Govt cuts farm airtime

Govt cuts farm airtime

Subject :Schemes

Public broadcaster Prasar Bharati has decided to reduce the frequency of two programmes on Akashvani (All India radio)- ‘Kisanvani’ and ‘Kisan ki Baat’-from six days to three days per week with effect from August 1.The programmes, sponsored by the Ministry of Agriculture and Farmers Welfare ,will now be aired on Tuesdays, Thursdays and Saturdays.

Why the cut in airtime?

• The decision was taken after the agriculture ministry asked Prasar Bharati to reduce the frequency of such programmes, both on Doordarshan and Akashvani, citing “better utilisation of funds”.
• The agricultural ministry has placed 40 percent of funds under advertising and publicity with the CBC(Central Bureau of Communication, under the Ministry of Information and Broadcasting) for effective dissemination of information of department’s schemes, ongoing initiatives, policy decisions, advisories etc. The Agriculture minister has said that such step is being taken to use “new methods of media”. Earlier Prasar Bharati used to do agricultural publicity now the CBC department will also do publicity.

What is  KisanVani  and Kisan ki baat programme?

• It was launched in February 2004
• It is is a half-an-hour radio programme aired from Monday to Saturday, at 6:30 pm, through 96 stations of Akashvani across the country.
• It is aimed at keeping local farmers informed about daily market rates, weather reports and day to day information in their areas at a micro level, said a source.
• Aired in local languages and dialects, kisanvani is most interactive in content, involving field based recordings of farmers and studio dial-outs and dial-ins.
• Following the popularity of Kisanvani, in September 2018 “Kisan ki Baat” programme was launched, it is half-hourly six day a week programme.