Program Report

Training program on Identification, Development, Delivery and Assessment of

Content for programs of Narrowcasting Stations
(Under Mass Media Support to Agricultural Extension)
(October 30- November 4, 2006)

After conducting series of training programs for producers of Doordarshan and All India
Radio on Agriculture Media Skills during 2005-06 under Mass Media Support to
Agricultural Extension, Ministry of Agriculture Govt. of India has approved MANAGE to
conduct two programs for Doordarshan and 3 programs for All India Radio during
2006-07 for 55 producers representing from 36 LPT Stations, 18 Regional Kendras and
one National Doordarshan and 96 FM Kisan Vani Stations.

Accordingly, a 6-day program module was designed with a mix of service oriented
programs and agriculture related subjects to upgrade the knowledge of the producers
during the year 2006-07. The main objectives of the program are:

• To orient the Program Producers on the potential use of

mass media for strengthening the Agricultural Extension Services in the
country.

• To sensitize the participants to the emerging issues in the field of agriculture

and allied sectors.

• To develop knowledge and skills in the content creation, treatment and

delivery of agriculture programs.

• To develop the Back-At-Work Plans and themes on the emerging issues in the
field of agriculture and allied sectors.

The first training program on Identification, Development, Delivery and Assessment of

Content for programs of Narrowcasting Stations was organized at MANAGE between
October 30 and November 4, 2006. In all 23 producers of Doordarshan from the
different states of the country had attended the program.

The program was designed covering inputs on agriculture and service oriented
programs to sustain the interest of the participants. The training program schedule
consisted of inputs on agriculture related subjects like orientation on Extension
Reforms-Convergence of Mass Media with ATMA activities at district level, Integrated

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Pest Management, Agri-clinics and Agri-business center schemes, diversification to
high value crops, backyard poultry, farm implements, Rejuvenation of horticultural
crops, Integrated Nutrient Management, Rainfed Farming, post harvest technology,
gender sensitizations and service-oriented programs like orientation on Kisan Call
Center, Use of Agro-meteorological advisory services for the state and district specific
information needs, service oriented schemes of Govt. of India and State Governments
and its implementation, Advisory on Potential fishing zones at INCOIS, e-sagu-
Agricultural advisory on the basis of digital image of the crops, e-choupal kiosk of ITC,
Market Intelligence through different portals (Agmark.net.in), Evaluation of content of
date-wise schedule of Doordarshan kendras as available in portal dacnet. It also
included sessions on alternate formats for program production, previewing of crop
seminars, live phone-in programs produced at their respective stations and back-at-
work-plans.

One exposure visit to Indian National Center for Ocean Information Services (INCOIS)
was organized for orientation on Advisory on Potential Fishing Zone.

During the preview of the crop seminar and live-in phone program,
Dr. T.K. Das, Dy. Director General, Doordrashan interacted with the participants and
gave feedback on their programs.

The report has been arranged in the following way.

