Assessment of Television Ratings of Fisheries-based Programmes Telecast on Krishidarshan in West Bengal

Abstract

Television Rating Point (TRP) is the criterion that indicates the popularity of a channel or programme and is used as a tool to measure the popularity of programmes that are viewed the most. Television Rating (TVR) provides information about viewers’ television watching habits. While measuring the popularity of a programme or channel, TRP is computed in terms of TVR. This study was carried out with an objective to assess the popularity in terms of TVR of different fisheries-based programmes in comparison to agriculture and animal husbandry based programmes telecast under Krishidarshan in West Bengal. Details of programmes telecast by the national television channel (Doordarshan) through its Kolkata Kendra (DDK-Kolkata) during July to December, 2012 were collected along with corresponding TVR from the Audience Research Unit, DDK-Kolkata. It was found that 122 programmes were telecast during this period. The average TVR values for agriculture based programmes was 0.46, fisheries-based programmes was 0.41 followed by 0.31 for animal husbandry based programmes. Eventhough the number of fisheries-based programmes are relatively less compared to agriculture, statistically no significant difference was found as regards to TVR of the three. The state of West Bengal tops in fish production, so it is important that Krishidarshan increases its focus on fisheries-based programmes so that viewers can be aware of the recent advancements in fisheries and aquaculture.