourse and content of dual fresh “to change” activities have changed the screen, led the TV industry. CCTV agricultural programs have always been at the grassroots level and have taken root in peasants. In recent years, they have been more capable and accomplished many innovative achievements. They are based on “rustic style” to create the characteristics of the masses’ discourses, and demonstrate original and popular expressions. Revision, and integration. Differences have always been found in the channel. Throughout the peasant-centered discourse, peasants are encouraged to use their discourse characteristics and people’s livelihood concepts to enhance the vitality of programs. A series of practices have continuously consolidated and upgraded the credibility of the channel. In an increasingly fierce competition, with a distinctive, differentiated native style, the mainstream style, remain invincible.