The Central Sector Scheme “Mass Media Support to Agriculture Extension” was launched on 21.1.2004 with a view to contribute to revamping the extension services in the country by using electronic media for transfer of technology/information to the farmers and other stakeholders. As a part of multi-pronged extension strategy, the primary objective of the Scheme targeting mass dissemination of information & spread of technologies is to use Television, Print Media and Radio. These media have the advantage of reaching a wide audience at a very low cost. The print and electronic media will, therefore, need to be made a part of the strategy being adopted for delivering farm level extension services.
The Scheme aims to fulfil the following specific objectives: More..
1. Broadcast /Telecast programmes through various modes of electronic media covering in a timely and topical manner a wide spectrum of topics in agriculture and allied fields to cover the entire country, with special focus on tribal and remote areas.
2. Disseminate agriculture related programmes in regional languages and local dialects for the specific needs of different regions.
3. Promote live programming with interactive features such as phone-in feature.
4. Undertake capacity building and training programmes to help upgrade the knowledge and expertise of Programme Executives/Producers of All India Radio (AIR) /Doordarshan (DD), Extension Workers, Field-level Officials and other functionaries.
5. Disseminate information and spread use of appropriate technologies through advertisements and write-ups in print media.
Salient features of the scheme
Under the Scheme, the existing infrastructure of DD and AIR is being utilized to produce and transmit programmes covering a wide spectrum of topics in agriculture and allied field for bringing the latest information and knowledge to the farming community. Besides this, private channels will continue to be utilized for “Focused Publicity & Awareness Campaign”
Prasar Bharati is implementing the Scheme through the countrywide network of Doordarshan and All India Radio. As on date, there are 96 F.M. Stations of AIR under ‘Kisanvani’ Programmes and 1 National, 18 Regional Kendras and 180 High Power Transmitters (HPTs) / Low Power Transmitters (LPTs) of Doordarshan (with 36 3 Programme Production Kendras) are also being used currently. The project envisions the use of broadcast/telecast through electronic media for the dissemination of knowledge/ information among farmers and other stakeholders – particularly women farmers and small & marginal farmers. Special focus is also given to tribal and remote areas. The underlying idea is to cover all segments of the agriculture sectors. Therefore, Doordarshan has been asked to earmark one day in a week to Animal Husbandry, Dairying and Fisheries Sectors in National and Regional Kendras. Since outreach of electronic media is through airwaves, all sections, classes and strata of society get naturally covered. The target audience can be classified under the various groups i.e. Farmers, Extension Workers, Field- Level Functionaries, Agriculture Scientists, Researchers and Policy Makers and the General Public.
Components of the Scheme
• DD National Programme
• DD Regional Programme
• Doordarshan (DD) Narrowcasting
• All India Radio (AIR) FM Broadcast
• Print Media
• Focused Publicity & Awareness Campaign
Doordarshan National Telecast ( DD- National )
The objective of Doordarshan-National programme is to disseminate information / knowledge on issues / subjects of national importance. This programme was launched on 16.05.2005. It is currently telecast on DD-1 Channel in Hindi in the morning from 6.30-7.00 AM. A thirty minute programme is being telecast six days a week. The Department of Agriculture & Cooperation provides tapes of programmes to be telecast on Saturday. These include success stories and good agricultural practices (including allied sectors).
Doordarshan Regional Telecast (DD – Regional)
The objective of Doordarshan Regional programme is to address information / knowledge needs of farmers throughout the region in the regional language. These programmes were launched on 01.06.2005. Regional programmes are telecast at 6.00/6.30 PM in the evening from 18 Regional Kendras of DD. This 30 minute programme is telecast five days a week. As per the requirements and feasibility, these programmes are sometimes repeated on the respective Regional Stations or Narrowcasting Stations.
Doordarshan Narrowcasting (DD-Narrowcasting)
The objective of narrowcasting programme is to address information needs of farmers through locally produced programmes in local language / dialect. Narrowcasting programmes are telecast at 6.00 / 6.30 P.M in the evening. Currently, these programmes are being produced at 36 Kendras and are being telecast from 180 High/Low Power Transmitters (HPT/LPT). This is a 30 minute programme and being telecast 5 days a week. More narrowcasting stations can be covered subject to availability of funds. Timings of the 5 programmes telecast by the Regional and Narrowcasting Centers are staggered so that both programmes can be viewed.
The purpose of All India Radio-FM broadcast is to use emerging FM technology to meet information/ knowledge needs of farmers through radio broadcast of locally produced programmes in local language/dialect. This component as per revised scheme was launched on 01.04.2005. 96 FM stations of All India Radio are broadcasting 30-minute programme six days a week from 6.30-7.00 PM. Each of the currently covered 96 FM Stations are broadcasting separate programme in respective dialects/languages. With easy availability of FM Radio on mobile phones, FM Stations can have wider outreach than before. However, depending on cost-benefit ratio, it will be endeavor of the Department to go in for alternative technologies such as Amplitude Modulations (AM), Digital Radio etc.
Curiosity of the stake-holders (particularly farmers) is expected to get vhetted by the video and audio spots. More detailed inputs – preferably information having region specificity – will continue to be given through print advertisements and write-ups in regional languages. The 6 national and regional newspapers will be selected based on their circulation figures.
Focused Publicity & Awareness Campaign -
Mass Media Guidelines
Besides regular programmes broadcasting/ telecasting through All India Radio and Doordarshan under mass media schemes, the ‘Focused Publicity & Awareness Campaign which would cut across all the Divisions of the Ministry was launched on July 5, 2010 to create awareness about the assistance available under various schemes of the Department of Agriculture & Cooperation. This campaign will 10 be continued during the 12th Plan also in an aesthetic, professional and politically neutral manner. Video Spots and Audio spots are being broadcast/telecast through 96 F.M. Stations of AIR under ‘Kisanvani’ programmes and through one (01) National, Eighteen (18) Regional and One Hundred Eighty (180) High Power Transmitters (HPT/ Low Power Transmitters (LPTs) of Doordarshan during ‘Krishi Darshan’ under the Scheme “Mass Media Support to Agricultural Extension” and also through DD-National and DD-Regional News and during entertainment programmes, films, etc. The spots are also telecast on Private TV Radio Channels operating at National & Regional Level during news, entertainment programmes, serials etc.
As a next tier of mass awareness strategy, press advertisements (particularly schemes & programmes of the Ministry, advisories, success stories, good agricultural practices etc.) will also be released from time to time as per seasonal & topical relevance. These advertisements will be designed in a farmer centric manner.