Television for agricultural communication its importance and use for agricultural and mass communication

1. TELEVISION FOR AGRICULTURAL
COMMUNICATION

2. TELEVISION
TELEVISION is anelectronic audio- visual medium which
provides pictures with synchronized sound.this medium
iscosmolite in approach and can be used to create
instantmass awareness. Television combines the immediacy
of radio with the mobility of cinema and can carry messages
over long distances at a relatively low unit cost.television is a
multi-media equipment as include motion picture,recording
,slide, photograph ,drawing poster,etc. television can
transportable,allowig flexibility of use.a new television
atmosphere has been created by satellite and cable
technology.

3. Television programmes may be broadly classified as
commercial and non commercial. Commerecial or general
telecasts are revenue earning and include music, dance
,drama serials,cinema and also news, current affairs etc. non
–coooercial or educative programmes are aimed at
educatione and developmment rather than entertainment.
According to aram (1993) the satellire-based interactive
system is useful ffor education/training in remote rural areas.
The development of low cost talk –back terminal, enabling a
return voice line the frome the classroom to the teaching-
end is of considerable imporatance in view of the vast
potential of such interactive applications.

4. Farm telecasts
According to the research and reference division of ministry
of information and broadcasting (1984) the televisione era in
india began modestly on september 15,1959by a UNESCO
grant to study the uuse of TV as a medium of education rural
uplift and community development. The service was started
by the all india radio, delhi and programmes were telecast
twice a week for a duration of one hour each day.
In 1967 came the pilot project of agricultural communication
initiated by dr.vikram sarabhai .the programme titled krishi
darshan was primarilyaimed at demonstrating the
effectiveness of TV as amedium for programmes, improved
farming practices. With the introductione of agricultural
programmes, a number of teleclubs organized in the rural
areas.

5. The government reognized the imperative role of television in
bringing about the desired social change an established a
sepatate organization named doordarshan in april 1,1976
.august 15,1982 was a landmark in history of television in .the
national networking bacame a reality by the establishment of
satellite of links through indian national satellite ,INSAT-
1A.this day also marked the introduction of colour televisione
in indea.with increased capability of satellite communication
and TV transmission in indea, agricultural and rural
development programmes are are being oranized in a big way.

6. Objectives
1 To create a general awareness amongst the people about
agricultural and rural development programme
2 To providde need based probrammes to the rural
audience.
3 To show the rural people in general,and the farmers
in particula,what to do, how to do and with what
result

7. The television programmes with which the the extension
agent is concerned may be of three types-publicising
extension programmes,field recording of specific
extension activities and achievemenents,and recording of
research based and how to do type programmes. For any
type of programme, an appointment is to be made well in
advance with the producer, agricultural programmes.

8. For publicising extension programmes, elaborate
preparation is not needed except making arrangments for
transport where required. Trqininig programmes,farmers day
exhibition campaign, seminar, symposium workshop
etc.which have got some news value are generally covered
under this programme.these are generally telecast along with
the news and not in the slot in the slot provided for
agricultural and rural programmes.
For filed recording of specific extension activites and
achivements ,and recording research based and how to do
type probrammes, the extension agent may proceed as
follows.

9. Technique
Planning and praparation
a) Decide with the producer, agricultural programmes on
the topic location and presons to be involved.
b) Also decide on the date, time, itinerary,conveyance etc.
c) Visit the location in advance and select shooting material
and sport having significancefor extension.
d) For reording action and how to do sequences ,prepare a
sript to the minutest details.
e) Prepare colourful labels with bold lettering.
f) Inform the participants and others well in advance
g) Limit a single day s shooting to two orthree locations.

10. Implementation
a) Take the producer, the staff and equipments to location in
time
b) for outdoor shoorting ,take advantage of sunlight and see
that no time is wasted.
c) Remind the producer, the staff and participants about the
message to be highlighted.
d) Cooperate and assist the TV personner aat work.take
precaution against outside interference.
e) See that the main theme is brought out and recorded in
an understandable and inreresting way.

11. Follow-up
a) check up with the producer whether some studio-based
recording is to be incorporated with the outdoor shooting
already made.if so,arrange accordingly.
b) Obtain date of telecast from the TV station and
communicate the same to the participants.
c) Display the date,time and topic of telecast in the
information centre and the office of the extension agent.
d) Inform and encourage as many persons as possible to see
the telecast.
e) Reply to the queries as a result of the telecast.

12. Limitations
a) Requires lots of planning ,preparation,trained personnel
and availability of equipments
b) Audience participation depends on costly receiving sets
and availability of electricity
c) Seldom goes beyoud creating general awareness of the
audience

13. Entertainment-education
It is the process of purposively designing and
implementing media message to both entertain and
educate,in order to increase audiences knowledge about
educational issues create favourable attitudes,and chanbe
overt behaviour. In india and in many other countries ,radio
and television broadcast entertainment-education
programmes. These provide unique opportunity to balance
the mass media s commercial interests with their public
service mission (singhal and rogers,2001)

14. Role of interpersonal communication in selection-attention-
perception-retention of mass media message
Interpersonal communication play an important role in the
selection attention,perception and retention of mass
message.these are presented following dey (1993)
1 Selectione of media messae. Receivers of mass
communicatione belong to one or many social groups. They
are in a state of constant interaction with group members and
work for maintainining grop norms and system is not likiy
tobe selected for receipt.
2 Influence of opinion leaders on attention to media
message. Opinion leaders often focuns attention of the
group members on important and relevant ideas being
highlighted by the media

15. system at any give time . the role of opinion leaders should
be duly recognized while planning the total communication
strategy.
3: Influence of group on perceptione of media
massage.receivers usually seek the help of group members
and opinion leaders in interpretin comprehendig and evalutig
the media massage. Media shoud, therfore, propagate to
satisfy group interest through attandig to individual interest.
Massage shoud also be comprehensibal to group member.
4: Sanctione for acceptance of media messsage. Receivers
have to obtain sanction of group members and opinion leades
(legitimizers) on their acceptance of the media message. The
acceptance of media message should not adversely affect the
group interest.

16. 5 Influence on adoption.quite often media message
influence the
6 to adopt innovation . the actual adoption however, need
personal influence of group members and sanction of
opinion leaders.

17. THANK YOU