2024, Vol. 7, Special Issue 5

author(s)
Gangubai S Managuli, NV Kumbhare, Sayak Saha, Parashuram Kambale, RN Padaria and V Nikam

abstract
DD Kisan, a state-owned agricultural television channel launched in 2015, is dedicated to disseminating vital agricultural and allied information to Indian farmers. This study analyzes the content of DD Kisan’s programming by focusing on five selected shows—Mausam Khabar, Mandi Khabar, Kisan Samachar, Gaon Kisan, and Krishivishesh. Using a qualitative content analysis approach with NVivo software, the study examines the themes, frequency, and emphasis of agricultural information, including weather forecasts, market advisories, and technological innovations. Findings reveal that while state-specific news coverage emphasizes regions such as Uttar Pradesh, Rajasthan, and Madhya Pradesh (9%, 8%, and 6% respectively), the crop-wise coverage prioritizes cereal crops (24%), millets (19%), pulses (16%), vegetables (21%), and fruits (12%). In addition, among the cereal crops, jowar (10%) dominates the news compared to paddy (7%) and wheat (6%). These insights provide a basis for refining program content to better serve the diverse needs of the rural farming community.