Details of Central Sector Scheme, 'Mass Media Support to ...

Details of Central Sector Scheme, ‘Mass Media Support to Agricultural
Extension’
INTRODUCTION:-
The Central Sector Scheme “Mass Media Support to Agriculture Extension” has
been launched during the Xth Plan Period with a view to contribute to revamping the
extension services in the country by using electronic media for transfer of
technology/information to the farmers. Under the scheme the existing infrastructure of
Doordarshan and All India Radio is being utilized to produce and transmit programmes
covering a wide spectrum of topics in agriculture and allied field for bringing the latest
information and knowledge to the farming community. Apart from telecast/broadcast in
Hindi, the scheme also aims at disseminating programmes in regional languages and local
dialects for the specific needs of different regions covered under the scheme. Details of
the Scheme are given below:
A. DOORDARSHAN PROGRAMMES:-
1. Doordarshan through its countrywide network of transmitters is the only agency
in the country which is presently running the terrestrial transmission at National and
Regional levels and has facility to narrowcast locality-specific programmes for the
farming community through its various high and low power transmitters (HPTs/LPTs).
The overall outreach of Doordarshan is to 89% of the population of the country and out
of 38.7 million rural TV homes, 25.4 million can see only Doordarshan for various
regions. Doordarshan also covers most regional languages of the country which is highly
significant for the use Mass Medial facilities in agriculture.
2. With the availability of Narrowcasting it is possible to provide extension services
that meet the needs of that particular agro climatic zone. Further specific problems of the
agriculturist residing in that area can be addressed in a specific manner by taking help of
the local and nearest available agriculture research station, as each transmitter operates as
C:\Documents and Settings\nic4878\Desktop\Details_of_CSS_MMSAE.doc

a stand alone station, there is thus need to create content for each of these transmitter
locations.
3. Under the scheme half an hour of programme is to be telecast by 180 HPTs/LPTs
of Doordarshan, five days a week, with five transmitters, on an average, sharing the same
programme. Thus, w.e.f. 1.4.2005, under the Scheme, 36 DD Stations are producing one
hour fresh programme every week and taking remaining from the stock, are transmitting
these programmes through various transmitters covered under respective narrowcasting
clusters. The total approved outlay for this component is Rs. 115.34 crore.
4. The Scheme also envisages to provide 30 minutes of regional agricultural
programmes five days a week, back to back with Krishi Darshan programme of
Doordarshan, through the eighteen Regional Kendras of Doordarshan. These
programmes are repeated during the next morning through respective Regional Satellite
Channels of Doordarshan. Further, a 30 min. national agricultural programme for 6 days
a week is telecast on DD National Channel in the morning. This approach has several
advantages. The programmes are telecast in terrestrial mode. The regional programmes
are in local languages. The National/Regional channels of Doordarshan are mandatory
for cable operators. These are also being carried on the Direct-to-Home (DTH) platform
of Doordarshan. Thus, this approach provides the maximum outreach to the farming
community. Production and transmission of regional programmes has commenced from
2 nd May, 2005 and that of the National Programme through CPC of Doordarshan from
16 th May, 2005. The total approved outlay for this component is Rs.110.36 crore.
B. ALL INDIA RADIO PROGRAMMES:-
1. Till now All India Radio has been using the existing MW and SW network for
broadcasting agriculture based programmes. The emerging technology is in the form of
the FM transmitters. This has the capacity to provide high quality output and also deliver
local content in the area of its range. As the infrastructure for the FM transmission is
widely available with the All India Radio, the locality-specific agricultural programmes
C:\Documents and Settings\nic4878\Desktop\Details_of_CSS_MMSAE.doc

