Paper Code and Title: H13CT Communication Technologies in Extension Education

Module Code and Title: H13CT12 Television for Rural Development

Name of the Content Writer: Dr. T. Radha

TELEVISION FOR RURAL DEVELOPMENT

Television
Television was introduced in India in 1959 primarily to impart education and to promote
rural development. At present with its vast network throughout the country, It is covering about
58 per cent of the population spread over 36% of the geographic area and has emerged as a very
powerful medium of communication. However, it is mostly viewed as a medium for
entertainment. Television is fast reaching among the public in both rural and urban areas.
In the nineties foreign programmes like CNN followed by Star TV and local channels such as
Sun TV entered and Zee TV entered in to Indian homes. DD is very popular and accepted to all
kinds of audience.
The role of television in rural development is extraordinary and its function covers
political, social, cultural, education and health. The television set the public requirements and
serves as a porter of community issues. It performs a very effective role of telecasting
development programmes.
When STAR TV began broadcasting into India in 1992, it was at the front line of an
global television networks trying to spout into one of the world's largest consumer markets.
Television in India has been in operation for more than four decades now. For the first few
years, it spread haltingly and broadcast was mainly in black & white. The thinkers and policy
makers of the country, which had just been liberated from centuries of colonial rule, frowned
upon television, looking on at it as a comfort Indians could do without. In 1955 a Cabinet
decision was taken disallowing any foreign investments in print media which has since been
followed religiously for nearly half a century. Sales of television sets, as reflected by licenses
issued to buyers were just few thousands until 1977.
Television is used effectively for providing vital information for the farmers and the
rural people.
Television makes the character unique attracts viewers attention and makes them glued.
The combination of visual amplification, sound amplification, zooming, fading processes, are
more effective and has great impact on the viewers then other extension teaching methods.
Paper Code and Title: H13CT Communication Technologies in Extension Education
Module Code and Title: H13CT12 Television for Rural Development
Name of the Content Writer: Dr. T. Radha

Since eighties color television was introduced by state-owned broadcaster Doordarshan (DD)
timed with the 1982 Asian Games which India hosted.

Television is an electronic gadget with audio-visual medium with the combination of

words and sounds effects. This medium is absolutely used for mass awareness. This can be deal
with topical problems and provide solutions. Television is strong in providing / creating impact
among public and covering huge audiences.
Television creates more impact due to flexibility and less time taken record and telecast
programmes and wider coverage compared to radio. television has however less impact in rural
India. Television costs more than radio. There are various programmes telecast in television
entertainment, awareness programme and education programmes etc.
Television and social development- few instances
Consider this example in a highly popular Indian television series opera, "Hum log" (We
people), a Police Inspector loses his eyesight in a bomb explosion while attempting to save a
child. At the end of the episode, an epilogue by yesteryear film star Ashok Kumar encourages
audience members to sign eye donation cards. In the two weeks following the programme some
200,000 people signed eye and organ donation cards, including one youth club member who
personally recruited more than 900 donors.
This example clearly brings home the point that television is indeed a powerful medium
of social change. By bringing in entertainment and education media strategies, television can be
effectively used for social change.
Indian media, especially Indian press and Public Service Broadcasting units like Doordarshan
and All India Radio (AIR) have been making important contributions towards social
development.
 Television programmes cover appropriate programmes or in developmental issues in the
regional languages
 Promotes awareness on social and health issues, national harmony and empowerment of
women
Paper Code and Title: H13CT Communication Technologies in Extension Education
Module Code and Title: H13CT12 Television for Rural Development
Name of the Content Writer: Dr. T. Radha

 Focus in the field of education, spread of literacy, rural development, agriculture and
allied activities, environment, health and family welfare, and science and technology.
 In spite of troubles like funding and manpower issues bogging down Prasar Bharti, both
Doordarshan and AIR continue to work towards the holistic social development of the
country.
Satellite Instructional Television Experiment (SITE):

