Gate way to communicate farmers by Faizan Elahi

TABLE OF CONTENTS FOREWORD….……………………………………………..………………………………………………………..…….…7 INTRODUCTION ….……………………………………………..…………………………………………………………... 8  Purpose of study …………………………………………………………………………11  Methodology ………. ……………………………………………………………………11 Bahawalpur Division………………………………………………………………………………………………………..12 Bahawalnagar District……………………………………………………………………………………………… ………. 15  Bahawalnagar Tehsil ….………………………………………………………………… 16  

Chishtian Tehsil ………. ………………………………………………………………….17 Fort Abbas Tehsil ….……………………………………………………………………18

 

Haroonabad Tehsil…..……………………………………………………………………19 Minchinabad Tehsil..………………………………………………………………………20

Bahawalpur District……………………………………………………………………………………………………………21  Ahmadpur Sharqia Tehsil………………………………………………………………...22  Bahawalpur Tehsil…………………………………………………………………………23  Hasilpur Tehsil…….……………………………………………………………………… 24  Khairpur Tehsil…….……………………………………………………………………… 25  Yazman Tehsil…….……………………………………………………………………… 26 Rahim Yar Khan District………………………………………………………………………………………………………27  Khanpur Tehsil….………………………………………………………………………… 28  Liaquatpur Tehsil….……………………………………………………………………… 29  Rahim Yar Khan Tehsil……………………………………………………………………30  Sadiqabad Tehsil….……………………………………………………………………….31 Dera Ghazi Khan Division……………………………..……………………………………………………………………32 Dera Ghazi Khan District………………………………………...……………………………………………………………35  Dera Ghazi Khan Tehsil…………………………………………………………………...36  Kot Chutta Tehsil…………………………………………………………………………...37  Taunsa Sharif Tehsil……………………………………………………………………… 38 Layyah District…………………………………………………………………….……………………………………………39  Layyah Tehsil……………………………………………………………………………….40  Chaubara Tehsil……………………………………………………………………………41  Karor Lal Esan Tehsil……………………………………………………………………...42 Muzaffargarh District……………………………………………………………..…………………………………………… 43  Muzaffargarh Tehsil………………………………………………………………………..44  Alipur Tehsil…………..…………………………………………………………………… 45  Jatoi Tehsil…………….……………………………………………………………………46  Kot Addu Tehsil……….……………………………………………………………………47 Rajanpur District…………………………………………………………………………………………………………….… 48  Rajanpur Tehsil…….………………………………………………………………………49  Jampur Tehsil………………………………………………………………………………50  Rojhan Tehsil……….………………………………………………………………………51 Faisalabad Division………………………………………………………………………………………………………..…52 Faisalabad District…………………………………………………………………………………………………………….. 55  Faisalabad Tehsil….……………………………………………………………………… 56  Chak Jhumra Tehsil.……………………………………………………………………… 57  Jaranwala Tehsil…..……………………………………………………………………….58  Sammundri Tehsil………………………………………………………………………….59  Tandlianwala Tehsil….…………………………………………………………………….60 Toba Tek Singh District………………………………………………………………………………….…………………….61  Gojra Tehsil…………………………………………………………………………………62  Kamalia Tehsil……..……………………………………………………………………… 63  Pir Mahal Tehsil…………………………………………………………………………….64  TobaTek Singh Tehsil……………………………………………………………………..65

Jhang District…………………………………………………………………………………………………………………..66  Ahmedpur Sial Tehsil……………………………………………………………………..67  Athara Hazari Tehsil………………………………………………………………………68  Jhang Tehsil…………………………………………………………………………...…..69  Shorkot Tehsil………………………………………………………………………...…...70 Chiniot District……………………………………………………………………………………………………….………...70  Bhawana Tehsil …….……………………………………………………………………..71  Chiniot Tehsil ……….……………………………………………………………………72  Lalian Tehsil …………..…………..………………………………………………………73 Gujranwala Division………………………………………………………………………………………………………...74 Gujranwala District…………………………………………………………………………………………………………….77    

Gujranwala Tehsil………..…………………………………………………………..…...78 Kamoke Tehsil………..…………………………………………………………………...79 Nowshera Virkan Tehsil………..………………………………………………………...80 Wazirabad Town Tehsil………..………………………………………………………....81

Gujrat District……………………………………………………………………………………………………….……….....82   

Gujrat Tehsil………..……………………………………………………………………...83 Kharian Tehsil………..…………………………………………………………………....84 Sarai Alamgir Tehsil………..………………………………………………………….….85

Hafizabad District……………………………………………………………………………………………………….….....86  

Hafizabad Tehsil ………..………………………………………………………….....87 Pindi Bhattian Tehsil………..………………………………………………………….....88

Mandi Bahauddin District………………………………………………………………………………………………….....89   

Malakwal Tehsil Tehsil………..……………………………………………………….....90 Mandi Bahuddin Tehsil………..……………………………………………………….…91 Phalia Tehsil………..………………………………………………………………….…..92

Narowal District……………………………………………………………………………………………………….…….…93   

Narowal Tehsil………..………………………………………………………………….. 94 Shakargarh Tehsil………..…………………………………………………………….... 95 Zafarwal Tehsil………..…………………………………………………………………...96

Sialkot District……………………………………………………………………………………………………….………….97    

Daska Tehsil………..………………………………………………………………………98 Pasrur Tehsil………..…………………………………………………………………….. 99 Sambrial Tehsil………..…………………………………………………………………..100 Sialkot Tehsil………..………………………………………………………………….….101

Lahore Division………………………………………………………………………………………………………….…...102 Lahore District…………………………………………………………………………………………………………….…...104  Lahore Tehsil……….……………………………………………………………………...105  Lahore Cantonment Tehsil….……………………………………………………………106  Model Town Tehsil..…………………………………………………………………….…107  Raiwind Tehsil…….……………………………………………………………………..…108  Shalimar Tehsil………………………………………………………………………….…109  Wagha Tehsil……..……………………………………………………………………..…110 Kasur District…………………………………………………………………………………………………………………...111  Kasur Tehsil……….……………………………………………………………………..…112  Chunian Tehsil…….……………………………………………………………………..…113  Kot Radha Kishan Tehsil………………………………………………………………..…114  Pattoki Tehsil..…….……………………………………………………………………......115

Nankana Sahib District…………………………………………………………………………..………………..…….... .116  NankanaSahab Tehsil …………………………………………………………………117  Safdarabad Tehsil ………………………………………………………………………118  Sangla Hill Tehsil ….……………………………………………………………………119  Shahkot Tehsil ……..……………………………………………………………………119 Sheikhupura District………………………………………………………………………………………………………….120  Ferozewala Tehsil ………………………………………………………………………121  Muridkay Tehsil …….…………………………………………………………………122  Sharaqpur Tehsil ….……………………………………………………………………123  Sheikhupura Tehsil ..……………………………………………………………………124 Multan Division………………………………………………………………………………………………………….…126 Khanewal District……………………………………………………………………………………………………………129  Jehanian Tehsil …….……………………………………………………………………130  Kabirwala Tehsil …………………………………………………………………………131  Khanewal Tehsil …………………………………………………………………………132  Mian Channu Tehsil……………………………………………………………………..133 Lodhran District…………………………………………………………………………………………………………...…134  Dunyapur Tehsil …………………………………………………………………………135  Kahror Pakka Tehsil ……………………………………………………………………136  Lodhran Tehsil ……..……………………………………………………………………137 Multan District………………………………………………………………………………………………………………..138  Shujabad Tehsil …………………………………………………………………………139  Multan Tehsil ………….…………………………………………………………………140  Jalalpur Pirwala Tehsil …………………………………………………………………141 Vehari District……………………………………………………………………………………………………………….142  Burewala Tehsil …………………………………………………………………………143  Mailsi Tehsil ………..……………………………………………………………………144  Vehari Tehsil ………….…………………………………………………………………145 Rawalpindi Division……………………………………………………………………………………………….………146 Attock District………………………………………………………………………………………………………………..149  Attock Tehsil ……….……………………………………………………………………150  Fateh Jhang Tehsil ….…………………………………………………………………151  Hassan Abdal Tehsil…………………………………………………………………….152  Hazro Tehsil ………..……………………………………………………………………153  Jand Tehsil ………………………………………………………………………………154  Pindi Gheb Tehsil ….……………………………………………………………………155 Chakwal District……………………………………………………………………………………………………………..156  Chakwal Tehsil …….……………………………………………………………………157  Choa Saidan Shah Tehsil ..……………………………………………………………158  Kallar Kahar Tehsil ..……………………………………………………………………159  Lawa Tehsil ………..……………………………………………………………………160  Talagang Tehsil …………………………………………………………………………161 Jhelum District……………………………………………………………………………………………………..……… ..162  Dina Tehsil ………………………………………………………………………………163  Jhelum Tehsil ……………………………………………………………………………164  Pind Dadan Khan Tehsil ………………………………………………………………..165  Sohawa Tehsil …………………………………………………………………………166 Rawalpindi District……………………………………………………………………………………………………..…….167  Rawalpindi Tehsil ….……………………………………………………………………168  Gujar Khan Town Tehsil ….……………………………………………………………169  Kahuta Tehsil ……………………………………………………………………………170  Kallar Syedan Tehsil…………………………………………………………………… 170  Kotli Sattian Tehsil ..……………………………………………………………………171  Murree Tehsil ……………………………………………………………………………172  Taxila Tehsil ………….…………………………………………………………………173

Sahiwal Division……………………………………………………………………………………………………………174 Sahiwal District………………………………………………………………………………………………………………177  Chichawatni Tehsil ..……………………………………………………………………178  Sahiwal Tehsil ….….……………………………………………………………………179 Okara District……………………………………………………………………………………………………...………...180  Depalpur Tehsil …….……………………………………………………………………181  Okara Tehsil …….……………………………………………………………………… 182  Renala Khurd Tehsil …….……………………………………………………………183 Pakpattan District.…………………………………………………………………………………………………………...184  Arifwala Tehsil ……..……………………………………………………………………186  Pakpattan Tehsil …..……………………………………………………………………187 Sargodha Division…………………………………………………………………………………………………………188 Khushab District…………………………………………………………………………………………………………… 191  Khushab Tehsil ………………………………………………………………………192  Nurpur Thal Tehsil …..…………………………………………………………………193  Quaidabad Tehsil ….……………………………………………………………………193 Bhakkar District……………………………………………………………………………………………………………...194  Bhakkar Tehsil ……….……………………….…………………………………………195  Darya Khan Tehsil …..…………………………………………………………………196  Kalur Kot Tehsil ……..…………………………………………………………………197  Mankera Tehsil ……….…………………………………………………………………197 Mianwali District……………………………………………………………………………………………………………..198  Isa Khel Tehsil …….……………………………………………………………………199  Mianwali Tehsil …….……………………………………………………………………200  Piplan Tehsil ……….……………………………………………………………………201 Sargodha District……………………………………………………………………………………………………………202  Bhalwal Tehsil ……..……………………………………………………………………203  Bhera Tehsil ……………………………………………………………………………204  Kot Momin Tehsil ….……………………………………………………………………205  Sahiwal Tehsil …….……………………………………………………………………206  Sargodha Tehsil …………………………………………………………………………207  Shahpur Tehsil ……..……………………………………………………………………208  Silanwali Tehsil ……….…………………………………………………………………209

FOREWORD In presenting our assessment of the media followers of the agricultural sector in Punjab, it is impossible to deny the fact that the modern media has evolved over the years. The large follow up of media either print or electronic have proven to shape the opinions and spread awareness and knowledge across the land. The agricultural information provided by the government to the farmers through these mediums will help immensely to obtain enhanced results. Our report recognizes this fact as well that the need to take into account the broader paradigm shift happening in the global agricultural market. We have to modernize our agricultural production with state of the art machinery and techniques, as both can have profound implications for the patterns of production of different types of crops that Pakistan has been yielding for years. Advances in information technology have transformed almost all aspects of our modern lives, and it is therefore not surprising that we now see an impact through the media throughout the country with quite an impressive number of audiences in each medium. We see this concretely not only in the way that crops are marketed and sold but also in the arrival of new opportunities for growth and prevention. The more joined-up world we live in is increasingly utilizing modern mediums for their development in every sector. It is important to acknowledge that this report is a collaborative achievement, and we express here our appreciation of all those who have contributed to its production. In particular, this report is only possible because of the hard work and dedication of our team of Directorate of Agricultural Information and the experts who have contributed to its analysis by conducting the surveys and preparing the survey reports. Our job, however, is not simply to collect the information provided by farmers but our task is to provide a scientifically sound and independent analysis of the agricultural scenario. This analysis can be helpful to comprehend the perception of farmers in terms of media consumption. Finally, our reporting is designed to be accessible to the general reader, strategically focused to serve our policy audience, and sufficiently detailed to meet the needs of researchers and experts. Whatever your perspective, we hope that our work will increase your understanding of the media audience in Punjab. Our mission is to spread best and most authentic news and this analysis report provides with the best choices for providing the information to the farmers who burn the midnight oil to get the best products which not only help them earn but also helps in economic growth of our country.

INTRODUCTION Directorate of Agricultural Information Punjab has strived to unveil the fashion of consumption of media throughout the province. A detailed survey was conducted in all administrative tiers of the Punjab. This survey ranges from divisions to tehsils. The pattern of the media utilization was studied and brief results are presented in the book. This communication with farmers will enhance the comprehension of agriculture in Punjab consequently a better assessment of the farmers Punjab is possible. Punjab, the land of five rivers inhibits total population of 110 million in its 20.63 million hectors of land which makes 20.9% of the country's total area making it the second largest province by area. Its agrarian soul unearths the treasures of Wheat, Cotton, Rice, Fodder, Maize, Sugarcane, Oilseeds, Pulses and Vegetables. The total 10.81 million hectors (53%) of area produces Cotton, Sugarcane, Rice, and Maze in Kharif Season (April-Sep) and Wheat, Fodders, and Pulses in Rabi Season (Oct-Mar).

Punjab is blessed with the diversity of agro climatic zones suitable for various vital crops. Variety of temperature and rainfall makes it suitable for agriculture. The average maximum and minimum temperature in Punjab increases from north to south. Rawalpindi Sialkot and other northern districts have the lowest temperature in contrast with the southern districts having a higher temperature.

Punjab falls in the monsoon region with the maximum rainfall in July. The rainfall trend decreases from north to south. The Northern division has the highest rainfall as compared to southern divisions.

88% of the total area (15,000 hectares) in Punjab is irrigated whereas 12% (2,050 hectares) is un-irrigated; depending on natural rainfall. Shares of irrigated areas are different for two cropping seasons. For Kharif crops, 93.8% area is irrigated; whereas for Rabi crops, 83.3% is irrigated.

The Punjab agriculture uses multiple modes of irrigation. 22.7% sown area is irrigated by canals and 18.7% by tube wells; while the largest portion of 53.8% uses both modes of irrigation. Use of wells and other modes is less common.

Agriculture holds a key position in the economy of Punjab. It has 21% share in GDP and provides employment to 47% workforce. Agriculture-based products account for around three-fourth of countryâ&#x20AC;&#x2122;s total exports of which about 60% share is contributed by Punjab. The PLRA record says the144 tehsil centres in 36 districts registered 211,369 farmers, 12,500 landless farmers (tenants) and 199,000 landowners. Channels and Newspapers with maximum users can serve best for the purpose of promulgation of information. With the variety of informational content, a huge range of purposes can be attained. Awareness and education of the farmers have always been the sacred purpose of Directorate of Agricultural Information Punjab. This book is another step towards the goal of building an enhanced communication between authorities and farmers. This analysis will be helpful in making historical and futuristic policies to equip our farmers with globally changing paradigm shift.

11 Purpose of study The purpose of the study is to highlight the patterns of media consumption for the better understanding of the mediums through which farmers are accessed through print and electronic media. This study will enable us to strategize plans more effectively in terms of the education and awareness of farmers. This will equip us to disseminate information to the farmers about complete agricultural information by using the proper medium specifically. Objectives of the Study This study was majorly focused to unveil the media consumption and its patterns in Punjab. A comprehensive knowledge of the media utilization is fundamental necessity for communication policies. Setting this approach as guiding principle, this research was proceeded with the following objectives.    

The thorough knowledge of the media utilization and data collected in this study can serve as guidelines for the upcoming researches. This study majorly aims at exploring what medium is preferred to what extent for acquiring information by the farmers of Punjab. The study will provide answers of the quires relevant to which is the most preferred TV channel in any particular administrative tier of the Punjab? Similarly, which Radio channel and newspaper has what number of subscribers in any particular area.

Methodology Data about farmers was collected from Punjab Agricultural Helpline which is operated and managed by Punjab Information Technology Board. Population of the study is the whole Punjab province and the sample size is 10,000 farmers. The data consists of complete contact detail of farmers from all the division, districts and tehsils of the Punjab and random method was applied. A team from Directorate of Agricultural Information Punjab contacted the farmers individually through phone calls in order to collect information. The department designed a questionnaire with the focus on acquiring information regarding media utilization of farmers. The farmers asked Open Ended Questions about their favourite TV channel, Radio channel and newspaper incorporated with supplementary questions like “Hours of viewership, usage of smart phone and usage of social media”. With the help of “POWER BI software,” the results were compiled and evaluated. The findings were further evaluated in graphical representations. On the grounds of these results, an analysis report was formulated by Directorate of Agricultural Information in order to give a descriptive analysis of readership, viewership and listenership of Newspapers, TV and Radio respectively.

