摘要：方言类电视节目以一种新型节目形态存在于电视媒体中。在电视收视市场激烈竞争的态势下，方言类电视节目如何在保持自身特色的同时，成为地方观众以及更广泛观众喜爱的节目，并能够健康的发展下去，是电视媒体需要认真研究的课题。本文以常州广播电视总台方言类节目《生活369》为例，浅析方言类电视节目的兴起，探讨了方言类节目存在的必要性，为其不断发展寻找一条可行之路。

关键词：方言类节目 《生活369》

Abstract：Nowadays, the dialectical TV programme exists in TV media as a new programme form. In such a competitive TV viewing market, the dialectical TV programme needs to remain its own features and becomes a favourite programme to local audience and broader audience so as to have a healthy development, which needs careful research by TV media. This paper, taking Life 369 by Changzhou broadcasting and television general programme for example, analyses the rise of the dialectical TV programme and discusses the necessity of its existence in order to find a feasible way for its continuous development.

Key words: Dialectical TV Programme  Life 369

　《生活369》以电视为载体，以常州地方方言为重要表现形式，以弘扬地方文化为切入点，以舍俗求雅为节目宗旨，积极树立良好的品牌形象。节目贴近百姓生活，地方方言使观众有很强的带入感和归属感，节目内容舍俗求雅，既起到了引导观众建立正确价值观的重要作用，又弘扬了地方文化。在常州地区取得了较大的影响力。随着时间的推移，节目一定会与时俱进，不断改良，不断创新，最终成为常州地区的品牌节目。