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THE FARM BROADCAST PROGRAMME KARKEELA OF RADIO PAKISTAN PESHAWAR A CRITICAL ANALYSIS AND ITS IMPACT ON FARMING

Khan, Shafiullah (1994) THE FARM BROADCAST PROGRAMME KARKEELA OF RADIO PAKISTAN PESHAWAR A CRITICAL ANALYSIS AND ITS IMPACT ON FARMING. PhD thesis, Sindh Agriculture University, Tando Jam.

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Abstract

Agriculture sector has been receiving high priority in our development plans because of its significant contribution to the economy of Pakistan. Accelerated government efforts are under way for a rapid break through in agricultural productivity. This essentially demands through education of the common farmer in modern agricultural technology developed through concerted research efforts. To achieve this objective, a short cut answer is non formal education, the quickest of which is extension education. Extension teaching methods for this purpose are classified into three groups: individuals, group and mass contact. Individual and group methods can not reach every one who might need and use the information. Mass media, including Radio, rank at the top in the awareness and interest stages of learning. Radio communication is one of the fastest, most powerful and in many countries the only way on communicating with rural people. In Pakistan, Radio has played s significant role in bringing awareness and technological change among rural masses through the introduction of Farm Broadcast Programmes. These programmes were originally started by Radio Pakistan in December, 1966, from its Peshawar, Lahore and Hyderabad stations. In the NWFP, Farm Broadcast Programme Karkeela (Farming) of Radio Pakistan Peshawar station, is very well acknowledged for bringing awareness among farming communities of the province. In 1986, an evaluation of the programme was undertaken with the assistance of Radio Pakistan authorities. Based on the out come and recommendations of this pilot study, the programme was revised accordingly and a new idealized model was designed and put to practice. After completion of 25 years, the need was felt for a scientific evaluation to critically examine and analyze the effectiveness and utility of the new version of this programme. In view of the obvious limitations of research in mass communication, the presents study plan included an analysis from four different angles, in order to have a multi stage check on the findings. Primary data, secondary data, qualitative analysis and institutional approaches were used to undertake the context and output evaluation of the programme. For this purpose of collecting primary data, the universe of study (Peshawar Valley of NWFP) and the number respondents (119) were kept the same as fixed in the previous study. The interview schedule was also kept the same with some modifications. Secondary data about the programme was collected upto year 1990 91. Open ended questions were included in the interview schedule and experts were interviewed to facilitate the qualitative study. Institutional re organization and changes in infra structure were also considered while drawing inferences. The out come of this study established that, in general, out of the total Radio listeners, 76.47% listened to the programme Karkeela . It was found to be the most favorite Radio programme amongst the farmer listeners. Testing the listening behavior of various clientele groups by age, education, economic and agricultural status showed considerable improvement in terms of the popularity of this programme among all listener categories when compared to the 1986 results. The over all performance of the programme with regard to achieving its goal, relevance and utility of information, farmers participation, solution of their problems and out door recordings, remained quite satisfactory. It was also established that the programme was instrumental in increasing the per acre production of crops. This could not, however, be quantified for obvious limitations of available data well as the scope of the present evaluation. Based on the findings, it was recommended that the producers of agricultural programmes may be the graduates in Agriculture with rural background. Maximum participation of farmers may be ensured in the programme. Other provinces in Pakistan may also benefit by adopting this model corresponding approach to mass media in agricultural extension work for speedy development of rural areas. Special programmes like rural h education, quiz competition and legal advisory services may be added in the programme content. Radio Pakistan may appoint rural correspondents to ensure more live programmes. Revival of the farmer listeners clubs, Farm Broadcast consultative committees, and training courses in mass media and agricultural journalism were also found to be the areas of emphasis for future. A new improvised programme model was formulated and recommended to the authorities of NWFP Agriculture (Extension) Department, the Bureau of Agricultural Information Peshawar and Radio Pakistan Peshawar station for adoption upto the year 2000.

Item Type:Thesis (PhD)
Uncontrolled Keywords:Farm Broadcast Karkeela Radio Pakistan Modern agricultural technology Non formal education Extension education Extension teaching Communication Farmer listeners Listening behavior Rural education Quiz competition Rural correspondents Farmer listeners club Farm Broadcast consultative committees Agricultural journalism
Subjects:Agriculture & Veterinary Sciences(a) > Agriculture(a1)
ID Code:103
Deposited By:Mr Ghulam Murtaza
Deposited On:17 Jun 2006
Last Modified:04 Oct 2007 20:59

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