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| Television-An Agent of Social Change | | | Dr. Banarsi Lal and Dr. Pawan Sharma | 11/21/2018 9:01:29 PM |
| Every year 21st of November is observed as the World Television Day across the globe to recognise the beneficial effects of television for the social, political and economic developments of society. This day is also celebrated to renew the governments, organisations and individuals commitments to support the development of television media in providing the unbiased information about the important issues of the society. Television helps to educate and entertainment the people across the globe. Television is considered as one of the most influential mass media for communication and information dissemination. On December17, 1996, the UN General Assembly proclaimed 21st of November as the World Television Day to commemorate the date on which the first World Television Forum was held earlier in that year. All the members' states were invited by the UN to observe the day by encouraging the exchange of television programmes on issues such as peace, security, social, economic and cultural developments. Television is considered as the cornerstone of democracy. In the world of smart phones, social media, computers, laptops and many other electronic gadgets, television is still considered as the primary source of education and entertainment.
The present age has been rightly termed as an 'information age'. Information plays an immense value in our society. Information has become an integral part of our daily life. Now people want adequate and authentic information as early as possible. The mass media namely newspaper, radio, television and internet are catering to this important need of people. For the rapid and overall development of a country it is must that the citizens of that country are well versed with the happenings around them. Communication is the core activity of human association in general and progress as well as development in particular. No human life can exist in isolation. A man can survive in society and the survival in society is possible with communication. Therefore, communication is identified as the oldest continued activity of human being since birth and goes on and on till death. More precisely, communication is the basic need of human being and web of society which makes the survival, growth, progress and development of man possible and holds the society intact and progressive. Communication is identified as the oldest continued activity of human being since birth and goes on and on till death. Communication is the core activity of human association in general and progress as well as development in particular. No human life can exist in isolation. A man can survive only in society and the survival in society is possible with communication. More precisely, communication is the basic need of human beings and web of society which makes the survival, growth, progress and development of man possible and holds the society intact and progressive. Communication is a vital part of personal life in the society. It is equally important in business, education, civilization, administration and other situations where people encounter with each other to satisfy their needs and wishes. Communication maintains and animates the life. It is also a motor and expression of social activity and civilization. It leads people from instinct to inspiration, through process and system of enquiry, command and control. It creates a common pool of ideas, strengthens the feeling of togetherness through the exchange of messages and translates through into action. As the world has advanced, the task of communication has become more complex. However, unless some basic structural changes are introduced, the potential benefits of technological and communication development will hardly be put at disposal of the majority of mankind.
Television has profound impact on our society. It has changed the life styles of the people.TV has instantaneous impact on our society. It educates, informs and entertains people. The boom in television industries has not only affected urban masses but the rural masses are also fascinated with this media. Now this has become one of the most important media of mass communication for rural masses. Use of television as a powerful communication medium has no doubt to captivate the educators to harness its potential for reaching far across the nation. While it provides words with pictures and sound effect like movie, T.V. has the capacity to reach the largest number of people in the shortest possible time. People learn through the eyes and ears both thus, gain greater knowledge and understanding of the subject. Television is developing very rapidly. With the development and acceptance of colour in television one can expect a greater reality in this medium for future. It has played a major role in transferring latest technological know-how to the rural people. In India where the rural masses are isolated in villages the communication is difficult and challenging. In this situation television is one of the important sources of mass media which plays a pivotal role in reaching large number of people in no time. Television can bring the world to our door steps within a second. This mass medium has made dissemination of news, information and entertainment possible on a scale unprecedented in human society. It is undoubtedly one of the most versatile audio-visual aids ever developed.
The television in India began modestly on September 15, 1959 by a UNESCO grant to study the use of T.V. as a medium of education, rural uplift and community development. In 1959 an experimental television programme was started to train personnel and particularly to discover what television would achieve in community development and formal education. Philips (India) demonstrated its use at an exhibition in New Delhi. The range of the transmitter was 40 kilometers and the audience comprised members of 180 tele-clubs which were provided free sets by UNESCO. The year 1961 witnessed educational television programmes on science for teachers. In the year 1965 entertainment programmes were introduced under pressure from manufacturers and the public. In the year 1967 Indian T.V. went into rural programmes and 'Krishi Darshan' programme for farmers in 80 villages tele-clubs in Delhi and Haryana were started. The year 1975-76 beamed educational programmes to villages through SITE. Commercial telecast for the first time was introduced in 1976. In 1977 terrestrial transmitters were put up at selected centres to extend television coverage. On August, 15, 1982, the national programme was inaugurated. In 1983 INSAT-IA India's first communication satellite was placed in geostationary orbit but failed in its operation. In 1983 INSAT-IB was successfully launched in orbit by the American Shuttle Challenger.
Television is also considered very strong as the first stage of awareness. Apart from that, it speeds up entire process of adoption. It is considered as a credible source of information and is taken as authentic, trustworthy and prestigious medium of communication. The transfer of science to rural people in India and gradual inoculation of scientific attitude in their everyday life, need to demonstrate in the language which will be understood and appreciated by the rural people. Television as an audio-visual medium of communication offers immense potential for disseminating the technological information to remote corners of the country through the nationwide T.V. network. The information technology revolution has provided large opportunities to make easy access to information with interactive distance learning. The mechanism of computer and T.V. aided information technology help to reach the unreach. T.V. is one of the most sophisticated means of mass communication media. In J&K TV is serving the people of Jammu and Kashmir by disseminating the information in areas of agriculture, national integration, health and hygienic, entertainment programmes etc. even in the remote hilly areas. There exists a big gap between the information available and its dissemination in our country. There is a need to find out better and faster means of communication which will bridge the gap between the researches and their applicability. T.V. is an ideal medium to convey information to illiterate and literate in urban and rural areas on whom it would have profound impact. As an instrumental device it is being used in variety of ways such as for direct teaching for supplementing formal education, entertainment, for developing psychomotor skills, for adult education and for diffusion of agricultural know-how etc. It is expected that the rural oriented T.V. programmes can solve the problems of inaccessibility, literacy and shortage of skilled persons in India. |
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