“Role of DTH Services in Indian Agriculture Sector for Sustainable Development”

Dr. Himanshu Sanghavi, Asst. Professor, C Z Patel College of Business & Management, New ValabhVidyanagar

Milind Vora, Asst. Professor, C Z Patel College of Business & Management, New ValabhVidyanagar



Ø  Purpose:

This study paper aims atstudying the crucial role Sustainable agriculture in India. The focal area is on various agriculture and related broadcast by various broadcasters.

Ø  Methodology:

The study paper is based on the secondary data and the various concepts.It is a study of review of literature available in the said area. A conceptual analysis is undertaken and finally conclusion is drawn from the same.

Ø  Findings:

The collected data reveals that in today’s globalization era, Indian agriculture has to be advanced and furthermore Indian farmers need to be educated and informed through various broadcast. This practice is proven to be successful in sustainable Indian agriculture.

Ø  Research Implications/Limitations:

This study has been conducted on secondary data on very macro level. Its results may vary with the micro-research if conducted on usefulness of DTH Services in sustainable Agriculture.

Ø  Key Words: Sustainable Agriculture, DTH Services, Agriculture Intelligence, Broadcast, Scientific Information.





Ø  Introduction:

Agriculture has always been a major concern for Indian policy makers. In the first phase of development, India adopted export led growth that focused on development of Indian agriculture scenario. India also witnessed two consecutive revolution related to farm sector or primary industry one being green revolution.

Today, even on the scene of globalization, Indian farmers hold status quo situation so far excess of information is concerned. But, the situation has been changing after these many years of independence. We have ample of excess so far industrial and service sectors are concerned but as far as agriculture sector is concerned; we have a long way to go. Today, information is power but our farmers still do not enjoy full of it. A much has been done by the government and private enterprises in Indian broadcast sector. We have a full flagged Kisan Call Centre functioning but unfortunately there are two or three farmer dedicated broadcast is available in India at regional levels as well as National levels.

Ø  Review of Literature& Background:

According to Candice Stevens, the Green Revolution that includes the new crop varieties, increased yields. To maintain this performance we must improve sustainable resource use, and respond to climate change. He has also focused on the Water management because there is a challenge of increasing food production using less water due to pressures from climate change as well as from urbanization and industrialization, the conservation of water resources is not focused in his report. Development of land could also be one of the ways to overcome matching of demand and supply of food grains.

According to James K. Nyoro (JUNE 2002), various issues in the Structure of Agricultural Production take place. He discussed the institutes in agriculture like marketing, credit banks, and cooperative societies. But the strategy to meet demand and supply of agriculture production is not explained in his paper.

DTH On 16th December, 2004 the Prime Minister Dr. Manmohan Singh launched the Direct-toHome Service of PrasarBharati – DD Direct +. With this, All India Radio entered a new era of satellite broadcasting providing 24 hours service. In the first phase, twelve channels of AIR have been made available to the listeners in India and abroad. The programmes include information and entertainment in equal measure.

Mass Media Support to Agricultural Extension Effective use of Mass Media is an important component of strategy recognized as such in the midterm appraisal of 10 th Plan for revitalization of agricultural extension system. The Department of Agriculture & Cooperation (DAC) is currently implementing a scheme titled “Mass Media Support to Agriculture Extension”. The scheme utilizes infrastructure of Doordarshan and All India Radio to broadcast 30 minutes programme on Agriculture five/six days a week from the following Stations/Kendras:

[1]Taking a step further, now, the Indian Council of Agricultural Research (ICAR) has decided to urge the Centre and Planning Commission to come up with a TV channel that will be dedicated for airing programmes related to agriculture. ICAR says that it wants to make the farmers of the country aware of modern farming techniques that will benefit their crops.

[2]Farmers will soon have a 24-hour TV channel dedicated to agriculture and related issues, providing the farming community with information related to aspects like weather forecast and seeds. 

To be named 'DD Kisan', the government and the PrasarBharati are working on finalising the plans for launching the channel at the earliest. 

"DD Kisan will come up very soon," Information and broadcasting minister Prakash Javadekar told PTI when asked about the plans to launch agriculture based channels.

[3]In India there are hundreds of T.V. Channels for music, movies, dance, news, etc but there is no separated channel on Indian Agriculture. In India there is 70%  peoples doing farming.