Doordarshan and AIR have made major contributions to the cause of social development
in India. SITE is one such initiative aimed at social development. SITE is one of the most
widespread educational and social research projects ever conducted in mass mediated
communication.
The usefulness of TV as a medium for educating the masses in rural areas was
emphasized by this experiment. With the help of NASA, UNDP, ITU and UNESCO the Indian
Space Research Organisation (ISRO) in launching SITE on August 01, 1975.
Programmes on topics generally considered development oriented like agricultural
modernization through hybrid seeds, better farming methods and management, family planning,
public health, social and educational improvement of women and children, better learning and
teaching methods were transmitted through the satellite to community TV sets in 2,400 villages
in 20 districts spread across the six Indian states viz.,
Television is considered one of the important tools in all the countries and one of the tool
in teaching. Television is used for school education and out of school education. The significance
of Television is disseminating various useful information to the public for their welfare.
Television helps to also continues to advantage the urban and rural masses by making them
aware of the environment, rights, duties and privileges. Role of television is neither unchanging
nor easily touchable and measurable.
The media, with exact reference to the communal unit of newspapers, radio, television
and the electronic media play a very vital role in development. Television helps to bring the
changes in economic, political and social lives of the people.
The media has its great impact in the society to change the attitude of the people and
bring the hidden factors in to lime light.
Paper Code and Title: H13CT Communication Technologies in Extension Education
Module Code and Title: H13CT12 Television for Rural Development
Name of the Content Writer: Dr. T. Radha

Media is very powerful, useful and entertainment media for development.

Electronic media play a very important role in development process. It helps to improves various
dimensions and spheres of people.

Farm Telecast
According to a report compiled by the Research and Reference Division of the
Ministry of Information and broadcasting (1984) . Each selected village was provided with a
Direct Reception Set (DRS) and to cater to the aneletrified villages battery operated sets
were installed.
The government recognized the important role imperative role of television in bringing about
the desired social change and established in April 1, 1983, the Government took up
programme under INSAT for promotion of agricultural productivity. With increased capability
of satellite communication and TV transmission of India, telecast of agriculture and rural
development programmes are being organized in a big way .
Objectives
 To telecast need based programme based on the village requirements
 To project rural people especially farmers in particular, to teach the procedures of
farms practices and results
 To create awareness about rural development and agriculture programmes
 The television station is in charge of the agricultural and rural programmes
There are various programmes like training, seminar, symposium, workshop, campaign,
field day exhibition etc are generally covered in the programme.
Video for Rural development
Video is a very powerful tool as an education, as well. The main advantage of video is
that it can be used to produce development programmes at a cheaper rate as compared to films.
Video equipment are easy to carry and flexible even in remote areas. The programmes can also
be recorded in the field while interacting with the community Video films recording can be
done locally, viewed, erased and re-recorded to suit the objectives and the needs of the
audience.
Paper Code and Title: H13CT Communication Technologies in Extension Education
Module Code and Title: H13CT12 Television for Rural Development
Name of the Content Writer: Dr. T. Radha

Advantages of Video
 It helps the viewers to see the object
 It enable to preserve the valuable learning experience for use in future learning
situation
 It provides gives an opportunity to record performance, procedures and behavior that can
be evaluated or shown to others after the event
 The information reaches the audience both to the ears and eyes simuuntanueously
 The information reaches huge audience
 To compare other medium, television is one of the best media to gain knowledge
 The video programmes can be prepared in such a way that they provide entertainment
along with education.
Video and rural development
Video is the most effective method of rural development.
 Video rural programmes may be based on local situation such programmes will have
great impact on the audience
 Video clubs may be organized for group viewing which should be
followed by discussion for taking action
 Services of artistes and folk singers need to be used to make the programmes
more realistic and entertaining
 For extension workers training in video and television should become an integral
part
 Video production facilities should be provided in Universities and colleges and
selected institutions
 Extension workers may project important video lessons among the rural masses
for building connection
 Video programmes should be based on arousing the interest among the public
especially programmes on education and awareness programmes should br
considered with short stories.
Paper Code and Title: H13CT Communication Technologies in Extension Education
Module Code and Title: H13CT12 Television for Rural Development
Name of the Content Writer: Dr. T. Radha

