MUMBAI: The much awaited budget from the new Finance Minister Arun Jaitley has begun and the first announcement for the media industry is in the form of the proposed new TV channel for farmers- Kisan Television dedicated to the interests of the agriculture and allied sector.
While presenting the Budget 2014 in the Parliament, Jaitley stated that the government will be investing Rs 100 crore for the channel that will give real time information on new farming techniques, water conservation, organic and farming etc.
A few weeks ago, Information and Broadcasting Minister Prakash Javadekar had stated that Kisan Television will be launched soon and Jaitley’s announcement reaffirms the government’s commitment to it.
The 24 hour channel, to be called DD Kisan, is being worked upon with the help of Prasar Bharati. Prior to winning the election, BJP had stated that if it came to power, it would explore setting up of regional Kisan TV channels.
Soon after the announcement, Zeel MD and CEO Punit Goenka tweeted “Kisan TV for farmer education was a good one!!”
Added PricewaterhouseCoopers leader- entertainment & media practice India Smita Jha, "Announcement of launch of Kisan TV and Aruna Prabha TV are also welcome in the context of their respective situations but hope these channels are commercially viable and do not add further burden to Public Service Broadcaster, Prasar Bharati, which is already under severe financial pressure."