Abstract: TV has been very popular in the rural areas.To a great or little extent,the majority of the farmers have access to television.Different TV programs have greatly enriched their lives.However,the function of television in the farmers' actual production is extremely limited——ield investigation and literature search have discovered that the communication efficiency of agricultural technological information is very low,which is specifically manifested in the following facts: agriculture-related programs are few and the contents are jumbled,the external communication environment is unsatisfactory,the ideas and skills of technological information communication are in disorder.In order to reverse this situation,the television communication of technological information should take essential measures in communication mechanism,strategies,contents,positioning,skills and other aspects according to the rural characteristics to meet the actual demands of the farmers.