INTRODUCTION:

The role of development journalism hence came to be seen as critical in facilitating in third world countries. Experts have existing various definitions of developmental journalism.

Vilanilam (1975) defined it as ' journalism that deals with the processes of development in developing nations'. the same view was further elaborated by Aggarwal (1978a), according to whom development journalism essentiallyinformation the development process relatively than events. The prominence in development journalism, is therefore not on what happens at aexacting movement or on a specified day but on what is occurrence over time.

Quebral (1975) defined development communication as the art and science of human communication applied to the speedy transformation of the country from poverty to a dynamic state of economic growth to make possible grater economic and social equality and the larger fulfillment of human potential. the term "development journalism" emerged in Asia more specifically in the Philippines, through the efforts of journalists such as Juna Mercado and Chalkley (Lent 1986). Later in 1967, the term gained popularity with the creation of the Press Foundation of Asia, financed by Asian newspapers and the Ford Foundation (Aitschnull, 1984)

SIGNIFICANCE OF THE STUDY:

The present study presumes that the television as a social institution should play a crucial and decisive role in the development of nation. To play such a role, the television should disseminate development related information to the people. Studies hitherto conducted in different settings to analyze television watching on development. In comparison to earlier studies, the present study offers a definition of developmental news consistent with specific issues drawn from India's planned priorities. Thus the present study seeks to analyze the extent of television coverage on the developmental issues. It examines the extent of development coverage by television in Andhra Pradesh. The focus of the present study is only on Television.

REVIEW:

1. Development journalism covers the entire gamut of socio-economic and cultural development journalism and does not differ drastically from regular news coverage. Rather, it's emphasis is more on development aspects keeping in view the context of development, and it examines critically and reports the relevance, enactment and impact of development (Aggarwal, 1978b, Ogan, 1982)

2. Western Scholars like Stevenson (1994; 144), Hachten (1996; 30-35) and Rghter (1979) viewed development journalism as advocacy journalism or propaganda journalism by the government because journalists mostly depended on government handouts.

3. Righter (1979) said(development journalism) Successes altered governments to the importance of economic and social reporting and its potential usefulness, if systematically apply to mobilizing mass support behind government policies. Intended to enlarge the areas of free debate, the concept has been taken over by governments, extended to cover all communications and integrated in to an official variant of news journalism (op.cit.p189).

4. Vilanilam (1975) defined it as 'journalism that deals with the processes of developing nations'. according to whom developmental journalism basically reports the development processes rather than events. The emphasis in developmental journalism is therefore not on what happens at a particular moments or on a given day but on what is happening overtime.

METHODOLOGY:

Objectives:

1. To analyze the role of television in communicating Health information for improving good health in Kadapa district village people.

2. To analyze the role of television in communicating economic information for increasing entrepreneurship in Kadapa district village people.

3. To analyze the role of television in communicating Agricultural information for increasing literacy rate in Kadapa district village people.

HYPOTHESES:

1. Respondents use television to obtain information onhealth/education/occupation related issues.

2. There is no relation between the type of televisionand the health/education/occupation information obtained by the respondents.

Sample Size and Selection:

A sample of 350 peoples selected from kadapa district villages with randomly. The responders age group above 25 years.

Data Collection:

From the sample respondents, data is collected through a questionnaire specially designed for the purpose by personal interview method.

Tools of analysis :

Percentagesand chi-square are applied to verify the television watching habits of responders for their development.

Analysis and interpretation:

The analysis on the role of television for respondents development. Responders television viewing behavior is presented below.

Table 1: Distribution of gender wise respondents by different characteristics with television watching.

