This document discusses innovations in small ruminant production in Pakistan and the role of television and radio in promoting innovation. It notes that small ruminant populations include over 85 million sheep and goats. While farmers previously relied only on conventional farming, radio and television now help improve production through programs on management, nutrition, reproduction and more. It identifies some television and radio channels that broadcast agricultural programs. However, it argues that Pakistan needs a specific television or radio channel for agriculture and livestock given the rural population's dependence on these sectors. Reasons for the lack of such channels include insufficient sponsorship, revenue and viewership. The government should do more to support such channels and smallholder farmers.

2. Group#3
03,16,18,23,25

3. Innovation:
 Innovation is a new idea
 The process of translating an idea or invention into a good or
service that creates value or for which customers will pay.

4. Small ruminant population in Pakistan
 Small ruminants (sheep &goat) with 85.7 million heads.
Sheep (28) and goat (34) (2010-12)

6. Innovations in small ruminants Production:
 There was a time when farmers have no innovation they
harvest only their animal for production with conversional
farming and they also have no new knowledge to how they
improve their small ruminants production.
 Now a days Radio & television have minor efforts to improve
the production.

7. Cont…
 Management
 Animal production
 Nutrition
 Reproduction
 Disease control
 Hygiene
 Housing
 Research Laboratory services
 Mortality Rate (Decrease)

8. Role Of Television in Innovation:
Many pvt.Govt. T.V channels have key role to adopt an
innovation or introducing new innovation to the farmers
 T.V channels includes
 PTV
 Waseeb T.V
 Punjab T.V

9. Cont…
 ATV
 DM Degital
 Shoni Dharti (Great efforts from all other channels)
 Apna t.v Channel

10. Role of Radio in innovation:
 17 radio station in Pakistan
 According to world radio Tv handbook (1987) num. of
estimated 1.2 million but according to author this num are
10 times.
 8 of the radio conduct program on veterinary
 Veterinary program are broadcasted from 6-7pm daily.
 Which is 8% of there total broadcasting time
 Program are broadcasted in local language.

11. Cont…
 On an aveg. 72% of the audience consist of farming
community
Why program are broadcasted in local language?
Because motley farmers are illiterate

12. Radio Pakistan Bahawalpur :
 Program are
Name Timing Day
Dharti Bhakhat
Bahar
06:25-8:00 PM Tuesday
Waseeb Rang 03:00-4:00 PM Wed
Sare Sham(Local
Interview)
05:00-06:00 PM Tuesday
Nai Subha 08:00-09:00AM Sun
Chalta Pakistan 12:00AM-01:00PM Friday

13. F.M (106 Khanpur)
Weekly one program only for 30 mints on diferent
issues and take expert opinion on that problems
Prog. Telecasted on Saturday/Sunday between 4 to 5
PM

14. Radio & T.V channel attention towards
Livestock sector:
 No specific T.V & Radio channel for agri & livestock sector.
 It is our fault that a country have 67% of his population of rural
areas involved in agri & livestock sectors but no any specific
radio and T.V channel for agriculture and livestock.
 T.V channels have occasionally Prog. and have only 8-10 % of
their total broadcasting time for livestock & agri. Section
(*Anjum Zia & **Ayesha Khan 2012)
*Associate Professor, Department of Mass Communication, Lahore College for Women
University, Lahore, **MS Student, Department of Mass Communication, Lahore College for Women University, Lahore, Pakistan.

15. *Associate Professor, Department of Mass Communication, Lahore College for Women
University, Lahore, **MS Student, Department of Mass Communication, Lahore College
for Women University, Lahore, Pakistan.

16. Why there is no specific T.V & Radio
Channel for Agri & Livestock?
Major Reason are
 No Sponsorship
 Revenue
 Lack of viewership
 Demand from the farmer
 Lack of agri & livestock events from the govt.

17. Conclusion :
 A system designed and operated under research conditions may
demonstrate considerably improved agronomic and economic
performance compared with the traditional smallholder set up,
however, acceptability and adoption by the farmer may be
based on social, and other parameters than those considered by
researchers.
 The benefits of a new system must provide sufficient incentive
(and the farmer must be convinced of these benefits) for the
smallholder farmer to abandon or modify traditional practices.

18. Cont…
 Community and social factors are likely to be very
considerable barriers to change.
 The provision of forages and the use of by-products are only
one part of the system. Unless the problems of an adequate
supply of cross-bred animals, diseases etc. are overcome, then
adoption of these innovations may be low.

19. What should Govt. do?
 To Start a specific T.V & Radio Channels for livestock
 Govt. should sponsorship to the T.V channels which are
doing occasionally program on livestock
 As a extension worker we should do educates farmers how
to improve small ruminant production & govt. announce
prizes for extension worker which are paying attention
toward that
 Govt. should Arrange special livestock events with regular
intervals
 Govt. should help farmer in each possible way so they can
improve their ruminants production

20. Cont...
Govt. should give prizes to the farmer that have max.
production animals arrange international tour for
winners