Bahawalpur Division Division Bahawalpur contributes in the prosperity of motherland by growing Cotton, Sugarcane, Rice in Kharif season and Citrus, Mango, Wheat, Grams and Oilseeds in Rabi season on its 3644506 acres of land. Bahawalnagar in Bahawalpur Division is the largest wheat producing district contributing 5.5% of provinceâ&#x20AC;&#x2122;s total production. Bahawalpur is located in the southern Punjab has lesser rainfall reportedly 483 millimetres on average. The average maximum temperature is 32.1 and minimum 19.3 Â°C and it is considered as a semi-arid division. The number of farm families present in the area of Bahawalpur division is 569766. The soil of the region is categorized into Mehra, Loam, Clay loam and sandy. The irrigation network of Bahawalpur is composed of canals, wells and tube wells but maximum irrigation is provided through canals in the area of 2.9 million acres. A Survey conducted by Directorate of Agriculture Information finds out that media consumption in this division mostly takes place via TV, Radio and Newspapers. A brief media analysis for this division is given below. Channels and newspapers with the maximum number of users in the Bahawalpur division must be consulted for promulgation of agricultural content. TV takes the lead in the provision of information in Bahawalpur division. Data shows that TV Channels have the viewership in following order ARY (20.41%), Geo, PTV and Express in Bahawalpur.

In Bahawalpur division, the medium of TV is vital for the provision of information. This medium must be utilised with the help of specified content to target a maximum number of farmers. Through TV agriculture campaigns, awareness and education can be provided in more effective manner. Thus for the targeted approach, ARY can serve best with its highest number viewership in Bahawalpur division. For this purpose, it is suitable to produce Talk shows, Documentaries, News packages and other informative content. It will enhance the flow of information and it will ensure the connectivity of farmers with the paradigm shift. Next to TV is Radio. Radio channels have the scope of providing information in following order local FMs (8.39%), FM 105, FM 106 and Radio Pakistan.

As compare to TV, mass has less interest in radio for information and entertainment. The graph shows that Local Radio Stations must be utilized for the provision of Agriculture Information to the farmers.

Newspapers impacts only literate population, thus have fewer chances to propagate and educate. In Bahawalpur division, Khabrain is the most appropriate option when it comes to newspapers. It has the maximum number of readers when compared to other newspapers.

In newspaper circulation Khabrain (20.69%) has the lead followed by Express, Daily Jang, Nawai-Waqt and Dunya. For the Bahawalpur Division, Khabrain is the most appropriate option.

Farmers (46.39%) in division Bahawalpur watch TV in prime time. On the other hand 24.86% farmers in the division also watch TV from 4PM to 7PM. These percentages show that electronic media campaigns should be launched smartly, keeping in mind these specific timings of TV viewership of Bahalapur.

Bahawalnagar District Bahawalnagar district offers its fertile land for the crops of Cotton, Mango and Wheat. TV is a preferable medium for acquiring information and entertainment in Bahawalnagar district. The population of district watches TV channels in the order of ARY (21.81%), PTV, Geo and Dunya.

Majority of farmers in the division Bahawalpur watch News content. 63.37% of the farmers in the Bahawalpur Division are found inclined towards News bulletins. Agricultural campaigns, news packages, news tickers regarding specific crops can be broadcast during prime time and especially with news bulletins.

Division Bahawalpur is further divided into three districts namely Bahawalnagar, Bahawalpur and Rahim Yar Khan. The data analysis of these districts with their Tehsils is given below:

Bahawalpur

Bahawalnagar

Bahawalpur

Rahim Yar Khan

When it comes to Radio channels, Local FMs (7.83%) take the lead by superseding FM 96 and Radio Pakistan. Local FMs working in indigenous language can serve best for propagation and education. 90.94% farmers of Bahawalnagar district do not listen to radio.

17 Bahawalnagar District is further divided into 5 Tehsils. Data and analysis of these tehsils are given below.

Bahawalnagar

Chishtian

Fort Abbas

Haroonabad

Minchinabad

Bahawalnagar Tehsil Farmers of Bahawalpur tehsil watch ARY (29.58%) the most and then Geo, PTV and Dunya. For the promulgation of agricultural content, ARY must be the priority in the area Daily Jang (13.42%) enjoys the lead of readability among the farmers of Bahawalnagar followed by Nawa-i-Waqt, Khabrain, Dunya and Express.

18 Local FM channels with 11.27% users are favourite of the farmers of Bahawalnagar tehsil followed by FM90 with 1.41% users.

Chishtian Tehsil News Channels have their Viewership in the order of ARY (25.64%), PTV, Geo and BBC. Once again preference must be given to ARY for providing information.

Newspaper according to their circulation in BahawalnagarTehsil has the order of Khabrain (12.68%), Daily Jang, Nawa-i-waqt, Dunya and Express. More than 90% of the population radio in the region is no more a beneficiary of radio. But Local FMs here take the lead in satisfying the need of population followed by FM90.

Fort Abbas Tehsil ARY (30.3.%) takes the lead as being a favourite channel of the farmers of Fort Abbas tehsil then in the graph PTV, Geo, Agricultural Channels and Saama make their places.

In terms of newspapers, Farmers of Chishtian tehsil rely mostly on Daily Jang (30.77%) for information and then prefer Nawa-i-waqt, Express, Khabrain and Dunya.

Radio is not a popular trend of acquiring information among the population of the tehsil. Still, local FM channels manage to have a population of 9.09%.

Haroonabad Tehsil Data from Haroonabad Tehsil shows that farmers here chose PTV (29.55%) as the favourite and then Geo, ARY and Saama. To target the population of Haroonabad National Television is the best option.

Khabrian (24.24%) has the maximum scope in the provision of printed content followed by Dunya, Daily Jang, Nawa-i-Waqat, and Nai Baat.

Among the 93.15% population do not listening radio. Local FMs somehow maintain to attract 4.55% population.

Minchinabad Tehsil The data from Minchinabad tehsil reveals that Geo (22.39%) is the most preferred channel in the area superseding ARY, PTV and Dunya.

Nawa-i-Waqt (14.77%) has the maximum readability when compared to Dunya, Khabrain Daily Jang, and Express. In the sphere of Radio, the only 7.46% farmers chose Local FMs rest of the population is not a big fan of radio.

22 Nawa-i-Waqt (16.42%) can serve best to spread the agricultural content to the maximum number of farmers by competing Daily Jang, Dunya, Khabrain and Express in terms of maximum readers.

Bahawalpur District The productive fields of district Bahawalpur produce Cotton, Grapes, Mango and Wheat. Data collected from Bahawalpur district gives the evaluation that PTV (19.75%) is the most preferred channel that leaves behind ARY, Geo and Express. Thus to virtually reach the farmers of Bahawalpur PTV is the most suitable option.

In the whole population, a very limited portion of 20% listens to the radio. Local FMs are the number choice among the limited listeners.

Khabrain (28.40%) has lead in print media followed by Daily Jang, Nawa-i-Waqt, Express and Dunya. For the dissemination of agricultural content in the printed form, Khabrain can serve best in Bahawalpur district.

24 The Bahawalpur district is administratively divided into Five Tehsils. The data of these Tehsils is given below.

Bahawalpur Ahmadpur Sharqia

Bahawalpur

Hasilpur

Khairpur Tamewali

Yazman

Ahmadpur Sharqia Tehsil Geo (17.14%) is the most watched TV channel in Ahmedpur Sharqia, PTV comes second in the row then ARY and Express appear. The Lead of Khabrain newspaper with the percentage of 27.14% can play a vital role in the dissemination of agricultural content incorporated with Daily Jang, Nawa-i-Waqat, Ausaf and Dunya.

In another tehsils radio is not a favourite medium. Only Local FMs maintains the percentage of 14.29.

Bahawalpur Tehsil Contradictory to adjacent Ahmedpur Shirqia Tehsil, in Bahawalpur tehsil PTV (24.14%) is the first priority of farmers by superseding ARY, Geo, ATV and Express.

Local FMs (20.69%) are the first choice of the farmers of Bahawalpur tehsil leaving behind FM 105, FM100 and FM 95.Thus local FM channels can be helpful to spread information.

Khabrian newspaper (22.41%) takes the lead in the provision of information incorporated with Daily Jang, Express, Nawa-i-waqt, Dawn and Dunya.

Hasilpur Tehsil National channel PTV (29.73%) has the maximum number of viewership in Hasilpur Tehsil. then come ARY, Geo and Dunya.

Statistics of radio are not very satisfactory as 86.49% farmers fall into the category of donâ&#x20AC;&#x2122;t listen.

Daily Jang (21.62%) leaves behind Khabrian, Express, Nawa-i-waqt and Dunya in the provision of information through its massive circulation.

Khairpur Tehsil ARY (24.14%) has the largest number of viewership and is followed by Geo and PTV in Khairpur tehsil thus it can be advocated to utilise ARY to spread information in this Tehsil.

Khabrain (27.59%) becomes the choice of maximum farmers when it comes to print media followed by Daily Jang, Nawa-i-waqt, Ausaf and Dunya.

The data of Khairpur tehsil provides that only 10% farmers here rely on Local FM channels consequently making local channels the only option in Radio.

Yazman Tehsil PTV (20.41%) takes the lead in grabbing the maximum viewership in Yazman tehsil, and then comes ARY, Geo and Saama in the graph with their viewership.

Khabrain has the lead on Daily Jang and Nawa-iwaqt in TehsilYazman as it has near to half newspaper reading population attached to it. This makes it more suitable option.

Local FMs with their content suitable to indigenous listeners garbs the maximum number of farmers leaving behind FM 101and FM 92.

Rahim Yar Khan District The fields of Rahim Yar Khan produce Cotton, Sugarcane, Mango and Wheat.

As for as, the readability of newspapers is concerned Express (28.89%) has the top position. It is followed by Khabrain, Daily Jang, Nawa-i-Waqat and Dunya.

In district, Rahim Yar Khan Geo (21.94%) is the most viewed TV channel followed by ARY, PTV, Express and 92 News.

Rahim Yar Khan District is further divided into Four Tehsil. The data of these tehsils is given below.

In district Rahim Yar Khan 90% of the population is not inclined towards radio. Leaving a narrow room for radio channels. Local FMs has the attention of 3.33% population.

Rahim Yar Khan

Khanpur

Liaquatpur

Rahim Yar Khan

Sadiqabad

Khanpur Tehsil In Khanpur tehsil ARY is leading as the favourite channel of 33.33 % of the total population leaving behind Geo, PTV and 92 News.

The circulation of Express (29.17%) is the highest leaving Khabrain in the second position and then Daily Jang and Nawa-i-waqt come in the line.

Khanpur is another Tehsil where more than 90% of the population is not interested in radio. A very small fragment of the population is interested in radio. FM 106 and local FM channels attract that particularly limited portion.

Liaquatpur Tehsil ARY (39.47%) is the topmost channel in Tehsil Liaquatpur superseding Geo, PTV, Express and Saama. This lead of ARY can be helpful in the provision of agricultural content.

Express newspaper (26.32%) is the most circulated newspaper in tehsil followed by Khabrian, Daily Jang, Nawa-i-waqt and Ausaf.

Among the small portion of the population that listens radio, Local FM channels are liked by the majority of the farmers in the tehsil and then FM 103, FM 106 and FM 95 make their own places in the heart of farmers.

Rahim Yar Khan Tehsil Data shows that Geo (25.66%) stands out to be the most favourite channel among the population of tehsil Rahim Yar Khan followed by PTV, ARY, Express, 92 News.

Express (28.29%) is the most circulated newspaper followed by Khabrain, Daily Jang, Nawa-i-Waqt and Ausaf. This circulation of Express can be utilized to spread the information.

Once again radio is not a popular medium and local FMs are relied on by 2.63% listeners. FM 99, FM 106, BBC, FM 105and FM 89.4 have not a worth mentioning population.

Sadiqabad Tehsil PTV stands out at the topmost viewed channel followed by Geo, ARY and Express in Sadiqabad Tehsil.

Express (32.14%) has the maximum circulation followed by Khabrain, Daily Jang and Dunya. This makes Express the most suitable option for the promulgation of information.

With the 85.71% population not listening radio, Sadiqabad has 7.14% farmers listening FM 105.

Dera Ghazi Khan Division

Geo (22.54%), PTV, ARY and Express in Dera Ghazi Khan.

When it comes to serving the country fertile lands of Dera Ghazi Khan have vital crops like Cotton, Sugarcane, Rice and Citrus as Kharif crops and Mango, Grapes, Gram, Sunflower and Wheat as Rabi crops to offer. The largest export of Mangoes is from Rahim Yar Khan. Being located in the south of the Punjab it has lower rain fall of 90 to 128 millimetres on average. All over the climate of D.G. Khan is dry with minimum of 3Â°C and maximum of 48Â°C. The agricultural land of division DG Khan is 4233192 acres cultivated by 776383 farm families. Irrigation system in the division relies highly on Tube wells and then Canals whereas the soil of Dera Ghazi Khan is classified into Clay, Clay loam, Sandy and Sandy loam . A Survey conducted by Directorate of Agriculture Information finds out that media consumption in this division mostly takes place via TV, Radio and Newspapers. A brief media policy for this division is given below. The viewership and channels and circulation of newspapers are the gauge of determining the policy. Channels and newspapers with the majority of users are preferable and appropriate to consult for the broadcast of agriculture content. A keen look at the data gathered by survey makes it obvious what channel and newspaper are accessed by the majority. The medium of TV with its impending impact has the maximum potential to communicate the agricultural content. Evaluation of the data advocates that TV Channels have the viewership in following order

Through TV agriculture campaigns, awareness and education can be provided in more effective manner. Thus for the targeted approach Geo can serve best with its higher number of viewership in Dera Ghazi Khan Division. The content must be generated by keeping in the mind of paradigm shift happening in the market. Beside TV is Radio. Radio channels have extent of giving data in following order Local FM channels (10.12%), FM 103 and Radio Pakistan. Local FM Radio Stations must be used for the arrangement of the provision of data.

36 viewership. These percentages show that electronic media campaigns should can prove fruitful if launched according to these times.

In Newspaper circulation Khabrain (26.54%) has the lead on Express, Daily Jang, Nawa-i-Waqat and Dunya. For the Dera Ghazi Khan division, Khabrain is the most appropriate option.

51.86% farmers in division Dera Ghazi Khan watch TV in prime time. Time period of 4PM to 7PM also has a considerable amount of

Majority of farmers in the division Bahawalpur watch News content. 63.37% of the farmers of Bahawalpur has shown their interest in News. Agricultural campaigns, news packages, news tickers regarding specific crops can be launched during prime time and especially with news bulletins.

Division Dera Ghazi Khan is further divided into four districts namely Dera Ghazi Khan, Layyah,

37 Muzaffargarh and RajanPur. The data and analysis of these districts with their tehslis are given below.

Dera Ghazi Khan

Layyah

Muzaffargarh

Rajanpur

Dera Ghazi Khan takes pride by producing Cotton, Sugarcane, Mango and Wheat. TV is the most preferable medium for acquiring information and entertainment in Dera Ghazi Khan District. Population of district watches TV channels in the order of Geo (21.81%), PTV, ARY and Express. By graph it is obvious that Geo can serve best in provision of information. The massive lead of Geo on PTV and ARY in this district must be availed to spread agricultural information to a large portion of population.

Local FMs take the lead by overriding Radio Pakistan and FM 101. Local FMs working in the native language can serve best for propagation and education.

District Dera Ghazi Khan

Dera Ghazi Khan Tehsil Farmers of Dera Ghazi Khan Tehsil watch Geo (21.43%) the most and then PTV, ARY and Bol TV. For the promulgation of agricultural content, Geo must be the priority in the area.

Khabrain (21.81%) enjoys the lead of readability among the farmers of Dera Ghazi Khan followed by Express, Daily Jang, and Nawa-i-Waqt.

Local FM channels (16.07%) are favorite of the farmers of Dera Ghazi Khan Tehsil followed by BBC, and Radio Pakistan.

Dera Ghazi Khan District is further divided into 3 tehsils. Data and analysis of these Tehsils are given below.

Dera Ghazi Khan Dera Ghazi Khan

Kot Chutta

Taunsa Sharif

Kot Chutta Tehsil Farmers of Kot Chutta Tehsil watch Geo (20.83%) the most and then PTV, ARY and Waseeb. Geo can be the most instrumental for the purpose of dispersion of information.

Newspapers according to their circulation in Dera Ghazi Khan Tehsil have the order of Khabrain (21.81%), Express, Daily Jang and Nawa-i-waqt.

Local FM channel (12.50%) is most favourite of the farmers of Kot Chutta tehsil followed by Radio Pakistan, and FM 103.

40 Newspapers according to their circulation in Kot Chutta Tehsil have the order of Khabrain, Express, Nawa-i-waqt and Daily Jang. Khabrain leads with the percentage of 26.39%.

Taunsa Sharif Tehsil The preference of the population of Taunsa Sharif in terms of television comes out in the following order. Geo with 22.35% viewership leads overriding ARY, PTV and Express.

Radio does not have a large number of users in this tehsil. Local FM channels are most favourite of the farmers of Taunsa Sharif tehsil followed by Radio Pakistan, BBC and FM 89.

Khabrain soothes the taste of the native reader at the most, among all newspapers thus grabbing 20.59% population.

District Layyah Layyah participates in the prosperity of the nation by producing Cotton, Citrus, Grapes, Mango and Wheat in its fertile lands. TV wins the lead in the provision of information and entertainment in Layyah district. The population of district watches TV channels in the sequence of PTV (23.71%), Geo, ARY and Dunya.

42 The lead of PTV in this district must be availed to spread agricultural information to a large portion of the population. When it comes to Radio channels, Local FM (23.20%) takes the lead by superseding FM 89 and Radio Pakistan.

Daily Jang (24.23%) enjoys the lead of readability among the farmers of Layyah followed by Khabrain, Nawa-i-Waqt and Express. Thus for the flow of printed information, Daily Jang is the number one option.

Local FMs working in the native language can serve best for propagation and education.

Layyah district is further divided into 3 Tehsils. Data and analysis of these Tehsils are given below.

Consequently, PTV is the most suitable option to spread awareness and education.

