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Year : 2024, Volume : 19, Issue : spl
First page : ( 17) Last page : ( 21)
Print ISSN : 2230-9047. Online ISSN : 2231-6736. Published online : 2024 March 29.
Article DOI : 10.5958/2231-6736.2024.00044.9

Preference of the farmers for DD Kisan programs

Managuli Gangubai S.1, Kumbhare N.V.2,*, Padaria R.N.3, Bishnoi Sitaram4, Kumar Pramod5

1Ph.D. Scholar, Division of Agricultural Extension, ICAR-IARI, New Delhi–110012

2Principal Scientist & Incharge, ATIC, ICAR-Indian Agricultural Research Institute, New Delhi–110012

3Joint Director (Extension), ICAR-Indian Agricultural Research Institute, New Delhi–110012

4Senior Scientist, ICAR-Indian Agricultural Statistics Research Institute, New Delhi–110012

5Principal Scientist, ICAR-Indian Agricultural Research Institute, New Delhi–110012

*Corresponding author email id: n_kumbhare@yahoo.com

Online Published on 30 March, 2024.

Received:  27  November,  2023; Accepted:  10  January,  2024.

Abstract

DD Kisan, India’s specialized television channel focused on agriculture has played a pivotal role in the distribution of critical agricultural knowledge to farmers and rural populations throughout the country. Committed to empowering the agricultural sector, DD Kisan has meticulously designed a diverse range of programs aimed at improving farming practices, advancing rural development, and enhancing the overall quality of life for its audience. Some of its notable program offerings include Choupal Charcha, Gaon Kisan, Kisan Samachar, Mausam Khabar, Mandi Khabar, and Hello Kisan, etc. it is imperative to comprehend the specific elements within these programs that resonate most profoundly with the viewers. This comprehension is vital for refining content delivery and maximizing the channel’s influence. Consequently, the principal aim of this study is to explore the preference of farmers concerning DD Kisan programs. Conjoint analysis was used for the study. Combining some important elements like enterprise, time of the program, presentation style, duration of the program, speaker, and content of the program, 27 combinations were generated by orthogonal design. The combinations were administered to 320 respondents from Uttar Pradesh and Maharashtra states. Analysis of data showed that viewers of DD Kisan programs exhibited distinct preferences: they favored animal husbandry programs, preferred evening time slots, showed greater interest in phone-in programs over straight talk, preferred program durations of 30-60 minutes, favored programs with anchors interacting with farmers, and had a preference for content related to crop protection.

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Keywords

DD Kisan, Conjoint analysis, Preference of the farmers.

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