Abstract: To research the application of new media in rural public meteorological service, we analyzed the traditional media and new media, and the media demand and media application of traditional farmers and a new generation of farmers concerning rural public meteorological service by taking farmers and media in Deyang of Sichuan as example and adopting Weighted and Calculated Needs for New Media (WCN for short), questionnaire survey, field visits, statistical analysis and other methods. The results showed that: the application of new media in rural public meteorological service development was slow but had more potential compared with the traditional media; the possibility and sustainability of a new generation of farmers to accept the new media to release meteorological information was higher than that of traditional farmers; in the situation that important demand of rural public meteorological services could not be satisfied by traditional media, farmers began to anticipate that the new media could meet their needs, resulting in the new media gradually accepted in rural public meteorological services and a positive tendency of using the new media.