Television for Rural Development

  • 1 customer review

Price : US$ 23.08


  • Author :B.S.S. Rao
  • Year of Publication :1992
  • ISBN: :9788170223771
  • Language: :English
  • Binding: :Hard Bound
  • No of Pages: 264
  • Size: 23 cms
  • Categories: Community Development, Journalism and Mass Communication

About the Book :

This book is the outcome of the study conducted in the anthropological holistic tradition in Pune region of Maharashtra. An attempt was made to identify the informational needs of the tribal and rural audiences and examine to what extent television met and had the potential to meet the communication needs of the people. The role performance of television in relation to other available channels was analysed mostly in qualitative terms to understand the critical parameters of response to television output designed for the enrichment of quality of life. The harsh realities of life being what they are for majority of the rural inhabitants, it is essential for television to informational needs centred round their livelihood. In this context, three aspects of the rural service need serious attention: (1) correction of the imbalances in the programme input; (2) reorganisation of the delivery system; and (3) evolving a system of accountability to the users with an effective feedback mechanism. Television has the potential to diffuse developmental information and supplement the extension effort. This potential, however, remains largely underutilised.

About Author :

BSS Rao (b. 1941) received his M.A. degree in Anthropology from Utkal University with a Gold Medal. He obtained his Ph. D. degree from Poona University. Dr. Rao has rich and varied experience as a development researcher, mass communication teacher, mass communication. He has a number of publications to his credit in national and international journals on mass media and development. Among the important positions he has held are: Audience Research Officer in All India Radio, Assistant Professor (TV Research) at the Film and TV Institute of India, Pune, Faculty Member (Communication) at the National Institute of Small Industry Extension Training, Hyderabad. Currently, Dr. Rao is Director (Information) at the National Institute of Rural Development, Hyderabad.