TELEVISION FOR AGRICULTURAL COMMUNICATION

COLLAGE OF AGRICULTUREJunagadh Agricultural University

Junagadh

Presented by:SONDARVA YAGNESH MCOA ,JAU, JUNAGADH.

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.

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.

Farm telecastsAccording 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.

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.

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

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.

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.

TechniquePlanning 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 advanceg) Limit a single day s shooting to two orthree locations.

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.

Follow-upa) 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.

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

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)

Role of interpersonal communication in selection-attention-perception-retention of mass media messageInterpersonal 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

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.

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.

THANK YOU