can reach to farmers in rural area in their local language/dialect through FM Radio
transmission by the Stations covering rural areas without much capital cost.
2. At present 96 FM stations of All India Radio are catering to the rural areas. The
Scheme envisages that all 96 FM transmitters will produce separate locality-specific
programmes for the farming community. W.e.f. 1 st April, 2005 the Kisanvani
programmes from 96 Rural Area FM Stations are of half an hour duration daily, 6 days a
week, with each station producing a separate programme, half fresh and half from the
stock. The approved outlay for this component is Rs. 59.38 crore.
C. MONITORING AND SUPPORT ACTIVITIES:-
1. An outlay of Rs. 29.5 crore under the Scheme would be utilized, as needed, for
action research, concurrent feedback, training, capacity building, travel cost,
handholding, professional services, publicity, monitoring, impact evaluation, etc.
2. The component for action research has been included for conducting research on
an on-going basis to determine the information and knowledge requirements of the
farming community so as to provide inputs for programme production. A component has
been provided for impact assessment to determine the effect of the scheme on farm level
practices and farmer incomes. To meet the requirement of trained human resource,
which is needed in the operation of the channels a component for training has also been
provided. To spread awareness about the availability of this channel, a component for
advertising in the print and electronic media has also been provided for.
D. MONITORING COMMITTEES:-
The success of the scheme will depend considerably on the extent the programme
is relevant to the selected audience. A three-tier system has therefore, been set up for
content monitoring. A high level Apex Committee at the Centre is headed by the
Hon’ble Union Minister of Agriculture, the State Level Committees are headed by the
concerned APCs/ State Agriculture Secretaries and the District Level Committees are
C:\Documents and Settings\nic4878\Desktop\Details_of_CSS_MMSAE.doc

headed by the concerned District Collectors/Deputy Commissioners. The State and
District Level Committees are represented by the Officers of the Agriculture & allied
department, Officers of Doordarshan & AIR, State Agricultural Universities, KVKs,
NGOs, Banks, Farmers representatives, etc. These committees are to meet regularly to
provide required guidelines, experts support and overall direction for content generation
and to review schedules of the programmes telecast/broadcast through DD/AIR for
bringing in further improvements, keeping the feedback received in mind. A Monitoring
Committee has also been constituted in the Ministry under the Chairpersonship of the
Additional Secretary (Extension) for ensuring coordination between various
Departments/Agencies involved and overseeing the implementation of the schemes.
E. FEEDBACK COLLECTION:-
In order to plan for improve in the content and quality of programmes being
telecast/broadcast through DD/AIR, feedback on the programme is essential. A multipronged
strategy has been established for getting such feedback. The Audience Research
Units of Doordarshan and All India Radio have been commissioned to collect the
feedback from the audience about the narrowcasting and regional TV programmes and
Kisanvani Radio Programmes respectively. These reports are being sent to the respective
programme producing centres, District Level Committees, State Level Committees and
DAC for necessary improvements in future contents. Many Technical officers have been
assigned the task of watching National Programme and to give feedback. The feedback
is being compiled on a monthly basis in the Ministry and sent to Central Production
Centre of Doordarshan for appropriate action. Doordarshan Kendras are directly getting
feedback on their programmes through letters, phone calls, etc. from the audience. A
suitable format has been developed to collect the details of such feedback from them
including the suggestions & comments of the audience on weekly basis. The weekly
reports being received in the Ministry in this regard are being compiled on a monthly
basis and sent to the concerned Divisional Heads of the Ministry for information &
appropriate action.
C:\Documents and Settings\nic4878\Desktop\Details_of_CSS_MMSAE.doc

F. NEW INITIATIVES:-
1. Doordarshan has made an innovative effort of organizing a series of ‘Live Crop
Seminars’ involving farmers, officials of the State Department of Agriculture and Experts
of all major crops for addressing the problems of the farmers on a single platform. These
programmes were covered live through the concerned Regional/Narrowcasting Kendras
for extending their benefit to other farmers widely. A list of crop seminars organized
during Rabi Season 2005-06 is given at Annexure –VII.
2. Audio/video spots on many useful aspects viz. Rabi/Kharif Advisories Kisan Call
Centres, Kisan Credit Cards, and information relating to weather, Minimum Support
Price. Mandi Bhav, etc. are being regularly telecast through DD/AIR programmes under
the Scheme. The coverage of information relating to Government schemes &
programmes, Agricultural Exhibitions and service-oriented programmes is being
encouraged under the programmes.
3. For telecasting success stories, innovations and for popularization change-setting
technology and farming practices through the Saturday slot of Doordarshan’s National
Channel DAC is proposing to produce films, which would consciously project inter-alia
positive aspects in agriculture in India. DAC has also prepared a panel of producers for
undertaking production of fresh films for Saturday slot.
4. A Software has been developed by NIC to monitor the schedule of DD/AIR
programmes under the scheme.
5. Doordarshan Kendra Hyderabad is scrolling the replies given by experts on the
questions received in Kisan Call Centres five days a week from Monday to Friday from
6.15 p.m. to 6.45 p.m. Similarly, Doordarshan Kendra, Thiruvanthapuram has started a
new interactive quiz programme on Veterinary Science involving all village panchyats
from 2 nd October, 2005 onward.
C:\Documents and Settings\nic4878\Desktop\Details_of_CSS_MMSAE.doc

