Study On Current Situation And Countermeasures Of Regional Culture Transmission Of Yan’an Television Station

Regional culture gathers a variety of regional characteristics includingregional art, thoughts and opinions, customs and habits and historicalprecipitation. It obtains rich resources and expansive market space in theintegrative development of regions. In the meanwhile, the development ofregional culture boosts regional economic and social development. How todisseminate regional characteristic culture and give play to the role of advancedculture in boosting regions require media to engage in cultural transmission andexchange of different cultures. By virtue of its advanced disseminationcharacteristics, television stations should unconditionally undertake theimportant business of regional transmission. However, in the pattern of televisionstations set up by four levels including “CCTV--provincial level televisionstation--city television station--county-level television station”, the living anddevelopment space of city television stations are severely squeezed. Thus, theycan not well give play to their role.Through case analysis of Yan’an television station, the paper studies thecurrent situation of Yan’an television station in the aspect of disseminatingregional culture, summarizes the existing problems in the process of transmission,attempts to innovate according the problems and puts forward the concretemeasures and relevant solutions to the problems, which is of great practicalsignificance to transmission and development methods of regional culture inYan’an, select scientific and reasonable contents, disseminate and developregional culture more scientifically.The paper takes all kinds of programs of Yan’an television station asresearch object, probes into the relationship between regional culturaltransmission and television media, aims to explore underlying problems ofregional cultural transmission in Yan’an, seeks for development potentials and promotes orderly development. Mainly taking the connotation and characteristicsof regional culture, mode and significance of regional cultural transmission asresearch basis and applying the methods of media analysis and the analysis of theaudiences, the paper emphasizes on analyzing transmission of three culturaltypes which represent regional culture of northern Shaanxi including red culture,loess culture and folk culture in Yan’an television station, summarizescharacteristics and problems of regional cultural transmission throughinvestigations of current situation and data statistics and according to statisticalanalysis results and raises feasible measures and suggestions from a practicalstandpoint.Aimed at the problems that regional cultural transmission of Yan’antelevision station faces, the paper puts forward the concrete measures from thefollowing four aspects: Firstly, create regional culture brand programs by takinglocalization as positioning; secondly, integrate into new media and expand thescope of transmission; thirdly, attach great importance to remodeling of regionalcultural elements in programs; fourthly, improve audience service of Yan’antelevision station. Through the above countermeasure research, it can be seenthat Yan’an television station needs to fully take advantage of rich resources ofregional culture, integrate regional culture into arrangement of programs andinnovation of contents and disseminate regional culture in a better way by meansof new media like mobile phones, Internet and mobile televisions based oncharacteristics of local regional culture.