Work

A study on entertainment farm education television programs in rainfed areas of the North-Western Himalayas, India

Year: 2026

Type: article

Abstract: Introduction Entertainment–education (E–E) integrates educational messages with engaging narrative and entertainment formats and can complement conventional agricultural extension by improving the accessibility and practical salience of technical information. Evidence on farmer preferences for agricultural E–E television in rainfed Himalayan farming systems remains limited. Methods This study assessed farmers’ preferred agricultural technology themes, ranked selected agricultural television programs, and identified priority program contents among 150 television owning farmers in Reasi district, Jammu and Kashmir, India. Four Community Development blocks were randomly selected from the district’s 12 blocks, followed by random selection of Gram Panchayats, villages, and respondents. We collected data using a structured interview schedule and analyzed them descriptively using frequencies, percentages, and preference rankings. Results and discussion Methods of using insecticides and pesticides were the most preferred technology theme for E–E presentation (56.66%), followed by dairy production (25.33%), poultry production (10.66%), and soil-improvement techniques (7.33%). Krishi Darshan was the most preferred agricultural television program (72.66%), followed by agricultural and allied-sector programs on DD Kisan (18.00%) and Sadi Dharti Sade Lok (9.33%). Among program contents, insecticide and pesticide-use information ranked first (87.00%), followed by dairy guidance (79.00%), animal husbandry (75.00%), and monthly crop-management schedules (69.00%). The findings indicate a strong demand for practical, problem-oriented agricultural information and support the potential of E–E television as a complementary extension channel. From a sustainable food-systems perspective, future E–E programming should integrate integrated pest management, pesticide safety, soil health, climate resilience, and crop–livestock integration. Future research should test effects on knowledge, adoption, farm economics, and environmental outcomes using larger samples and experimental or longitudinal designs.

Source: Frontiers in Sustainable Food Systems

DOI: 10.3389/fsufs.2026.1908513

Authors: Banarsi Lal, Parvender Sheoran, Amit Singh Charak, Jasbir Singh Manhas, Suja Nabi Qureshi

Institutions: Sher-e-Kashmir University of Agricultural Sciences and Technology of Jammu, Indian Council of Agricultural Research, ICAR - Agricultural Technology Application Research Institute, Sher-e-Kashmir University of Agricultural Sciences and Technology of Kashmir

Language: English

Topic: Agricultural Development and Management

Subfield: General Agricultural and Biological Sciences

Field: Agricultural and Biological Sciences

Domain: Life Sciences

SDG: Zero hunger

Open Access status: gold

Estimated APC paid: $2,353