On 26 May Indian Government launched a dedicated television
channel exclusively for the Farmers which is expected to fulfil various needs
of the farming community.
We all know that “Time is money”. Technology is “means” to achieve it. Anything can wait but not agriculture. So without
any time lag, how to reach to the millions of farmers remained a big constraint
for the concerned departments of Agriculture in India.
Technology is changing faster than anything in most sphere
of life and has become a part and parcel of our daily life. Farmers of India have also been benefited
from these technological innovations in one way or other. The green revolution
took place due to technological breakthrough in seed technology of wheat and
rice. This became a foundation stone of India’s self-sufficiency in food grain production.
Since then India has seen remarkable growth in several arenas of agriculture.
Now with the Launch of the “DD KISAN CHANNEL” it has become
easier to go from "Lab to Land". The government of India deserve the appreciation
for it.
Now following are the 16 suggestions for making this Channel
a grand success:
- Extensive Advertisement of
the “Kisan Channel” : Because India is a big country and We all know that it is advertisement which makes a big role in the success or failure of a particular product/institution/policy.
- Regional importance:
Agriculture is highly diversified into regions and climates. Thus to make
it more relevant it is important to include more and more focus on
regional crops and issues.
- Language issues: Programmes in
the regional languages are must because in several parts of the country
Hindi or English is yet not spoken and understood. In the later years, the
same programmes may be translated in to regional languages and may be
broadcast.
- Participation of Research Institutions:
Extensive participation of scientists is must for the success of this
channel.
- Programmes like “World of Agriculture”: In it, the best practices adopted by various countries
should be broadcasted.
- PRIME TIME: The communication
should be TWO way. This means that burning issues/problems should be taken
up and discussed and farmers’ representatives should be made an integral
part of this debate programmes.
- Extension of the government programmes
and schemes: Best way to spread government programmes and
policies to the end beneficiaries i.e. farmers.
- Private sector participation: Due
time-slot must be provided to the private sector industry relating to
agriculture so that they can also show their products through this
channel. This can become a good revenue model to the Government itself for
sustaining the financial viability of the channel.
- Agribusiness and Market information:
Real time commodities market information must be spread through Kisan
Channel to the farmers. Live Mandi Prices and Arrival information is must
to get the real benefits of their produce sale. Information on other
agribusiness and small scale industry in agriculture can be spread.
- Futures Market Information and Knowledge:
Through this channel, farmers can have direct and live access to the
futures market information. The basic objective of the futures market are (a) price discovery (b) price dissemination and (c) risk management. These three objectives can be easily attained through broadcasting the futures market information on the DD Kisan Channel. The decision making of the farmers regarding
various aspects of the commodities viz. sowing area increase/decrease,
current and future prices of a particular commodity, appropriate time of
sale of commodity, supply and demand scenario across the country and factors
affecting the market trend can be enhanced many fold through programmes
specially formed for this purpose.
- Weather Watch: Regular Updates
on Weather is must to include.
- Information about the International
Market Trade/Export/Import: The kisan channel on daily basis
can provide the international market demand, supply, production and other
various aspects of international trade.
- Lessons from Leading Business Channels:
The leading business channels like CNBC Awaz and Zee Business are a
great source of information and knowledge regarding the financial sector
of the country. Likewise, the live updates/ programmes on crops/commodities markets can give a direct financial benefits and literacy to the farmers.
- Programmes for Financial Inclusion:
Programmes on banking system and current facilities available to the
farmers can be broadcasted so that the objective of the financial
inclusion can be met.
- Success Stories: Stories of the
Farmers/entrepreneurs successful in the field of agriculture/trade should
be highlighted.
- Man Ki Baat: Let farmer also
do “Talk of the Heart” through this channel. Give 5 minutes time and take
interview of one farmer and let him say what he wants from the Indian
Government.
The programmes must be of high quality. For that the
reporters and programmes team must have a minimum Level of agriculture knowledge.
I hope that these points can help to improve the quality
of the DD Kisan Channel and will serve the purpose for which it is launched.
