Though Pij covered some urban population in Kheda, the focus was on the villagers. Arrangements were made to provide community TV sets, which were installed in public places where the audience could gather during the transmission time for viewing the programmes. With assistance from the State government and a local cooperative organization, 550 community TV sets were provided to about 400 villages of Kheda district. (Now Kheda district is divided into two districts namely Anand and Nadiad)

During the Kheda,Communications Project (KCP) the transmission consisted of 90 minutes of local programme. Of the local programme, half was produced by the KCP of DECU/ ISAG, while the other half was produced by Doordarshan, the national TV organisation. The former was broadly development and education-oriented, while the Doordarshan programmes, covered mainly news, topical, issues and general entertainment. Pij transmitter transmitted these programmes. While community viewing had to contend with a variety of serious problems - ranging from set maintenance to control by I information-gatekeepers. About 100 villagers - primarily small farmers, landless laborers and children r formed the typical audience at a community TV set.

Much of television in a large part of the world is geared to churning out fairly inane programmes of little use or relevance to the audience, but with a "lowest common denominator" kind of appeal. Kl1eda TV, on the other hand, had a definite purpose viz., to promote rural development and social change. It was therefore decided to lay down a Credo, a statement that would guide the work and be the basis for all productions.