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A STUDY ON RYTUMITRA TELEVISION PROGRAMME FOR FARM TELEVIEWERS IN CHITTOOR DISTRICT OF ANDHRA PRADESH

KrishiKosh

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Title A STUDY ON RYTUMITRA TELEVISION PROGRAMME FOR FARM TELEVIEWERS IN CHITTOOR DISTRICT OF ANDHRA PRADESH
 
Creator GANESH KUMAR, P
 
Contributor PRABHAKARA SASTRY, T
 
Subject STUDY, RYTUMITRA, TELEVISION, PROGRAMME, FARM, TELEVIEWERS, CHITTOOR DISTRICT, ANDHRA PRADESH
 
Description The present study was undertaken with the main objective of assessing the
attitude, knowledge and viewing behaviour of the farm televiewers of Rytumitra
programme.
Ex-post-facto research design was followed in the present investigation. Chittoor
district of Andhra Pradesh was purposively selected for carrying out the study. From
three revenue divisions one mandal from each revenue division was selected randomly
and two villages from each mandal were selected randomly, thus making a total of six
villages. Thirty respondents from each village were selected randomly making a total of
180 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, small farm size, medium level
of extension contact, mass media exposure, urban contact, economic orientation,
scientific orientation, achievement motivation, and innovativeness.
Majority of the respondents had favourable attitude, low level of knowledge
before viewing the programme and high level of knowledge after viewing the
programme. Majority of he respondents had medium level of viewing behaviour.
Majority of the respondents felt, telecast time was convenient, duration of telecast was
sufficient, preferred demonstration by scientists as a method of presentation.
Correlation analysis carried out to reveal the relationship between independent
and dependent variables revealed that, out of all the selected independent variables
education, farming experience, farm size, extension contact, mass media exposure,
social participation, achievement motivation, and innovativeness had positive and
significant relationship with attitude, whereas education, farming experience, extension
contact, mass media exposure, economic orientation, scientific orientation, achievement
motivation and innovativeness had positive and significant relationship and farm size,
urban contact age, social participation had non significant relationship with knowledge
gain. Education, farm size extension contact, mass media exposure, urban contact,
scientific orientation, achievement motivation and innovativeness had positive and
significant relationship, age, farming experience had negative relationship, whereas
social participation and economic orientation had positive and non significant
relationship with viewing behaviour of the respondents.
Regression analysis revealed that all the independent variables put together
explained about 52.4, 58.4 and 49.7 per cent variation in the attitude, knowledge and
viewing behaviour of the respondents respectively.
The Rytumitra programme is useful to the farming community, phone-in-live
sessions are not specific, this programme is drawing attention of the farmers towards
practicing new technology; were the major reactions of the respondents. Phone-in-live
session should be area specific, coverage of success stories, market information should
match with prices of local markets; were major suggestions given by the respondents
for improving the programme. Though the programme has 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 Rytumitra programme by the concerned
authorities.
 
Date 2016-08-17T14:43:10Z
2016-08-17T14:43:10Z
2005
 
Type Thesis
 
Identifier http://krishikosh.egranth.ac.in/handle/1/72799
 
Language en
 
Relation D7716;
 
Format application/pdf
 
Publisher ACHARYA N.G. RANGA AGRICULTURAL UNIVERSITY, RAJENDRANAGAR, HYDERABAD