WORKSHOP ON ‘ICT’ IN AGRICULTURE & RURAL DEVELOPMENT

1. WORKSHOP ON ‘ICT’ IN AGRICULTURE & RURAL DEVELOPMENT ICT IN THE EMPOWERMENT OF INDIAN FARMING COMMUNITY : THE SUCCESS STORY OF EENADU GROUP DR. V. RANGA RAO CHIEF OPERATING OFFICER, ETV-ANNADATA, RAMOJI FILM CITY HYDERABAD 18th – 19th DECEMBER, 2003 Venue : DA-IICT Campus, Gandhinagar, Gujarat

2. EENADU / RAMOJI GROUP DIVERSIFIED INTERESTS IN : • FINANCE • MEDIA - PRINT - TELEVISION • HOSPITALITY • TOURISM—RAMOJI FILM CITY (contd)

3. EENADU / RAMOJI GROUP • FOOD PROCESSING • FILM PRODUCTION • FILM DISTRIBUTION • ADVERTISING

4. EENADU / RAMOJI GROUP • Print Media : • EENADU Telugu Daily Newspaper (Circulation over one Million) • ANNADATA – Telugu Monthly Farmers’ Journal, (Circulation 1,75,000) • KRISHIK BANDHU – Kannada Monthly Farmer’s Journal (Launched in July 2003) • NEWSTIME English Daily • Three Telugu Monthly / Weekly Journals

5. EENADU / GROUP’S MEDIA T e l e v i s i o n : - ETV (Telugu) HINDI : - ETV (Bangla) - ETV (UP) - ETV (Marathi) - ETV (MP) - ETV (Kannada) - ETV (Bihar) - ETV (Oriya) - ETV (Rajasthan) - ETV (Urdu) - ETV (Gujarati)

6. LEVERAGING THE TREMENDOUS REACH & POWER OF REGIONAL PRINT MEDIA TO SERVE THE INDIAN FARMER : “ANNADATA” MONTHLY TELUGU FARM JOURNAL • YEAR OF LAUNCHING 1969 : TODAY’S CIRCULATION 1,75,000 • FOCUS : AGRICULTURE & ALLIED SECTORS • POPULAR WITH FARMERS IN A.P AS WELL AS FARMERS OF BILINGUAL AREAS OF NEIGHBOURING STATES - KARNATAKA, TAMILNADU, ORISSA & MAHARASHTRA. (contd)

7. LEVERAGING THE TREMENDOUS REACH & POWER OF REGIONAL PRINT MEDIA TO SERVE THE INDIAN FARMER : “KRISHIK BANDHU” A MONTHLY KANNADA FARM JOURNAL • YEAR OF LAUNCHING : JULY 2003 • FOCUS : AGRICULTURE & ALLIED SECTORS • FEED BACK/RESPONSE FROM THE TARGET GROUP: VERY ENCOURAGING. (contd)

8. LEVERAGING THE REMENDOUS REACH & POWER OF REGIONAL PRINT MEDIA TOSERVE THE INDIAN FARMER : • PLANS AFOOT FOR PUBLISHING ANNADATA IN OTHER REGIONAL LANGUAGES.

9. EENADU - TELUGU DAILY • EENADU TELUGU DAILY (YEAR OF LAUNCHING 1974). • PUBLISHED FROM 19 CENTRES IN THE STATE AND FOUR METROS WITH A CIRCULATION OF OVER ONE MILLION. • A SPECIAL FEATURE OF THE DAILY : PUBLISHES DISTRICT SPECIFIC MINI EDITIONS BESIDES THE MAIN PAPER IN ALL 22 DISTRICTS OF ANDHRA PRADESH (LAUNCHED IN 1989). • EENADU SETS A NEW PARADIGM IN THE PRINT MEDIA WITH ITS SPECIAL DAILY FOCUS ON FARM SECTOR: OFFERS AN EXCLUSIVE PAGE UNDER “RYTE RAJU” FOR THE BENEFIT OF THE FARMERS. (contd)

10. EENADU - TELUGU DAILY • TODAY, ALL 22 DISTRICT EDITIONS IN A.P.CARRY A DISTRICT SPECIFIC WRITE UP ON AGRICULTURE & ALLIED SUBJECTS. • ALSO CONDUCTS PERIODICALLY FARMERS’ FORUMS ON DIFFERENT ISSUES IN THE DISTRICTS. • THE PIONEERING MOVE OF EENADU SETS A PRECEDENT AND AN EXAMPLE FOR OTHER REGIONAL DAILIES.

