Assessment of popularity of agriculture based (Krishidarshan) television programme in West Bengal, India

The Present study has been carried out with an objective to assess popularity of different sector specific programmes of Krishidarshan. For this, secondary data was procured from Audience Research Unit, Doordarshan Kendra Kolkata. Average Television Ratings (TVR) values for Agriculture based programmes was 0.46, for Fisheries based programmes it was 0.41 followed by TVR value of 0.31 for Animal Husbandry based programmes. However, Analysis of variance with one way classification revealed no significant difference between TVR values of Agriculture, Animal Husbandry and Fisheries based programmes. T test results showed that there was significant difference between TVR values of cable vis-a-vis non-cable viewers. Recorded field based programmes had higher TVR compared to live-phone-in programmes. Even though number of Fisheries based programmes is lesser (10) in comparison to Agriculture (100) and Animal Husbandry (12), the TVR of Fisheries based programmes was found to be only 0.05 values less than Agriculture. Statistically too there no significant difference was found to be existing as regards to TVR of Agriculture, Animal Husbandry and Fisheries based programmes. It is understood that in India, the state of West Bengal (W.B.), tops in fish production so it is important that Krishidarshan increases its focus for Fisheries based programmes so that viewers can be aware of the recent advancement in Fisheries and Aquaculture.