I. List of participants
II. Framework
III. Evaluation of the participants
IV. Impressions of the participants

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 I. LIST OF PARTICIPANTS
Sl.No. Name & Address of the participant Tel/Fax /Email
1. Mr. R.K. Agnihotri 0771-2283862
Programme Executive 0771-2572325(R)
Doordarshan Kendra, Shankar Nagar 98269-69060(M)
Raipur, Shaker (Chattisgarh) – 492007 0771-2283853(Fax)
2. Mr. T. Ginkhansiama 0389-2361110 (O)
Production Assistant 0389-2347750 ®
Doordarshan Kendra 94361-54469
Aizwal, Mizoram 0389-2361168 (Fax)
3. Mr. Ajay Kumar Sharma 09414253981(M)
Programme Executive 0141-2719033 ®
Doordarshan Kendra 0141-2711519 (Fax)
Jhalana, Jaipur – 302004
Rajasthan
4. Mr. Mukesh Kumar 0621-2217410 (O)
Production Assistant 9835444959 ®
Doordarshan Kendra 0621-2216313 (Fax)
Sikandarpur
Muzaffarpur – 842001
5. Mr. A. Ramanath 040-27038761-408 and 203 (O)
Programme Executive 9246587972 (M)
Doordarshan Kendra 040-27038790 (fax)
Ramanthapur, Hyderabad – 500 013
6. Mr. P.S. Rawat 0135-278360 / 2780443 (O)
Program Executive 0135-2781360
Doordarshan Kendra 9412368436 (M)
Tapovan Marg 0135-2789010 (fax)
Dehradun (Uttaranchal)
7. Mr. Sreekant Singhe 080-23333201 Extn.294
Programme Executive 9448046665(M)
Doordarshan Kendra krishidarshanbang@yahoo.co.in
J.C. Nagar, Bangalore – 560006
8. Mr. K.R. Shaji 0487-2322711 / 2335505 (O)
Programme Executive 9847346177 (M)
Doordarshan Kendra 0471-6579844 (R)
Viyyoor (PO), Thrissur – 680010 0487-2330368 (Fax)
9. Mr. Sabir Hussain 03192-244743 (O)
Programme Executive 03192-235306(R)
Doordarshan Kendra, Port Blair 9434266318 (Mobile)
Post Box No.691, Haddo Post 03192-230797 (Fax)
Post Blair A & N Islands – 744102
10 Mr. Nicholas Jeffrey Jyrwa Nongkhlaw 0364-2580755 / 2580312 (O)
. Production Assistant 9863062571, 9436311414 (M)
Doordarshan Kendra 0364-2520207 ®
Shillong, Laitkor – 793010 0364-2580755 / 2580317 (Fax)
11 Dr. Mantu De 03592-202072 (O)
. Programme Executive 98303352906 (M)
Doordarshan Kendra 03592-202177 (Fax)
Gangtok, TV Tower, Jail Dara 033-24167116 ®

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 Gangtok, Sikkim – 737103
12 Mr. A.K. Khogendra Singh 0385-2454101 (O)
. Programme Executive 0385-2445369 (R)
Doordarshan Kendra, Imphal 0385-2445825 (Fax)
Porompat, Imphal East – 795005
13 Mr. Asit Debbarma 0381-2371226 (O)
. Floor Manager 9863034077 (M)
Doordarshan Kendra
Agartala, P.O. A.D. Nagar
Tripura (West) – 799003
14 Mr. Chandra Dudhrejiya 079-26853025 / 26853702 (O)
. Program Exeuctive 079-26870841 (R)
Doordarshan Kendra 079-26853702 (Fax)
Thaltej Tekra 09427109870
Ahmedabad – 380 054 (Gujarat)
15 Mr. Debasish Gautam 033-24233300 (O)
. Program Exeuctive 09830660937
Doordarshan Kendra 033-24796651(R)
Gold Green, 18/3 Uday Shankar 033-24235028 / 24235050 (fax)
Sarani, Kolkata – 700095 debasish-
goutam2000@yahoo.com
16 Mr. Niladri Mohan Satapathy 0674-2302730 (O)
. Program Executive 0674-2720720 (R)
Doordarshan Kendra, Bhubaneshwar 0674-2302730 (Fax)
Orissa – 751005 nmsatapathy@rediffmail.com
17 Mr. M. Srinivasan 044-25386984 (O)
. Program Executive 9444169763 (M)
Agri-cell, Doordarshan Kendra 044-25386984 (Fax)
Swami Sivanandha Salai
Chennai – 600005, Tamilnadu
18 Mr. K. Suresh Kumar 080-23434407 (O)
. Program Executive 080-23333098 (Fax)
Doordarshan Kendra 9448115849
J.C. Nagar, Bangalore – 560006 krishidarshanbang@yahoo.co.in
19 Mr. V. Mohan Kumar 0471-2730143 (O)
. Floor Manager / Producer Krishi Darshan 0471-2730088 ®
Doordarshan Kendra 0471-2731870 (fax)
Thiruvananthapuram – 43 ddkrishi@gmail.com
20 Mr. Harendra Kumar 011-26498717 (O)
. Programme Executive 011-22118068 (R)
Doordarshan Kendra 9810585619
Asiad Village Complex hkgdd123@rediffmail.com
New Delhi – 110 049
21 Mr. Ram Khakal 022-24908050 / 24988050 /
. Production Assistant 24984672 Extn. 198
Doordarshan Kendra 022-25834308 (R)
Worli, Mumbai – 400 030 022-24938788 (Fax)

