Based on qualitative & quantitative research methods, this article attempts to find out the farmers’ preference for TV programs, willingness of and demands for information service, thus, to provide the first-hand data for exploring the role of TV communication in New Rural Construction. The research shows: farmers like watching TV news, TV film and weather forecast best; communicating “cultural information” by TV has a significant influence on the farmers’ ideology change, rural civilization construction, etc. This paper puts forward: although TV is the major channel of acquiring information for farmers, TV isn’t everything, the function of TV program communication in serving rural areas should be envisaged; one-way TV information service mode can’t satisfy the farmers’ scientific technical information demand. The research suggests using the communication advantage of TV itself, bringing the role and orientation of TV information communication into play adequately, for improving rural people’s humanity quality and basic natural scientific literacy.

science literacy  /  farmers’ behavior preference for information  /  TV information communication