The study was conducted in Parbhani district of Marathwada region of Maharashtra state. Three talukas were selected randomly and from each taluka 4 villages and from each village 10 farmers were selected which contribute 120 respondents who are watching the programme “Amachi Mati Amachi Manse” on Sahyadri channel regularly. The televiewers were interviewed with the help of a well structured interview schedule and responses were analyzed by using frequency, percentage and Pearson's correlation coefficient formula. The findings reveal that majority (80.00 per cent) of the televiewers were from ‘medium’ perceived effectiveness category and more than half (50.83 per cent) of them reported that they understand the information in the programme ‘to some extent’. Majority (59.17 per cent) of the televiewers were from ‘middle’ age. The variables like education, annual income, occupation, social participation, extension contact and mass media exposure were positively and significantly related with perceived effectiveness of televiewing farmers. Whereas, age was negatively and significantly related with perceived effectiveness of televiewing farmers.
Perceived effectiveness, Televiewing farmers