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 22 Mr. Sarjerao Chaudhari 020-25433967, 25450032 (O)
. Programme Executive 020-25675666 (R)
Doordarshan Kendra 020-25410056 (Fax)
Near MIT College, Paud Road sarejraochaudhari@yahoo.co.in
Kotharud, Pune (Maharashtra) – ddkpune@hotmail.com
Pune-411038

23 Mr. Sailendra Das 0361-2203264 (O)

. Programme Executive 943555-41942
Doordarshan Kendra 0361-25446359 ®
Guwahati – 781 026

Program Coordinators

Dr.M.N.Reddy
Director (Agril.Extn. & Commn.)
National Institute of Agricultural
Extension Management (MANAGE)
Rajendranagar, Hyderabad – 500 030
040-24014527 (O), 9848306587 (M)

Dr.G. Jaya
Asst. Director
National Institute of Agricultural
Extension Management (MANAGE)
Rajendranagar, Hyderabad – 500 030
040-24016702-708 Extn.253 (O), 98480-16127 (M)

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 II. FRAMEWORK
Monday Tuesday Wednesday Thursday Friday Saturday
October 30, 2006 October 31, 2006 November 1, 2006 November 2, 2006 November 3, 2006 November 4, 2006
• Orientation
• Registration • Kisan call • Market on program
• Service oriented • e-Sagu –
centers – intelligence production on
Agricultural
Information base for schemes of Govt. of through Post Harvest
Advisory on the
program production different portals Technology
India & State Govts basis of digital
(Agmark.net.in)
image of the
• Introduction to • Use of Agro and its – NIC, Hyd • Gender
crops
the course implementation sensitization
meteorological
• Evaluation of in agriculture
• Orientation
advisory services - content of date- through mass
on program
wise schedule of media
for the state and • Rejuvenation of production on
• Mass Media and Doordarshan
Integrated
its importance in district specific Horticultural crops kendras as
Nutrient
agricultural available in
information needs and its opportunities Management
extension portal
• Extension www.dacnet.nic
Reforms - .in / csms
• Orientation
Convergence of Mass on program
Media with ATMA production on
activities at district Rainfed Farming
level

• Designing • Visit to Indian • e-choupal • Previewing of • Back-at-

programs on kiosk of ITC work-plans
National Center for
• Orientation on diversification to (business-cum- - Crop seminars
program production high value crops Ocean Information communication - Live phone in • Review of
on Integrated Pest model) programs the program
Services (INCOIS),
Management • Orientation on - Feedback and lessons
program production Hyderabad learnt
• Agri-clinics and Agri- on Backyard poultry • Alternate
Business Center formats for • Valedictory
Scheme • Orientation on program
production session
program production • Advisory on
on farm implements
potential fishing zones • Close
(PFZs)

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 III. EVALUATION OF THE PROGRAM
Sl.No. Content Score
1. Mass Media and its importance in agricultural extension 86.96
2. Extension Reforms - Convergence of Mass Media with ATMA 73.04
activities at district level
3. Orientation on program production on Integrated Pest 73.04
Management
4. Agri-clinics and Agri-business Centers 84.55
5. Kisan call centers – Information base for program production 78.70
6. Use of Agro meteorological advisory services - for the state and 71.74
district specific information needs
7. Designing programs on diversification to high value crops 73.48
8. Orientation on program production on Backyard poultry 77.83
9. Orientation on program production on farm implements 68.64
10. Service oriented schemes of Govt. of India & State Govts and its 50.87
implementation
11. Rejuvenation of Horticultural crops and its opportunities 73.91
- Dr. I. Prabhkar Reddy
12. Advisory on potential fishing zones (PFZs) at Indian National 78.70
Center for Ocean Information Services (INCOIS), Hyderabad
13. e-Sagu – Agricultural Advisory on the basis of digital image of 68.26
the crops
14. Orientation on program production on Integrated Nutrient 73.91
Management”
15. Orientation on program production on Rainfed Farming 76.09
16. Orientation on program production on e-choupal kiosk of ITC 76.52
(business-cum-communication model)
17. Market Intellignece through different portals for producing films 72.61
on market prices
18. Evaluation of content of date- wise schedule of Doordarshan 71.74
kendras as available in portal
19. Previewing of Crop Seminars and Phone-in Programs 85.22
20. Alternate formats for program production and 66.52
Previewing of Crop Seminars and Phone-in Programs
21. Orientation on program production on Post Harvest Technology 81.30
22. Gender sensitization in agriculture through mass media 72.61
23. Review of the lessons learnt 83.04
24. Average of the total 74.74