 Voluntary agencies can also promote community viewing at village level by

operating video clubs
 Voluntary agencies can also promote community viewing at village level by
operating video clubs for educational and developmental purposes.
 Video has the great potential for educating the rural masses and can play a
significant role in transfer of agriculture technology
Role of Television and Video
To create awareness and pass out the information and sharing of knowledge,
television plays a significant role
Educator and Entertainer
 Television is one of the best visual media to attract the attention of the audience
Television is the indoor as well as domestic entertainment media. The salient features
of television is to spread the information among the huge masses about education,
entertainment and politics etc…
 Television can be viewed by different catogeries of people like higher class, middle
class, and lower class there is no caste, creed and religion difference. The programme
also based on various aspects covering all age groups.
 Television and television programmes which would contribute in a significant way in
the process of empowerment of the rural and urban people
Capturing their information
The various subject covers in TV like health care facilities like health care tips, Yoga ,
Meditation, child care, pregnancies etc.. Social issues like awareness programmes, legal issues,
their rights and responsibilities among the rural poor. It will attract the audience and know the
information about the specific issue. It will improve the knowledge level of the viewers. More
programmes should be made in dialect and regional languages
Video films
 Rural people are not well informed about development schemes like JRY, SGSY etc As
results localc leaders play a important role in the selection of beneficiaries like real needy
persons or families in the respective areas.
Paper Code and Title: H13CT Communication Technologies in Extension Education
Module Code and Title: H13CT12 Television for Rural Development
Name of the Content Writer: Dr. T. Radha

 Rural people that they are not well informed of the provision of various programmes and
the legal and official procedures involved in availing themselves of these services.
 Short films/documentary films can be huge help.
 Doordarshan video programme can be organized in the village at this when the
potential beneficiaries are available in the community. This can be easily linked up with
local community.
 The activities of various rural organizations like youth clubs, mahalir mandals, kisan
mandals and farmers association etc will have fruitful discussion organized by the
extension worker with the prior permission of BDO/Local Development Officer or
community organizer from an NGO
 Follow up of the programme plays a important role and integeral part of telecasting
programmes. This will certainly make the rural poor enhance their awareness on
various problems related to economic and social issues leading to their cooperation
support and participation in the development schemes. People should realize the
importance and benefits of the schemes and programmes and come forward to avail the
opportunities.
 Awareness creation and dissemination of information can be an essential component in
the efforts towards capacity building among the rural poor. This information helps the
rural poor to know their opportunities, sensitivity on their own problems without which
empowerment of the rural masses cannot be achieved.
 The role of television in promoting the campaign of mass literacy especially in the rural
India needs to be explored.

How to use video and television for rural development

Television plays a major role in transferring latest agricultural technology to the rural
people. Since the beginning television relays various programmes related to rural development.
Paper Code and Title: H13CT Communication Technologies in Extension Education
Module Code and Title: H13CT12 Television for Rural Development
Name of the Content Writer: Dr. T. Radha

Special programmes known as Krishi Darshan was started in January 1966 and today this has
become a regular feature of telecast in each and every TV center.
This programme covers various aspects of rural development. In remote areas electronic shortage
is very common since television sets are bit costly. So that reason using television is less when
compared to radio .
The programmes should be made in vernacular languages reflecting the socio- economic
milieu of the village.
TV programmes provides social awareness among the rural poor. Enhancement of
awareness will generate new outlook and sensitivity among the rural poor of their own problems
without which their empowerment cannot be achieved.

Rural Development programmes in Television

 When television was introduced in India in 1959. Television was to be used as the
medium of education. Television is the instrument to support programmes of socio –
economic development.
 Television is a powerful tool/ weapon to bring social awareness among public
especially in the rural areas
 It would pay a major role in cultivating social consciousness and respect of law and
order of social awareness

Cable Television
 In recent era cable television telecast various development programmes, in
particular, cable television can suit the local needs of the people. The government
can steadily amend the law governing cable TV to facilitate its use in rural
development.

Films
Paper Code and Title: H13CT Communication Technologies in Extension Education
Module Code and Title: H13CT12 Television for Rural Development
Name of the Content Writer: Dr. T. Radha

Ministry of information and broadcasting some agencies such as private fertilizer or

agricultural machinery manufacturers and voluntary organizations has also made films in rural
areas.
Numerous films have been produced on the variety of themes related to rural
development. For communicating film has the ideal medium it has paradoxically been a
medium of non-communication as far as rural audience are concerned .Film fraternity make
some documentary exclusively for rural and neo-literate audiences.
Films as the power of attracting all sorts of audiences and disseminating the information
among the public on various social issues

Conclusion

Media is the powerful tool to highlight the current events, opportunities, various issues,
community welfare, and happenings in and around the world. They provide a forum to discuss
about the situation of the country. They explain about the meaningful thought and ideas,
awareness programmes for the betterment of their life.