Layyah Layyah

Chaubara Tehsil

Karor Lal Esan

Layyah Tehsil Farmers of Layyah Tehsil watch PTV (24.79%) the most and then Geo, ARY and Express.

Newspapers as per their circulation provide that in Layyah tehsil the order is Daily Jang (27.27%), Khabrain, Nawa-i-Waqt and Express. Local FM channels (21.49%) are the most favourite of the farmers of Layyah Tehsil followed by FM 89, Radio Pakistan and FM 98. Consultation with local FM channels can have enhanced results in Layyah Tehsil.

Chaubara Tehsil The choice of the population of Chaubara tehsil reflects that PTV (20.59%) is the most viewed TV channel in the region. PTV must be prioritized in the area as it has the maximum viewership.

Newspapers according to their circulation in Chaubara Tehsil have the order of Daily Jang (20.59%), Express, Khabrain, and Nawa-i-waqt.

Local FM channels (23.53%) are most favourite of the farmers of Chaubara tehsil followed by BBC, FM 89 and FM 99. With the help of local FM channels, better communication is possible in Chaubara tehsil.

Karor Lal Esan Tehsil Karor Lal Esan Tehsil elects the Geo (33.33%) as most liked TV channel. PTV, ARY and ATV follow Geo in the graph.

Khabrain Newspaper with 28.21% appears on the top by having the maximum readability in the tehsil. Daily Jang, Nawa-i-Waqt, Dawn and Pakistan also appear in the list.

28.21% of the population of Karor Lal Esan Tehsil opt local FM channels when it comes to radio. With the help of local FM channels, better results in Karor Lal Esan tehsil can be achieved.

District Muzaffargarh The production of Cotton, Sugarcane, Mango and Wheat by Muzzafrgarh makes it a vital district in the agricultural growth of Punjab. Television is an ideal medium for the provision of information and entertainment in Muzaffargarh district. The population of district watches TV channels in the order of PTV (26.13%), Geo, ARY, Express and Dunya. The lead of PTV in this area must be profited to spread agricultural data to a great number of population.

Though radio users are in a very limited number but when it comes to Radio channels FM 103 (8.36%) takes the lead by superseding FM Local and Radio Pakistan.

Khabrain (43.55%) enjoys the lead of readability among the farmers of Layyah followed by Daily Jang, Nawa-i-Waqt and Express.

Muzaffargarh district is further divided into 4 Tehsils. Data and analysis of these Tehsils are given below.

Muzaffargarh

Alipur

Jatoi

Kot Addu

Muzaffargarh

Muzaffargarh Tehsil

followed by local FM channel and FM 98.6.

Muzaffargarh Tehsil chose PTV (33.33%) as the most favourite channel in the area. Then, Geo, ARY, Express and Bol make their place in the list. For the promulgation of agricultural content, TV must be the priority in the area.

Newspapers as per their following in Muzaffargarh Tehsil has the sequence of Khabrain (46.15%), Nawa-i-Waqt, Daily Jang, and Express.

FM 103 (7.69%) is the most favourite radio channel of the farmers of Muzaffargarh tehsil

Alipur Tehsil Alipur tehsil watches Geo (23.73%) the most and then ARY, PTV and 92 News. Agricultural content can be promulgated in a better manner through Geo.

Newspapers according to their circulation in Alipur tehsil have the order of Khabrain (35.59%), Daily Jang, Nawa-i-waqt and Dunya.

FM 103 (10.17%) is most favourite of Alipur tehsil followed by local FM channels and Radio Pakistan.

Jatoi Tehsil In Jatoi tehsil PTV (26.19%) has higher viewership than Geo, ARY, 92 News and Dunya. For the promulgation of agricultural content, PTV must be the priority in the area.

Newspapers as per their circulation in Jatoi Tehsil have the sequence of Khabrain (47.62%), Daily Jang, Nawa-i-waqt, and Dunya.

Local FM channels are most favourite of the farmers of Jatoi tehsil followed by Radio Pakistan and FM 103.

Kot Addu Tehsil Kot Addu tehsil opt Geo (24.07%) as the most favourite channel and PTV, ARY, Express and Dunya come next in the list.

Khabrain with its 44.44% population of reader stands at the top followed by Daily Jang, Express and Nawa-i-Waqt.

FM 103 (9.26%) is most favourite of the farmers of Kot Addu tehsil followed by Locals FMs and FM 101.

Rajanpur District Farmers of the Rajanpur district support the agriculture of the province by cultivating Cotton, Sugarcane, Mango and Wheat. TV is a preferable medium for acquiring information and entertainment in Rajanpur district. The population of district watch TV channels in the order of Geo (24.25%), ARY, PTV, Express and Dunya. The lead of Geo in this district must be availed to spread agricultural information to a large portion of the population. Khabrain (17.91%) enjoys the lead of readability among the farmers of Rajanpur followed by Daily Jang, Express, Nawa-i-Waqt and Dunya.

When it comes to Radio channels, Local FM channels take the lead by superseding FM 104, FM 99, FM 103 and Radio Pakistan.

Rajanpur district is further divided into 3 Tehsils. Data and analysis of these Tehsils are given below

Rajanpur Rajanpur

Jampur

Rojhan

Rajanpur Tehsil Farmers of Rajanpur Tehsil watch ARY (24.05%) the most and then Geo, PTV and Express make their place in the list.

FM 104 leading in radio has a very small fragment of population as its fan.

Newspapers according to their circulation in Rajanpur Tehsil have the order of Khabrain (30.38%), Daily Jang, Express, Nawa-i-waqt and Pakistan.

Jampur Tehsil Jampur tehsil watches ARY (20.00%) the most and then Geo, PTV, Dunya and Express. For the promulgation of agricultural content, ARY must be the priority in the area.

Local FM channels (6.00%) are most preferred by the farmers of Jampur tehsil followed by FM 102, FM 103, FM 104 and FM 89.

Newspapers according to their circulation in Jampur Tehsil have the order of Khabrain (15.00%), Daily Jang, Express, Nawa-i-Waqt and Dawn.

Rojhan Tehsil Farmers of Rojhan Tehsil watch Geo (32.58%) the most and then PTV, ARY, Express and Saama. For the promulgation of agricultural content, Geo must be the priority in the area.

Newspapers according to their circulation in Rojhan Tehsil have the order of, Daily Jang (30.48%), Khabrain, Express, Dunya and Local newspapers.

Local FM channels (3.37%) are most favourite of the farmers of Rojhan tehsil followed by FM 99 and Telenor 72.72. Consultation with local FM channels can have better results in Rojhan Tehsil.

Faisalabad Division Faisalabad division participates in the agricultural output of the nation by producing Rice, Sugarcane, Maize, Cotton and Citrus in Kharif season and Wheat, Grams and oilseeds are Rabbi Crop in its fields whereas Wheat is the major crop in Rabi season. Major exports include citrus and vegetables. Faisalabad district of the same division accounts for the 12.7% of the sugarcane production in the province and it has an area of 3297218 acres cultivated by 588481 farm families. Faisalabad is categorized as irrigated temperate area. On average maximum 30Â°C and minimum of 17.5 Â°C and rainfall estimates provide 518 millilitres on average. The region's soil varies from sandy loam to loam. Irrigation system mostly relies on canals, other mediums are also used but on a limited scale in its 1.788 million hectors of the area. Statistics demonstrate that TV comes out to be the most preferred medium of attaining information in Faisalabad division. Farmers of this division have shown their enthusiasm for watching TV Channels in following order PTV (21.42%), Geo, ARY and Dunya. Keeping in the mind, the selection of the public TV can be utilised to a maximum extent for the provision of agricultural content. The combination of audio and video has a greater scope of impacting the mass. Documentaries, TV Shows, Tutorials and educational programmes must be produced.

Though TV is the most elected medium but medium of Radio is significant too. Although a noteworthy portion of the population does not seek information and entertainment through radio a minor portion listens to local FM (7.34%) in this division followed by FM 95, FM 96, Telenor 72.72, FM 101 and FM 103 has their own audience as well.

57 Television watching trends are slightly different in Faisalabad Division. The difference of the 7PM to 11PM viewership and 4PM to 7PM viewership is narrow.39.71% farmers watch TV in prime time and 27.20% farmers watch TV from 4PM to 7PM. Morning and late night TV watching is very less in the division. Evening time and prime time is suitable for projection of Agricultural content.

The significance of Newspapers can't be denied particularly with regards to set up the extension amongst authorities and farmers. The data of newspaper circulation provides Express News is in the lead followed by Jang, Dunya, Khabrain and Nawa-i-waqt.

Immense number of 70.04% of the farmers in the Faisalabad Division watch News. The percentage of other content is quite lesser. The idea to utilize this prime time is worth considering.

Faisalabad District Division Faisalabad is further divided into three districts Faisalabad, Toba Tek Singh, and Jang. Statistics of these districts are given below.

Faisalabad Chiniot

Faisalabad

Jhang

Faisalabad district the Manchester of Pakistan produces Rice, Sugarcane, Maize, Citrus and Wheat. TV takes the lead in providing information in district Faisalabad. Data shows that channels have the viewership in following order PTV (21.98%), Geo, ARY and Express.

Toba Tek Singh

Similarly, Radio channels have the scope of providing information in the order of Local FM channel (9.62%), FM 101, FM 92, Telenor 72.72, FM 100 and FM 103.

59 Newspaper circulation provides Express is in the lead followed by Jang, Dunya, Nawa-i-waqt and Khabrain. As it is obvious that Express newspaper has the maximum readers so it can be utilized for spreading information.

Faisalabad is administratively divided into 5 Tehsils; Faisalabad, Chak jhumra, Sammundri and Tandlianwala.

Faisalabaad

Chak Jhumra

Jaranwala

Samundri

Tandlianwala

Faisalabaad

Faisalabad Tehsil In the Tehsil of Faisalabad PTV (23.87%) is in lead then comes GEO, ARY and 92 News. PTV has the maximum viewership so it must be consulted for better provision.

Local FM channels are mostly utilised by the public but FM 92, FM 101, FM 96, FM 99 and Telenor 72.72 have significant users too.

Chak Jhumra Tehsil Geo secures the position of being the most viewed channel in Chak Jumra tehsil followed by Islamic Channel, PTV, ARY and Saama.

Daily Express has the maximum circulation. Jang, Dunya, Khabrian and Nawa-i-Waqt also participate in the race. As it is obvious that Express Newspaper has the maximum so it must be utilized. Local FM Channels are at the lead in the world of Radio then FM 93 and FM 96 have their own place on the graph.

Jaranwala Tehsil Geo News with its maximum viewership can be vital. Then it is followed by ARY, PTV, Express and Dunya. So Geo is the prime option for the providing information.

Express leads with the maximum circulation followed by Jang, Khabrain and Nawa-i-Waqt in this region.

Local FM channels are at the peak in terms of listeners then come FM 100, FM 101, FM 103 and Telenor 72.72.

Sammundri Tehsil PTV News with its maximum viewership grabs the largest population. Then it is followed by ARY and Dunya.

Daily Express leaves behind Jang, Dunya, Nawai-Waqt and Khabrain in terms of circulation.

Only Local FMs have the considerable amount of audience to be considered. Rest of the farmers are not enthusiast about radio.

Tandlianwala Tehsil With 20.82% viewership ARY is in on the lead followed by Geo, PTV and Islamic Channel.

Express has the maximum circulation in the region then come Jang, Dunya, Nawa-i-Waqt and Daily Pakistan.

A very small amount of farmers in the region have interest in the radio. On the other hand, a large amount of farmers came in the category of those who donâ&#x20AC;&#x2122;t even listen to radio. Still, local FM channel somehow gets a small number of subscribers.

Toba Tek Singh District Toba Tek Singh District is rich in producing Rice, Sugarcane, Maize, Citrus and Wheat. With higher number of viewership, TV becomes the most favoured medium of the farmers in the region. Data demonstrates that channels have the viewership in order PTV, Geo, ARY, Dunya and Express. PTV and Geo enjoy almost same number of viewers in the area.

Express News has the maximum circulation followed by Dunya, Jang, Khabrain and Local Newspapers.

Radio has a very limited scope for the provision of information because a very limited number of farmers are inclined towards it. Local FM is successful in managing a very small number of audiences. FM 95, FM 96, FM 102 and FM 93 and FM Telenor 72.72 are not having a worth noticing statistics.

Gojra Tehsil PTV News is at the top in Gojra Tehsil followed by Geo, ARY and Dunya. The lead of PTV in this tehsil must be availed to spread agricultural information to a large portion of the population.

As per the distribution of newspapers, Jang is in the lead followed by Express, Nawa-i-waqt, Dunya and Khabrain.

Toba Tek Singh District has four tehsils; Gojra, Kamalia, Pir Mahal and Toba Tek Singh.

Toba Tek Singh Gojra

Kamalia

Pir Mahal

Toba Tek Singh

A huge population represents the category of those who do not listen to radio but still, local Radio Station manages to attract a number of farmers in Gojra. FM 93 and FM 95 fall behind the Local FM.

Kamalia Tehsil Geo is the most watched News channel in Kamalia. In the list of channels PTV, ARY and Express comes after the Geo.

Statistics provides that Express with 15.38% readership is in the lead followed by Jang, Dawn, Din and Dunya.

When it comes to Radio Kamalia is not a place of radio fans since 96% farmers don't listen to the radio in this tehsil. But Somehow FM 96 manages to attract a small number of farmers.

Pir Mahal Tehsil In Pir Mahal Geo comes first in satisfying the mass of tehsil leaving behind PTV, ARY, Dunya, and Express.

In Kamaliya Jang has the maximum circulation followed by Khabrian, Pakistan, Dunya, Nawa-iwaqt, and Saama.

FM channels have a very narrow percentage of listeners. With 90% non-listeners FM 95, FM 96 and Telenor 72.72 have managed to gather a limited population as their fan.

Toba Tek Singh Tehsil Geo News is the most relied channel in Toba Tek Singh Tehsil followed by PTV, ARY, Dunya and Express.

Daily Jang can be very productive in terms of spreading information due to its maximum circulation in the area. Daily Pakistan, Nawa-iwaqt, Dunya, Express and Khabrian can also participate in the provision of information in print media.

Among the population that is not relying on the radio any more Local, Radio Channels takes the lead in spreading awareness bringing FM 102 to the second place and FM 95 at the third place in the list of Radio Channels.

Jhang District The fields of Jhang enrich the country by producing Rice, Sugarcane, Citrus and wheat. TV is the most appropriate medium to spread agricultural information due to its large number of viewership in the district. Data shows that channels have the viewership in following order ARY (32.67%) at the top followed by Geo, PTV, Dunya and 92 News.

Jang News has maximum readership in Toba Tek Sing tehsil followed by Express, Nawa-iWaqt, Dunya and Khabrain.

District Jhang too is not a radio heaven farmers here are not attracted to radio anymore. Only FM 95 has a worth mentioning population.

Express with 30.00% following ahead of Jang, Khabrain, Dunya and Nawa-i-waqt.

71 Jhang district is further divided into four Tehsils. Analysis of these tehsils is given below.

Jhang Ahmedpur Sial

Athara Hazari

Jhang

Shorkot

Ahmedpur Sial Tehsil ARY is leading in the Tehsil Ahmedpur Sial with its higher number of viewers, Dunya, Geo, and Waseeb TV comes next in the list.

Khabrain with its 34.48% readers among the total population has the highest circulation they come to Jang, Nawa-i-Waqat, Express and Local newspapers.

While analysing the radio listenership the large percentage of 93.10% population is a nonlistener of radio whereas FM 96 and FM 98 survive here with a very small number of users.

Athara Hazari Tehsil ARY once again takes the lead in another tehsil of district Jhang oust PTV and Geo.

FM72, FM 96, FM 99 and Telenor 72.72 with their limited users are working in the region.

Daily Express has the most circulation among newspapers leaving behind Dunya, Jang and khabrain.

Jhang Tehsil ARY news is at the peak in the list of TV channels thus leaving behind PTV, Geo, Dunya and Express.

Daily Express hits the highest point on the graph superseding Jang, Dunya, Khabrain and Dawn.

In a tehsil where radio is not a popular medium FM 95 maintains 4.29% of fans intact followed by FM 103, FM 96 and others.

Shorkot Tehsil Geo news competes for ARY by the difference of 8% in the area and manages to have the highest number of viewers. It is followed by ARY, PTV, 92 news and Channel 5.

Daily Express has maximum circulation among newspapers. Khabrain, Nawa-i-waqt, Dunya, and Jang come behind Express.

Chiniot District Only FM 95 has the worth mention audience. Other than that FM 101 has a 2.86% audience. Apart from this percentage most part of the population does not listen to the radio.

Chiniot, famous for its furniture presents its fertile soil also produces Sugarcane, Maize, Citrus and Wheat. In the district of Chinot national television, PTV is in lead then come GEO, ARY and 92 News. PTV has the maximum viewership so it must be consulted for better provision of agricultural content to farmers of Chiniot.

75 Almost 80% of the population do not listen to radio in the district. Thus radio is not that fruitful in context of promulgation of information. Local FM channel with their fans marks 16.03 per cent area on the graph.

Chiniot

Bhawana

Chiniot

Lalian

Bhawana Tehsil In the Tehsil of Bhawana ARY is in lead then come PTV, GEO, and Islamic channel. ARY has the maximum viewership so it must be consulted for spreading awareness.

Daily Express has the maximum circulation. Jang, Nawa-i-Waqt and Dunya also participate in the race. Daily Express has the privilege of leading in this area.

Local FM channels are mostly utilised by the public after that Radio Pakistan has a significant audience too.

Chiniot is further divided into 3 tehsils. Bhawana, Chiniot and Lalian Tehsil.

Chiniot Tehsil In the Tehsil of Chiniot PTV is in lead then comes GEO, ARY and 92 News. PTV has the maximum viewership so it must be considered for awareness purposes.

