A STUDY ON TELEVIEWING BEHAVIOUR OF LIVESTOCK FARMERS ON VARIOUS ANIMAL HUSBANDRY PROGRAMMES IN CHITTOOR DISTRICT OF ANDHRA PRADESH
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Date
2014-10
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SRI VENKATESWARA VETERINARY UNIVERSITY TIRUPATI - 517 502. (A.P.) INDIA
Abstract
ABSTRACT:
The present study was undertaken with the main objective of assessing the attitude and viewing behaviour of the farm televiewers on various animal husbandry programmes.
Ex-post-facto research design was followed in the present investigation. Chittoor district of Andhra Pradesh was purposively selected for carrying out the study. Three mandals were selected randomly and two villages from each mandal were selected randomly, thus making a total of six villages. Twenty respondents from each village were selected randomly making a total of 120 respondents. The data was collected by personal interview method through structured interview schedule. Majority of the respondents were middle aged, had medium level of education, medium farming experience, medium land holding, medium level of extension contact, mass media exposure, economic orientation, scientific orientation, achievement motivation, and innovativeness. Majority of the respondents had favourable attitude, medium level of viewing behaviour. Majority of the respondents felt, telecast time was not convenient, duration of telecast was not sufficient, preferred demonstration by scientists as a method of presentation.
Correlation analysis carried out to reveal the relationship between independent and dependent variables indicated that, out of all the selected independent variables gender, socio-economic status, extension contact, mass media exposure, innovativeness, economic orientation, scientific orientation and achievement motivation had positive and significant influence on attitude, while age was negatively and non significantly related with attitude. As far as viewing behaviour is concerned, Socio-economic status, extension contact, mass media exposure, scientific orientation and achievement motivation were positively and significantly related whereas gender, economic orientation are positively and non significantly related while age was negatively non significantly related with viewing behaviour of the respondents. Regression analysis revealed that all the independent variables put together explained about 51.7 and 51.8 per cent variation in the attitude and viewing behaviour of the respondents, respectively. “Time duration is not sufficient”, “Telecast time is not convenient”, “Telecast programmes are useful to the farming community” and “Telecast programmes are drawing attention of the farmers to bring awareness on new technology” were the major reactions of the respondents. Telecast time need to be changed from 5.30 am-6.30 am and 7.00 pm-9.00 pm, all programmes should be telecasted daily, Information on the schedule of the topics to be telecasted in the consecutive week should be advertised at the starting of the week, Separate television channel is required to telecast livestock and related activities and “Repetition of important programmes should be done in weekends”, were the major suggestions given by the respondents for improving the programme. Though the programmes have drawn the attention of the farmers, the above said reactions and suggestions of the respondents should be kept in view for bringing improvements in the telecast programmes by the concerned authorities.
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