Farm Telecast Viewing Behaviour of Farmers of Punjab

Television is a powerful media, as an institutionalized source of information dissemination. In Punjab, the “Mera Pind Mere Khet” is an important farm telecast of Doordarshan Jalandhar. The present study was conducted to know the viewing behaviour of farmers about this farm telecast. The study was conducted on randomly selected 250 farmers from 10 villages of Punjab. A structured interview schedule was prepared to collect the information from selected respondents. The data were collected through personal interview approach and data were analysed using appropriate statistical tools. The majority of the respondents was middle aged males, matriculates and belonged to medium size families with low social contacts. They possessed medium land holdings. Majority of the respondents had high level of awareness regarding the farm telecast and viewed the programme regularly. It was also found that more than half number of respondents (52.04 per cent) talk with others while viewing the programme. Majority of the respondents watched the programme from beginning to end, however they had not discussed the content with fellow farmers. Study further revealed that majority of the respondents never writes down notes on a paper to preserve the information given in programme.