Importance of Writing Content Analysis of Farm Broadcast Programmes of Andhra Pradesh, India

Abstract

The study was taken up to investigate the trend and frequency of coverage of agricultural information in popular farm broadcasts namely Pasidi Pantalu and Annadata in a quantitative manner. One-year content of two popular farm programmes of Telegu language namely Pasidi Pantalu and Annadata telecasted over Dooradarshan – Sapthagiri (public sector) and Enadu television (private sector) channel were recorded by using “set top box”. The entire content was categorized in to six categories after preliminary watching. The six categories namely enterprise - wise, crop - wise, organization - wise, package of practice - wise, duration - wise, mode of presentation - wise. The entire content was thoroughly watched, frequency of occurrence of the programmes were counted and percentages worked out. The results indicated that, in the ‘Pasidi pantalu’ programme, more emphasis and more time was allotted to agriculture enterprise (33.49%), whereas in ‘Annadata’ programme, horticulture enterprise occupied first place with 41.55 per cent. Both channels given more emphasis to straight talk mode of presentation with 71.41% and 98.09 % programmes respectively. The study also indicated that, research scientists are the main resources person in both the programmes. Both the channels given least importance to crucial enterprises like Fisheries (7.06% & 3.88%), Sericulture (3.08% & 1.45%) and Poultry (1.14% & 1.58 %). As the growing domestic and international market value of enterprises like; fisheries, poultry and sericulture, the coverage on these enterprises’ needs be to improve in both the programmes. As a public sector channel, the coverage on general information needs to be reduced and replaced with crop and other enterprises related information in Dooradarshan - Sapthagiri. It was also recorded that, there is no coverage on most important crops like Jowar and Ground nut. Instead of research scientists, give preference to the extension scientists from KVKs and DAATTCs, as they have practical and diversified knowledge on crops.