Television is the most powerful audio-visual means of communication, being used as instructional tool for directing teaching, for supplementing formal education, for developing psychomotor skills, for eradicating illiteracy and for adult education. The rapid agricultural development is not possible unless the new innovation (modern and improved practices) are reached at the doorsteps of the son of the soil within the shortest possible time in the most effective way. Besides being quick and effective the diffusion of innovation should also be economically practicable. Since 26th Jan 1967 the Kirshi Darshan and later a horticulture based programmes Ankur are being telecast from Delhi doordarshan besides ‘Chaupal’ programme from Lucknow doordarshan since 2nd Oct 1991 for the benefit of rural people. It was noted from the study that despite of having their own TV sets the most of the respondents (40.84 %) are frequent viewer of agricultural programme and those who view the programmes watch these completely but understand them only moderately. Almost half of the TV viewer respondents (51.67%) used to talk to others while watching and never discuss in respect of these programmes.

Keyword: Television, Directing teaching, Kirshi Darshan, Ankur , Chaupal