1. 1. K.P.L.Udayanga University of Ruhuna Sri Lanka 1
2. 2. Content:- Objectives. Introduction. Agricultural Audio Visual Programmes. Sagawunu Kahawanu/Mihikatha Dinuwo TV Programme. - Introduction - Content of TV Programme. - How it is helpful for farmers. - Opportunities for Farmers. - Importance for Sri Lankan Agricultural Industry. Evaluating the Sagawunu Kahawanu/Mihikatha Dinuwo TV Programme. Discussion. Conclusion. 2
3. 3. Objectives To identify advantages of audio visual programme. To identify importance of demonstration services Increase the knowledge of rural farmers about Agriculture through Audio Visual Progammes To help rural farmers to identify future potential for agriculture Encourage the young generation into the agriculture industry Increase the productivity and efficiency of Sri Lankan Agricultural Industry 3
4. 4. Introduction As a developing country, our economic is mainly depend on the Agriculture.. Therefore the productivity of agriculture is very important to us.. To do that Agricultural extension services are doing very valuable job.. There are many types of agricultural extension services.. All are mainly focused into developing of the agriculture productivity.. 4 Among them
5. 5. Agricultural Audio Visual Programmes Use new technology More efficiency Demonstrating Trustable Attractive 5
6. 6. 6 Sagaunu Kahawanu/Mihikatha Dinuwo TV Programme..
7. 7. Sagaunu Kahawanu/Mihikatha Dinuwo TV Programme.. Introduction ..There are 3 main agricultural TV programmes are telecasting on Jathika Rupavahini TV channel.. They are:- 01.Sagaunu Kahawanu 02.Rividina Arunella 03.Govibimata Arunalu Sagaunu Kahawanu TV Programme is telecasted on Friday at 6.45pm.. Focused to Farmers,Students and Teachers.. 7
8. 8. Content of the TV programme Mainly involved into agricultural extension service in Sri Lanka. Introduced farmers who succeed their lives as farmers.. Agriculture advisory service.. Introduce new affordable technology to rural farmers.. Introduce new methods of crop farming.. Introduce the importance of home garding for the healthy life.. 8
9. 9. How it is helpful for farmers Introduce new technology to farmers.. Change attitudes.. Introduction and Demonstrating new methods to the agricultural field.. Reduce the uncertainty.. Explain current status of Agriculture market.. Increase the economic benefits of the farmers by guiding to better way.. Encourage farmers to more farming.. 9
10. 10. Opportunities for Farmers Opportunities to be an employer of the Dpt. of Agriculture.. Can identify the future potential of agriculture.. Free adversary services to the farmers.. Increase the potential of involving private sector into the agricultural sector.. Encourage young generation into the agricultural sector and facilitate the environment.. Introduce new technologies and guiding farmers how to use them.. If someone is interesting a new tech or method or an episode of TV prgramme, She or He can get more information free from Dpt. Of Agriculture. 10
11. 11. GDP - composition by sector agriculture: 10.6% industry: 32.4% services: 57% (2013 est.) Population below poverty line 8.9% (2010 est.) Labor force 8.528 million (2013 est.) Labor force - by occupation agriculture: 31.8% industry: 25.8% services: 42.4% (June 2012) 11 Importance for Sri Lankan Agricultural Industry
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13. 13. So This TV programme is very important to agriculture sector to :- Make a better theme in Sri Lanka about agriculture sector.. Touch whole Sri Lankan farmers at once and give them better demonstration facility and adversary services Encourage young generation to involving agriculture sector.. Give better chance to people who are engaging agriculture to increase their productivity.. Encourage other TV channels to involve agriculture extension services.. Encourage people to produce their meal domestically(Self Sustainability) ex..-Urban farming , Protected Agriculture Decrease the consumption of imported food by increasing production of agricultural products to reduce the imports.. (The ultimate goal) 13
14. 14. Evaluating Sagawunu Kahawanu/Mihikatha Dinuwo TV Programme Case study at Panchaliya,Dikkubura area., Selected 20 farmers for the case study., In 20 12- Not watch 08-watch 14 40% 60%
15. 15. Reasons for not watching Not informed Not interesting in watching TV The time its telecasted Content Duration Effect of other TV programmes Attractiveness Coordinator who coordinates the programme Weak signal Others 15 40% 60%
16. 16. Improvement due to the TV programme 16 40% 60% Watching Not watching 75% 25% Very
17. 17. Suggestion Use a perfect time to telecast Improve the content and quality of the programme ex- reduce advertisements Consider about the duration Re-telecasting the TV programme Improve the attractiveness of the programme Should not be limited to one TV channel 17
18. 18. This is an educational TV programme for the every one So this is very important to those who are engaging with agriculture Although its content and other qualities are very important majority do not watch this programme Because the most people are not interesting in these kind of educational programmes And a main reason to happen this due to conflicting among TV channels for their commercial purposes So they are selecting to telecast popular programmes NOT right programmes ex-mega TV programmes Therefore increasing popularity of these kind of important educational tv programmes 18
19. 19. Conclusion The content of Mihikatha Dinuwo TV programme is very valuble for farmers,students and teachers BUT Its effectiveness is less due to above constrains Should increase the popularity of this programme among people is very important Media should identify their real responsibility and importances to be popular these kind of programme among people And also people should recognize to select which programme is more valuable to watch 19
20. 20. References Chapman, R., et al. (2003). Rural radio in agricultural extension: the example of vernacular radio programmes on soil and water conservation in N. Ghana. Collins, R. (1994). "Unity in diversity? The European single market in broadcasting and the audiovisual, 198292." JCMS: Journal of Common Market Studies 32(1): 89-102. Department of Agriculture , Government of Sri Lanka http://www.agridept.gov.lk/index.php/en/videos-gallery/209- mihikatha-dinuwo?start=115 20
21. 21. 21 Thank You
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