Seema, BSobha, SKAU2020-11-042020-11-042013173297https://krishikosh.egranth.ac.in/handle/1/5810154419MScThis study entitled ‘Farm Telecast in Kerala – a Critical Appraisal’ was carried out in fifteen panchayats of Thiruvananthapuram, Kollam and Alappuzha districts. The main objectives of the study were to study the farm telecast viewing behaviour of farmers and correlate their socio – psychological characteristics with it, content analysis of agricultural programmes, compare the programmes of different Malayalam channels on the basis of content, mode of telecast, time, duration and frequency .Suggest steps to improve the efficiency of farm programmes. The data were collected using the pre tested interview schedule from 90 respondents and analysed using suitable statistical tools. The suggestions for improving the programme were collected from 60 respondents comprising of agricultural scientists, extension agents, producers and members of post-production team. The major findings of the study indicate that 51.11 per cent of the farmers surveyed were viewing the agricultural programmes more than twice a week. Majority (68.89%) of the farmers completely and 62.22 per cent keenly viewed all the programmes. Majority of farmers were taking down notes of programmes. Most of the respondents (60.44%) sometimes discussed the programmes with other progressive farmers, extension agents and friends. Majority of the respondents were either regularly or sometimes clarifying their doubts with extension personnel’s or progressive farmers. Most of the farmers(53.33%) had medium level of viewing behaviour. Majority of the farmers preferred to view 45 minutes programme in the evening for more than five days a week. Success story was the most preferred mode. Above fifty per cent of the farmers preferred viewing the agricultural programmes telecast by Doordarshan, Asianet, Kairali and Jai hind channels in that order. Age, educational status, occupation, farming experience had no significant relationship; innovativeness, economic motivation, risk orientation, cosmopoliteness, scientific orientation, achievement motivation, social participation, mass media exposure, extension contact, extension participation and information source utilization were significantly and positively related to viewing behavior. Sixty five per cent of the variation in viewing behaviour was accounted by six variables. Content analysis revealed that agriculture was the main subject matter followed by animal husbandry. Documentary and success story modes were used with government officials and farmers as the main information sources. Majority of the farmers perceived the farm programmes to be fairly effective. Strategy for improvement of the farm programmes include telecasting a wide range of location specific and need based programmes in demonstration and success stories modes with increased participation of farmers. Telecast 45 minutes to one hour programme in the evening between 7pm - 9pm with prior announcement of the programme details as done by AIR. Based on the objectives of the study it can be concluded that majority of the farmers perceived that the farm programmes telecast by Doordarshan, Asianet, Kairali and Jai hind TV to be fairly effective and they preferred to have 45 minutes to one hour duration programme in success story/demonstration mode on all days of the week between 7-9 PM on current topics. The implication is that the audience research wing of the channels needs to be strengthened so that the programmes can be tailor made to suit the needs of the farming community.EnglishThesis