Viewing Behaviour of the Farmers in Nimar Agro Climatic Region of Madhya Pradesh towards Mass Media of Television

The present study was conducted in Nimar Agro Climatic Region of Madhya Pradesh on Viewing Behaviour of the Farmers towards Mass Media. The aim of this study is to know the viewing behaviour of the farmers of television programme. The study was carried out on a sample of 240 mass media user farmers. The data were collected through personal interviews of farmers with the help of a structured interview schedule. Data were analyzed with help of appropriate statistical tools. Majority of the farmers had self purchased their television sets. Maximum of the farmers had self motivation to purchase their television sets. Majority of the farmers had purchased television for entertainment purpose. Majority of the farmers had accompanied with their family television viewing. Majority of the farmers had watched television programmes at evening. Maximum of the farmers had viewed television up to 30 minutes. Majority of the farmers had viewed television for preserving the information simply by memorizing in their mind. Majority of the farmers had discussed television contents for getting technical package of practices information. As far as level of mass media viewing behaviour of the television viewing farmers were having high level of mass media viewing behaviour, respectively.