Characteristics	Male	%	Female	%	Total	%
News	18	53	135	39	320	91
Discussion Programmes	102	29	53	15	155	44
Serials	101	29	143	41	244	70
Science Programmes	54	15	49	14	103	29
Health Programmes	157	45	129	37	286	82
Agricultural Programmes	163	47	16	38	299	85
Government schemes Related News	154	44	102	29	256	73
Employment/EducationalRelated Programmes	149	42	125	36	274	78
Reality Shows	168	48	121	35	289	83
Music/ ilm based programs	181	52	138	39	319	91
Sports Programmes	168	48	85	24	253	72
Advertisements	98	28	86	25	184	53
Any others	87	25	68	19	155	44

The above table shows that out of 350 respondents, 9 percent respondents watch news, 44 percent respondents watch discussion programmes, 70 percent respondents watch serials, 29 percent respondents watch science programmes, 82 percent respondents watch health programmes, 85 percent respondents watch agricultural programmes, 73 percent respondents watch government schemes related news, 78 percent respondents watch employment/ education related programmes, 83 percent respondents watch reality shows, 91 percent respondents watch music/film based programmes, 72 percent respondents watch sports programmes, 53 percent respondents watch advertisements, 44 percent respondents watch any other programmes in television.

In the gender wise classification out of 350 respondents, 53 percent male, 39 percent female respondents watch news, 29 percent male, 15 percent female respondents watch discussion programmes, 29 percent male, 41 percent female respondents watch serials, 15 percent male, 14 percent respondents watch science programmes, 45 percent male, 37 percent female respondents watch health news, 47 percent male, 38 percent female respondents watch agricultural programmes, 44 percent male, 29 percent female respondents watch government schemes related news, 42 percent male, 36 percent female respondents watch employment/education related programmes, 48 percent male, 35 percent female respondents watch reality shows, 52 percent male, 39 percent female respondents watch music/ film based programmes, 48 percent male, 24 percent female respondents watch sports programmes, 28 percent male, 25 percent female respondents watch advertisements, 25 percent male, 19 percent female respondents watch any other programmes in television.

The table reveals that there is a 5% significant difference in news, discussion programm, serials, agricultural programmes, government schemes related programmes, science programmes, reality shows and advertisements reading habit between male and female (X²(0.05,1), P<0.05 But when the music and film based programmes, sports programmes, employment/ educational programmes, and any other news were consigned no significant difference was observed. x²(0.005,1), P>0.05.

Table 2: Distribution of age wise respondents by different characteristics with television viewing.

Characteristics	Below 36 years	%	36 to 45 years	%	Above 45 years	%
News	140	39	90	26	90	26
Discussion Programmes	62	18	53	15	40	11
Serials	62	18	99	28	83	27
Science Programmes	30	8	48	14	25	7
Health Programmes	122	35	79	23	85	24
Agricultural Programmes	127	35	86	25	86	25
Government schemes Related News	123	35	79	23	54	15
Employment/EducationalRelated Programmes	118	34	80	23	76	21
Reality Shows	145	41	68	20	76	22
Music/film based programs	38	39	82	23	99	28
Sports Programmes	132	38	78	22	43	12
Advertisements	90	26	64	18	30	9
Any others	87	25	43	12	25	7

Above table shows that, in the age wise classification out of 350 respondents, for the age group below 36 years, 39 percent respondents watch news, 18 percent respondents watch discussion programmes, 18 percent respondents watch serials, 8 percent respondents watch science programmes, 35 percent respondents watch health news, 35 percent respondents watch agricultural news, 35 percent respondents watch government schemes related news, 34 percent respondents watch employment/education related programmes, 41 percent respondents watch reality shows, 39 percent respondents watch music/film based programmes, 38 percent respondents watch sports programmes, 26 percent respondents watch advertisements, 25 percent respondents watch any other programmes in television. For the age group 36 to 45 years, 26 percent respondents watch news, 15 percent respondents watch discussion programmes, 28 percent respondents watch serials, 14 percent respondents watch science programmes, 23 percent respondents watch health news, 25 percent respondents watch agricultural news, 23 percent respondents watch government schemes related news, 23percent respondents watch employment/ education related programmes, 20 percent respondents watch reality shows, 23 percent respondents watch music/ film based programmes, 22 percent respondents watch sports programmes, 18 percent respondents watch advertisements, 12 percent respondents watch any other programmes in television. For the age group above 45 years, 26 percent respondents watch news, 11 percent respondents watch discussion programmes, 24 percent respondents watch serials, 7 percent respondents watch science programmes, 24 percent respondents watch health news, 25 percent respondents watch agricultural news, 15 percent respondents watch government schemes related news, 21percent respondents watch employment/ education related programmes, 22 percent respondents watch reality shows, 28 percent respondents watch music/film based programmes, 12 percent respondents watch sports programmes, 9 percent respondents watch advertisements, 7 percent respondents watch any other programmes in television.

