All India Radio - NABARD tie up to create awareness of financial inclusion and Hon'ble Prime Minister's Farmers Welfare Schemes. All India Radio has been offering dedicated service to the rural community ever since the launch of its Farm & Home Units across the country. As we all are aware, Farm & Home broadcast of All India Radio played a vital role in the green revolution. As a sequel to this great effort, NABARD has taken up media compaign through All India Radio Chennai in a big way on several occasions to cover all the developmental schemes of NABARD. As a part of it now, NABARD has come forward to broadcast a branded sponsorship programme from which AIR will earn a commercial revenue of Rs.7,43,546/- (Rupees Seven lakhs Forty three thousand Five hundred and forty six only). This programme has been launched on 31 st July 2019 and 1 st August 2019. It is an appreciable amount of commercial revenue for a hard core programme broadcast through Medium Wave.
(2)" NABARD PANNAIYUM PASUMAIYUM AND NEEDITHA VELANMAI BRANDED SERIAL SPONSORSHIP PROGRAMME "
This Programme portrays reality bytes from the beneficiaries in villages under the vast canvass of schemes like Financial inclusion, financial freedom, advantages of cashless Transactions, Unified payment interface, USSD, Aadhaar Enabled Payment System, Dimensions of Cashless Transactions Universal access to banking facilities, Debit Cards, Rupay Debit Card and Rupay Kisan Cards, ATM, Micro ATM. POS, M.POS, Mobile banking (App), NUUP, Mobile wallets. kudi maramathu, Farmers Producers organization for sustainable farming REDP, UPNRM, RIDF, Watershed development programme, Electronic integration with National Agriculture Markets, Farmers Club, Hill development programme, climate Smart Agriculture, cluster development programme. G.O.I subsidy through NABARD, Trading and other welfare schemes, Apart from the above, a vast number of schemes like Water Campaign Programme, Water Conservation – Per Drop More Crop, Water for every farm, Agriculture Technology development programme, Pradhan Mantri Social security schemes, Soil Health Card, Jan Dhan Yojana, Pradhan Mantri Krishi Sinchai Yojana and Scientific Agriculture, Collective farming, Soil fertility Management, Soil health card, Water Conservation E.NAM, Micro irrigation, SRI, SSI, Scientific and new innovation in crop production technology, Alternate cropping method pattern, quality seeds, bio fertilizers, Food grain production, Comprehensive input supply Management system, Farm mechanization, Pradhan Mantri Fasal Bima Yojana, Mission on sustainable Dry land Agriculture, Farmers producers Groups, Soil health and
(3) Productivity technology, Integrated plant health Management, National Mission for Sustainable Agriculture, Sub – Mission on seeds and Planting Material, Agriculture Technology dissemination activities at the District level, Param paragat Krishi Vikas Yojana, (Motivate the farmers by farming
Groups), Mera Gaon , Mera Gaurau ( New technology in Agriculture to the farmers), Judicious use of neem coated urea, Farmer's App, organic millets cultivation, Doubling the farmers income by adopting new technologies, Exposure visit of farmers, Saving Money and Saving Water etc., will have to be covered and presented in an interesting palatable manner to the target audience through this serial.
The Bank Officials, District Development Managers, experts from NABARD successful SHG's and JLG's micro entrepreneurs TNAU, TANUVAS, TNFU scientists, activists from these field participate in this programme. The D.D.M and officials will explain the objectives, scope and nitty-gritty of these schemes. Field based programmes, success stories and spot field interviews will also be included in each of the programme.
Almost every programme will carry the recordings from the field involving interviews and success stories of rural people, who are directly involved in Digital financial Literacy. All India Radio Chennai has all along been providing knowledge kinship for the Financial Literacy revolution though such programmes.
Field based interviews, talks, discussion, dialogue, Quiz programme, Vazhakkadu mandram, Pattimandapam, Drama, Symposium, Question Answer programme, panel discussion, Soothsayer programme, stock
(4)character programme, Jingles, skits, Compiled programme, Radio reports, Field day programme, Folk song, Street based kaisilambu, Mono acting programme, Cultural programme, Variety Programme, Family serial, Success stories, Inthavara Seidhi, talklet interviews are interlaced with suitable songs composed specially for this programme.
This programme is Conceptualised, designed and developed in an innovative and attractive manner by the liberal use of the rural dialect which instantly establishes rapport with the farmers. This will also drive home the possibility of making a fresh beginning for the rural populace through the Nabard developmental schemes. This programme is a Compendium of the Various latest Water saving technologies which are very essential for rural people. Young farmers to adopt innovative farming practices through developmental schemes. With the help of the knowledge and experience AIR has provided to all of us in our profession, We are able to produce these Financial Literacy programmes in an imaginative and creative manner. AIR will always continue with its commitment and service of uplifting the rural population with Zeal, enthusiasm. This programme will be broadcast on every Wednesday and Thursday between 7.30 pm to 8 pm for a duration of 30 minutes.
The broadcast of the Nabard branded serial sponsorship programme open a new chapter in taking the Scientific, Technological aspects, and various developmental schemes quickly and vividly to the rural population which in turn will help in increases food production, doubling the income and improvement of living standards of the farmers who are the feeders of the Nation.
(5)Under the dynamic leadership of Shri.V.Chakravarthy. Programme Head of AIR. Chennai, I Voluntarily ventured to plan and broadcast this branded serial sponsorship programme with the aim to promote revenue earning for Prasar Bharati. , I am always happy to be a part of AIR in taking the Yeomen Service for the upliftment of rural population through our
broadcasts.
Contributed by :- Shri. R. RAJAGOPAL. PEX, All India Radio. Chennai , farmradiochennai @ gmail.com