11. AGRICULTURAL EXTENSION THROUGH THE REGIONAL PRINT MEDIA • TODAY “RYTE RAJU” OF EENADU DAILY NEWS PAPER AND THE MONTHLY ANNADATA FARM MAGAZINE TOGETHER WITH ANNADATA DAILY AGRICULTURAL TELECAST CONSTITUTE INVALUABLE SOURCES OF INFORMATION TO THE FARMERS ABOUT LATEST KNOW–HOW IN THE FIELD. • TOGETHER THEY HAVE BECOME A FRIEND, PHILOSOPHER & GUIDE TO THE FARMERS OF A.P.

12. EENADU GROUP’S FORAY INTOTHE TELEVISION MEDIA THRU ITS REGIONAL CHANNELS • EENADU GROUP MOVES TO HARNESS THE TREMENDOUS SYNERGY PRINT MEDIA OFFER WITH TELEVISION – THE LAUNCHING OF ETV. • IN THE PRIVATE SECTOR ETV IS ONE OF THE LARGEST CABLE & SATELLITE TELEVISION NETWORKS IN THE COUNTRY WITH AS MANY AS 10 REGIONAL CHANNELS BESIDES AN EXCLUSIVE URDU CHANNEL. - ETV – TELUGU : LAUNCHED ON 30th JUNE, 1996. (contd)

13. EENADU GROUP’S FORAY INTO THE TELEVISION MEDIATHRU ITS REGIONAL CHANNELS - ETV – BANGLA : LAUNCHED ON 14th APRIL, 2000. - ETV – MARATHI: LAUNCHED ON 9th JULY, 2000. (contd)

14. EENADU GROUP’S FORAY INTO THE TELEVISION MEDIA THRU ITS REGIONAL CHANNELS • ETV – KANNADA : LAUNCHED ON 11th DECEMBER, 2000 • ETV – URDU : LAUNCHED ON 15th AUGUST, 2001 - ETV – M.P., U.P., BIHAR, RAJASTHAN, GUJARATI & ORIYA LAUNCHED ON 28th JANUARY, 2002

16. ETV’S TRYST WITH INDIAN FARMER THRU ITS FIRST EVER REGIONAL CHANNEL - TELUGU : ANNADATA – A DAILY HALF AN HOUR REGIONAL BASED FARMERS PROGRAM • RIGHT FROM THE DAY THE 1ST REGIONAL CHANNEL WAS LAUNCHED (JUNE 1996) ETV HAS BEEN OFFERING AN EXCLUSIVE HALF AN HOUR DAILY PROGRAM ON AGRICULTURE & ALLIED SECTORS UNDER THE NAME “ANNADATA”. • THE PROGRAM IS TELECAST EVERYDAY BETWEEN 6.30 A.M TO 7.00 A.M. • OVER THE YEARS, ANNADATA HAS BECOME AN INSEPARABLE PART OF ANDHRA FARMERS.

17. ETV THRU ITS 10 REGIONAL CHANNELS TAKES ANNADATA INTO ALL MAJOR AGRICULTURAL BASTIONS OF THE OUNTRY • THE TREMENDOUS POPULARITY OF ANNADATA IN ANDHRA PRADESH ENCOURAGES THE GROUP EXPAND ETV INTO ALL OTHER MAJOR REGIONAL LANGUAGES / STATES. • TODAY FARMERS FROM AS MANY AS 13 STATES HAVE ACCESS TO ANNADATA WHICH IS STATE / REGION / SITUATION SPECIFIC. • THE PROGRAM IS UNIQUE & HAS PERHAPS FEW / NO PARALLELS IN THE HISTORY OF PRIVATE CABLE & SATELLITE TV IN THE WORLD.

18. ANNADATA – REGIONAL AGRICULTURAL DAILY TELECAST FOR FARMERS : ITS PHILOSOPHY, VISION & MISSION • PHILOSOPHY • SERVICE ORIENTED : COMMITMENT TO FULFIL A SOCIAL RESPONSIBILITY IN A COUNTRY WHERE AGRICULTURE IS THE ORBITER OF THE LIVING STANDARDS OF 70% OF THE POPULATION. • PRIMARILY NON-COMMERCIAL. • DRIVEN MAINLY BY SERVICE MOTTO RATHER THAN REVENUES .

19. ANNADATA REGIONAL DAILY TELECASTS FOR FARMERS : ITS PHILOSOPHY, VISION & MISSION • VISION • BECOME AN INSEPARABLE PART OF INDIAN FARMERS. • BE THEIR TRUSTED AND RELIABLE FRIEND, GUIDE & PHILOSOPHER. • MISSION • SERVE AS A WINDOW ON TO THE WORLD OF NEW OPPORTUNITIES IN AGRICULTURE & ALLIED SECTORS. • ACT AS AN INTERFACE / LINK BETWEEN FARMERS & RESEARCHERS.

