1. K.P.L.Udayanga University of Ruhuna Sri Lanka 1
2. Content:- Objectives. Introduction. Agricultural Audio
Visual Programmes. Sagawunu Kahawanu/Mihikatha Dinuwo TV Programme.
- Introduction - Content of TV Programme. - How it is helpful for
farmers. - Opportunities for Farmers. - Importance for Sri Lankan
Agricultural Industry. Evaluating the Sagawunu Kahawanu/Mihikatha
Dinuwo TV Programme. Discussion. Conclusion. 2
3. Objectives To identify advantages of audio visual programme.
To identify importance of demonstration services Increase the
knowledge of rural farmers about Agriculture through Audio Visual
Progammes To help rural farmers to identify future potential for
agriculture Encourage the young generation into the agriculture
industry Increase the productivity and efficiency of Sri Lankan
Agricultural Industry 3
4. Introduction As a developing country, our economic is mainly
depend on the Agriculture.. Therefore the productivity of
agriculture is very important to us.. To do that Agricultural
extension services are doing very valuable job.. There are many
types of agricultural extension services.. All are mainly focused
into developing of the agriculture productivity.. 4 Among them
5. Agricultural Audio Visual Programmes Use new technology More
efficiency Demonstrating Trustable Attractive 5
6. 6 Sagaunu Kahawanu/Mihikatha Dinuwo TV Programme..
7. Sagaunu Kahawanu/Mihikatha Dinuwo TV Programme..
Introduction ..There are 3 main agricultural TV programmes are
telecasting on Jathika Rupavahini TV channel.. They are:-
01.Sagaunu Kahawanu 02.Rividina Arunella 03.Govibimata Arunalu
Sagaunu Kahawanu TV Programme is telecasted on Friday at 6.45pm..
Focused to Farmers,Students and Teachers.. 7
8. Content of the TV programme Mainly involved into
agricultural extension service in Sri Lanka. Introduced farmers who
succeed their lives as farmers.. Agriculture advisory service..
Introduce new affordable technology to rural farmers.. Introduce
new methods of crop farming.. Introduce the importance of home
garding for the healthy life.. 8
9. How it is helpful for farmers Introduce new technology to
farmers.. Change attitudes.. Introduction and Demonstrating new
methods to the agricultural field.. Reduce the uncertainty..
Explain current status of Agriculture market.. Increase the
economic benefits of the farmers by guiding to better way..
Encourage farmers to more farming.. 9
10. Opportunities for Farmers Opportunities to be an employer
of the Dpt. of Agriculture.. Can identify the future potential of
agriculture.. Free adversary services to the farmers.. Increase the
potential of involving private sector into the agricultural
sector.. Encourage young generation into the agricultural sector
and facilitate the environment.. Introduce new technologies and
guiding farmers how to use them.. If someone is interesting a new
tech or method or an episode of TV prgramme, She or He can get more
information free from Dpt. Of Agriculture. 10
11. GDP - composition by sector agriculture: 10.6% industry:
32.4% services: 57% (2013 est.) Population below poverty line 8.9%
(2010 est.) Labor force 8.528 million (2013 est.) Labor force - by
occupation agriculture: 31.8% industry: 25.8% services: 42.4% (June
2012) 11 Importance for Sri Lankan Agricultural Industry
12. 12
13. So This TV programme is very important to agriculture
sector to :- Make a better theme in Sri Lanka about agriculture
sector.. Touch whole Sri Lankan farmers at once and give them
better demonstration facility and adversary services Encourage
young generation to involving agriculture sector.. Give better
chance to people who are engaging agriculture to increase their
productivity.. Encourage other TV channels to involve agriculture
extension services.. Encourage people to produce their meal
domestically(Self Sustainability) ex..-Urban farming , Protected
Agriculture Decrease the consumption of imported food by increasing
production of agricultural products to reduce the imports.. (The
ultimate goal) 13
14. Evaluating Sagawunu Kahawanu/Mihikatha Dinuwo TV Programme
Case study at Panchaliya,Dikkubura area., Selected 20 farmers for
the case study., In 20 12- Not watch 08-watch 14 40% 60%
15. Reasons for not watching Not informed Not interesting in
watching TV The time its telecasted Content Duration Effect of
other TV programmes Attractiveness Coordinator who coordinates the
programme Weak signal Others 15 40% 60%
16. Improvement due to the TV programme 16 40% 60% Watching Not
watching 75% 25% Very
17. Suggestion Use a perfect time to telecast Improve the
content and quality of the programme ex- reduce advertisements
Consider about the duration Re-telecasting the TV programme Improve
the attractiveness of the programme Should not be limited to one TV
channel 17
18. This is an educational TV programme for the every one So
this is very important to those who are engaging with agriculture
Although its content and other qualities are very important
majority do not watch this programme Because the most people are
not interesting in these kind of educational programmes And a main
reason to happen this due to conflicting among TV channels for
their commercial purposes So they are selecting to telecast popular
programmes NOT right programmes ex-mega TV programmes Therefore
increasing popularity of these kind of important educational tv
programmes 18
19. Conclusion The content of Mihikatha Dinuwo TV programme is
very valuble for farmers,students and teachers BUT Its
effectiveness is less due to above constrains Should increase the
popularity of this programme among people is very important Media
should identify their real responsibility and importances to be
popular these kind of programme among people And also people should
recognize to select which programme is more valuable to watch
19
20. References Chapman, R., et al. (2003). Rural radio in
agricultural extension: the example of vernacular radio programmes
on soil and water conservation in N. Ghana. Collins, R. (1994).
"Unity in diversity? The European single market in broadcasting and
the audiovisual, 198292." JCMS: Journal of Common Market Studies
32(1): 89-102. Department of Agriculture , Government of Sri Lanka
http://www.agridept.gov.lk/index.php/en/videos-gallery/209-
mihikatha-dinuwo?start=115 20