INTRODUCTION The present age has been rightly termed as an ‘informational age’. As information plays a pivotal role in our society and its large scale dissemination through highly preferred and communication media considered one of the most striking developments of our times. Now a days people want adequate and authentic information as early as possible because information become an integral part of everyone’s life. Mass media like newspaper, radio and television become important need of people who craving for information. For prompt and overall growth of a country it is must that the people of the country are well knowledgeable with the happenings around them. Only 4 and 14 per cent of the farmers were regularly and occasionally viewing farm related programmes (Sharvan et al. 2009). Aboh (2008) opined that ICT tools that have great potential for use in agricultural extension include television. T.V. is a very popular medium for the dissemination of the information among the rural people. The boom in television industries has not only affected urban masses but rural people are also fascinated with this medium. In India the communication is difficult and challenging where the rural masses are isolated in villages. Now Television has become one of the most important media for communication at mass level for all. It has playing a foremost role in transferring latest technologies to the rural people. Television is become important sources for mass communication to reach large number of people in no time. Television is used as an important tool for Transfer of Technology (Marcelle, 2000). Information transfer in the industrial sector is fast and advanced. However, the transfer takes place through informal channels and thus transformation into knowledge is much slower in agriculture. While farmers are being provided with increasing sophistication in transfer of information, it will require effective interpretation if it is to be of benefit. We need to adopt technologies that will enhance our delivery system, at a minimum we need administrators who will foster on institutional culture with a strong commitment to advanced communications technology (Astroth, 1990). The major problem is time lag and information gap between technology generation and its use by potential users. ICT seems to be the answer of the problem. METERIALS AND METHODS A. Study Area The study was conducted at Jaipur District of Rajasthan, which had Doordarshan Kendra, Jaipur. From selected district, two panchayat samities i. e. Dudu and Jhotwara and from the selected panchayat samities 6 villages from each panchayat samiti were selected randomly by using simple random sampling. Thus the total villages were 12 for the study purpose. B. Sampling procedure and Sample size From each village 10 respondent, who were watching Television to gather farm related information selected. Thus, 120 respondents from 12 villages were selected by proportionate random sampling technique. C. Data Collection The investigator collected data by using questionnaire. The collected data were analyzed by using three categories Lower, Moderate and Higher awareness level of the farm television on the basis of mean and standard deviation. Mean is obtained by total score of each statement divided by total number of farmers who are utilizing T. V. The standard deviation measures the absolute dispersion of variability of distribution. RESULT AND DISCUSSION Awareness is the state or ability to perceive, to feel, or to be conscious of events, objects or sensory patterns. It is one of the important components that plays an important role in utilization of any innovation. In this study innovation is Farm Television. On this ground, it was realized to examine the existing level of awareness of farm T. V. among the rural farmers. The results presented in following tables. A. Distribution of farmers according to their awareness of Farm T.V. To get an overview of the awareness level, the respondents were categorized in to lower, moderate and higher level of awareness group on the basis of calculated mean score of the awareness score obtained by the respondents. Table 1 reveals that out of 120 respondents, majority of respondents (69.17%) fell in moderate level of awareness group whereas, 15.83% farmers having higher level of awareness and remaining 15.00%of the farmers possessed lower level of awareness about farm T.V. Further Table 1 reveals that 21.67 and 8.33% respondents were observed in lower level of awareness group in Dudu and Jhotwara panchayat samities, respectively. While 65.00% and 73.30% respondents were observed in moderate level of awareness group in Dudu and Jhotwara panchayat samities, respectively. While 13.33 and 18.33% respondents were observed in higher level of awareness group in Dudu and Jhotwara panchayat samities, respectively. The