Daily Express has the maximum circulation. Jang and Khabrain also participate in the race.

Public here is not very inclined to the radio. Only local FM channel has a fan following worth mentioning.

Lalian Tehsil In the Tehsil of Lalian PTV is in lead then comes GEO, ARY and Express. PTV has the maximum viewership so it must be consulted for better provision.

Local FM channels are mostly utilised by the public but Radio Pakistan and FM 101 has a noticeable audience too.

Daily Express has the maximum circulation. Jang and Local Channels also participate in the race. So Daily Express has the privilege of leading role in this area.

Division Gujranwala The largest Division of Punjab has the greatest share in the agricultural output. It produces the vital crops of Rice, sugarcane in Kharif season and Wheat, Canola and Fodder in Rabi season. The total area of division Gujranwala is 3137917 acres. Being located in the north of the province, it has higher average annual rainfall is approximately 375 millimetres (14.8 in) and higher temperature Average 41 Â°C as well. Irrigation network in the division relies mostly on canals and tube wells, other methods have limited scope in the 4.27 million hector of the land of the division. The farm families of this area are 670874. The soil consists of clay loam or very fine sandy loam which makes the subsoil weak in structure with common cankers at only five feet. The populace of Gujranwala has demonstrated their interest in the medium of TV to a higher extent. Geo comes out as leading channel in the division with the highest number of followers, PTV and ARY gives one another very tough time. They are followed by Express and Dunya.

Throughout the statistical analysis of Punjab, radio has never been a popular medium. The pattern of radio listening is almost same as it is in other districts. Population does not rely anymore on the radio. Local FM channels somehow maintain a small crowd of their listeners. Other Radio channel does not have worth mentioning users.

80 Daily express has the scope to spread printed information with much zeal as it has maximum number or readers.

With the 16.48% of the readership, Express enjoys the lead among newspapers. It is followed by Jang, Nawa-i-Waqt, Khabrain, and Dunya.

The trends of television viewership provides that 68.69% farmers watch TV in the period considered prime time and along with this percentage, 9.89% farmers watch TV from 4PM to 7PM. Morning and late night TV watching is very less in the division. Prime time can be used for projection of Agricultural content.

Gujranwalaâ&#x20AC;&#x2122;s statistics shows that 72.61% of the farmers in the Gujranwala Division watch News bulletins and the percentage of other content is less. The hours of prime time can be more fruitful in agricultural campaigns.

Gujranwala is further divided into six districts namely Gujranwala, Gujrat, Hafizabad, Mandi Bahu din, Narowal and Sialkot. Data and analysis of these districts is provided below

Gujranwala

Gujrat

Hafizabad

Mandi Bahauddin

Narowal

Sialkot

Radio listeners in this district are in scarcity. Their segmentation according to their likelihood for different channels provide that Local FM channels have the maximum population and is followed by FM 95, Telenor 72.72 and others

District Gujranwala The district famous for its wrestlers is also famous for producing Rice and Wheat in its soil. National television is the most viewed channel in the district with the percentage of 22.13; it is competed by Geo with 19.26% population. Then in the competition comes ARY, Express and Dunya. National Television is the most appropriate option for propagating of the information.

82 Daily express enjoys the highest readership in the district more than a quarter of the population entrusts Express. Then in the list comes Jang, Dunya, Nawa-i-waqt and Khabrian.

Radio once again does not enjoy a great majority of the population. FM 95 and local FM channel with only 4.60% of the population take the lead in the list. They are followed by Telenor 72.72 and FM 100 and FM 103. Gujranwala is further divided into four tehsils. The data of these tehsils is given below.

Gujranwala

Kamoke

Nowshera Virkan

Wazirabad

Gujranwala Tehsil Gujranwala Tehsil has demonstrated that Geo is its utmost favourite channel and it is followed by PTV, ARY, Express and ATV on the list.

With the percentage of 32.18 % in the graph, Express takes the pride in being on the top on

83 the list and is followed by Khabrain, Jang, Dunya and Nawa-i-Waqt.

More than 90% of the population is not a big fan of Radio in the tehsil. Local FM makes its place by grabbing 6.45 % and is followed by FM 106 and FM 95.

Kamoke National television appears on the top in the list with more than a quarter of population entrusting it with their likelihood. Geo, ARY and express compete in the list after PTV.

The newspaper has its limitation as only literate farmers can be benefited by it. In the tehsil about 37% farmers do not read the newspaper.

84 Express has the highest number of readership and is followed by Nawa-i-waqt, Jang, Dunya and Khabrain.

Local FM channels grab almost 10% of the population. Then in the list come FM 106, FM 102 and FM 95.

Nowshera Virkan PTV is having the vivid lead in the tehsil followed by ARY, Geo and Dunya.

23.81 % of the population of the tehsil declares Daily Express as the most read newspaper. Express is competed by Dunya, Jang and Nawai-waqt.

Wazirabad is not a radio haven as more than 90% of the population does not listen to radio. The small number of farmers who listen demonstrate that FM 95 is most favorite of theirs followed by FM 101and local FM channel

Wazirabad Town ARY enjoys the lead in the list of TV channels it is followed by Geo, Express, PTV and Dunya.

Express with its 28.30% of readers takes the pride in being the number one newspaper in tehsil followed by, Dunya, Jang, Khabrain and Nawa-i-waqt

86 ARY is the most viewed TV channel in the district with a viewership of 30.14% of the population. ARY is competed by Geo, PTV and Express. ARY can be very instrumental in addressing the farmers of the districts.

Radio channels are not much appreciated in the district. Local FM channels have managed to grab about 6 percent of the population then in the list come Radio Pakistan, FM 104 and FM 95.

District Gujrat District Gujrat offers its land for the cultivation of Rice and Wheat.

87 Gujrat is further divided into 3 tehsils. Data and analysis of these districts are provided below.

Gujrat Gujrat

Kharian

Sarai Alamgir

Gujrat Tehsil In the tehsil of Gujrat ARY has the maximum number of viewers with the 34.09 % population as their fan. Then in the list appear GEO, Express and PTV.

Express news gains the maximum readership by the percentage of 16.48. Then in the list comes Jang, Nawa-i-waqt, khabrain and Dunya.

Among the huge population that does not listen to radio, Local FM channels maintain to grab 6.82% of the population and are followed by FM 104 and Radio Pakistan.

Kharian Tehsil ARY enjoys the lead in terms of viewership in Kharian tehsil it is competed by Geo, PTV and Dunya.

As per newspaper circulation, Express has the lead followed by Khabrain, Nawa-i-Waqt, Dunya and Jang.

FM 95, FM 97 and Radio Pakistan has almost same number of audience, though radio is not a popular medium in the tehsil.

Sarai Alamgir Tehsil In Sarai Alamgir tehsil PTV has a massive lead on Dunya and only these two TV channels are viewed in the tehsil.

The sequence of newspapers as per their readership has the following order Express, Jang, Nawa-i-waqt, Nai Baat and Dawn.

Local FM channels are successful in obtaining 33.33% of the population rest of the farmers donâ&#x20AC;&#x2122;t listen to radio.

90 Only Daily Jang is entrusted by the population in the tehsil to a larger extent.

District Hafizabad The lands of Hafizabad provide the vital crops of Rice and Wheat. Analysis of the district provides that Geo has the maximum viewership. It is followed by PTV, ARY and Express.

Telenor 72.72 takes the lead with by grabbing a satisfactory number of populations from a district where more than 80% farmers do not listen to radio.

91 Hafizabad is further divided into two tehsils.

Hafizabad Hafizabad

Pindi Bhattian

Hafizabad Tehsil Geo (26.09%) grabs the maximum viewership in the tehsil, then in the list comes PTV, ARY, and Express.

Express takes the lead in the district Hafizabad and it is followed by Nawa-i-waqat, Jang and Khabrain.

Where the majority of the farmers do not listen to radio. FM Local and Telenor 72.72 manage to have a sensible audience.

Pindi Bhattian Tehsil The farmers of Pindi Bhattian have elected Geo as the most viewed channel in the tehsil. Then in the list appear ARY, PTV and Samaa.

Express with the readership of 28.26% of the population entrusted and then comes in the list Nawa-i-waqt, Jang, Khabrain and Dunya. Telenor 72.72 has the maximum following in the list of radio channels then come FM96 and FM local.

93 Nawa-i-waqt has the massive lead over, Pakistan, Jang, Express and Khabrain in the list of newspapers.

Mandi Bahuddin District District Mandi Bahuddin grows cotton and Wheat in its lands. Statistics show that TV is most liked medium of Information in the district. PTV has the lead, then in the graph, it followed by ARY, Geo, and Express

Statistics provide that FM 98 has the maximum number of followership and is followed by FM 95 and local FM channels.

94 In the newspaper circulation Express has the maximum lead, and then in the list appears Nawa-i-waqt, Jang and khabrain.

This district is further divided into 3 tehsils.

Mandi Bahauddin Malakwal

Mandi Bahauddin

Phalia

Malakwal Tehsil Malakwal tehsil elects PTV as the most viewed TV channel. In The list next comes Geo, ARY and Express.

Farmers in the tehsil are not very fond of Radio. FM101, FM 95, FM 98 and local radio channels enjoy the same number of listeners.

Mandi Bahauddin Tehsil In Mandi Bahuddin the farmers choice draws the graph in the sequence of ARY (31.37%), PTV, Geo and Express.

Khabrain takes the lead in the provision of information leaving behind Express, Jang, Nawa-i-Waqt and Dunya. FM 95 has an admirable audience followed by FM 98 and local FM.

Phalia Tehsil In Phalia tehsil PTV (27.91%) has the lead followed by ARY, Geo and Express.

Khabrain leads the newspaper circulation by superseding Express, Jang, Nawa-i-waqt and Dunya.

FM 98 has a significant amount of followers and is followed by Local FM channel and FM103.

97 Express news has a massive following of almost 28% of the population and is followed by Jang, Dunya, Khabrain and Nawa-i-waqt.

District Narowal Narowal district produces Rice and Wheat in its fertile lands. ARY and Geo move parallel in the graph but ARY has the slightest lead. They are followed by PTV, Dunya and Express.

More than 90 % of the farmers donâ&#x20AC;&#x2122;t listen to radio. Slightest amount of farmers that listens radio elects local FM channels as most heard and it is followed by FM 101, BBC and others.

98 Narowal is further divided into 3 tehsils.

Narowal Narowal

Shakargarh

Zafarwal

Narowal Tehsil In Tehsil Narowal tehsil the sequence of TV channels as per the likelihood of is PTV, Geo, ARY, Express and Dunya.

Jang newspaper has a prominent lead in newspapers circulation followed by Nawa-iwaqt, Khabrain, Dunya and Express.

Radio is not favorite of the population in the tehsil the statistics of tehsil are not very satisfactory.

Shakargarh Tehsil In the shakargarh Tehsil Geo (32.56%) is the most preferred news channel that is followed by ARY, PTV and Express.

Jang is the most read newspaper in the tehsil followed by Khabrain and Nawa-i-Waqt, Express and Dunya.

Radio statistics provides that this medium is not encouraged by the population of tehsil. FM 101 has the lead in the list comes before BBC and FM 103.

100

Zafarwal Tehsil ARY with 47.06% viewership stands out as the most viewed TV channel than on the graph appears PTV, Dunya and Geo.

Newspapers as per their circulation provide the Nawa-i-waqt has the maximum readers, and then in the graph comes Jang, Khabrain, Dunya and Express. This tehsil lacks in radio listeners and only FM local has about 6% population.

101 Khabrain grabs a maximum number of readership in the tehsil. Jang comes on the second number and then Nawa-i-waqt.

District Sialkot Sialkot is not only famous for its industries but the Rice and Wheat from the soil of Sialkot are matchless. Statistics show that Geo is the most watched Channel in Sialkot district. ARY and PTV have tough competition between them and then comes saama and Express.

The statistics of radio from Sialkot too are not very encouraging only a small fragment f population is fond of radio. Local FM channels manage to have a noticeable fan following.

102

Daska Tehsil In Daska tehsil Geo has a lead with 33.33 % of the fans in the population it is followed by ARY, PTV, Express and Khabarin.

Jang has the lead with a percentage of 23.87 in the circulation superseding Nawa-i-Waqt, Express, Dunya and Khabrain.

Only FM 206 has a significant amount of population. About 93 % of the population is not interested in Radio.

Sialkot district is further divided into 4 tehsils. The date of these tehsils is given below.

Sialkot

Daska

Pasrur

Sambrial

Sialkot

103

Pasrur Tehsil In Pasrur, Geo (32.53%) once again takes the lead by superseding ARY, PTV and Dunya.

Newspaper too is not very popular in Daska as 55% of the population has no interest in the reading newspaper. Express and Jang have lead in the sphere of Newspaper reading population. Then in the list appear Dunya, Khabrain and Nawa-i-Waqat.

In the sphere of radio channels, local FMs have the maximum number of users than in the list appears other channels with an almost same number of users.

104

Sambrial Tehsil Geo (30.77%) is in lead in another tehsil followed by PTV, ARY, Dunya and Express.

Geo and Jang both come from the same media house and have the lead in tehsil. After Jang in newspaper circulation Nawa-i-waqt, Din, Dunya and express appear. Express 103 takes the lead in the radio channels, Local FM channels has the same number of subscribers as Telenor 72.72 has.

105 Jang has a very clear dominance in the area by superseding all other newspapers with a great difference.

Sialkot Tehsil In Sialkot Tehsil Geo has about 45% of the viewership. This massive viewership can be instrumental in the promulgation of content. Then in the list appears Samaa, ARY, PTV and 92 news.

FM 103, FM 94 and local FM channels have the same number of audience in the tehsil.

106

Daily Jang has a huge readership in the tehsil, followed by Jang, Dunya, Express, khabrain and Nawa-i-Waqt.

107

108

Lahore Division

can serve best with its higher number viewership in Lahore division.

The 403158 lively farm families of division Lahore provide Cotton, Sugarcane, and Maize in Kharif season and Wheat in Rabi season by cultivating these crops in the agricultural lands of 2187029 acres. Lahore has a sub-tropical climate. The average rainfall recorded in Lahore is 856 millimetres and on average maximum temperature is 29.8 Â°C and minimum of 17.9 Â°C. Irrigation network in the 1.169 million hectors of area mostly relies on canals and then on tube wells. The soil of Lahore ranges from loam to clay loam. A Survey conducted by Directorate of Agriculture Information finds out that media consumption in this division mostly takes place via TV, Radio and Newspapers. A brief strategy and analysis of media policy for this division are given below. Channels and Newspapers with the greater number of users can ensure the transmission of information to a large number of farmers in the Lahore Division. TV has the maximum impact as it is the most subscribed medium in the division. Data provides that TV Channels have the viewership in following order Geo, PTV, ARY, Express and Dunya in Lahore Division. Geo lead with 23.07% of viewership. In Lahore division, TV is an active medium for the provision of information. This medium must be utilized with the help of specified content to target a maximum number of farmers. Through TV agriculture campaigns, awareness and education can be provided in more effective manner. Thus for the targeted approach, Geo

Radio channels are also there to provide information but the choice of farmers shows that Local FM channels, FM 95, FM 103, FM 99, FM 101 and Radio Pakistan havesequenceon the list. Consequently, local channels have a greater scope of serving the purpose of education, awareness and entertainment. As compare to TV, farmers have a lesser interest in radio for information and entertainment. The graph shows that Local Radio Stations must be utilized for the provision of agricultural information to the farmers.

109 watch TV in prime time. Farmers in this division are not so much fond of watching TV late night and in morning timings.

In Newspaper circulation, Khabrain with its 32.16% of readership takes the lead followed by Express, Jang, Nawa-i-waqt and Dunya. For the Lahore division, Khabrain is the most appropriate option, as it has the maximum number of subscribers.

The data form Lahore division has provided that 72.44% of the farmers in the Lahore division

Favorite TV programs statics for Lahore division are similar to other divisions because 70.98% farmers watch News programs. So in Lahore division news programs should be focused for the projection of agricultural massages

Division Lahore is further divided into four districts namely Lahore, Kasur, Nankana and

110 Sheikhupura. The data and analysis of these districts with their tehsils are given below.

Lahore

Kasur

Lahore

Nankana Sahib

The radio channels are not popular in the farmers of district Lahore on the graph, FM 95 has the 4.20% of the listeners and it stands out to be on the top which is followed by FM 101, FM 100, FM 103, Local FM and FM 106.

Sheikhupura

District Lahore Lahore district produces only Rice and Wheat on its land. Public of Lahore division opts the medium TV for acquiring information and entertainment. The choice of the population has provided the order of most viewed TV channels as Geo, PTV, ARY, Dunya and Express. The lead of Geo in this district must be availed to spread agricultural information to a large portion of population.in numbers the lead of Geo appears in the figures of 31.93 %.

About a quarter of Lahoreâ&#x20AC;&#x2122;s population relies on Daily Jang and then comes Khabrain in the graph. Express, Nawa-i-waqt and Dunya have alesser subscription.

111 Lahore district is further divided into six tehsils. Data and analysis of these tehsils are given below.

Lahore

Lahore Cantonment

Raiwind

Wagah Town

Model Town

Lahore

Shalimar

Lahore Tehsil Geo News occupies the longest portion of the graph by marking the viewership of Geo as 29.90%. It is followed by PTV, ARY, Dunya and Express respectively.

To promulgate printed data graph suggests that Jang must be preferred Khabrain, Express, Nawa-i-waqt and Dunya have lesser readability.

83.51% of the population does not listen to Radio, still, FM 95 manages to be the favorite channel of the 5.15% population of Lahore Tehsil and it is followed by BBC.

112

Lahore Cantonment Tehsil The graph representing the choice of farmers in TV channels shows that Geo and PTV have the same viewership in Lahore Cantonment. Both channels secure 33.33% of the viewership in the region.

