The National Center for Public Culture Development of the Ministry of Culture and Tourism，in cooperation with the Audio-Visual New Media Center of the China Central Radio and Television，and other units，has coordinated the resources of more than 3000 cultural centers nationwide to launch the implementation of the national “rural web celebrity” cultivation program. The program has explored useful experiences in expanding the content of culture volunteer services of grass-roots cultural centers （stations），innovating the form of integrated media micro-variety volunteer services，leading the formation of new rural culture volunteers，and innovating the path of integrated development of rural culture tourism.