Television in Kheda: A Social Evaluation of SITE

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  • Author :Binod C. Agrawal, M.R. Malek
  • Year of Publication :2020
  • ISBN: :9788170220886
  • Language: :English
  • Binding: :Hard Bound
  • No of Pages: XII, 80
  • Size: 23 cms
  • Categories: Journalism and Mass Communication

About the Book :

In the eighties India took a giant leap to provide media for development at both national and local levels. One such effort at local level is Kheda Communications Project India's first rural television system meant for education and development. Kheda Communictions Project was a part of Satellite instructional Television Experiment (1975-76). In Kheda television, the planners aimed at affecting behavioural changes among the rural poor by evolving a participatory medium to create a window to the outside world and to fulfil the informational needs of the viewers. For studying the effect of television on the rural viewers research using an anthropological approach of 13 months intensive field work was done. This study provides an indepth analysis of the effect of television on the Kheda rural viewers. It was observed that TV porgrammes on agriculture, animal husbandry and poultry raised viewers level of awareness, created desire to do new things and raised their consciousness about the availability of infrastructure which they could use for their development. The major role of TV, it seems, is raising the awareness for high expectations from the existing facilities and provoking empathy an Sense of Efficacy among the viewers.

About Author :

Binod C. Agrawal (Ph. D, Wisconsin) works at Developments and Educational Communication Unit, Space Applications Centre, ISRO, Ahmedabad; has taught at lowa State University and the Indian Agricultural Research institute, Delhi, besides having bee Executive Secretary of the Xth International congress of Anthropological and Ethnological Sciences. His publications include "Cultural Contours of Religion and Economics in he Hindu Universe" (1980), Television comes to Village: An Evaluation of SITE (1980), "SITE Social Evaluation: Results, Experiments and Implications" (1981) and "Yanadi Response to Change: An Attempt in Action Anthropology" (1985). He is international editorial consultant of Encyclopeadia of Communication and Media Development.

M.R. Malek has a Master degree in Anthropology from Gujarat Vidyapith. He worked in several projects of national importance. Most of his field work was in the States of Gujarat and Bihar. His area of interest is Religion and Communication.