data presented in table 2 shows that nearly half(55.83%)of the farmers were ‘Always’ view the farm programmes on television, whereas 44.17% farmers were viewing them ‘Rarely’. The percentage (58.33%) of farmers who view the farm programmes ‘Always’ on television was more in Dudu panchayat samiti as compared to Jhotwara panchayat samiti (53.33%), whereas the percentage of farmers who view ‘Rarely’ was more (46.67%) in Jhotwara panchayat samiti as against that in Dudu panchayat samiti (41.67%). This might be due to some extent lack of awareness about the content of agricultural programmes and lack of time, but those who viewed these programmes watched them completely and understood. The present findings are in accordance with the findings of Chhachher et al. (2012), who stated that only (18%) of respondents preferred to watch agriculture related programmes on television. B. Awareness about name, time of telecast and duration of farm television programmes After assessing viewing habits it was necessary to determine the level of awareness about name, time, duration and day of different farm T.V. programmes telecasted from Doordarshan Kendra, Jaipur with the motive to know the popularity of these programmes among the farmers. Awareness about name of the television programmes. The data presented in Table 3 revealed that majority of the farmers (83.33%) were aware about the name of ‘Krishi Darshan’ followed by Choupal (80.83%), ‘Kisan Prashan Manch’ (77.50%), ‘Mandi.com’ (76.67%), ‘Jhanki Gaun Gaun Ki’ (73.3%), ‘Chhat par Baghwani’ and Vichaar Vimarsh (72.50%) and it was also found that more than 30% farmers were aware about the name of ‘Baat Rajyo Ki’ (66.67%), ‘Hello Kisan’ (60.83%), ‘Kisan Samachar’ (59.14%), ‘Waah Kisan (57.50%), ‘Kisano Ke Mahanayak’ (56.67%), ‘Ghumte Phirte’ (41.67%), ‘Khet Khalihaan’ (29.17%) programmes telecasted from Doordarshan Kendra, Jaipur, respectively and only 25.00% farmers were aware about the name of ‘Choupal Charcha’ programme. Farmers prefer to watch ‘Krishi Darshan’ programme may be due to that farmers got more important information about agriculture from this programme. These findings indicate that a good number of farmers were aware about the evening and noon chunk of the programmes, the durations of these noon chunk are more than the morning telecast. The present findings are in accordance with the findings of Jhajharia et al. (2012) who found that cent per cent of the respondents were aware about the name of ‘Rajasthani News’ and only 72.85% respondents were aware about the name of ‘Srijjan’ programme. Awareness about time of telecast of the television programme. Table 3 indicate that 75.00 per cent of the farmers were aware about the time of telecast of ‘Krishi Darshan’ and ‘Kisan Prashan Manch’ programmes followed by more than 50% who were aware about the time of telecast of ‘Mandi.com’ (68.33%), ‘Jhanki Gaun-Gaun ki’ (66.67%), ‘Choupal’ (65.00%), ‘Jhanki Gaun-Gaun ki’ (63.33%), ‘Hello kisan’ (62.50%), ‘Baat Rajyo Ki’ (58.33%), ‘Vichar-Vimarsh’ (53.33%) and followed by more than 30% farmers who were aware about the name of ‘Kisan Samachar’ (49.17%), ‘Waah Kisan’ (47.50%), ‘Kisano Ke Mahanayak’ (43.33%), ‘Ghumte –Phirte’ (33.33%) programmes delivered from Doordarshan Kendra, Jaipur, respectively. And only 25.00 and 20.00% farmers were aware about the time of telecast of ‘Khet Khalihaan’ and Choupal Charcha’ programmes of Doordarshan Kendra, Jaipur respectively. The present findings are in accordance with the findings of Jhajharia et al. (2012) who found that all the respondents were aware about the time of ‘Rangoli, film and entertainment programmes’ and 60.26% respondents were aware about the time of ‘Srijjan’ programme. Awareness about the Day of telecast of television programme. Further, Table 3 indicate that the 75.00% farmers were aware about the day of telecast of ‘Kisan Prashan Manch’ followed by ‘Krishi Darshan’ (65.00%), ‘Choupal’ (60.00%), ‘Jhanki Gaun-Gaun ki’ (60.00%), ‘Mandi.com’ (55.83%), ‘Chhat par Baghwani (50.00%), ‘Hello kisan’ (48.33%), ‘Kisan Samachar’ (49.17%), ‘Vichar-Vimarsh’ (45.00%) ‘Baat Rajyo Ki’ (41.67%), ‘Kisano Ke Mahanayak’ (40.00%), ‘Ghumte –Phirte’ (31.67%), ‘Waah Kisan’ (30.83%), programmes delivered from Doordarshan Kendra, Jaipur, respectively and only 23.33 and 20.83% farmers were aware about the day of telecast of ‘Khet Khalihaan’ and ‘Choupal Charcha’ programmes telecasted from Doordarshan Kendra, Jaipur. Jhajharia et al. (2012) have also reported the similar findings. The data presented in Table 4, revealed that most (64.17%) of the farmers were satisfied with the present timing, whereas, only 35.83% farmers wanted to change in the timing of the farm related T.V. programmes, which means that the most of them did not like change in timing. From among the farmers who wanted the change in