[4]ArunJaitley told that Indian Government will invest Rs. 100 crore for this channel. This channel may be add first on DD Freedish direct to home dth service. DD Kisaan TV channel will provide real time information of farming techniques, latest organic techniques, Water conservation, farming question and answers etc.

[5]Even as the government continues to work out the details of its proposed television channel for agriculture, Mumbai-based ad film production company Nomad Films has gone ahead to start a channel targeted at rural audiences. A brainchild of the company’s managing director JunaidMemon, Green TV started testing signals on 15 August. The official launch of the channel will take place towards the end of September, informed Memon. The free-to-air channel will have Hindi and Tamil feed. “Initially, we will have only Hindi feed, but after three months of launch we plan to start Tamil feed as well,” he disclosed. The channel will provide programming on agriculture-related topics including biotechnology, farm mechanisation, crop protection, horticulture, animal husbandry and food processing.

The channel will have six hours of original programming a day. About 80 per cent of the content will be produced in-house while the remaining 20 per cent will be outsourced.In terms of distribution, Memon said that the channel will focus on areas covered under Phases III and IV of cable TV digitisation as that is where most of its core target audience is. It will also bid for a slot on PrasarBharati’s free direct-to-home (DTH) service Freedish.

Major Players in DTH Gujarat

[6]Table Shows List of DTH Operators in Gujarat State

Sr. No.

DTH Operator


M/s. Dish TV India Limited


M/s. TATA Sky Limited


M/s. Sun Direct TV Pvt. Limited


M/s. Reliance BIG TV Limited


M/s. BharatiTelemedia Limited


M/s. Bharat Business Channel Limited (Videocon DTH Limited)


Free To Air DTH Service Provider     M/s.Doordarshan (Prasar Bharti)


Ø  Viability identified for DTH Services Providers:

Ø  Agriculture Education is the prime concern of the Government.

Ø  Ministry of Agriculture is keen to start 24 x 7 Agriculture Channels.

Ø  Television density in India is very high even in Indian Rural areas as high as 50% today.[7]

Ø  The Government is the sole player in agricultural broadcast.

Ø  New generation farmers are IT and other technology friendly.

Ø  The primary sector of India is not fully explored as compared to other sectors.

Ø  The Indian DTH Market is oligopoly in nature and hence there is a wider scope of innovation.

Ø  Discussions: Based on the analysis the following discussion is drawn.

Indian agriculture sector has been in the hands of new generation which would not prefer to follow traditional methods of cultivation. Henceforth, the role of broadcast industry becomes crucial to facilitate formal knowledge in regional languages. The new farming practices have to be sustainable because there are adversities in existing defective farming techniques. Given a chance, these DTH services providers would not only broadcast national and regional channels but also broadcast certain identified healthy and good practices followed in advanced countries. When, farming in India is becoming more organized; we need to have organized channel for information to the Indian farmers.

We can incorporate in this various banks, insurance companies, heavy equipment manufacturers, etc. to sponsor such Agricultural Education amongst farmers which has win-win stage.

Ø  References:

·         Ahuja, Narender L. (2006), “Commodity Derivatives market in India: Development, Regulation and Future Prospective”, International Research Journal of Finance and Economics, 1, 153-162.

·         AmarnathTripathi& A.R. Prasad(November 2009) „Agricultural Development in India since Independence: A Study on Progress, Performance, and Determinants‟ Journal of Emerging Knowledge on Emerging Markets, Volume 1 Issue 1.

·         Barbier, E. B., "'The concept of sustainable economic development," Environmental Conservation, Vol. 14, No. 2 (1987), pp. 101-110.

·         Candice Stevens, Agriculture and Green Growth

·         Defleur, Ball – Rockeach et al (1975).Theories of Mass Communication. David McKay.

·         Food and Agriculture Organization (FAO) (2010), “Payments for Environmental Services within the Context of the Green Economy,” Background Report No. 3

·         World Bank, "Environment, growth and development," Development Committee Pamphlet No. 14 (Washington, DC: World Bank, 1987a).

Ø  Webliography

·         www.airtel.in/digital-tv/home

·         www.censusindia.gov.in/2011census/hlo/hlo_highlights.html

·         www.dishtv.in

·         www.measuredhs.com/publications/publication-frind3-dhs-final-reports.cfm

·         www.reliancedigitaltv.com

·         www.sundirect.in

·         www.tatasky.com/

·         www.videocond2h.com






[6] Right to Information Reference: F.No.1 (491)/2014-RTI