The effectiveness of the program received a score of 74.74%

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 IV. IMPRESSIONS OF THE PARTICIPANTS

o All the topics and experts are conveyed very systematically and it was
interactive sessions and also worth for production of programs
o We got lot of information, technologies throughout the training but the
training should be supported by the visits Ex: institutions like INCOIS etc.,
o The program made us to learn something for improvement in production
agri-based program. Through preview of so many programs in different
languages of different stations will help us to produce better programs
o Experts have vast knowledge but what we required as a producer is points
on which we should focus for production
o The lectures were very enlightening and informative except one of the
lectures was not upto the mark as expected by the trainees
o The training program was good for the Doordarshan program producers but
the schedule was hectic. The lectures started at 9.30 am and continued
daily till 6.00 pm. The classes were off for lunch for 30 minutes. Producers
should to given classes from 10.00 am to 1.00 pm and 2.00 pm to 5.00 pm.
o Not more than five lectures per day 3 pre-lunch + 2 post lunch
o Program may also include various subjects of different states and state-wise
common problems
o More review of programs may be arranged
o Time schedule arrangement of lectures may be maintained
o Speaker should support the text material with photo / video, wherever
possible
o More preview sessions and comments of the subject matter specialist where
we are lacking i.e. where key aspects need to be focused.
o In hostel two people from the same course, same station, same states
should not be allowed to stay together (in one room) which will defeat us
from getting additional exposure by interacting with other course
participants.

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 V. LIST OF LESSONS LEARNT

30/10/2006 (Monday)

Session: Introduction to the Course by Dr. G.Jaya, Assistant Director, MANAGE

Participants i.e. program producers of Doordarshan from all over the

India introduced themselves through an innovative informal way by
introducing each other in pairs to create a comfortable cordial
atmosphere on the very first day of the training program. Dr. Jaya
explained about the outlines of the topics dealt in the training programs
of pervious year and methodology followed. In light of the present
situation, the expectations of participants from the program were
assessed. A brief outline of the proposed schedule of topics was
narrated by Dr. Jaya.

Session: Role of Mass Media in Agricultural Extension by Dr. G.Jaya, Assistant

Director, MANAGE

The importance and role of Doordarshan in increasing the agricultural

productivity has been discussed.

Session: Extension Reforms - Convergence of Mass Media with ATMA activities

at district level by Dr. M.N. Reddy, Director (Agri. Extn. & Commn.)

Past and present scenario of Agriculture in India in terms of different

criteria and parameters such as population, cultivated land, number of
farmers, small, marginal, information accessibility, role of mass media
and extension workers to motivate farmers and different constraints
etc., were discussed. List of districts under ATMA, key reforms being
promoted under this scheme, ATMA to facilitate the preparation of
Strategic Research and Extension Plan(SREP) were discussed. How to
converge ATMA with Mass Media was explained.

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Session: Integrated Pest Management by Prof T. Ratna Sudhakar

In lucid manner insects and pests were defined with example before
going deepet into IPM and individual farmer based pest management.
Importance of crop specific, area specific, individual farmer based pest
management, economic threshold level (ETI) in case of a number of
crops with example was discussed.