Data from the tehsil Lahore Cantonment provides that Din, Jang and Nawa-i-waqt enjoy almost the same 33.33% of the readership.

Only FM 103 channel appears on the graph, population of Lahore Cantonment has shown a great likelihood, as 33.33 % following is the highest percentage that any radio channel has acquired in the survey.

113

Model Town Tehsil By the graph, it is deduced that Geo has the hegemony in the tehsil by having 100% viewership.

Nawa-i-waqt leaves no space for any other newspaper as it has 100% readability in the tehsil.

The statistics of radio channels are not very satisfying in the tehsil as graphs indicate that whole of the population of the tehsil do not listen to radio.

114

Raiwind Tehsil Geo and PTV have the same number of views in the tehsil. Geo coupling with PTV has left others far behind by securing 33.33% of the population.

Jang incorporated with Dunya grabs almost half of the newspaper readers. They are followed by Dunya and Nawa-i-waqt.

Shalimar Tehsil Radio is not much liked medium as only FM 103 has 8.33% listeners in the population. Rests of the farmers do not even listen to radio.

Geo and PTV once again have the same number of viewership as numbers show they have 40% of the viewership in Shalimar tehsil.

115 Only FM 100 has managed to grab 20% of the populationâ&#x20AC;&#x2122;s interest. Rest of the 80% of the population does not use the radio.

Express has the lionâ&#x20AC;&#x2122;s share in the newspaper circulation. It is followed by Din and Dunya. Express leads by securing 40% of the readers among the whole population.

Wagha Tehsil This tehsil is located at the border of IndiaPakistan; Geo enjoys the 100% viewership in the area.

116 Statistics of Radio and newspapers are not very satisfactory and almost equal to null.

117

District Kasur The district Kasur has maintained its reputation of being an agrarian district by producing Rice, Sugarcane, Maize and Wheat in its fields. The choice of the farmers provides the following graph, in which Geo with the maximum 32.33 percentage of users has left other channels behind. The most suitable medium for this district can be TV as it has maximum users.

Nawa-i-Waqt enjoys the lead of readability among the farmers of Kasur followed by Jang, Dunya, Express and Khabrain.

A large portion of districtâ&#x20AC;&#x2122;s population is not docile towards the Radio, but still, FM95 with the 5.14% of the population is on the top of the list is followed by FM 99, local FM channels and others.

Kasur District is further divided into 4 tehsils. Data and analysis of these tehsils are given below

Kasur Chunian

Kasur

Kot Radha Kishan

Pattoki

118

Kasur Tehsil

FM 95 with its 8.82% listeners is at the top of sphere of radio channels.

The populace of Kasur tehsil makes Geo the most viewed TV channel. National Television PTV, ARY and Express comes later in the graph. Geo has secured 30.88% populationâ&#x20AC;&#x2122;s likelihood.

Newspaper according to their circulation in Kasur Tehsil has the order of Jang, Nawa-iWaqt, Khabrain, Dunya and Express. Daily Jang appears at the top of the graph by scoring 14.71% of the population.

119

Chunian Tehsil Tehsil Chunian makes Geo stand at the top in the graph with 34.04% of viewership. Geo is followed by ARY, PTV and Dunya in the list.

Once again, Radio is not a very popular medium but local FM still manage to get 4.96 % of the users and stand at the top in the list of radio channels followed by FM 99, FM 95 and others.

Nawa-i-waqt is in the lead in the list of newspapers by securing 19.15 % of the readership and is followed by Jang, Express and Dunya.

120

Kot Radha Kishan Tehsil Farmers of Kot Radha Kishan tehsil watch Geo the most and then PTV, Dunya, ARY, Express and sports. For the endorsement of agricultural content, Geo can be very helpful in this area. Geo has 26.09% of the populationâ&#x20AC;&#x2122;s admiration.

Newspapers according to their circulation in Kot Radha Kishan Tehsil have the order of Jang with 39.13%, Dunya, Dawn, Khabrain and Nawa-iwaqt. Dawn, Dunya and Khabrain have almost the same number of readers.

Only a quarter of the population has shown interest in Radio and among them, FM 92 (13.04%) has the highest users followed by FM 90, FM 95 and FM 94.

Pattoki Tehsil

121 35.48% of the population from Pattoki tehsil provides that geo is their most favourite channel followed by Dunya, ARY, and PTV.

Only a small sliver of the population is inclined towards radio. FM 92 has the maximum number of users (9.68%) followed by FM 93, FM 100 and FM 95.

Statistics show that Nawa-i-waqt is the highest read newspaper with 35.48% in the tehsil and it is followed by Jang, Khabrain, Dunya and Nai Baat.

122

District Nankana Sahib The land of Baba Guru Nanak Sahib provides its share in the agricultural prosperity of motherland by growing Rice and Wheat in its lands. TV grabs the maximum population. Thus relying on the TV for the provision of information can be a big help. Geo has the maximum number of viewership with 23.56%, followed by PTV, ARY and Dunya. Geo with the percentage of 23.56% appears at the top.

Newspapers have greater scope of the provision of information. Nawa-i-waqt takes the lead of 18.97% and is followed by Khabrain, Jang, Express and Dunya.

The small number of radio users makes radio, not a worthy medium, as more than 90% of the population is not interested in radio only local FM has 4.02% of users.

123 Nankana Sahib District is further divided into 4 Tehsils. Data and analysis of these Tehsils are given below

Nankana Sahib Nankana Sahib

Sangla Hill

Shahkot

Safdarabad

Nankana Sahab Tehsil Farmers of Nankana Tehsil watch PTV the most with 24.39%, followed by Geo, ARY, Dunya and Express. For the promulgation of agricultural content, PTV must be the priority in the area. National television has 20.33% populationâ&#x20AC;&#x2122;s interest.

Local FM channel is the favourite of the farmers of Nankana Sahib Tehsil followed by FM 95.While 90.24% of the population falls into the category of donâ&#x20AC;&#x2122;t listen.

Newspapers according to their circulation in Nankana Sahib tehsil have the order of Khabrain, Nawa-i-Waqt, Express, Jang, and Dunya. Khabrain is at the top with 20.33% readership.

124

Safdarabad Tehsil ARY and Geo both come parallel to each other in the graph by securing almost 24% of the viewership and are followed by Dunya, 92 News and Express.

Newspapers as per their distribution in tehsil have the order of Jang, Dunya, Express and Khabrian. Jang tops with 19.05% of the populationâ&#x20AC;&#x2122;s readership.

103 FM channel is the only channel that stands out with a very small amount of farmers inclined towards Radio. 96.24% of the population is not even interested in the medium of radio.

125

Sangla Hill Tehsil Farmers of Sangla Hill Tehsil have elected ARY as the most watched TV channel followed by PTV, Dunya and Geo. ARY marks 30.77 % on the graph and becomes the top most channel.

Nawa-i-waqt occupying 30.77% on the graph stands out to be the most distributed paper in the tehsil and is followed by Jang, Dunya, Express and Khabrain.

Shahkot Tehsil Radio has zero per cent users in the tehsil.

Geo grabs almost half of the population in tehsil leading very little room for other channels. Samaa, ARY, and PTV are also watched in the tehsil.

126 Radio once again is not very liked medium in the tehsil. Only a small amount of farmers has shown interest in Radio.

District Sheikhupura The fields of Sheikhupura are cultivated with Rice and Wheat only. TV is the most trusted and popular medium in the farmers of district. Statistics of the district arranges TV channels on the graph is the sequence of Geo, PTV, ARY, and Express. The lead of Geo in this region must be benefited to spread farming data to a substantial bit of populace. Geo acquires this lead by becoming the most liked channel of 28.57% population.

Newspaper according to their circulation has the order of Nawa-i-waqt, Jang, Dunya, Express and Din. Nawa-i-waqt leads with the percentage of 23.53.

With regards to Radio channels, Local FM leads the pack by superseding FM 103, FM 100, FM 107 and FM 95.Local FMs working in native language can serve best for propagation and education.

127

Ferozewala Tehsil Ferozewala Tehsil elects PTV as the most viewed channel followed by Geo, ARY, and Express. PTV has held over 35.48% of the population of the area.

Daily papers as per their circulation in Sheikhupura District have the order of Nawa-eWaqt, Express, Jang, Khabrain and Dunya.

More than 80% of the population are nonlistners of the medium of radio but 103 FM channel is the most favourite of the farmers of Ferozewala tehsil followed by FM100, FM 101, FM 95 and local FM channel.

Sheikhupura district is further divided into 4 Tehsils. Data and analysis of these Tehsils are given below.

Sheikhupura

Firozwala

Muridkay

Sharaqpur

Sheikhupura

128

Muridkay Tehsil Geo is the most favourite channel of the farmers of Muridkay and followed by PTV, ARY and 92 news in the graph.36.73 % population elects Geo as their favourite channel.

Daily papers according to their circulation in Ferozewala tehsil have the order of Jang, Khabrain, Local, Dunya, Express and Nawa -iWaqt. Daily Jang has the likelihood of the 19.35% of the population. A large portion of the population has chosen that they are not interested in Radio. A very small number has opted local FM channel as their favourite followed by FM 103 and FM 100.

129

Sharaqpur Tehsil Farmers of Sharaqpur Tehsil watches PTV the most followed by ARY, Geo and Express. PTV astonishingly has 44.44% of the populationâ&#x20AC;&#x2DC;s admiration.

Nawa-i-Waqt supersedes Express, Jang, Dunya, and Khabrain with 24.49% which is almost a quarter of the population.

Local FM channel is the most favourite of the farmers of Sharaqpur Tehsil followed by FM105 and Telenor 72.72.Consultation with Local FM channels can have better outcomes.

130

Sheikhupura Tehsil National television takes the lead in tehsil by superseding ARY, Geo and Express. National television has a viewership of 20.14%

Newspapers according to their circulation in Sharaqpur Tehsil have the order of Nawa-iwaqt, Dawn, Dunya and Jang.

In a tehsil where about 82% of the population do not listen Radio. But Local FM channels are the most favourite of the 5.10% segment of Sheikhupura Tehsil followed by FM 107, FM 95, FM 101, FM 103 and FM 102.

131

Newspaper according to their circulation in Sheikhupura tehsil have the order of Nawa-iWaqt, Jang, Express, Khabrain, Pakistan.Nawa-iWaqt is liked by 18.37% of the mass.

132

133

Multan Division Multan, the land with puritan soil covers 2606287 acres of the area of Punjab and is famous for Wheat in Rabi season whereas Cotton, Sugarcane and Mangoes in Kharif season cultivated by 526841 farm families. Khanewal plays a significant role in the production of cotton. It is the third largest cotton producing districts holding 10.9% shares of total provincial production. For guava, Vehari accounts for 7.6% shares of Punjab’s total guava production. Banana is grown in small quantities in Sahiwal and Khanewal. Khanewal is the largest onion producing district that accounted for 9.5% share of production. Khanewal is the third largest garlic producing district that holds 8.4% shares.

Multan division’s data reveals that TV is the most preferred medium in Multan. Channels have the viewership in following order PTV, Geo, ARY, Express and Dunya. PTV is the most seen channel with a percentage of 24.58 in Multan. By the help of content generated for TV, farmers can be educated and equipped with the awareness.

Multan is located in the southern Punjab, has dry climate with low rainfall reportedly 394 millimetres on average. The average maximum temperature is 31.4 and minimum 19 °C with a variety of soil ranging from sandy clay to Loam and Clay Loam. The irrigation network of Multan is composed of canals, wells and tube wells but maximum irrigation is provided through canal tube well in the area of 4.6 million acres. A Survey conducted by Directorate of Agriculture Information finds out that media consumption in this division mostly takes place via TV, Radio and Newspapers. For the purpose of propagation and education channels with the highest number of viewership incorporated with Newspapers with greater readability must be preferred. Their accesses to a larger portion of the population can be instrumental for the awareness of farmers.

Farmers in Multan division are not fond of Radio listening that’s why radio is not as much powerful medium for dissemination of information. Radio channels grab scarcely any population. More than 79.78 % of the population falls into the category of those who don’t listen to radio. The order of the radio channels as per their following is FM 103, FM Local, FM 95, FM 98 and FM 92.99 and Telenor 72.72.

134

Multan division is situated in the southern region of Punjab province. Survey statics show that 73.47% of the TV viewer watch TV in prime time. Other timing are not so much appealing for the farmers so their percentages are very low.

Daily newspapers are more welcomed by population than radio channels. Circulation of these papers determines their importance for the propagation of agricultural content. Khabrain has the lead in circulation followed by, Jang, Express, Nawa-i-waqt and Dunya. For the Multan division, Express is the most appropriate option.

Hourly news bulletins accompanied by sensational news content grabs the attention of 71.71% of the farmers of the Multan. Percentages of viewership of other content are low.

135 Division Multan is further divided into three districts namely Multan, Vehari, Khanewal, and Lodhran. The data and analysis of these districts with their Tehsils are given below.

Multan Khanewal

Lodhran

Multan

Vehari

District Khanewal Khanewal district offers its fertile land for the crops of Cotton, Mango and Wheat. TV is a preferable medium for acquiring information and entertainment in Khanewal district. In district, Khanewal Geo is the most viewed TV channel followed by ARY, PTV and Express. Geo has the lead with a percentage of 28.20 in terms of viewership.

Radio listening in the Khanewal district is very poor and the statistical data shows that 80.23% farmers donâ&#x20AC;&#x2122;t listen to radio. Those who listen to radio are very few like 5.81% farmers listen to local FM channels and 5.52% farmers listen FM 95. These statics shows that other mediums should be preferred for message delivery.

136 Khanewal district is further divided into four Tehsils. Data and analysis of these Tehsils are given below.

Khanewal Jehanian

Kabirwala

Khanewal

Mian Channu

Jehanian Tehsil In Jehanian Tehsil farmers mostly watches PTV and then GEO, ARY and 24 News. For the promulgation of agricultural content, PTV must be the priority in the area because of its likelihood in 42.31% of the population. Daily Khabrain is at the top in regard of readability among the farmers of Khanewal followed by Jang, Express and Nawa-i-waqt. Khabrain has maintained this lead because of the percentage of 34.01%.

Radio does not have any scope in the region as 88.46% of the population do not listen to radio. The farmers of tehsil Jehanian listens FM 103, FM 95 and FM Local with an equal percentage of 3.85%.

137

Kabirwala Tehsil In Jehanian Tehsil farmers mostly watches Geo, ARY, PTV and ATV. For the promulgation of agricultural content, Geo must be the priority in the area because of its likelihood in 26.15% of the population.

Newspaper according to their circulation in Jehanian tehsil has the order of Khabrain, Dawn, Express, Nawa-i-waqt, and Daily Jang.

Radio does not have any scope in the region as 76.15% of the population do not listen to radio. The farmers of tehsil Jehanian listens FM Local, FM 95, Radio Pakistan, BBC, FM 103 and FM 93.

138

Khanewal Tehsil Channels have their viewership in the sequence of Geo, ARY, PTV, and ATV. Geo has the maximum users among all news channels and this lead is represented in numbers as 32.31%

Newspaper according to their circulation in Jehanian tehsil has the order of Khabrain, Daily Jang, Express and Nawa-i-waqt.

Local FM channels take the lead in satisfying the needs of a very small fragment of the population followed by FM 95 and Radio Pakistan.

139

Mian Channu Tehsil Channels have their viewership in the series of ARY, Geo, PTV, and Islamic channels. Once again preference must be given to Geo for providing information as it grabs 31.33% of the mass.

In terms of Newspapers, Farmers of Khanewal tehsil relies mostly on Khabrain for information and then prefers Jang, Express, Nawa-i-waqt and Dunya.

Mian Channu is another tehsil that has more than 80% of the population donâ&#x20AC;&#x2122;t listen to radio. FM 95 % is the most liked by those who listen radio. It has 7.23% of the population under its influence.

140

Daily Khabrain enjoys the lead of readability among the farmers of Mian Channu followed by Jang, Express, and Nawa-i-waqt. Khabrain is the ultimate choice of 25.30% of the population.

141

District Lodhran Lodhran district offers its fertile land for the crops of Cotton, Grapes, Citrus, Mango and Wheat. TV is the most preferable medium for acquiring information and entertainment in Lodhran district. In district Lodhran PTV is the most viewed TV channel followed by ARY, Geo, Dunya and Saama. PTV occupies the largest portion of graph represented as 33.71%.

Khabrain newspaper is clearly at the top in Districts Lodhran followed by Jang, Nawa-iWaqt, Express and Pakistan. Khabrain has acquired this place with its 47.09% of readership.

This district too is not a radio heaven.FM 95 has the lead over FM 98, Telenor 72.72, FM 105 and FM 100.

142 District Lodhran is further divided into three tehsils.

Lodhran Dunyapur

Kahror Pakka

Lodhran

Dunyapur Tehsil In Dunyapur tehsil farmers mostly watch PTV and then ARY, Geo, 92 News and Dunya. For the promulgation of agricultural content, PTV must be the priority in the area as it is liked by 30.19% of the population.

The point which these statistics provide very clearly is that Khabrain Newspaper is the most circulated newspapers with a very large readership. Other Newspapers which are also read in Dunyapur are Nawa-i-Waqt, Jang and Pakistan. Khabrian enjoys this lead with the percentage of 54.72.

FM 98 is the most favourite radio channel among the few who listens to radio followed by FM 95 and Telenor 72.72. On the other hand 66.04% farmers in Dunyapur donâ&#x20AC;&#x2122;t listen to radio as well.

143

Kahror Pakka Tehsil

followed by FM 95, Telenor 72.72 and FM 100.

In Kahror Pakka Tehsil farmers mostly watches ARY and then PTV, GEO, Express and Dunya appear in the list. For the promulgation of agricultural content, ARY must be the priority in the area as it has 33.33% fan following.

Farmers in Kahror Pakka Tehsil are very fond of reading Khabrain Newspapers as statistics show that it has the following of 35.56%.

