Traditional Media for Communication in Development Programmes
Definition: Traditional media refers to indigenous forms of communication that are deeply rooted in the culture, customs, and practices of a community or region. It includes folk art, music, dance, storytelling, drama, and other non-electronic means used to share knowledge and messages.
Importance in Development Programmes:
- Reaches rural, illiterate, and semi-literate audiences
- Builds trust and familiarity
- Preserves cultural identity
- Effective for behavior change communication
- Low-cost and community-driven
Types of Traditional Media
S.No | Type | Examples |
1 | Folk Songs | Bhajan, Baul, Bhatiali, Lavani, Alha |
2 | Folk Dances | Garba, Bhangra, Ghoomar, Karagam, Yakshagana |
3 | Folk Drama/Theatre | Nautanki, Jatra, Tamasha, Burrakatha, Therukoothu |
4 | Storytelling | Kathakalakshepam, Harikatha, Dastangoi |
5 | Puppetry | Shadow puppets (Tholu Bommalata – Andhra Pradesh), String puppets (Kathputli – Rajasthan) |
6 | Wall Paintings | Warli (Maharashtra), Madhubani (Bihar) |
7 | Rural Games & Proverbs | Local idioms, riddles, games with moral messages |
8 | Processions/Fairs | Kumbh Mela, Village Jatras, Rath Yatras |
📺 Television in India
- Beginning of the Television Era
- Date: September 15, 1959
- Significance: Marked the official beginning of television broadcasting in India.
- Started by: The Research and Reference Division, Ministry of Information and Broadcasting.
- Initial objective: Primarily educational and developmental purposes.
- Doordarshan
- Established: April 1, 1976, as a separate department from All India Radio.
- Landmark Date: August 15, 1982
- Reason: This was when color television was introduced in India during the Independence Day celebrations.
- Krishi Darshan Programme
- Launched from Mumbai: In 1967
- Time Slot: 6:30 PM to 7:00 PM
- Objective: To educate farmers about agricultural practices, new technologies, and government schemes.
- Relevance: One of the earliest and most impactful agricultural communication programmes on television.
- Other Major Developments
Event | Year |
Prasar Bharti came into existence (as a statutory autonomous body) | January 23, 1997 |
DD Gyandarshan (Educational TV channel) started | January 26, 2000 |
SITE (Satellite Instructional Television Experiment) launched | 1975–76 |
INSAT-1 satellite launched (for communication and broadcasting) | 1982 |
INSAT-2 launched | 1990 |
📻 Radio in India
- Definition; Radio is an electronic audio medium used for broadcasting programmes (news, education, entertainment, and extension messages) to a broad audience.
- Key Historical Dates
Event | Date |
Broadcasting began in India | July 23, 1927, Mumbai |
All India Radio (AIR) established | 1936 |
Renamed as Akashvani | 1957 |
- Radio as a Tool for Agricultural Extension
- Farm and Home Unit of Akashvani:
- Started: 1966
- Purpose: To support the Intensive Agricultural District Programme (IADP) and introduce High Yielding Varieties (HYVs).
- Krishi Vigyan (Farm Science) programmes helped disseminate new farm technologies to remote rural populations.
- Effective Radio Communication Techniques
- Delivery Rate: Optimal at 120–140 words per minute
- Best Style for Farmer Talks: Group discussion format, as it encourages participation and clarity.
- Communication Characteristics
Type of Media | Characteristics | Examples |
Hot Media | Extends a single sense in high definition | Radio, Movies |
Cold Media | Requires high audience participation | Television, Telephone |
- Radio Rural Forums
- Launched: 1956
- Sponsored by: Ministry of Information and Broadcasting & UNESCO
- Objective: To educate rural communities through structured listening and discussions.
- CAI (Computer-Assisted Instruction) A more recent addition in educational technology, used to supplement TV/radio content, especially for distance learning and agriculture training.
