关键词: 对农传播, 电视媒体, 传媒改革, 公共服务, 公共利益, 公共性

Abstract: Since 1978，the development of China’s practice in media’s structural reform has been pushed forward by many factors including the state，market and the society but also restricted somehow by them at the same time. The fast development of market-oriented operation has given the media organizations abundant financial support，increased their strengths，and promoted their autonomy，but has sacrificed their goals of protecting the“public interests”and providing“public services”. Studies find that，restricted by governmental，social and market factors，the practical process of TV discourse production has two major problems：unbalanced distribution of communication resources and deviation of communication’s fields of view，overlooking the lower consuming level of the rural audiences，hindering their enjoyment of the communication，leaving the TV communication on a marginal position in rural areas. For this reason，this paper proposes the establishment of a government-led media system which is based on“public interests”and“public services”. The current communication concept relating to rural audiences need to transformed；the existing system’s restraints and barriers must be broken through，the media’s nature of serving the public should be the norm of values，and this proposed type of system should be the public media’s structural force.

Key words: public nature, rural-audience-oriented media, media reform, public service；public interest