FM 98 channel is most favourite radio channel of the population of Kahror Pakka Tehsil

144

Lodhran Tehsil In Lodhran Tehsil farmers mostly watches PTV and then ARY, Geo, ATV and Express. PTV has the likelihood of 37.84% of the population.

Newspaper according to their circulation in Lodhran tehsil has the order of Khabrain 48.65%, Jang, Nawa-i-waqt, Express and Pakistan.

FM 95 channel is most favourite radio channel of the population of Lodhran tehsil followed by FM 98 and Telenor 72.72.

145

District Multan Multan district offers its fertile land for the crops of Cotton, Mango and Wheat. TV is the most preferable medium for acquiring information and entertainment in Multan district. In district Multan PTV is the most viewed TV channel followed by Geo, ARY, Express and Dunya.

As it is obvious in the statistics that 44.57 % farmers of southern Punjab rely on Khabrain Newspapers for news and information followed by Jang, Nawa-i-Waqt, Express and Duny

Farmers of district Multan are not among radio lovers thatâ&#x20AC;&#x2122;s why statics shows that 77.90 % farmers donâ&#x20AC;&#x2122;t listen radio. FM 103 has the listening ratio of 12.68 % with lead after FM Local, FM 88, FM 93, FM 100 and FM 101.

146 District Multan is further divided into three tehsils. Statistics of these tehsils are given below.

Multan Jalalpur Pirwala

Shujabad

Multan

Shujabad Tehsil In Shujabad tehsil farmers mostly watch PTV and then ARY, Geo, 92 News and Dunya. For the promulgation of agricultural content, PTV must be the priority in the area.

Newspaper according to their circulation in Shujabad tehsil has the order of Khabrain, Express, Nawa-i-Waqt and Jang. Khabrain has this lead with the percentage of 44.12.

FM 103 and FM 98 have the same number of likelihood represented in the graph as 8.82%. Both of the channels are at the top in the small fragment of the population that listens to radio.

147

Multan Tehsil In Multan tehsil, farmers mostly watch PTV and then Geo, ARY, Dunya and Express. For the promulgation of agricultural content, PTV must be the priority in the area. PTV grabs 28.64 of the populationâ&#x20AC;&#x2122;s attention.

Newspaper according to their circulation in Multantehsil has the order of Khabrain, Express, Jang, and Dunya. Khabrain once again takes this lead with the percentage of 43.69.

About 80% of the population does not rely on radio anymore .but FM 103 channel is most favourite radio channel among the few who listen to radio followed by FM Local, FM 88, BBC, FM 100 and FM 101.

148

Jalalpur Pirwala Tehsil Jalalpur Pirwala has given the statistics the PTV with 36.11% fan following is the top most viewed channel in the area followed by ARY, Geo, ATV and Express.

The graph reveals that Khabrain possesses almost half of the populationâ&#x20AC;&#x2122;s attention. Then in the graph appear daily Jang and Dunya.

FM 103 is on the top on the graph indicating that 13.89% of the population likes it. Local FM channels, FM 101 and FM 102 are also on the list.

149

Vehari District Vehari district offers its fertile land for the crops of Cotton, Maize, Citrus, Mango and Wheat. TV is a preferable medium for acquiring information and entertainment in Vehari district. In the district, Vehari Geo is the most viewed TV channel followed by PTV, ARY, Samaa and Dunya. Geo exists at the top by a percentage of 26.57%. The lead of GEO in this district can be instrumental in terms of propagation of information.

Farmers of Vehari District have less newspaper readership. Khabrain with a percentage of 22.38 is the most subscribed newspaper. Daily Jang, Express, Nawa-i- Waqt and Dunya also participates in the list. Vehari District is further divided into three tehsils.

Vehari Burewala When it comes to Radio channels in a district nearly all the population donâ&#x20AC;&#x2122;t listen to Radio. FM 99 with 6.29 % has the lead after FM Local, FM 98, FM 96 and FM 90.4 working in indigenous language can serve best for propagation and education.

Mailsi

Vehari

150 Radio does not have any scope in the region as 77.53 % of the population do not listen to radio but few Radio channels are still listened by the farmers of Burewala like FM 99, FM Local, FM 90.4, FM 98, FM 96, FM 98.6 and Telenor 72.72.

Burewala Tehsil In Burewala Tehsil 30.34% farmers have shown their likelihood for PTV. Geo, ARY, Dunya and 92 News has their own fan following in the area.

The survey shows that marginal farmers of Burewala read Newspapers. According to their circulation in Burewala tehsil newspapers have the following sequence Daily Jang, Express, Nawa-i-Waqt, Khabrain and Dunya.

151

Mailsi Tehsil Channels have their Viewership in the order of Geo, ARY, PTV, Dunya and Express. Once again preference must be given to Geo with 30.23% for providing information.

In terms of Newspapers, Farmers of Mailsi tehsil relies most on Khabrain for information and then prefers, Jang, Nawa-i-Waqt and Express.

FM Local takes the lead in satisfying the needs of Population followed by FM 99, FM 103 and FM 93. Another aspect is that 81.21 % farmers donâ&#x20AC;&#x2122;t listen to radio as well.

152

Vehari Tehsil Channels have their viewership in the order of Geo, ARY, PTV and Samaa. Once again preference must be given to Geo for providing information.

In terms of Newspapers, Farmers of Vehari tehsil relies most on Express (18.92) for information and then prefers, Khabrain, Jang, Express, Dunya and Nawa-i-waqt.

FM 99 takes the lead in satisfying the needs of Population followed by local FM channels, FM 96 and FM 98.

153

154

Rawalpindi Division Rawalpindi division produces the vital crops of Maize, Grapes, Olive and Peanuts in Kharif season and Wheat, Oilseeds and Grams in Rabi season in its agricultural land of 2404921 acres utilized by 548237 farm families. Largest production clusters of Jowar is in District Rawalpindi Chakwal was the third largest rapeseed/mustard producing districts accounting for 10.7% share. Groundnut production is concentrated in the northern Punjab with Chakwal accounting for 49.6% share. Attock and Rawalpindi respectively supplied 32% and 11% of Punjab’s total groundnut production. Rawalpindi; accounting for 17% shares of the total Mash production of Punjab. For Masoor, Rawalpindi is the largest and Chakwal the second largest producer.

In electronic media, Television becomes the most popular medium of communication. Data shows that TV Channels have the viewership in following order PTV (25.00%), Geo, ARY, Dunya and Express in Rawalpindi. Pakistan National Television and Geo have almost the same number of viewership to them. They are followed by ARY and Dunya.

Rawalpindi is located in the northern Punjab and it has semi-arid and subhumid climate with high rainfall of reportedly 1621 millimetres on average. The average maximum temperature is 27.9 and minimum 13.9 °C. The irrigation network of Rawalpindi is composed of drip irrigation, lift pumps, canals, wells, tube wells and mini and small dams but maximum irrigation is provided through tube wells in the area of 85 thousand acres. A Survey led by Directorate of Agriculture Information discovers that media utilization in this division generally happens by means of TV, Radio and Newspapers. A short examination of media for this division is given below. Simplest policy in terms of media campaigns is to access channels and newspapers with a maximum number of clients so that information can reach to an utmost number of farmers.

Very similar to other divisions, Radio is not an encouraged medium in this division too because 76.21% do not listen radio so huge segment of population has marked “Don’t Listen” in the survey when asked about radio. The statistics of Radio are not very promising but still, Local FM channels sustain by grabbing a small portion of 8.74 % population in the division. Other FM channels stand far behind on the list.

155

In Newspaper circulation Daily Jang has the lead followed by Express, Nawa-i-Waqat, Khabrain and Dunya. For the Rawalpindi division, Daily Jang is the most appropriate option.

Rawalpindi division is situated in northern region of Punjab. 56.31% of farmers of Rawalpindi division watch TV in the hours of prime time. Prime time is effective for the dissemination of agricultural massage. Statistics for the evening time are not so high but 15.53% of the farmers watch TV during these timings as well.

Newspapers impacts only literate population, thus have lesser chances to propagate and educate. In Rawalpindi division Daily Jang (22.57%) is the most appropriate option when it comes to newspapers because it has the maximum number of readers when compared other newspapers. Favorite TV program analysis shows that 63.59% of the farmers watch news programs. News programs are very much popular in this region that is why agricultural content is projected during news program breaks.

156

Attock District Attock is famous for crops like Grapes, Olive and Wheat. TV is a preferable medium for acquiring information and entertainment in Attock district. In district, Attock PTV with 34.75% viewership is the most viewed TV channel followed by Geo, ARY and ATV. The lead of PTV in this district must be availed to spread agricultural information to a large portion of the population. Division Rawalpindi is further divided into three districts namely Attock, Chakwal, Jhelum and Rawalpindi. The data and analysis of these districts with their tehsils are given below.

Rawalpindi

Attock

Chakwal

Jhelum

Rawalpindi

Attock is not a radio friendly district. Local FM here takes the lead among other radio channels. Radio Pakistan, FM100 and FM 101 falls behind local FM along with 80.51% nonlisteners.

157

Attock Tehsil In Attock Tehsil farmers mostly watches ARY (28.57%) than PTV and Geo. For the promulgation of agricultural content, ARY must be the priority in the area.

Daily Jang with 26.27% readership enjoys the lead of readability among the farmers of Attock followed by Express, Dunya, Nawa-i-Waqat and Khabrain.

Local FM (9.52%) channels are most favourite radio channel of the population of Attock Tehsil followed by FM 101 and Telenor 72.72. Consultation with local FM channels can have better results in Attock Tehsil.

Attock District is further divided into 6 Tehsils. Data and analysis of these Tehsils is given below.

Attock

Fateh Jang

Hasan Abdal

Hazro

Jand

Pindi Gheb

158

Fateh JhangTehsil News Channels have their Viewership in the order of PTV (34.21%), Geo, ARY, ATV and Local. Once again preference must be given to PTV in order to provide information.

Newspaper according to their circulation in Attock tehsil has the order of Daily Jang (23.81%), Nawa-i-Waqt, Express, Khabrain and Nai Baat.

Local FM (7.89%) here takes the lead in satisfying the needs of the population followed by Radio Pakistan, FM 100 and FM 97. The Services of Local FM must be taken for the provision of information.

159

Hassan Abdal Tehsil PTV with 75.00% viewership takes the lead as being favourite channel of the farmers of Hassan Abdal Tehsil and after that come Geo as the most viewed channel.

In terms of Newspapers, farmers of Fateh Daily Jang (26.32%) Tehsil relies most on Daily Jang for information and then prefer Express, Dunya, Nawa-i-Waqat and Khabrain.

Local Radio Channels must be preferred over other channels because of their larger audience. 87.50% farmers do not listen to radio whereas 12.50% farmers listen to Local FMs.

160

Hazro Tehsil Data from Hazro Tehsil shows that farmers here chose Geo (33.33%) as the favourite and then ARY and PTV. To target the population of Hazro Geo is the best option.

Daily Jang (50.00%) has the maximum scope in the provision of printed content followed by Dawn.

FM 100 takes the lead for being the public choice of Hazro Tehsil. But on the other hand 91.67% users do not listen to Radio. So radio is not much preferable medium.

161

Jand Tehsil The data from Jand Tehsil reveals that PTV (44.44%) is the most preferred channel in the area superseding ARY and Geo.

Daily Jang (33.33%) has the maximum readability when compared to Express and Nai Baat.

In the sphere of Radio, the only choice of the farmers in Jand FM 101 which is about 5.56% but most of the farmers are not well aware to get information from radio and these farmers are in a huge number of 94.44%.

162

Pindi Gheb Tehsil The data from Pindi Gheb Tehsil reveals that PTV is the most preferred channel in the area dominating ARY, Dunya and Geo. Among TV channels, PTV stands first with 33.33% viewership.

Daily Jang 22.22% can serve to spread the agricultural content to the maximum number of farmers competing Dunya, Khabrain, Nawa-iWaqat and Local newspapers.

Local Radio Channels with 28.57% listeners must be preferred over other channels because of their greater audience followed by Radio Pakistan and FM 100.

163

Chakwal District Chakwal district offers its fertile land for the crops of Grapes, Olive and wheat. Here to Television is a preferable medium for acquiring information and entertainment. In district, Chakwal PTV is the most viewed TV channel followed by Geo, ARY, Dunya and Samaa. The lead of PTV in this district must be availed to spread agricultural information to a large portion of the population.

Daily Jang with 19.05% viewership can serve to spread the agricultural content to the maximum number of farmers competing for other newspapers Dunya, Express and Samaa.

When it comes to Radio channels, FM Local has the lead after FM local, FM 100, FM 101, Radio Pakistan and FM 91 working in indigenous language can serve best for propagation and education.

164 Chakwal district is further divided into 5 Tehsils. Data and analysis of these Tehsils are given below.

Chakwal

Choa Saidan Shah

Kallar Kahar

Lawa

Talagang

Chakwal Tehsil In Chakwal Tehsil farmers mostly watches Geo (31.25%) and then PTV, ARY, Islamic and Samaa. For the promulgation of agricultural content, Geo must be the priority in the area. Daily Jang enjoys the lead of readability among the farmers of Chakwal followed by Express, Nawa-i-Waqat and Dunya.

Local FM (12.50%) channels are most favourite radio channel of the population of Chakwal Tehsil followed by FM 91 and FM 98. Session through local FM channels can have better results in Chakwal Tehsil.

165

Choa Saidan Shah Tehsil In Choa Saidan Shah Tehsil farmers mostly watch Geo (22.22%) and then ARY, Dunya and Waseeb TV. For the transmission of agricultural content, Geo must be the priority in the area.

Newspapers according to their circulation in Chakwal tehsil have the order of Daily Jang (18.75%), Express, Nawa-i-Waqat, Dunya, and Khabrain.

FM 92 (11.11%) and Local FM have an equal audience of listenership in Choa Saidan Shah Tehsil. Both FM channels can be used for better results in Choa Saidan Shah Tehsil to spread awareness.

166

Kallar Kahar Tehsil In Kallar Kahar Tehsil farmers mostly watches Geo (28.57%) and then PTV, ARY and Dunya. For the broadcast of agricultural content, Geo must be the priority in the area.

Newspapers according to their circulation in Choa Saidan Shah Tehsil have the order of Daily Jang (33.33%), Local and Nawa-i-Waqat.

Local FM (21.43%) channels are most favourite radio channel of the population of Kallar Kahar Tehsil followed by FM 101. Consultation with local FM channels can have better results in Kallar Kahar Tehsil.

167

Lawa Tehsil In Lawa Tehsil farmers mostly watch PTV (20.00%) and then ARY. For the promotion of agricultural content, PTV must be the priority in the area.

Newspapers according to their circulation in Kallar Kahar Tehsil have the order of Daily Jang (28.57%), Nai Baat, Nawa-i-Waqat, Dawn and Dunya.

90% of the population of tehsil Lawa do not listen to radio but FM 100 with 10.00% of listeners are most favourite radio channel of the population of Lawa Tehsil.

168

Talagang Tehsil In Talagang Tehsil farmers mostly watch PTV (29.41%) and then Geo and ARY. For agricultural content, PTV must be the priority in the area.

Newspapers according to their circulation in Lawa Tehsil have the order of Express (20.00%), Ausaf and Nai Baat.

Local FM (13.73%) channels are most favourite radio channel of the population of Talagang Tehsil followed by FM 100, Radio Pakistan and FM 101. Promotion through local FM channels can be fruitful in Talagang Tehsil.

169

Jhelum District Jhelum district offers its fertile land for the crops of Olive and wheat. TV is a preferable medium for spreading information and entertainment in Jhelum district. In district, Jhelum PTV is the most viewed TV channel followed by ARY (25.58%), Geo, Dunya and Express. The lead of PTV in this district must be availed to extend agricultural information to a large portion of the population.

Newspaper according to their circulation in Talagang Tehsil has the order of Express (19.61%), Daily Jang, Dunya, Khabrain and Nawa-i-Waqat.

When it comes to Radio channels, FM 95 (9.30%) has the lead after Local FM, FM 98, FM 100, FM 101 and FM 107 working in indigenous language can serve best for propagation and education.

170

Dina Tehsil In Dina Tehsil farmers mostly watch ARY (25.00%) and then PTV, Dunya and Geo. For the provision of information about agricultural sector, ARY must be the priority in the area.

Khabrain with 16.28% readership enjoys the lead of readability among the farmers of Jhelum followed by Daily Jang, Nawa-i-Waqat, Express and Nai Baat.

FM 95 (12.50%) is most favourite radio channel of the population of Dina Tehsil followed by Local FM, FM 90 and FM 98. FM can prove itself to be productive and have better results in Dina Tehsil.

Jhelum district is further divided into four Tehsils. Data and analysis of these Tehsils are given below.

Jhelum

Dina

Jhelum

Pind Dadan Khan

Sohawa

171

Jhelum Tehsil In Jhelum Tehsil farmers mostly watch ARY (37.50%) and then Geo, Express and PTV. For agricultural information, ARY must be the priority in the area.

Newspapers according to their circulation in Dina Tehsil have the order of Express (25.00%), Daily Jang, Khabrain and Nai Baat.

Local FM channels are not most favourite radio channel of the population of Jhelum Tehsil whereas FM 95 (12.50%) is a top listening, FM 100 and FM 101. Consultation with local FM channels can have better results in Jhelum Tehsil.

172

Pind Dadan Khan Tehsil In Pind Dadan Khan Tehsil farmers mostly watch Geo (31.58%), and then come PTV, ARY and 92 News and Dunya. Geo must be the priority in the area.

Newspapers according to their circulation in Jhelum Tehsil have the order of Daily Jang (25.00%), Khabrain, Nawa-i-Waqat, Express and Dawn.

FM 98 (10.53%) is most favourite radio channel of the population of Pind Dadan Khan Tehsil followed by FM 107, FM 95 and Local. FM 98 channels should be precedence for awareness in Pind Dadan Khan Tehsil.

