受众是广播电视业的生存基础。麦奎尔认为,受众是社会环境和特定媒介供应方式的产物~([1])。广播电视正是通过将信息产品提供给处于某种社会环境(这种社会环境导致相同的文化兴趣、理解力和信息需求)中的受众,满足其使用价值,回收受众的注意力转售给广告商。对受众市场的开发和培育,是广播电视实现两次售卖成功的基础。对农电视传播是农业传播的重要内容。各类对农电视媒介作为面向农村、服务农民、表达农民利益诉求的公共渠道,是调和社会矛盾、平衡城乡落差的现实需求,是解决“三农问题”、服务新农村建设的重要平台,也是实现基本公共服务均等 The audience is the basis for the survival of radio and television industry. McGuire argues that the audience is a product of the social environment and the way in which particular media are supplied ([1]). It is through the delivery of information products to audiences in a social environment that leads to the same cultural interests, understanding and information needs, satisfying their value in use, and resuming their attention to advertising Business The development and nurturing of the audience market is the basis for the success of broadcasting and television sales twice. The transmission of agricultural television is an important part of agricultural communication. As a public channel for rural areas, serving peasants and expressing the interest demands of peasants, various types of peasant television media are the realistic needs of reconciling social conflicts and balancing the gap between urban and rural areas, and an important platform for solving the “three issues of agriculture” and serving the new countryside construction , But also to achieve an equal basic public service