Annexure – I
APPROVED X PLAN COST FOR DOORDARSHAN NARROWCASTING
Cost Item 2003-04
Operationalize
12
transmitters*
Capital cost @ Rs.
6.4 lakhs per
transmitter for 180
transmitters
Production
Equipments @ Rs.
13.00 lakh/set (40
sets for 36 Production
Centres)
Recurring +
transmission cost @
Rs. One lakh per
transmitter per year
for 30 min. telecast,
five days a week
Programme
production cost @
Rs. 10,000/- per 30
min. prog. till Oct.,
04 and Rs. 1.00 lakh
per 30 min. w.e.f.
1/11/2004 (Two fresh
2004-05
Operationalize
additional 31
transmitters
2005-06
Operationalize
total 180
transmitters
(Rs. In Crore)
2006-07
Operationalize
total 180
transmitters
- 11.52 - -
- 5.20 - -
0.02
(for ten weeks-
12 transmitters
)
0.31
(for ten weeks-
12 production
centers)
0.07 (Till Oct., 04 for
12 transmitters) + 0.18
(w.e.f. 1/11/2004 for 43
transmitters) = 0.25
0.72 (Till Oct., 04 for
12 transmitters) + 18.92
(w.e.f. 1/11/2004 for 43
production centers)
= 19.64
1.80 1.80
37.40 (For 36
production centers)
programmes every
week)
TOTAL 0.33 36.61 39.20 39.20
37.40 (For 36
production
centers)
C:\Documents and Settings\nic4878\Desktop\Details_of_CSS_MMSAE.doc

Annexure – II
APPROVED COST OF REGIONAL & NATIONAL AGRICULTRUAL
PROGRAMMES ON DOORDARSHAN
(Rs. In Crores)
Item 2005-2006 2006-2007
Telecast fee for 30 min. programme daily, 5 days a week,
for 18
Regional Kendras and DD-I National Channel
Programme Production Cost @ Rs. One lakh per 30 min.
programme x 5 days a week x 18 Regional Kendras and
One National Channel Programme
Total
5.78 5.78
49.40 49.40
55.18 55.18
Grand Total for X Plan = Rs. 110.36 Crores
C:\Documents and Settings\nic4878\Desktop\Details_of_CSS_MMSAE.doc

Annexure – III
APPROVED COST OF PROVIDING HALF AN HOUR BROADCAST USING
FM TRANSMITTERS OF AIR
Agency
Medium to
Deliver
Content
2003-04 2004-05 2005-06 2006-07
All India
Radio
96 FM Radio
Stations
covering
rural areas
Total =
Cost of
transmission
time & use of
playback
facility
including
cost of
programme
production.
Rs. 0.56 cr.
(12 Stations
for 6 weeks;
daily one
hour
programme
for 6 days per
week)
Grand Total for X Plan Period = Rs. 59.38 crore
Cost of
transmission time
& use of playback
facility including
cost of fresh
programme
production.
Rs. 6.28 cr. (23
Stations for 35
weeks; daily one
hour programme
for 6 days per
week) + Rs. 12.94
cr. (96 Stations for
17 weeks; daily one
hour programme
for 6 days per
week)
= Rs. 19.22 cr.
Cost of
transmission
time & use of
playback
facility
including cost
of programme
production
Rs. 19.80 cr.
(96 Stations for
52 weeks; daily
30 min.
programme for
6 days a week)
Cost of
transmission
time & use of
playback
facility
including cost
of programme
production
Rs. 19.80 cr.
(96 Stations for
52 weeks; daily
30 min.
programme for
6 days a week)
1. Transmission and other charges @ Rs. 3000 per hour per station till 2.12.2004 as per
earlier approval.
2. Transmission and other charges @ Rs. 3219 per hour per station on an average w.e.f.
3.12.2004 as proposed by AIR, for the remaining period of X Plan.
3. Cost of programme production @ Rs. 20,000 for one hour of fresh programme as
approved earlier.
4. On an average, half programme would be fresh and half from the stock.
C:\Documents and Settings\nic4878\Desktop\Details_of_CSS_MMSAE.doc

