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

📺 Television in India

1. 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.

2. 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.

3. 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.

4. Other Major Developments

📻 Radio in India

1. Definition; Radio is an electronic audio medium used for broadcasting programmes (news, education, entertainment, and extension messages) to a broad audience.

2. Key Historical Dates

3. 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.

4. 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.

5. Communication Characteristics

6. Radio Rural Forums

• Launched: 1956
• Sponsored by: Ministry of Information and Broadcasting & UNESCO
• Objective: To educate rural communities through structured listening and discussions.

7. CAI (Computer-Assisted Instruction) A more recent addition in educational technology, used to supplement TV/radio content, especially for distance learning and agriculture training.