173

Sohawa Tehsil In Sohawa Tehsil farmers mostly watch PTV (37.04%) then Geo, ARY and Dunya. Promotion of agriculture information should be done through PTV in the area.

Newspapers according to their circulation in Pind Dadan Khan Tehsil have the order of Khabrain (31.58%), Daily Jang, Nawa-i-Waqat and Ausaf.

FM100 (7.41%) is most favourite radio channel of the population of Sohawa Tehsil followed by FM95, FM98 and Local. FM 100will is the best choice in Sohawa Tehsil.

174

Rawalpindi District Rawalpindi district yields crop Maize, Grapes, Olive and wheat. TV is a preferable medium for broadening information and entertainment in Rawalpindi district. In district, Rawalpindi Geo (36.26%) is the most-viewed TV channel followed by ARY, PTV, Express and Saama. The lead of Geo in this district must be availed to reach agricultural information to a large portion of the population.

Newspapers according to their readership in Sohawa Tehsil have the order of Nawa-i-Waqat (18.52%), Express, Daily Jang, Khabrain and Nai Baat.

When it comes to Radio channels, FM Local has the lead after FM 100 (6.59%), FM 101, FM local, FM 93 and FM 105 working in indigenous language can serve best for propagation and education.

175 Rawalpindi district is further divided into seven Tehsils. Data and analysis of these Tehsils are given below:

Rawalpindi

Gujar Khan

Kahuta

Kallar

Kotli Sattian

Taxila

Murree

Rawalpindi Tehsil In Rawalpindi Tehsil farmers mostly watch Geo (37.25%) dominating ARY, PTV, Express and 92 News. Geo is the foremost choice for the provision of agricultural content. Daily Jang (31.87%) enjoys the lead of readability among the farmers of Rawalpindi followed by Express, Nawa-i-Waqt, Khabrain and Ausaf.

FM 100 (5.88%) is most favourite radio channel of the population of Rawalpindi Tehsil followed by FM 101, FM 93, Local, FM 105 and FM 89.4. FM 100 is the best choice to propagate information.

176

Gujar Khan Town Tehsil In Gujar Khan Town Tehsil farmers mostly watch Geo and then PTV, ARY, Express and Samaa. Geo (27.78%) must be the priority in Gujar Khan Town Tehsil.

Newspapers according to their circulation in Rawalpindi Tehsil have the order of Express (33.33%), Daily Jang, Nawa-i-Waqt, Khabrain and Ausaf.

FM 100 (11.11%) is most favourite radio channel of the population of Gujar Khan Town Tehsil followed by FM 103, FM 90 and Local. FM 100 can provide better results in Jhelum Tehsil.

177 Newspapers according to their circulation in Gujar Khan Town Tehsil have the order of Daily Jang (33.33%), Express, Nawa-i-Waqt, Khabrain and Local.

Kahuta Tehsil In Kahuta Tehsil farmers mostly watch ARY (25.00%) then Geo. ARY is the utmost choice in order to aware farmers about agriculture.

FM 101 (25.00%) is most favourite radio channel of the population of Kahuta Tehsil.

Newspapers according to their distribution in Kahuta Tehsil have the order of Express (25.00%) and Nawa-i-Waqat.

178

Kallar Syedan Tehsil In Kallar Syedan Tehsil farmers mostly watch Geo (55.56%) and then ARY and Geo can be fruitful for spreading information.

FM 100 (11.11%) is most favourite radio channel of the population of Kallar Syedan Tehsil followed by FM 102.

According to their distribution in Kallar Syedan Tehsil have the order of Daily Jang (44.44%), Nawa-i-Waqat, and Express.

179

Kotli Sattian Tehsil In Kotli Sattian Tehsil farmers mostly watch ARY (33.33%) and then Geo hence both of them can be utilized for further awareness.

FM 104 (33.33%) is most favourite radio channel of the population of Kotli Sattian and can be used for consultation.

Newspapers according to their circulation in Kotli Sattian Tehsil have the lead of Daily Jang (66.67%).

Murree Tehsil In Murree Tehsil farmers mostly watch Geo (50.00%) and it can be very helpful to spread knowledge about agriculture.

180 FM 99 (50.00%) is most favourite radio channel of the population of Murree Tehsil.

Taxila Tehsil In Taxila Tehsil, farmers watch ARY (25.00%) then Geo and Islamic. ARY is the best choice here for bringing knowledge to the farmers.

Newspapers according to their circulation in Murree Tehsil have the lead of Daily Jang (100%). It appears to be the only newspaper that is circulated and is the only choice to bring understanding to farmers.

Taxila Tehsil has the lead of Express (50.00%) and Daily Jang falls right behind it.

181

182

183

Sahiwal Division

a larger portion of the population can be instrumental for the awareness of farmers.

Sahiwal, one of the oldest agrarian civilisations has been cultivating its fields from centuries. This land of 2137430 acres is used for the production of Cotton, Maize, Rice, Citrus, Mango and Wheat by 356859 farm families.

Sahiwal division’s data reveals that TV is the most preferred medium in Sahiwal. Channels have the viewership in following order Geo, ARY, PTV, Express and Dunya.

The major crops produced in Sahiwal during Kharif season are Cotton, Rice, Sugarcane and Maize while Wheat in Rabi season. Okara is the second largest of rice producing districts accounting for 9.2% shares the total rice production of Punjab. Okara, Pakpattan and Sahiwal are respectively the first, second and third largest maize producing districts; respectively accounting for 19.2%, 19.1% and 14.2% shares of the provincial maize production.

By the help of content generated for TVfarmers can be educated and equipped with the knowledge.

Sahiwal is located in the southern Punjab has lesser rainfall reportedly 483 millimetres on average. It is Sub-tropical with the average maximum temperature is 38.1 and minimum 18.8 °C. Sahiwal's soil is classified as Loam and Sandy Loam. The irrigation network of Sahiwal is composed of canals, wells and tube wells but maximum irrigation is provided through canal tube well in the area of 3.2 million acres. A Survey conducted by Directorate of Agriculture Information finds out that media consumption in this division mostly takes place via TV, Radio and Newspapers. A brief strategy and analysis of media policy for this division are given below. For the purpose of propagation and awareness channels with the highest number of viewership incorporated with Newspapers with greater readability must be preferred. Their accesses to

Radio is not a much-appreciated medium in the division. Radio channels grab scarcely any population. More than 80% of the population falls into the category of those who don’t listen radio. The order of the radio channels as per their following is FM local, FM 96, FM 103, FM 101 and FM 92. Local Radio Stations must be used to spread information to farmers.

184 Sahiwal division is the central region of the Punjab province. 72.74% farmers watch TV in prime time. Viewership in the other hours is quite low.

Once again news content has an immense lead. 71.21 % of the population has opted news as their favorite content.

Daily newspapers are more welcomed by population than radio channels. Circulation of these papers determines their importance for the propagation of agricultural content. Express has the lead in circulation followed by Jang, Khabrain, Dunya and Nawa-i-waqt. For the Sahiwal division, Express is the most appropriate option.

Division Sahiwal is further divided into three districts namely Sahiwal, Okara and Pakpattan. The data and analysis of these districts with their Tehsils are given below.

185

Sahiwal Okara

Pakpattan

Sahiwal

District Sahiwal Sahiwal district offers its fertile land for the crops of Cotton, Rice, Maize, Citrus, Mango and wheat. TV is a preferable medium for acquiring information in Sahiwal district. In this district, ARY is the most viewed TV channel followed by PTV, Geo, Dunya and Samaa. The lead of ARY in this district can be instrumental in terms of propagation of information.

When it comes to Radio channels in a district nearly all the population donâ&#x20AC;&#x2122;t listen FM 96 has the lead after FM 103, FM Local, FM 101 and FM 96, FM 100 working in indigenous language can serve best for propagation and education.

186 Daily Express enjoys the lead of readability among the farmers of Sahiwal followed by Khabrain, Jang, Nawa-i-waqt and Dunya.

transmission of farming understanding, Geo must be the priority in the area.

Radio does not have any scope in the region As 100% of the population does not listen to radio. Sahiwal District is further divided into two Tehsils. Data and analysis of these Tehsils are given below.

Sahiwal

Chichawatni

Sahiwal

Chichawatni Tehsil In Chichawatni Tehsil farmers mostly watch ARY and then PTV, Dunya and Express. For the

187 Newspaper according to their circulation in Chichawatni tehsil has the order of Khabrain, Express, Nawa-i-waqt, and Dunya whereas 58.33% of the population does not read any newspaper.

When it comes to radio FM 96 takes the lead in satisfying the needs of listenersâ&#x20AC;&#x2122; population followed by FM 103, FM 101 and FM 95. The Services of FM 96 must be taken in the notice to spread agricultural news and knowledge.

Sahiwal Tehsil Channels have their viewership in the order of ARY (27.22%), PTV, Geo, Samaa and Dunya. Once again preference must be given to Geo to spread understanding about agriculture.

188

In terms of Newspapers, farmers of Sahiwal tehsil rely mostly on Daily Express for information and then prefer Khabrain, Jang and Nawa-i-waqt.

District Okara The fields of Okara cultivate crops of Rice, Maize and wheat. The population of Okara rely on TV at most making TV an ideal medium for provision of information. In district Okara Geo (27.46%) is the most viewed TV channel followed by ARY, PTV, Express and Dunya.

Once again the situation of radio is not very satisfactory as a large amount of population does not depend on radio. A small number of farmers that listen to radio are dispersed according to channels as Local FM channel takes the lead and then comes FM 92, Telenor 72.72 and others.

189 Okara District is further divided into three Tehsils. Data and analysis of these Tehsils are given below.

Okara Depalpur

Daily Jang enjoys the lead of readability among the farmers of Okara followed by Express, Dunya, Khabrain and Nawa-i-waqt.

Okara

Renala Khurd

190

Depalpur Tehsil In Depalpur tehsil Geo comes at the top with 30.49%. It supersedes ARY, PTV, Express and Dunya. Hence Geo must be used in order to spread knowledge on agricultural content.

Local FM channel gets only 6.1% of the population from a region where more than 90% of the population do not listen to Radio.

Newspaper according to their circulation in Depalpur tehsil has the order of Jang, Dunya, Express, Khabrain and Nawa-i-waqt.

191

Okara Tehsil ARY takes the lead in the graph leaving Geo, PTV, Dunya and express behind.

Okara tehsil lacks in the radio users but the trivial amount that uses radio favours Local FM channels.

Newspaper according to their circulation in Okara tehsil has the order of Express, Jang, Khabrain, Nawa-i-waqt and Dunya.

192

Renala Khurd Tehsil Renala Khurdâ&#x20AC;&#x2122;s farmers have provided that Geo is their most favourite channel followed by ARY, PTV, Express and 92 News.

Statistics of Radio in the area are not very pleasing since 94.74% of the farmers don't listen to it and only 5.26% of the population follows FM 92.

Newspaper according to their circulation in Renala Khurd Tehsil has the order of Express, Jang, Khabrain and Nawa-i-waqt.

193

District Pakpattan Pakpattan district offers its fertile land for the crops of Cotton, Rice, Maize, Citrus, Mango and Wheat. TV is a preferable medium for acquiring information and entertainment in Pakpattan district. In district Pakpattan PTV is the most viewed TV channel followed by Geo, ARY, Dunya and Express.

Daily Jang enjoys the lead of readability among the farmers of Pakpattan followed by Khabrain, Express, and Dunya and Nawa-i-waqt.

This district too is not a radio heaven. FM Local has the lead after FM 107, FM 100, FM 101 and FM 95.

194 Pakpattan District is further divided into two tehsils. Data and analysis of these tehsils are given below.

Pakpattan Arifwala

Arifwala Tehsil In Arifwala tehsil farmers mostly watch PTV and then come next Geo, ARY, Express and Samaa. For the promulgation of agricultural content, PTV must be the priority in Arifwala tehsil.

Pakpattan

Local FM channel is most favourite radio channel among the few who listen to radio followed by FM 95, FM 96 and Telenor 72.72.

195

Pakpattan Tehsil In Pakpattan Tehsil farmers mostly watch PTV and then Geo, ARY, Express and 92 News. PTV must be the priority in the area for the promulgation of agricultural content.

Newspaper according to their circulation in Arifwala tehsil has the order of Khabrain, Jang, Dunya, NaiBaat and Express.

Local FM channel is most favourite radio channel of the population of Pakpattan tehsil followed by FM 107, FM 100 and FM 101. Consultation with local FM channels can have better results in Pakpattan Tehsil.

196

Newspaper according to their circulation in Pakpattan tehsil has the order of Khabrain, Jang, Dunya, Express and Nai Baat.

197

198

Sargodha Division Division Sargodha contributes in the prosperity of motherland by growing Rice, Sugarcane, Cotton, Maize, Citrus in Kharif season and Grapes, Olive, Wheat and Pulses in Rabi season. Sargodha has 5533678 acres of agricultural land utilized by 748587 farm families. It produces Maize in Rabi season in its 2.63 million hectors of land. Bhakkar was the largest gram producing district that contributed 43% share; whereas Khushab accounts for 30% share of the total provincial production. Bhakkar is also the largest producer of Mung accounting for 52.8% share. Mianwali, on the other hand, the third largest producer accounting for 13.9% shares of provinceâ&#x20AC;&#x2122;s total Mung production.

In Newspaper circulation Express has the lead followed by Daily Jang, Dunya, Khabrain and Nawa-i-waqt. Newspapers impacts only literate population, thus have fewer chances to propagate and educate all of the population of the area. In Sargodha division, Express is the most appropriate option when it comes to newspapers because it has the maximum number of readers when compared other newspapers.

Sargodha is located in the northern Punjab has lesser rainfall reportedly 587 millimetres on average. The average maximum temperature is 30.6 and minimum 18.3 Â°C. The soil of this region is classified as Bhari Land, Sandy, Clay and Fertile Land. The irrigation network of Sargodha is composed of canals, wells and tube wells but maximum irrigation is provided through canals in the area of 1.5 million acres. A Survey conducted by Directorate of Agriculture Information finds out that media consumption in this division mostly takes place via TV, Radio and Newspapers. A brief media policy for this division is given below. Channels and newspapers with the maximum number of users in the division Sargodha must be consulted for promotion on information about agriculture.

TV takes the lead in providing information in Sargodha division. Data shows that TV Channels have the viewership in the order of PTV, Geo, ARY, Dunya and Express in Sargodha. In Sargodha division, the medium of TV is vital for stimulation of information. This medium must be utilised with the help of specified content to target a maximum number of farmers. Through TV agriculture campaigns, awareness and education can be provided in more effective manner. Thus for the targeted

199 approach, PTV can serve best with its higher number viewership in Sargodha division. For this purpose, it is suitable to produce Talk shows, Documentaries, News packages and other informative content. It will enhance the flow of information and also it will ensure the connectivity of farmers with the paradigm shift.

In the division of Sargodhah 60.43 % farmers watch televison during 7PM to 11PM. In other hours viwership of the TV is quite less. It is optimum to utilise this prime time for the promulgation of agricultural content.

Next to TV is Radio. Radio channels have the scope of providing information in following order FM 96, FM Local, FM 104, FM 93 and FM 95. As compare to TV, Mass has lesser interest in radio for information and entertainment. The graph shows that FM 96 must be utilised for the provision of agricultural information to the farmers.

When it comes to content news is once again the most preferred content. News has the attention of the 68.93% populationâ&#x20AC;&#x2122;s interest.

200

Khushab District Khushab district offers its fertile land for the crops of Olive and Wheat. Express enjoys the lead of readability among the farmers of Khushab followed by Daily Jang, Khabrain, Dunya and Nawa-i-Waqat.

Division Sargodha is further divided into four districts namely Khushab, Bhakkar, Mianwali and Sargodha. The data and analysis of these districts with their Tehsils are given below.

Sargodha

Bhakkar

Khushab

Mianwali

Sargodha

TV is a preferable medium for spreading information and entertainment in Khushab district. The population of district watch TV channels in the order of PTV, Geo, ARY, Dunya and Express. The lead of PTV in this district must be availed to spread agricultural information to a large portion of the population.

201 Khushab district is further divided into three Tehsils. Data and analysis of these Tehsils are given below.

Khushab Khushab

Nurpur Thal

Quaidabad

Khushab Tehsil Newspaper according to their readership in Khushab tehsil has the order of Express, Daily Jang, Khabrain, Dunya and Nawa-i-Waqat. When it comes to Radio channels, Local FM channels take the lead by superseding FM Local, FM 94, FM 95 FM 93 and FM 100. Local FM channels working in the native language can serve best for propagation and education.

Farmers of Khushab Tehsil watch PTV the most and then Geo, ARY, Dunya and Express. For the promotion of agricultural understanding, PTV must be the priority in the area.

202

Nurpur Thal Tehsil In terms of newspapers, Farmers of Nurpur Thal Tehsil rely most on Express for information and then prefer Khabrain, Daily Jang, Dunya and Nawa-i-Waqat.

Local FM channels are most favourite channels of the farmers of Khushab Tehsil followed by FM 94, FM 95, FM 100, FM 93 and Telenor 72.72. Usage of Local FM channels can prove to be productive in Khushab Tehsil.

News Channels have their viewership in the order of PTV, Geo, ARY and Express. Preference must be given to PTV for providing information.

Local FM channels take the lead in satisfying the needs of the population followed by FM 94, FM 98, Radio Pakistan, FM 93 and FM 95. The services of local FM channels must be taken for the provision of information.

203 PTV takes the lead as being the favourite channel of the farmers of Quaidabad Tehsil followed by Geo, ARY, and Samaa.

Quaidabad Tehsil Express has the maximum scope in the provision of printed content followed by Daily Jang and Dunya.

