Introduction

This book is the outcome of the study conducted in the anthropological holistic tradition in the Pune region of Maharashtra. An attempt was made to identify the informational needs of the tribal and rural audiences and examine to what extent television met and had the potential to meet the communication needs of the people.

Role of Television

The role performance of television in relation to other available channels was analyzed mostly in qualitative terms to understand the critical parameters of response to television output designed for the enrichment of quality of life.

Challenges and Needs

The harsh realities of life being what they are for the majority of the rural inhabitants, it is essential for television to respond more vigorously to meet the informational needs centered around their livelihood.

Key Aspects for Improvement

In this context, three aspects of the rural service need serious attention: (1) correction of the imbalances in the programme input; (2) reorganization of the delivery system; and (3) evolving a system of accountability to the users with an effective feedback mechanism.

Potential of Television

Television has the potential to diffuse developmental information and supplement the extension effort. This potential, however, remains largely underutilized.