Ministry of Agriculture Department of Agriculture & Cooperation ...

4.2 Under the Mass Media Scheme, information / technology is being disseminated to the
farming community with the ultimate objective of increasing productivity/ income. However,
dissemination of information/ technology and adoption of technology by the farmers is a long-term
process involving awareness generation, creation of interest, trial by the farmers and finally
adoption leading to increase in productivity/ income. The study should also assess, how much
information / knowledge imparted through the programmes actually was absorbed & retained by the
individual farmers and to what extent this was actually used in the field.
4.3 The scope of work includes the following:
a) Coverage: To assess the coverage of these programmes with respect to farmers
belonging, inter-alia, to SC, ST, hill and isolated areas and speaking different languages
through out the country and to make recommendations to achieve optimum coverage
under the scheme bearing in mind Government policies/ approaches for coverage of SC,
ST, women and other groups.
b) Coverage of programme: Minimum 10% of one year’s programmes may be examined
to review content, quality and other similar parameters, by both media & subject matter
experts.
c) Period of coverage: The programmes telecast / broadcast during the period from 1 st
October, 05 to 30 th September, 06 may be considered for the coverage of the
programmes. If archived programmes are not available, content/quality etc. analysis
should be done on the basis of live programmes. Each state should have a separate
team for viewing/listening to content/quality etc. of programmes.
d) Coverage of stakeholders:
(i) The questionnaires are to be mailed to all the institutional stakeholders
(for cent percent coverage)
(ii)
All the other stakeholders at the National level and the stakeholders of
selected States / Districts, including input dealers, may be covered
e) Timings: To review timing of broadcast of these programmes from different kendras,
analyze different options and suggest one or more most suitable timings in order of
priority.
f) Content: To assess relevance, accuracy and adequacy of content broadcast under these
programmes and make recommendations to improve the same on a continuous basis.
g) Quality: To assess the quality of programmes broadcast under the scheme and make
recommendations to improve the same on a continuous basis. In doing so, aspects
such as shooting location; anchoring; format; simplicity of language; use of technical
terms; captions; text; scroll; graphics; music; visuals; synchronization of audio and