Local Radio Channels must be preferred over other channels because of their greater audience followed by FM 100, FM 93, FM 95, FM 98 and Telenor 72.72. The services of Local FMs must be taken for the agricultural understanding.

204

Bhakkar District District Bhakkar is known for the production of Citrus, Grapes and Wheat. Daily Jang has lead in print media followed by Express, Dunya, Nawai-Waqat and Khabrain. For the dissemination of agricultural knowledge in the printed form, Daily Jang can serve best in Bhakkar district.

Data collected from Bhakkar district shows that PTV is the most preferred channel leaving behind ARY, Geo, Express and Samaa. Thus to virtually reach the farmers of Bhakkar PTV is the most suitable option.

Similarly, in radio, the choice of masses from Bhakkar district is FM Local followed by Radio Pakistan and FM 101.The bond between Local FM channels and population must be utilised to educate and inform the population.

The Bhakkar district is administratively divided into four Tehsils. The data of these Tehsils is given below.

Bhakkar Darya Khan

Kalur Kot

Mankera

Bhakkar

205

Bhakkar Tehsil The lead of Express newspaper can be helpful incorporated with Daily Jang, Local and Khabrain.

FM Local channels take the lead in communication with population, leaving behind Radio Pakistan.

Darya Khan Tehsil PTV is the most watched TV channel in Bhakkar, ARY comes second in the row and then Geo, Dawn, and Express.

Dunya newspaper takes the lead in readership incorporated with Local, Daily Jang, Express and Khabrain.

206 In Darya Khan Tehsil PTV becomes the first priority right after comes Geo, ARY and Samaa.

Kalur Kot Tehsil Daily Jang leaves behind Express, Khabrain and Local in favouritism from the audience.

Local FM channels are the first choice of the farmers of Darya Khan Tehsil.

National TV channel PTV has the maximum number of viewership in Kalur Kot Tehsil then come Geo, ARY, Express and Local.

207 FM Local channels are in lead in Kalur Kot Tehsil after FM 101and FM 98.

PTV is the most watched TV channel in Mankera, ARY comes second in the row and then 92 News and Express.

Mankera Tehsil

FM Local channels take the lead in communication with the population of Mankera Tehsil.

The lead of Local newspaper can be helpful incorporated with Nawa-i-Waqt, Daily Jang, Express and Dunya.

208

Mianwali District The fields of Mianwali district produce Citrus, Olive and Wheat. Newspaper circulation provides Express in the lead following by Khabrain, Nawa-i-Waqat, Daily Jang and Dunya.

Similarly, in the world of Radio Local FM channels have the lead after FM 101, FM 93, FM 95 and FM 100.

In district, Mianwali PTV is the most viewed TV channel followed by ARY, Geo, Express and Dunya. For better and targeted approach the maximum viewership of PTV in the district must be consulted.

Mianwali district is further divided into three tehsils. The data of these Tehsils is given below.

Mianwali Mianwali

Isa Khel

Piplan

209

Isa Khel Tehsil The circulation of Express is on heights by following Nawa-i-Waqt, Khabrain, Dunya and Daily Jang.

In Isa Khel Tehsil ARY is leading as the favourite channel leaving behind PTV, Geo, BBC and Saama.

FM Local channels stand out as most leading Radio Channels followed by FM 100, FM 101 and FM 107.

210

Mianwali Tehsil Khabrain newspaper is the most circulated newspaper in tehsil followed by Daily Jang, Express, Nawa-i-Waqat and Dunya.

PTV is the leading channel in tehsil Mianwali superseding ARY, Geo, Dunya and Express.

Local FM channels are liked by the majority of the farmers in the Mianwali tehsil and then FM 93, FM 101, FM 95, FM 103 and Radio Pakistan.

211

Piplan Tehsil Express is the most circulated newspaper followed by Dunya, Daily Jang and Nawa-iWaqt. The promotion of agriculture through Express will prove to be very fruitful.

Data shows that PTV stands to be the most favourite channel among the population of tehsil Piplan by following ARY, Geo, Express and Dunya.

Local FM channels are relied mostly by masses followed by FM Local, FM 96, FM 103 and FM 98.

212

Sargodha District Sargodha district offers the production of the crops including Rice, Sugarcane, Maize, Citrus, Mango and Wheat. Newspaper circulation provides Express in the lead following by Daily Jang, Dunya, Khabrain and Nawa-i-Waqat.

When it comes to Radio channels, FM 96 takes the lead by superseding FM Local, FM 104, FM 93 and FM 95 can serve best for awareness and understanding.

TV is a preferable medium for acquiring information and entertainment in Sargodha district. The population of district watch TV channels in the order of PTV, Geo, ARY, Dunya and Express. The lead of PTV in this district must be availed to spread agricultural information to a large portion of the population.

213 Sargodha district is further divided into seven Tehsils. Data and analysis of these Tehsils are given below.

Sargodha

Bhalwal

Bhera

Kot Momin

Sahiwal

Sargodha

Shahpur

Sillanwali

Bhalwal Tehsil Newspaper according to their circulation in Bhalwal tehsil has the order of Express, Daily Jang, Dunya and Din.

FM 100 is a most favourite channel of the farmers of Bhalwal Tehsil followed by FM 89.4. Sessions through FM 100 can have productive results in Bhalwal Tehsil.

Farmers of Bhalwal Tehsil watch PTV mostly and then ARY, Geo, Express and Saama. For the promulgation of agricultural content, PTV must be the priority in the area.

214

Bhera Tehsil In terms of newspapers, farmers of Bhera Tehsil rely most on Daily Jang for information and then prefer Daily Pakistan.

News Channels have their viewership in the order of PTV, ARY and Geo. The preference must be given to PTV for providing information.

FM 98.2 takes the lead in satisfying the needs of the population followed by FM103. The services of FM 98.2 must be taken for the providing knowledge.

215

Kot Momin Tehsil Express has the maximum scope in the provision of printed content followed by Daily Jang, Daily Pakistan, Khabrain and Nai Baat.

ARY takes the lead as being favourite channel of the Farmers of Kot Momin Tehsil after PTV, Geo and Dunya.

FM 96 must be preferred over other channels because of their greater audience followed by FM 98, FM 104, FM 95, FM 97 and Local. The services of FM 96 must be taken for the provision of information.

216

Sahiwal Tehsil Express has the maximum scope in the provision of printed content followed by Daily Jang, Nawa-i-Waqt, Dawn, Dunya and Khabrain.

PTV takes the lead as being favourite channel of the Farmers of Sahiwal Tehsil after ARY, Geo, Dunya and Din.

FM 93 must be preferred over other channels because of their greater audience followed by FM 95 and Local. FM 93 should be the priority in order to provide knowledge.

217

Sargodha Tehsil Express has the maximum scope in the provision of printed content followed by Daily Jang, Dunya and Khabrain.

PTV takes the lead as being the favourite channel of the Farmers of Sargodha Tehsil after Geo, ARY and Express.

FM 96 must be preferred over other channels because of their wide audience followed by FM Local channels, FM 104, FM 89.4, FM 90, FM 93 and FM 95.

218

Shahpur Tehsil Express has the maximum scope in the providing of printed content followed by Dawn, Daily Jang, Khabrain and Nawa-i-Waqat.

PTV takes the lead as being the favourite channel of the Farmers of Shahpur Tehsil after ARY, Geo, Express and Saama.

FM 104 must be preferred over other channels because of their greater audience followed by FM 97 and FM Local channels. FM 104 must be taken for the fruitful outcome.

219

Silanwali Tehsil Express has the maximum scope in the provision of printed content followed by Dunya, Daily Jang and Nawa-i-Waqat.

PTV in order to support information regarding agriculture in Pakistan to the population residing in the Silanwali tehsil.

PTV takes the lead as being favourite channel of the farmers of Silanwali Tehsil after Geo. Hence it will be taken into the great regard to utilize FINDINGS Data evaluation has provided a set of findings. These findings are vital in their scope. These findings are not merely statistics but in reality these are concrete evidences of media consumption and its patterns. Findings are based upon the data that was directly collected from farmers thus it provides a very true and clear understanding of media consumption. A brief set of findings is given below This research has acquired data form all over the Punjab. With the help of acquired data following tables are constructed. These tables demonstrate the populationâ&#x20AC;&#x2122;s choice. Tables provide a glimpse of in what area which TV channel, Radio channel and newspaper have the lead.

Bahawalpur Bahawalnagar Bahawalpur Rahim Yar Khan

ARY (20.64%) ARY (21.18%) PTV (19.75%) Geo (21.94%)

Khabrain (18.98%) Jang (13.42%) Khabrain (28.40%) Express (28.89%)

FM Local (7.66%) FM Local (7.38%) FM Local (14.40%) FM Local (3.33%)

220

D. G Khan D. G Khan Layyah Muzaffargarh Rajanpur

Multan Khanewal Lodhran Multan Vehari

Sahiwal Pakpattan Sahiwal Okara

Gujranwala Gujrat Mandi Bahaudin Sialkot Narowal Gujranwala Hafizabad

Sargodha Sargodha Bhakkar Khushab Mianwali

Faisalabad Chiniot Faisalabad Jhang Toba Tek Singh

Rawalpindi Attock Chakwal Jhelum Rawalpindi

Lahore Kasur Nankanasahib Sheikhupura Lahore

Geo (22.54%)

Khabrain (26.54%)

FM Local (10.12%)

Geo (21.81%) PTV (23.71%) PTV (24.04%) Geo (24.25%)

Khabrain (21.81%) Jang (24.23%) Khabrain (43.55%) Khabrain (17.91%)

FM Local (11.07%) FM Local (23.20%) FM Local (8.36%) FM Local (4.10%)

PTV (24.58%)

Khabrain (35.71%)

FM Local (3.71%)

Geo (28.20%) PTV (33.72%) PTV (32.97%) Geo (26.57%)

Khabrain (34.01%) Khabrain (47.09%) Khabrain (44.57%) Khabrain (22.38%)

FM Local (5.81%) FM 95 (9.30%) FM 103 (12.68%) FM 99 (6.29%)

ARY (24.96%)

Express (15.77%)

FM Local (4.59%)

PTV (39.81%) ARY (27.76%) Geo (27.46%)

Jang (18.63%) Express (15.38%) Jang (19.69%)

FM Local (8.07%) FM 96 (2.68%) FM Local (5.70%)

Geo (24.61%)

Express (16.48%)

FM Local (4.74%)

ARY (30.14%) PTV (30.40%) Geo (35.39%) ARY (23.70%) PTV (22.13%) Geo (25.83%)

Express (28.77%) Express (16.00%) Jang (23.87%) Jang (18.52%) Express (27.05%) Express (19.87%)

FM Local (5.48%) FM Local (8.80%) FM Local (3.70%) FM Local (3.70%) FM Local (5.33%) Telenor 72.72 (5.96%)

PTV (33.51%)

Express (19.78%)

FM Local (7.68%)

PTV (32.70%) PTV (34.76%) PTV (37.13%) PTV (29.82%)

Express (21.48%) Jang (16.31%) Express (27.00%) Khabrain (14.22%)

FM 96 (1.91%) FM Local (15.88%) FM Local (8.86%) FM Local (9.63%)

PTV (21.42%)

Express (29.00%)

FM Local (7.34%)

PTV (22.14%) PTV (21.98%) ARY (32.67%) PTV (25.81%)

Express (30.53%) Express (36.81%) Express (30.00%) Jang (16.67%)

FM Local (16.03%) FM Local (9.62%) FM 95 (4.00%) FM Local (2.69%)

PTV (25.00%)

Jang (22.57%)

FM Local (8.74%)

PTV (34.75%) PTV (23.28%) PTV (25.58%) Geo (36.26%)

Jang (26.27%) Jang (17.24%) Khabrain (16.28%) Jang (31.87%)

FM Local (10.17%) FM Local (12.93%) FM 95 (9.30%) FM 100 (6.59%)

Geo (29.51%)

Nawa-i-Waqt (16.83%)

FM Local (5.00%)

Geo (32.33%) Geo (23.56%) Geo (28.57%) Geo (31.93%)

Nawa-i-Waqt (17.52%) Nawa-i-Waqt (18.97%) Nawa-i-Waqt (18.88%) Jang (24.37%)

FM 95 (5.14%) FM Local (4.02%) FM Local (8.16%) FM 95 (4.20%)

221 During the study segments of the populations are found that categorized themselves into the category of those who donâ&#x20AC;&#x2122;t watch TV or listen radio. Similarly, a segment of the population do not access newspaper for information. This situation arises the question of how to promulgate information to these people. While evaluating the most preferred medium among TV, Radio and Newspaper. It was found that radio is the least preferred medium. There are a very limited number of people that are still listening radio. Population has switched to TV and Newspaper now. It was found during the research that choice of the people is not homogenous in all over the Punjab. With the changes in area the media utilization also changes. Favorite Channel in South is not favorite in North, similarly in the smaller tiers this change can be seen more vividly This change does not occur only because of geographical variation but social variables pay very important role in determining the behavior of the population. In smaller tier, Local channel and local newspapers has an appreciable following for the sake of targeted communication these local medium can play a vital role. This study has provided that 7Pm to 11PM is the time with maximum viewership of TV among the farmers. Thus making it prime time. Maximum number of farmers access TV in this period of time. In terms of content the prime time (7PM to 11PM) is majorly occupied by news. According to magic bullet theory of media effect, people are constantly bombarded with a specific content. In this way this popularity of the content can be used for the projection of agricultural massage. So farmers in the Bahawalpur division are fond of watching news content.

222

Conclusion The understandings derived from analysis report provided by the farmers of Punjab conclude that among the mediums of TV, Radio and Newspapers maximum of the population inclines towards TV channels. TV makes its position vital in terms of communicating information due to its greater effectiveness along with easy access. In the analysis, the fact has been unveiled that News channels are more encouraged by farmers in comparison with entertainment channels. ARY News, Geo News, Express News, Dunya News and PTV News are popular among the farmers of Punjab. This popularity TV can play an integral role in conveying agricultural content to the farmers. In electronic media, radio has lost its popularity. The content of TV is more appealing to the masses than content generated by Radio. A very limited population has shown its interest in radio. The only FM channels that are worth mentioning are the local FM channels working small pockets. Local FM channels are also limited in access because of their narrow coverage area. Undoubtedly TV has a large population but newspapers are regarded as the provider of authentic narratives. The likelihood of newspapers has not gone low even in the presence of TV rather more newspapers have emerged on the surface. In the constellation of newspapers, local newspapers have managed to their own rush. Jang, Express, Dunya, Khabrain, Nawa-i-Waqt and local newspapers are listed as top most newspapers in the province of Punjab. TV has its viewership at its peak in the primetime that is 7PM to 11PM. From all over the Punjab this time has grabbed maximum number of viewership. During these hours, news content leads. Other types of content is not popular during these hours. This indicates that News channels have a great influence on masses. This is why the majority of the channels are news channels. With the help of study, it is very convenient at the hour to comprehend the success of communication with farmers across the Punjab. Plans formulated by keeping in mind the results of the study can be progressive as the study disintegrates the fashion of media consumption among farmers in Punjab.

223

Recommendations Data, facts and scenarios revealed by this report demands that the process of research must not be confined to this report only. In fact, the process of study must continue to provide valuable findings. The continuation of such researches will present a better picture of ground realities. This study was limited in its scope thus its results were limited too. These limitations must be addressed in the future studies. In the bases of this following recommendations are being presented. In such kind of researches questionnaires play a vital role. The structure of the questionnaires determines the findings and results. It is highly recommendable for future study that questionnaires with wide scope should be designed. So that variety of aspects can be covered. A better and research friendly questionnaire can bring forth certain co-relations between different variables. These co-relations can prove extremely vital in determining the future steps of communication strategies. This study has provided a very small glimpse of social behavior of the population towards media. It is very vial for the upcoming researches to address various social variables. The goal is to present a vivid understanding of the behavior of the public towards the usage of media. In the upcoming researches assistance of the ruler sociologists needs to be sought. Ruler Sociologists can provide the discerption of behavior of ruler population more vividly. There close observations of the society and factors that shape the society are vital for communication strategies. This research indicates a few segments of the population who neither have access to television nor to newspaper and radio. In future studies, these segments of the population must be considered and study should find a way/medium to communicate them easily. This study was limited in its extent to know the usage of media only. In the future studies the quality of the content is needed to be gauged. How helpful the content is? To what extent the content is suitable for the agricultural problems. The question of the quality of agricultural content in terms of its effectiveness can be answered by conducting further researches. These researches will also be helpful in answering how to enhance the quality of the content.

224 In future studies the factor of TV ratings needs special consideration. Ratings provided by rating agencies are limited to urban areas only. Ratings calculated from the ruler areas can supplement this research. For a detailed and comprehensive understanding of the media usage and communication policy upcoming researches need to conduct studies on the identity based samples. Instead of exploring general population it is more suitable to base future studies on the different subgroups or strata. The findings from stratified sampling would be helpful for developing target base strategies. It is vital for the future studies to explore the awareness of farmers about the research and research institutes? What level of the trust is there in farmers regarding research and research institutes? Are farmer docile towards research? Such type of quires are needed to be answered by upcoming researches. The calculation of the effectiveness of internet in terms of promulgation of awareness in farmers needs researches. Like TV, Radio and Newspapers what are the statistics of Internet users? What type of technology are they using? What are the preferred internet band (3g/4g) is being used? How many internet band (3g/4g) subscribers are from farm families and how they access to these technologies? The effectiveness of internet must also be gauged by exploring the accessibility of online agricultural franchises (Facebook page, YouTube channel and website). Through this study, it has become obvious that Prime time (7PM to 11PM) has the maximum viewership of TV. Results from all over the Punjab indicates that during prime time population is inclined towards news content. So it highly recommended to utilize this time for the dissemination of agricultural content. The process of research is a never ending continuum. It must not be terminated. The more there is research the more questions will be answered. These recommendations are to serve as a guideline for future studies.

225

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