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2024, Vol. 9, Special Issue 5

Television viewing behaviour of DD Kisan viewers


Author(s): Gangubai S Managuli, NV Kumbhare, Ganavi NR, RN Padaria, Mrinmoy Ray, V Nikam and DK Sharma

Abstract: DD Kisan, India's dedicated agricultural television channel, empowers farmers and rural communities by disseminating vital agricultural information. This research investigates farmers' TV viewing behavior, focusing on their engagement with DD Kisan's programs. It examines regularity, duration, attention, prime time, discussions, comprehension, viewing style, and noting habits. Stepwise regression analyzes factors like education, income, farm size, occupation, social participation, media exposure, innovativeness, and attitudes towards DD Kisan's impact on viewing behavior. The study reveals that some viewers engage consistently while others watch occasionally. Most viewers pay moderate attention and discussions are infrequent. Afternoons are preferred for viewing, and comprehension levels vary. A significant portion doesn't take notes. Education, farm size, media exposure, innovativeness, and attitudes significantly influence viewing behavior. This research enriches our understanding of DD Kisan's role in empowering Indian farmers, highlighting the dynamics of audience engagement and their implications for agricultural programming.

Pages: 102-105 | Views: 123 | Downloads: 5

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How to cite this article:
Gangubai S Managuli, NV Kumbhare, Ganavi NR, RN Padaria, Mrinmoy Ray, V Nikam, DK Sharma. Television viewing behaviour of DD Kisan viewers. Int J Stat Appl Math 2024;9(5S):102-105.

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International Journal of Statistics and Applied Mathematics