The table reveals that there is a 5% significant difference in news, discussion programm, serials, agricultural programmes, government schemes related programmes, science programmes, reality shows and advertisements reading habit between age group people (X²(0.05, 1), P<0.05 But when the music and film based programmes, sports programmes, employment/ educational programmes, and any other news were consigned no significant difference was observed. x²(0.005,1), P>0.05.

Table: 3: Distribution of occupation wise respondents by different characteristics with television viewing.

Characteristics	Agriculture	%	Employee	%	Business	%
News	80	23	161	46	79	23
Discussion Programmes	42	12	60	17	53	15
Serials	85	24	98	28	61	18
Science Programmes	24	7	49	14	30	8
Health Programmes	79	23	134	38	73	21
Agricultural Programmes	80	23	144	41	75	21
Government schemes Related News	54	15	121	35	81	23
Employment/Educational Related Programmes	73	21	131	37	70	20
Reality Shows	58	17	158	45	73	21
Music/ film based programs	79	23	158	45	82	23
Sports Programmes	32	9	137	39	84	24
Advertisements	32	9	89	25	63	19
Any others	41	12	78	22	36	10

Table: 4 Distribution of education wise respondents by different characteristics with television viewing.

Characteristics	Primary Education	%	Secondary Education	%	Degree	%	Others	%
News	50	14	80	23	130	37	60	17
Discussion Programmes	30	9	32	9	53	15	40	11
Serials	32	9	82	23	100	29	30	9
Science Programmes	16	5	24	6	49	14	14	4
Health Programmes	50	14	72	21	85	24	79	23
Agricultural Programmes	57	15	80	22	86	24	86	24
Government schemes Related News	43	12	80	23	78	22	55	16
Employment/EducationalRelated Programmes	48	14	76	21	80	23	70	20
Reality Shows	45	13	77	22	109	31	58	17
Music/ film based programs	42	12	75	21	126	36	76	22
Sports Programmes	35	10	81	23	103	29	34	10
Advertisements	30	9	51	15	63	18	40	11
Any others	25	7	43	12	47	14	40	11

Above table shows that, in the occupation wise classification out of 350 respondents, in the group of agricultural holders, 23 percent respondents watch news, 12 percent respondents watch discussion programmes, 24 percent respondents watch serials, 7 percent respondents watch science programmes, 23 percent respondents watch health news, 23 percent respondents watch agricultural news, 15 percent respondents watch government schemes related news, 21 percent respondents watch employment/education related programmes, 17 percent respondents watch reality shows, 23 percent respondents watch music/film based programmes, 9 percent respondents watch sports programmes, 9 percent respondents watch advertisements, 12 percent respondents watch any other programmes in television. In the group of employee holders, 46 percent respondents watch news, 17 percent respondents watch discussion programmes, 28 percent respondents watch serials, 14 percent respondents watch science news, 38 percent respondents watch health news, 41 percent respondents watch agricultural news, 35 percent respondents watch government schemes related news, 37 percent respondents watch employment/education related programmes, 45 percent respondents watch reality shows, 45 percent respondents watch music/film based programmes, 39 percent respondents watch sports programmes, 25 percent respondents watch advertisements, 22 percent respondents watch any other programmes in television. In the group of business holders, 23 percent respondents watch news, 15 percent respondents watch discussion programmes, 18 percent respondents watch serials, 8 percent respondents watch science programmes, 21 percent respondents watch health programmes, 21 percent respondents watch agricultural programmes, 23 percent respondents watch government schemes related news, 20 percent respondents watch employment/education related programmes, 21 percent respondents watch reality shows, 23 percent respondents watch music/film based programmes, 24 percent respondents watch sports programmes, 19 percent respondents watch advertisements, 10 percent respondents watch any other programmes.

