Television Revolution in Rural India: SITE Re-visted

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About the Book :

This book covers an era of bullock cart in India to satellite multiple channel Television and provides an excellent assessment on the socio-cultural changes that have occurred after SITE in 1975-76 in the village Kawadapally (earlier Andhra Pradesh now in Telengana) over a period of time. Study indicated that there were multiple areas in which SITE influenced the village. It was observed that though there were multiple television messages in a single programme, only those which did not involve extra expenditure or input were tried by the villagers.
Similarly school children were lured to school with other siblings to watch television though the attendance pattern remained unchanged. During SITE, the programmes on national integration had expanded the horizons of villagers and the process continues. While majority saw positive changes because of television, a few were able to mention the negative aspects also.
In Kawadapally, it was difficult to separately identify the satellite technology impact of television, from all pervasive impact of nearby Hyderabad city over a period of time.

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.

Munjuluri Venkata Thimma Raju (M.V.T. Raju) born in the East Godavari District of Andhra Pradesh, where he had his early education (M.A. in Anthropology in 1970, and M.A. in Sociology from Andhra University, Ph.D. 1980). Had a distinction of carrying out field research in several collaborative research projects including SITE and published outstanding papers in Anthropology. Raju taught at the Sri Satyasai College, Whitefield and at the University of Hyderabad in 1986.

Pomnnada Venkata Rao (Ph.D. Anthropology, 1983, Andhra University) Professor of anthropology, University of Hyderabad since 1985. P. Venkata Rao functioned as Head, and as Coordinator, UGC Special Assistance Programme and Dean, School of Social Sciences, University of Hyderabad. Recipient of University Grants Commission’s Research Award (1999-2002) and has published five books and over fifty five research papers to his credit.

Komal H. Shah (Ph.D.—Sociology of Communication, in 2016 from Gujarat University) is an upcoming eminent communication researcher and teacher for over eight years and Digital Communication specialist. Currently Shah is working at Educational Multimedia Research Centre, Gujarat University, Ahmedabad. She is deeply involved in educational television research and educational media production. Shah is recipient of Asian Research Center, Bangkok support to present research papers in the international round table.