Effectiveness of Agricultural Programmes Perceived by Televiewing Farmers

The present field study was conducted mainly with the specific objectives to study the effectiveness of agricultural programmes mainly of E’TV and Sahyadri channel, perceived by the televiewing farmers and the factors influencing it. Majority of the televiewing farmers of the two channels perceived ‘medium’ effectiveness of farm telecast. There was significant difference in the perception of televiewing farmers of E’TV and Sahyadri channels with respect to components of effectiveness. The personal and socio-economic characteristics of the televiewing farmers namely, size of land holding, extension contacts, mass media exposure were significantly correlated with the perceived effectiveness of agricultural programmes.