20. THE DAILY AGRICULTURAL PROGRAM “ANNADATA” : ITS STRUCTURING • THE PROGRAM IS PLANNED & STRUCTURED BASED ON AGRO-CLIMATIC APPROACH & GROUND LEVEL PRIORITIES / POTENTIALS / OPPORTUNITIES / REQUIREMENTS. • COVERS EVERYDAY 6–8 SELECTED STORIES / TOPICS WHICH ARE • HIGHLY SEASON / SITUATION / REGION SPECIFIC. • IN TUNE WITH GROUND LEVEL PRIORITIES / FOCUS / PROBLEMS & BROAD BASED i.e. COVERS ALL ACTIVITIES - BOTH EXISTING AS WELL AS THOSE OFFERING SPECIFIC POTENTIALS (contd)

21. THE DAILY AGRICULTURAL PROGRAM “ANNADATA” :ITS STRUCTURING • WHOLLY VISUAL BASED, INFORMATIVE & VALUE ADDING. • PREDOMINANTLY BASED ON REAL FARM SITUATIONS / FARMER EXPERIENCES / MACRO PLOT. • ESSENTIALLY FIELD & VISUAL BASED-NO ROUTINE SEMINARS, CONFERENCES, IN-HOUSE RECORDINGS ETC. • DURATION OF INDIVIDUAL STORIES: MAXIMUM 5-6 MINUTES (NEED BASED).

22. THE DAILY AGRICULTURAL PROGRAM “ANNADATA” : ITS KEY FOCUS & SCOPE • AGRICULTARAL & A WHOLE GAMUT OF ACTIVITIES RELATED TO IT i.e. HOLISTIC & FARMING SYSTEMS BASED APPROACH. • FARMER–THE DRIVING FORCE &KEY BENEFICIARY. • OTHER STAKE HOLDERS : STATE & CENTRAL RESEARCH INSTITUTES, UNIVERSITIES, DEVELOPMENT DEPARTMENTS, N.G.O’S, FARMER ORGANIZATIONS, AGRI-BUSINESS COMPANIES, COMMODITY BOARDS ETC., (contd)

23. THE DAILY AGRICULTURAL PROGRAM “ANNADATA” : ITS KEY FOCUS & SCOPE • PROVEN & FARMWORTHY TECHNOLOGIES / PRODUCTS / PROCESSES WHICH ARE IMPLEMENTABLE, SEASONALLY RELEVANT, SITUATION / LOCATION / REGION SPECIFIC VISUALS – FIELD BASED & USER ORIENTED.

24. THE DAILY AGRICULTURALPROGRAM“ANNADATA” : PROGRAM MIX & CONTENT • AGRI-HORTI CROPS, LIVESTOCK, FISH ETC., AND THEIR IMPROVEMENT. • CROPPING AS WELL AS MIXED FARMING SYSTEMS. (SEQUENTIAL, INTER & MULTIPLE, CROP / TREE / LIVESTOCK MIX ETC.) • SOIL, PLANT & ANIMAL NUTRITION & HEALTH INCLUDING RESOURCE MANAGEMENT. • FARM MACHINERY & IMPLEMENTS. • POST HARVEST TECHNOLOGIES. (contd)

25. THE DAILY AGRICULTURAL PROGRAM “ANNADATA” : PROGRAM MIX & CONTENT • MARKET INTELLIGENCE : IMPORTANT AGRICULTURAL MARKETS & AGRI COMMODITIES. • CROP WEATHER GUIDELINES / DO’S & DON’TS / SUGGESTIONS. • SPECIAL DOCUMENTARIES / FEATURES : FARMER RESEARCHER – EXTENSION PERSONNEL INTERACTIVE MEETS / AWARENESS DRIVES eg: • EDUCATIONAL FIELD TRIPS ORGANIZED BY EENADU / ETV WITH THE HELP OF SMS (contd)

26. THE DAILY AGRICULTURAL PROGRAM “ANNADATA” : PROGRAM MIX & CONTENT • COMMUNITY DRIVES / MOVEMENTS OF EENADU / ETV viz. WATER HARVESTING. • COPING / COUNTERING WITH NATURAL DISASTERS (FLOODS, CYCLONES), CONTINGENT WEATHER SITUATIONS (DROUGHT), PEST EPIDEMICS / RESURGENCE ETC., PROACTIVE & CORRECTIVE APPROACHES / STRATEGIES. • ANSWERS / SOLUTIONS TO FARMERS’ QUERIES / SPECIFIC PROBLEMS.