Annexure – IV
APPROVED PHASING PLAN AT A GLANCE
Component 2003-04 2004-2005 2005-2006 2006-2007
D.D. Narrow
Casting
12 transmitters
30 min. daily
Total 43 transmitters
30 min. daily
Total 180 transmitters
30 min. daily
Total 180 transmitters
30 min. daily
5 days a week with
2 fresh
programme/week
5 days a week with 2
fresh
programme/week
5 days a week with 2
fresh
programme/week
5 days a week with 2
fresh
programme/week
DD Regional
& National
Programme
_ _ 30 min. daily
5 days a week ;
Regional
Programmes to be
repeated on Regional
Satellite Channels
and a similar
programme on
national channel
30 min. daily
5 days a week ;
Regional
Programmes to be
repeated on
Regional Satellite
Channels and a
similar programme
on national channel
A.I.R.
12 Stations
96 Stations
96 Stations
96 Stations
1 hour broadcast,
1 hour broadcast,
30 min. broadcast,
30 min. broadcast,
six days a week,
six days a week
six days a week
six days a week
half fresh & half
stock
half fresh & half
stock
half fresh & half
stock
half fresh & half
stock
C:\Documents and Settings\nic4878\Desktop\Details_of_CSS_MMSAE.doc

APPROVED COST AT A GLANCE
Annexure – V
(Rs. In crore)
1 st January ’04 to
31 st March ‘04
F.Y.
2004-2005
F.Y.
2005-2006
F.Y.
2006-2007
Total Xth Plan
Cost
Doordarshan
Narrow Casting
0.33 36.61 39.20 39.20 115.34
Doordarshan
Regional &
National Channel
Programmes
- - 55.18 55.18 110.36
AIR; FM Station 0.56 19.22 19.80 19.80 59.38
Concurrent
Evaluation
1.50 6.50 8.50 13.00 29.50
Total 2.39 62.33 122.68 127.18 314.58
C:\Documents and Settings\nic4878\Desktop\Details_of_CSS_MMSAE.doc

ANNEXURE VI
List of Regional/Narrowcasting DD Kendras & FM Kisan Vani Stations
(N= Narrowcasting Station; RK= Regional Kendra)
S.
No.
Name of the
State
1. Andhra Pradesh
2. Arunachal
Pradesh
3. Assam
4. Bihar
5. Chhattisgarh
6. Gujarat
Name of the Narrowcasting Station
Programme
Production Centres
Vijaywada (N)
Hyderabad (N & RK)
Dibrugarh (N)
Guwahati (RK)
Muzaffarpur (N)
Patna (RK)
Raipur (N&RK)
Jagdalpur (N)
Rajkot (N)
Narrow-casting
Transmitters
Vijayawada,
Machhilipatam, Nellore,
Ongole, Kavali Stand-by:
Vinukonda
Amalapuram,
Bhimavaram, Kakinada,
Tuni, Rajahmundry(HPT),
Bhimadolu
Tinsukia, Margheretia,
Jorhat, Sonari, Nazira,
Dibrugarh
Darbhanga, Madhubani,
Sitamarhi, Saharsa,
Mujaffarpur
Bilaspur, Champa, Sakti,
Kobra, Dungargarh, Raipur
Jagadalpur(HPT),
Dantewada, Narayanpur,
Konta, Kanker
Junagadh, Dhoraji,
Mangrol, Veraval, Bantva,
Rajkot(HPT)
Ahmedabad (RK)
7. Haryana Hissar (N) Hissar, Charakhi Dadri,
Mandi Dabwali, Sirsa,
Karnal, Yamunanagar
8. Himachal
Pradesh
Shimla (RK)
Name of the FM
Kisan Vani
Stations
Tirupati
Warangal
Anantpur
Kothagudam
Kurnool
Markapuram
Nizamabad
Itanagar
Jorhat
Dhubri
Haflong
Nagaon
Purnea
Sasaram
Bilaspur
Raigarh
Godhra
Surat
Hissar
Kurukshetra
Dharmashala
Hamirpur
Kullu
Kassauli
C:\Documents and Settings\nic4878\Desktop\Details_of_CSS_MMSAE.doc