Tips were given, how consumer can remove superficial insecticides

sprayed prior to harvest certain crops such as brinjal, cabbage, chilli
and ladies finger etc., was explained. Themes on which the program can
be produced has been discussed under the umberall of IPM

Session: Agri-Clinics and Agri-Business Centers by Dr. P. Chandrashekara, Dy.

Director, MANAGE

Innovative Agri-clinic and Agri-business Schemes with its objective,

salient features, scope and prospects has been elaborately explained for
entrepreneurship development specially for unemployed agriculture
graduates. State-wise progress in India in this field and success stories
documented were narrated in brief.

Session Kisan Call Centers – Information base for program production

Only 40.4% to farmers in India has access to any information by any

means, therefore, enough scope is there for dissemination of
information and to reach farmers specially through Kisan Call Centers.
Mass Media Support is required for creating awareness among the
farmers.

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31/10/2006 (Tuesday)

Session: Importance of weather in agriculture by Dr. D. Raji Reddy, Principal

Scientist

Scientist to weather, how weather / climate – information, weather forecast

etc., are useful in agriculture, factors that effects weather elements
and consequently cultivation of different crops in respect of production,
pest and disease management etc., were discussed. Types of disaster
which affect cultivation / production were also narrated.

Session: Diversification to high value crops in India by Dr. M.D. Reddy

Background, diversification of crop with states perspective in respect of certain
major cereals like rice, wheat etc., drivers of crop diversification,
effects of crop diversification etc., has been discussed.
Designing of programs on this topic in audio-visual media was narrated to focus
some important aspects

Session: Managing poultry as backyard / semi commercial units by

Dr. A. Rajashekar Reddy

World and Indian Scenario of backyard / semi-commercial poultry, availability

of several germplasms in different states of India, scope, profit,
effectiveness in bio-gas production as a non-conventional energy
resource was emphasized.

Session: Production of documentary film on farm implements by

Dr. V.M. Mayanda

Role of agriculture in national economy and livelihood, importance of

agriculture implements due to increasing shortage of labour and power,
high input cost and operation cost etc., in one hand and ignorance of
farmers, non-availability, high initial cost etc i.e. related problems,
were discussed on other hand.

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 Remedies and role of mass media, several key aspects for film production etc.,
were explained in the lecture

01/11/2006 (Wednesday)

Session: Service oriented schemes of Government of India and Govt. of

Andhra Pradesh by Dr. Bala Lingana

Assistance to the farmers through different service oriented schemes of

Government of India and Government of Andhra Pradesh to increase
farm income of farmers were explained.

Session: Rejuvenation of horticultural crops and its opportunities by

Dr. Prabhakar Reddy

India is unique because of its varied climatic conditions and thus production of
fruits, vegetables and other horticultural crops is possible round the
year and scope of rejuvenation of horticultural crops exist through
contract farming, hybrid seed production, protected cultivation,
establishing cold storage, integrated pack house, production of
oleoresins etc.

Emphasis has been given in next 11th plan for horticultural development. Role
of NABARD through state agricultural / development / department has
also been stated.

Session: Exposure visit to Indian National Center for Ocean Information

Services (INCOIS) for session “ Potential Fishing Zone Advisory” by
Dr. Srinivsan

Director of the institute emphasized importance of such national institute and

its objectives followed by the lecture of Dr. Srinivasan on Potential
Fishing Zone Advisory.

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 The lecture covers different parameters to provide information to the
fisherman regarding physical environment and biological environment of
ocean, guidance to read data from / on internet towards mounting of
forecast on potential fishing zone in mass media for the benefit of the
fisherman, was also discussed.

02/11/2006 (Thursday)

Session: e-Sagu: The next generation IT based query-less cost effective and
personalized Agro-Advisory System by Dr. P. Krishna Reddy

Speaker expose trainees in a unique concept of IT-based personalized Agro-

Advisory systems. Before entering into the concept factors of crisis in
the field of agriculture were discussed. Later, one of the factors
“unscientific practices” was given consideration to show how e-sagu can
help farmers for low cost effective production / cultivation.

Model was explained through experimental on-going scaled up projects in case

of cotton, chillies, rice, groundnut, castor, red gram and acqua.

