Browsing by Author "Mahavir, S.M."
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ThesisItem Open Access A STUDY OF BEHAVIOUR OF RURAL TELEVIEWERS TOWARDS FARM PROGRAMME(Mahatma Phule Krishi Vidyapeeth, Rahuri, 1992) Mahavir, S.M.; Nayak, H.S.The fast changing agricultural technology demands for more and more information to be transmitted to ever increasing volume of clientele. Television due to its mass nature promises to satisfy the lnformati onal needs of the masses in general and farmers in particular. Agricultural Information is disseminated to the farmers through farm television programmes. The value of any programme can only be judged through audience response. It was, therefore, felt necessary to study the televiewing behaviour of the rural televiewers towards farm programmes. It was conducted in eleven randomly selected villages from Phaltan taluka of Satara district. A sample of 209 televiewers was selected randomly for study. Out of 209 televiewer respondents, 103 respondents were TV owners and the remaining 106 respondents were TV non-owners. The dependent variable included in the study was televiewing behaviour of farmers towards farm programmes. Independent variables included were education , size of family, social participation, socio-economic status, size of land holding, aspirations, progressivism, work orientation and extension contacts. Apart from this, television as a 'Media' was studied with reference to its time suitability, frequency of viewing, purpose served by telecast programmes and difficulties faced in viewing. The agricultural programmes were studied regarding their perception towards usefulness of the programme, gain in knowledge, use of visuals to explain important points, ability to explain the ideas and entertainment value. While televiewing behaviour was studied with reference to viewing category, viewing pattern, viewing induction and viewing preference. Socio-economic and psychological characteristics of the rural televiewers and their association with televiewing behaviour towards farm programme were studied. It was observed that independent variable viz. socio-economic status, size of family and extension contacts were found significantly associated with televiewing behaviour of all viewer respondents. But there was non-significant association between size of family of TV owner respondents and televiewing behaviour, while in case of extension contacts there was non-3ignificant association between TV owner and TV non-owner respondents and televiewing behaviour. While education, social participation, size of land holding, aspirations, progressivism and work orientation have non significant association with televiewing behaviour of all viewer respondents. But in case of work orientation TV owner respondents were significantly associated with televiewing behaviour. The present time of agricultural programme was the most suitable to majority of the respondents. Most of the rural televiewers were 'often' viewers of the farm programme, while short of electric supply was the main difficulty faced by them. The television programmes mainly served entertainment purpose followed by agricultural and news purpose. Most of the televiewers reported that the duration of farm telecast programme was not sufficient and need to be increased.