French public television channel France 3 is launching a new rural series titled La France des Villages on Wednesday at 9:10 pm, hosted by presenter Sophie Jovillard. The television program focuses on rural communities across the country, highlighting local initiatives to preserve regional heritage and traditions.
The new broadcast arrives as television programs centered on French countryside life continue to record strong viewership. Popular shows such as Le Village prefere des Francais, Un dimanche a la campagne, and L'Amour est dans le pre have demonstrated sustained audience interest in regional lifestyle content across French networks.
Jovillard, who previously hosted the travel program Echappees belles on France 5 for 20 years and grew up in the Beaujolais wine region of eastern France, said the collection presents a united nation working to safeguard its local culture. She described rural communities as the country's beating heart and said showcasing their daily reality provided a timely boost for viewers.
Roots in the French countryside
According to Jovillard, small villages represent an authentic environment for French citizens seeking a connection to their origins. Sociologist Gilles Laferte, a research director at the National Institute for Agriculture, Food and Environment (INRAE) who specializes in rural class dynamics, explained that the bond stems from personal and generational history. He noted that many French families maintain connections to rural areas spanning one to three generations, frequently centered on inherited family homes.
Laferte stated that France's historical timeline plays a central role in this attachment. He noted that French industrialization occurred much later than in neighboring European countries, leaving France with a substantial agricultural population well into the 1950s. He added that France was among the first nations to actively classify and preserve its countryside as cultural heritage.
Jovillard added that village culture extends beyond physical historic structures to include living, multi-generational practices and traditional crafts. She highlighted culinary traditions in particular, noting that French national gastronomy developed regional roots before expanding globally through the country's restaurant trade during the 19th century.
Growing appeal of small towns
The attachment to rural living is also reflected in seasonal travel and multi-residential living patterns. Jovillard noted that many families feel a growing desire to spend time in rural villages to maintain customs established by previous generations.
Data from the National Agency for Territorial Cohesion (ANCT) shows widespread interest in non-urban living. According to the agency's annual barometer survey on French attitudes toward small towns, published ahead of the summer, 62 percent of respondents not currently living in small towns said they would consider moving to one in the future. In the agency's 2024 survey, respondents cited peace and quiet (60 percent), proximity to nature (48 percent), and larger housing with a garden (45 percent) as their primary motivations.
Laferte noted that modern perceptions of rural life are often highly positive, positioning countryside living as a desirable alternative to urban centers. He said the lifestyle offers greater personal freedom regarding work, food consumption, and alignment with national environmental policies.
Challenges facing rural communities
However, Laferte emphasized that public perceptions of rural France remain divided. While television broadcasts frequently showcase appealing aspects of countryside life, news coverage often focuses on agricultural hardship, farm protests, school difficulties, rural poverty, boredom, and growing political support for the right-wing party Rassemblement National.
Jovillard said La France des Villages seeks to portray human connections while remaining candid about the economic challenges facing small towns. She called for active efforts to counter village desertification and warned against viewing France solely through the lens of Paris and major metropolitan areas.
She emphasized the ongoing struggle to prevent the closure of local businesses and schools, restore historical chapels, and support community associations that organize regional festivals. Jovillard concluded that the ongoing effort to sustain rural communities ensures the new series will remain relevant for years to come.