Session: Oreintation on program production on integrated nutrient

management (INM) by Dr. S.J. Rehaman

Speaker covers importance of INM in the scenario of increased population, to

restore damage to environment caused due to over and under use of
fertilizer, poor and ill management of the soil. INM can deliver better
plant growth, improved soil fertility and agriculture sustainability.
Certain recommendations for INM specially organic farming was
discussed elaborately.

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Session: Oreintation on program production of Rainfed Farming by
Dr. B. Venkateshwarlu

Speaker explained how cultivated land can be divided in terms of rainfed areas
and low rainfall affects. Cultivation pattern in terms of pest
management, fertilizer application and use of agricultural implements
in field practices, diversification in cultivation etc.,

Adopting different area specific approaches low rain water can be preserved /
captured for effective use in agriculture was narrated. Role of different
available sources, agencies, NGOs, state agriculture departments were
also explained. Some suggestions were given for making films /
programs on this subject.

Session: Transforming rural lives and land scapes by Dr. M. Srinvasa Rao, ITC

Audio-visual presentation of e-choupal was presented in effective manner.

The presentation explain role of e-choupal and how it can help farmers to get
information regarding current market prices and provide options to
sale / his / her produce to the private sector in a more scientific
manner and get his / her return to a maximum extent by passing several
mediators in “Mandis” and avoiding delay, uncertainty etc. Speaker
explain transparency of the model.

03/11/2006 (Friday)

Session: Interactive session with Dr. T.K. Das, Dy. Director General,
Doordarshan, New Delhi

In the interactive session, suggestions and discussion among the producers and
DDG, went on for making best and effective use of such training
program and following points were came out:

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 o Establishment of visual library by each Kendra (for
Kisan channel)
o Details to be provided (program details) on
computer and to be handled by each producers
o Success stories to be mounted more to convince
other farmers
o At least two crop seminar – one in “kharif” and
one in “Rabi” season is must for each kendra

Session: Alternate formats for production of programs by

Shri Y. Hanumantha Rao

Different alternate formats of agricultural program were discussed and

suggested to adopt / change from time to time to avoid monotonous to
the viewers and to add colour in the program.

Session: Agmarknet- Role of NIC in agricultural sector by Dr. C.S.R. Prabhu

Role and initiatives taken by National Informatic Center (NIC) to provide

relevant informations in different field of agriculture to the farmers in
rural areas through digital device were discussed such as “AGMARKET,
HORNET, FERTNET, FISHNET, WEATHERNET, DACNET etc.,

Emphasis was given on Agmarknet – most popular and useful net and a key for
the globalization of Indian Agriculture. All these digital net will help to
establish a nation wide information network.

Session: Evaluation of content of data-wise schedule of Doordarshan Kendras

as available in portals by Dr. (Mrs.) Saudamini Srinivasan

Available program details in the schedule of different kendras were verified /

checked in live situation through surfing in the class itself. Emphasis
was given to inform and to demonstrate to the producers regarding

15
 substitution of program / schedule on network due to change in
schedule.

04/11/2006 (Saturday)

Session: Post harvest handling for fruits and vegetables by Dr. J. Dilip babu

Lecture covers – care to be taken in harvesting operation and post harvest

operation specially in case and fruit and vegetables. Losses in case of
some fruits and vegetables were shown in terms of percentage, factors
for shelf lie of fruits and vegetables, causes of marketing losses, key to
success in handling post harvest fruits and vegetables. Tangible benefits
of sorting and grading, international standards of certain vegetables and
fruits for exporting them in the European market.

Session: Gender and gender issues in agriculture by Dr. Usha Seetha Lakshmi

Difference between “gender” and “sex” , patriarchy, stereotype (male and

female) were discussed before emphasizing role and scenario of
contribution of women in the field of Agriculture. Session was
interactive.

Session: Concluding session by Dr. G. Jaya

Provide a session to discuss and write opinion regarding

o How this training benefits producer
o Short falls
o Suggestions to make more effective in group
producers were allowed to express their views.

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Certification and photographs were distributed by Dr. G. Reddy and
vote of thanks was given to all concerned to make this program a grand
success.

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