Prasar Bharti Reduces Airtime of Kisan Ki Baat and Kisanvani

Prasar Bharati has decided to reduce the airing frequency of 'Kisanvani' and 'Kisan Ki Baat' on Akashvani from six days a week to three days a week. The decision came after the Ministry of Agriculture and Farmers' Welfare requested the reduction to optimize fund utilization. The new schedule will be effective from August 1, and the programs will be broadcasted on Tuesdays, Thursdays, and Saturdays says media reports.

In a letter addressed to Prasar Bharati's Chief Executive Officer Gaurav Dwivedi on July 19, Samuel Praveen Kumar, the Joint Secretary (Extension) of the Ministry of Agriculture and Farmers' Welfare, conveyed a decision to optimize fund utilization under the Mass Media Support to Agriculture Extension Scheme (MMSAE). As part of this decision, approximately 40% of the fund will be allocated to advertising and publicity through the Central Bureau of Communication (CBC) under the Ministry of Information and Broadcasting. The aim is to effectively disseminate information about the department's schemes, ongoing initiatives, policy decisions, and advisories to reach a wider audience, including the farming community and other stakeholders.

As a result of this allocation of funds, the frequency of several newly sponsored programs broadcasted through 18 DD Regional Kendras, DD Kisan, and 97 FM AIR Stations will be reduced from 5 or 6 days per week to 3 days per week. Additionally, the duration of the program "Hello Kisan" on DD Kisan will be reduced from 60 minutes to 30 minutes starting from August 1, 2023. The goal is to enhance the effectiveness of the dissemination of agricultural information through mass media channels.

In a letter, Joint Secretary (Extension) of the Ministry of Agriculture and Farmers' Welfare, Samuel Praveen Kumar, requested Prasar Bharati to take necessary action and submit a media plan for the release of the first instalment of funds for sponsored programs in 2023-24.

However, there was no response from Kumar to inquiries about this matter. The Agriculture Minister's office emphasized the goal of using new media methods. As a result of Kumar's request, Prasar Bharati informed all identified Akashvani stations broadcasting the sponsored programs 'Kisanvani' and 'Kisan Ki Baat' that the frequency of these programs will be reduced from six days a week to three days a week, starting from August 1, 2023. The duration of the 'Kisanvani' program will remain unchanged at 30 minutes. Stations were advised to reschedule their programs accordingly, fill the vacated time slots with in-house farm and home programs, and seek local sponsorships for them.

'Kisanvani' is a popular half-hour radio program aimed at keeping local farmers informed about daily market rates, weather reports, and other relevant information at a micro level. It has been a source of revenue for Akashvani, generating annual revenue of around Rs 45 crore in 2022-23. 'Kisan Ki Baat,' launched in 2018, follows a similar format and schedule as 'Kisanvani.'

The Agriculture Minister's office stressed the need to effectively convey agricultural information to farmers through various media, including print advertisements, social media, and television/radio broadcasts. The decision to reduce the frequency of the programs is part of an effort to use multiple media channels for the dissemination of agricultural-related schemes, advisories, initiatives, and other relevant information to reach a wider audience.