The table reveals that there is a 5% significant difference in news, discussion programm, serials, agricultural programmes, government schemes related programmes, science programmes, reality shows and advertisements reading habit between agricultural, employee and business holders (X² (0.05, 1), P<0.05 But when the music and film based programmes, sports programmes, employment/ educational programmes, and any other news were consigned no significant difference was observed. x²(0.005,1 ), P>0.05.

Above table shows that, in the education wise classification out of 350 respondents, in the group of primary education holders, 14 percent respondents watch news, 9 percent respondents watch discussion programmes, 9 percent respondents watch serials, 5 percent respondents watch science programmes, 14 percent respondents watch health news, 15 percent respondents watch agricultural news, 12 percent respondents watch government schemes related news, 14percent respondents watch employment/ education related programmes, 13 percent respondents watch reality shows, 12 percent respondents watch music/film based programmes, 10 percent respondents watch sports programmes, 9 percent respondents watch advertisements, 7 percent respondents watch any other programmes in television. In the group of secondary education holders, 23 percent respondents watch news, 9 percent respondents watch discussion programmes, 23 percent respondents watch serials, 6 percent respondents watch science programmes, 21 percent respondents watch health news, 22 percent respondents watch agricultural news, 23 percent respondents watch government schemes related news, 21percent respondents watch employment/education related programmes, 22 percent respondents watch reality shows, 21 percent respondents watch music/film based programmes, 23 percent respondents watch sports programmes, 15 percent respondents watch advertisements, 12 percent respondents watch any other programmes in television. In the group of degree holders, 37 percent respondents watch news, 15 percent respondents watch discussion programmes, 29 percent respondents watch serials, 14 percent respondents watch science programmes, 24 percent respondents watch health news, 24 percent respondents watch agricultural news, 22 percent respondents watch government schemes related news, 23percent respondents watch employment/ education related programmes, 31 percent respondents watch reality shows, 36 percent respondents watch music/film based programmes, 29 percent respondents watch sports programmes, 18 percent respondents watch advertisements, 14 percent respondents watch any other programmes in television. In the group of other education holders, 17 percent respondents watch news, 11 percent respondents watch discussion programmes, 9 percent respondents watch serials, 4 percent respondents watch science programmes, 23 percent respondents watch health news, 24 percent respondents watch agricultural news, 16 percent respondents watch government schemes related news, 20 percent respondents watch employment/education related programmes, 17 percent respondents watch reality shows, 22 percent respondents watch music/film based programmes, 10 percent respondents watch sports programmes, 11 percent respondents watch advertisements, 11 percent respondents watch any other programmes in television.

The table reveals that there is a 5% significant difference in news, discussion programm, serials, agricultural programmes, government schemes related programmes, science programmes, reality shows and advertisements reading habit between different education holders (X² (0.05, 1), P<0.05 But when the music and film based programmes, sports programmes, employment/educational programmes, and any other news were consigned no significant difference was observed. x²(0.005,1), P>0.05.

RESULTS:

Major Findings

So finally based on this research more than 80 percent people are interested to 9 percent respondents watch news, 44 percent respondents watch discussion programmes, 70 percent respondents watch serials, 29 percent respondents watch science programmes, 82 percent respondents watch health programmes, 85 percent respondents watch agricultural programmes, 73 percent respondents watch government schemes related news, 78 percent respondents watch employment/ education related programmes, 83 percent respondents watch reality shows, 91 percent respondents watch music/ film based programmes, 72 percent respondents watch sports programmes, 53 percent respondents watch advertisements, 44 percent respondents watch any other programmes in television.