S.
No.
Name of the
State
9. Jammu &
Kashmir
10. Jharkhand
11. Karnataka
12. Kerala
13. Madhya
Pradesh
14. Maharashtra
Name of the Narrowcasting Station
Programme
Production Centres
Jammu (N)
Srinagar (RK)
Daltonganj (N)
Ranchi (N&RK)
Gulburga (N)
Bangalore (N&RK)
Trissur (N)
Thiruvanthapuram
(RK)
Indore (N)
Gwalior (N)
Bhopal (RK)
Nagpur (N)
Pune (N)
Narrow-casting
Transmitters
Jammu, Kathua, Samba,
Poonch, Udhampur,
Rajouri
Lohardaga, Gumla,
Daltonganj
Deoghar, Chaibasa,
Koderma, Hazaribagh,
Ranchi, Godda
Bidar, Basavakalyan, Indi,
Raichur(HPT), Bijapur,
Stand-by: Bagalkot
Bellary, Hospet,
Sindhunur, Sandur,
Mundargi
Palakkat, Thrissur,
Shornur, Manjeri, Kalpatta,
Idukki
Ujjain, Khargone, Ratlam
Khandwa, Barwani
Bhind, Bhander, Datia,
Kelaras
Akola, Amravati,
Khamgon, Akot,
Achalpur/Paratwada
Pune, Karad, Kolhapur,
Sangli, Mangaon
Name of the FM
Kisan Vani
Stations
Kathua
Rajouri
Bhadarwaha
Poonch
Jammu
Daltongunj
Chaibasa
Hazaribagh
Mangalore
Mysore
Bijapur
Hassan
Hospet
Chitradurga
Raichur
Karwar
Mercara
Cochin
Idukki
(Devikulam)
Cannanore
Balaghat
Betul
Chhindwada
Guna
Khandwa
Sagar
Shehdol
Shivpuri
Ahmednagar
Akola
C:\Documents and Settings\nic4878\Desktop\Details_of_CSS_MMSAE.doc

S.
No.
Name of the
State
Name of the Narrowcasting Station
Programme
Production Centres
Mumbai (RK)
Narrow-casting
Transmitters
15. Manipur Imphal (N) Imphal,
Churchandpur(HPT),
Ukhrul
16. Meghalaya Shillong (N) Shillong, Jowai,
Cherrapunjee, Nongstoin
Name of the FM
Kisan Vani
Stations
Chandrapur
Dhule
Kolhapur
Nanded
Nasik
Satara
Yeotmal
Beed
Osmanabad
Jowai
17. Mizoram Aizwal (N) Aizwal, Lawngtlal, Lunglei Lunglei
18. Nagaland Mokokchung
19. Orissa
Sambalpur (N)
Bhubneswar (RK)
Bhawani Patna (N)
Sambalpur, Bargarh,
Redhakhot, Kuchinda,
Sundergarh
Bhawanipatna, Bolangir,
Nabrangpur, Khariar,
Jeypore, Nuapara
20. Punjab Jalandhar (N&RK) Gurdaspur, Jalandhar,
Pathankot, Ferozpur,
Bhatinda(HPT), Fazilka
21. Rajasthan Jaipur (RK)
22.
23.
Sikkim
Tamilnadu
Gangtok (N)
Chennai (N&RK)
Gangtok
Coimbatore, Pollachi,
Udumalpet, Palani, Erode,
Yercaud
Puri
Rourkela
Bolangir
Berhampure
Patiala
Bhatinda
Jaisalmer
Alwar
Banswara
Chittorgarh
Churu
Jhalawar
Mount Abu
Nagaur
Sawai Madhopur
Nagarcoil
C:\Documents and Settings\nic4878\Desktop\Details_of_CSS_MMSAE.doc