timings of telecast, nearly half (53.49%) from Dudu panchayat samiti who wanted to change in time of farm telecast in winter whereas, more than fifty per (55.81%) of farmers in Jhotwara panchayat samiti wanted to change in time of farm telecast in summer. Timing of telecast affected the viewing of farm T.V. programmes. The majority of the farmers were satisfied with the farm T.V. programmes. The farmers, who were not satisfied, suggested that the farm T.V. programmes should be started at 8.00 P.M. in summer and at 7.00 P.M. in winter because at this time they might have come from their fields. This could be due to the fact that farmers might be at their farms or they might feel tired just after coming from the farm. This findings are in accordance with the findings of Lal, (2002) who revealed that 41.67% respondents were in favour of the present timing and 58.33% respondents wanted to change in the present timing of the T.V. programmes. Table 5 revealed that out of 120 farmers 51.67% did not want any changes in the present duration, while remaining 48.33% farmers wanted change in the duration of farm T.V. programmes. Out of 58 farmers 31.03%,who wanted to change in timing expressed that the duration should be increased by 10 minutes and 68.97% farmers said that the duration should be increased by 15 minutes. Out of 58 farmers who wanted change 58.62% expressed from Dudu pamchayat samiti that the duration should be increased by 10 to 15 minutes daily. This could be due to the fact that present duration of farm T.V. programmes was insufficient for them. Farmers wanted to extend the duration of the farm related programmes, it may be due to the reason that if duration is increased then they can get more and clear knowledge about the information that is telecast on farm T.V. The present findings are in accordance with the findings of Lal (2002) who found that half of the respondents (50.00%) did not want any changes in the present duration of T.V. programmes and remaining 50.00% respondents wanted change in the duration of T.V. programmes. From the Table 6, it appears that out of 120 farmers 55.00 per cent farmers opined that the language of farm T.V. programmes was suitable to them, whereas the remaining 45.00 per cent farmers expressed that the language did not suite them. Out of 54 farmers, whom the language did not suit 62.67% farmers wanted that the programmes should be telecast in Dhundhari language that is local in Jaipur district and the remaining 37.03% farmers wanted that the Hindi language should be used in farm T.V. programmes. No one wanted the Mewari. This shows that only the minority of the farmers were not satisfied with the language i.e. Hindi mixed with somewhat English, used in farm telecast. Out of 54 farmers, whom the language did not suit 66.67% farmers wanted that the programmes should be telecast in Dhundhari and Hindi language in Dudu panchayat samiti. This might be due to the fact that the language used in the telecast was not compatible for some farmers. The present findings are in accordance with the findings of Lal (2002) who found that 79.17% of respondents opined that the farm T.V. programmes language was suitable for them and remaining 20.83% respondents expressed that the language did not suit them. Table 7, shown that out of 120 farmers, 64.17% farmers were satisfied with the exiting contents of programmes whereas 35.83% farmers desired to change in the contents of the programmes. 35.83% farmers who desired change in the contents of the programmes approved as ‘self help group’ was the area where majority of the farmers preferred change of medium to high level followed by ‘Information relating to institution providing financial support to the farmers’ by 30.23% farmers, ‘Methods of using insecticides and pesticides’ by 27.90% farmers, ‘Bank loan’ by 25.59%, ‘Guidance about poultry production’, ‘Farmers club’ and ‘Disease outbreak’ by 23.25% farmers, ‘Weather information’ and ‘Techniques of improving the conditions’ by 20.93% farmers, ‘Market price’ and ‘Guidance about dairy’ by 18.60% farmers, ‘Monthly schedule of farming practices of different local crops’ by 16.28% farmers, ‘Subsidies’ by 13.95% farmers, ‘Guidance about animal husbandry’ by 11.62% farmers, ‘New Irrigation method’ by 9.30% farmers, and ‘Non Farm activities’ (6.98%). RECOMMENDATION The following recommendations were made for increasing the effectiveness of farm T.V. programmes: (i) Timing of the ‘Krishi Darshan’ programme should be at 8.00 P.M. in summer and 7.00 P.M. in winter. (ii) The duration of the ‘Krishi Darshan’ programme should be increased by 10 to 15 minutes. (iii) Programmes should telecast on need basis of the farmers. As for Kharif season, progrmmes should telecast only on Kharif releted. (iv) Farm T. V. programmes should also cover accurate weather forecast.