27. THE DAILY AGRICULTURAL PROGRAM “ANNADATA” : ORGANIZATION, PLANNING & PRODUCTION • ORGANIZATION • EVERY REGIONAL CHANNEL IS BACKED UP BOTH AT FIELD & PRODUCTION LEVEL BY A TEAM OF AGRICULTURAL PROFESSIONALS HEADED BY A VERY SENIOR & EXPERIENCED PRODUCER – ALL DRAWN UP FROM THE CONCERNED STATES. • FIELD COVERAGE THRU WELL TRAINED & EQUIPPED AGRICULTURAL / NON AGRICULTURAL GRADUATES (VIDEO GRAPHERS) WHO ARE POSITIONED IN ALL IMPORTANT REGIONS / DISTRICTS. (contd)

28. THE DAILY AGRICULTURAL PROGRAM “ANNADATA” : ORGANIZATION, PLANNING & PRODUCTION • ORGANIZATION • A FULL FLEDGED TEAM OF AGRICULTURAL GRADUATES WELL TRAINED IN VIDEO PRODUCTION, SCRIPT WRITING, EDITING, GRAPHICS ETC., POSITIONED AT THE PRODUCTION UNIT NAMELY RFC. (contd)

29. THE DAILY AGRICULTURAL PROGRAM “ANNADATA” : ORGANIZATION, PLANNING & PRODUCTION • PLANNING & PRODUCTION • DRAWN UP BY EXPERIENCED PROFESSIONALS WHO HAVE GOOD UNDERSTANDING OF AGRICULTURAL PROFILE OF THE STATE & ITS SPECIFIC PRIORITIES & REQUIREMENTS IN CONSULTATION WITH ANNADATA’S STAKE HOLDERS. • BASED ON THE ABOVE PLANS WHICH ARE CIRCULATED WELL IN ADVANCE, NETWORK PERSONNEL AT THE GROUND LEVEL DRAW UP SHOOTING SCHEDULES & PRODUCE INPUTS FOR ANNADATA.

30. THE DAILY AGRICULTURAL PROGRAM “ANNADATA” : ITS NETWORK • ETV & ITS NETWORK OF CHANNELS ARE BACKED UP BY : • STUPENDOUS INFRASTRUCTURE AT RAMOJI FILM CITY WHICH IS THE WORLD’S LARGEST & MOST COMPREHENSIVE FILM STUDIO & SHOOTING COMPLEX. • AN EXCLUSIVE PRIVATE EARTH STATION. • FASTEST COMMUNICATION THRU V-SAT CONNECTIVITY TO / FROM ALL STATE CAPITALS. • EXTENSIVE REPORTER / CORRESPONDENT NETWORK IN ALL STATES / REGIONS.

31. ETV’S LINKAGES WITH ITS STAKEHOLDERS • ENJOYS EXCELLENT RAPPORT WITH ALL ITS PRINCIPAL STAKEHOLDERS / INSTITUTIONS / LINE DEPARTMENTS NGO’S ETC., • EVERY REGIONAL CHANNEL PROVIDES FREE & EXCLUSIVE PLATFORM TO SAUs FOR DISSEMINATION OF THEIR LATEST TECHNOLOGIES / PRODUCTS / PROCESSES UNDER THEIR RESPECTIVE EMBLEM / LOGO. • BESIDES, THE PROGRAM ALSO PROVIDES AMPLE OPPORTUNITY TO RESEARCHERS & EXTENSION PROFESSIONALS FOR ON FARM INTERACTION WITH THE FARMERS & IMPART NEED BASED TRAINING. (Contd)

32. ETV’S LINKAGES WITH ITS STAKEHOLDERS • OUR CO-OPERATORS/ PARTNERS IN RETURN OFFER TO ETV. - COVERAGES OF THEIR LATEST TECHNOLOGIES PRODUCTS/PROCESSES. - PARTICIPATION OF SMS / EXPERTS AS RESOURCE PERSONNEL. - MARKET INTELLEGENCE & CROP WEATHER GUIDELINES, DO’S & DON’TS. * KEY DRIVING FORCE : MUTUAL RESPECT, SYNERGY, TRUST & MORE IMPORTANT- THE INTERST OF THE ULTIMATE BENEFICIARY- THE FARMER.

33. THE TREMENDOUS POPULARITY OF EENADU/ ETV’S ICT INITIATIVES IN AGRICULTURE : KEY SUCCESS FACTORS • FULL & WHOLE HEARTED SUPPORT & CO-OPERATION FROM ALL RESEARCH & DEVELOPMENTAL DEPARTMENTS, BOTH STATE & CENTRAL. • STATE OF ART INVESTMENTS IN TECHNOLOGY, INFRASTRUCTURE, PEOPLE & NETWORK. • MANAGEMENT’S MISSIONARY ZEAL, COMMITMENT & DEDICATION TO THECAUSE OF INDIAN FARMER & HIS WELFARE. • DEDICATED NETWORK OF PROFESSIONALS AT GROUND LEVEL AS WELL AS THE PRODUCTION CENTRE AT HEADQUARTERS i.e. R.F.C.

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