Suggestions:

Media plays an important role in development communication through circulation of knowledge, providing forum for discussion of issues, teach ideas, skills for a better life and create a base of consensus for stability of the state. From the early stages of the introduction of the media in India various attempts were made to exploit their potential for development purposes.

Looking at the outcome of the study it is practical evidence that most people of this country dwell in rural areas as a result of natural cause, as a result of this most of them can only get information through the media. The researcher recommends that the channels and other mass communication channels like books, magazines and television should be harnessed to carry out or disseminate more information about development to the rural areas.

Media's impact is not limited to the political realm. A country's economy benefits by being more open. By having access to economic information, citizens are better informed about what is happening in their communities and in commercial and financial markets, allowing them to make better informed choices. Overall society benefits, too. In addition to current events, media educate the public on issues related to agriculture, health, education, employment, the environment, women, children, and minorities. Independent media give voice to those whose voices often are not heard and engage marginalized groups in a more participatory discussion of programs that impact their lives.

Democratic, social, political, and economic development goes hand-inhandwith media development. While short-term projects that utilize media forspecific goals-health information campaigns, a more comprehensive mediadevelopment strategy holds the potential to create the conditions for sustainabledemocratic and economic development. The establishment and nurturing of freeand independent media is crucial across all sectors to achieve real and sustained overall development of society.

Further researcher can concentrate on the importance of variousprogrammes like science and technology, women empowerment, non-formaleducation, child development and others for a better evaluation of ruraldevelopment in Kadapa.

The present work concentrate only on television, some Government and NGOs programmes. It can be extended to ruralareas etc. University departments can conduct research on different aspectsof development communication.

CONCLUSION:

Communication could play an important role in disseminate informationabout agriculture, health education and employment development. television isone of the powerful channels of electronic media, which transmit information veryclearly among the people. The television not only create political and social awareness but also helpin carrying development messages in rural areas.

Communication plays a vital role in the development of the rural sectionsin many parts of the country. Communication between farmers, agri culturalinstitutions, central and state governments and NGOs was made possible byexchange of information and experience. Communication tools made it possibleto ensure that the voice of the people in the country side was heard. Television is also an important communication option to rural people foradoption of new initiatives and it made them able to participate in developmentactivities. The television is very effective indisseminating development messages in rural areas.

REFERENCES:

1 Aggarwal, N (1978a), Humanision International News, Media Asia, 5 (3), 136-138.

2 Aggarwal, N (1978b), A third World perspectives of News, Freedom at Issue, May-June.

3 Aitschull, J.H (1984), the Agents of Power, New York: Longman.

4 Hachten, W.A (1996). The World News Primes: changing Media of International Communication, IOWA: IOWA State University Press.

5 Lent, John, A (1979), Use of Development News: A case Study of India, Malaysia, Thailand and Ghana, Singapore: AMIC.

6 Ogan, C.L (1982), Development Journalism/Communication: The status of the concept, Gazette, 29 (1): 3-13.

7 Quebral, N.C (1975), Development Communication, where does it stand today? Media Asia, 2 (4):197-202.

8 Righter, R (1979), Whose News? politics, press and the Third World, New York: Times Book.

9 Stevenson, R.L. (1988), Communication, Development and Third World, Maryland: Longman.

10 Vilanilam, J.V. (1975), Ownership Vs Development News coverage: An analysis of Independent and Conglomerate News papers of India, paper presented at AEJ Convention Ottawa.

Received on 09.02.2018 Modified on 03.04.2018

Int. J. Ad. Social Sciences. 2018; 6(2):115-120.

DOI: 10.5958/2454-2679.2018.00013.0