S.
No.
Name of the
State
Name of the Narrowcasting Station
Programme
Production Centres
Narrow-casting
Transmitters
24. Tripura Agartala (N) Agartala, Tellamura,
Kailashahar, Amarpur,
Jolaibari
25. Uttar Pradesh
Varanasi (N)
Mau (N)
Allahabad (N)
Lucknow (RK)
Bareilly (N)
Obra, Akbarpur, Sultanpur,
Varanasi
Mau, Mohammadbad,
Ballia, Sikanderpur,
Deoria, Akbarpur,
Dudhinagar
Banda, Raibareli, Fatehpur,
Gauriganj, Lalganj
(Raibareli)
Bareilly, Rampur, Pilibhit,
Puranpur
Gorakhpur (N) Athdama, Naugarh, Basti,
Faizabad, Balrampur
26. Uttranchal Dehradun (N) Mussoorie, Kashipur,
Nainital, Kotwar, Pauri,
Haldwani
27. West Bengal
Jalpaigudi (N)
Kolkata (RK)
Shanti Niketan (N)
Kurseong, Balurghat,
Malda, Alipurduar,
Coochbehar
Shantiniketan(HPT),
Asansol(HPT),
Berhampur(HPT),
Burdwan, Kaina, Raina
Name of the FM
Kisan Vani
Stations
Kailashahar
Belonia
Aligarh
Jhansi
Faizabad
Bareily
Obra
Mussoorie
Asansole
Murshidabad
Shantiniketan
28. Andaman & Port Blair (N) Port Blair, Car Nicobar Port Blair
Nicobar Islands
29. Daman & Diu Daman
30. Pondicherry Karaikal
C:\Documents and Settings\nic4878\Desktop\Details_of_CSS_MMSAE.doc

ANNEXURE-VII
LIST OF CROP SEMINARS ORGANIZED BY DOORDARSHAN DURING
RABI SEASON 2005-06
S.No. Organizing Date of Live Venue
Remarks
Station Telecast
1. Jaipur 8-9-2005 Jobner
2. Shimla 13-9-2005
3. Shantiniketan 19.9.05 Goalpara Inaugurated by Hon’bleSpeaker
Lok Sabha
Theme-Management of pest &
diseases
4. Bhubaneswar 23.9.2005 Bidhyadharpur,
Cuttack
Theme - Diseases & pest
management in crops
Best progressive farmer was
awarded
5. Gorakhpur 23.9.2005 Inaugurated by Principal
Secretary ofAgriculture, UP.
Exhibition on Agriculture
organized.
6. Bareilly 29.9.05 Padera Theme- Management of pests &
diseases.
7. Bangalore 15.10.05 CSRI,
Mysore
8. Nagpur 20.10.05 PDKV,
Akola
Inaugurated by Ex.
V.C.Bangalore University.
Thrust on plant protection in
major crops and on sericulture
Theme- Plant protection of
major field crops- cotton, tur,
jowar, soyabean & horticulture
crops
9. Indore 24.10.05 Lasudia Inaugurated by Collector.
Thrust on water conservation
10. Muzaffarpur 28.10.2005
11. Hissar 30.10.2005 HAU, Hissar
12. Thiruvananthapuram 30.10.2005 RARS,
Mankonbu,
Alapuzza
13. Gwalior 11.11.05 Bhaipura Inaugurated by Collector
Thrust on horticulture, dairy,
poultry& fishery
14. Raipur 23.11.05 Uparwara Inaugurated by Minister of
Agriculture
Thrust on conversion of barren
land for agriculture use
15. Ranchi
(Jharkhand)
24.11.05 Hazaribagh Inaugurated by State Minister of
Agriculture
C:\Documents and Settings\nic4878\Desktop\Details_of_CSS_MMSAE.doc

Thrust on Water Conservation,
crop varieties & pest
management.
Information on Schemes of the
Govt.
16. Jaipur 30.11.2005 Takarda Thrust on water conservation,
increase productivity and
cultivation of cash crops
17. Patna 15.12.05 Sheetlal
Bhukerhar
18. Bhawanipatna 22.02.2006 Bilenjore
(Block-
Komna)
19. Luchnow 27.02.2006 Tikatganj
20. Bhawanipatna 27.03.2006 Kirkakani
Inaugurated by APC, Govt. of
Bihar
Thrust on plant protection, dairy
& horticulture
C:\Documents and Settings\nic4878\Desktop\Details_of_CSS_MMSAE.doc