In keeping with the overall philosophy, the focus was on the objective of development and not on programme production per se. The total process was designed with this perspective. Thus programme ideas emerged from the needs of the rural audience – generally on the basis of studies by social scientists (formative research), or the assessment of the concerned field agencies.

Studies conducted to evaluate the Kheda project indicated the following:

	A study on the health programmes indicated very significant differences between the level of knowledge in TV and non-TV villages, on specific aspects like knowledge of cholera symptoms, cholera prevention, how malaria spreads. Clarity of immunisation concept and vaccines for diseases.
	Another study on agriculture indicated much higher level of knowledge on – Places for soil testing, soil improvement measures, advantages of hybrid seeds, precautions in buying hybrid seeds, proper use of fertiliser, plant protection measures, and sources for agricultural credit.
	While 43% of the respondents in non-TV villages were aware of the minimum wage, the percentage in the case of TV villages was 76%.
	While only 7% of respondents in the non-TV villages suggested that the “poor should unite” to get the minimum wage, this figure in the case of TV villages was 52%.
	While only 7% of non-TV village respondents thought of cooperative farming as a way of improving their economic condition, the figure in TV villages was 25%.

This project clearly indicated the following:

	Media can act as an effective channel or two way communication by taking the problems and concerns of the people to the decision makers.
	The involvement of the people with the medium and the credibility of the medium greatly increase when the medium deals with issues of immediate concern to the audience.
	Communication research can help in building a system sensitive to people’s needs. It also helps in taking a systematic approach to programming, thereby increasing effectiveness.
	The intensive research based team mode cannot be undertaken for all the programmes but can be effectively undertaken for a selected series. It should, therefore, be used in important areas of programming.
	Organising the community viewing situation is not easy. A number of problems including maintenance, and social issues disrupt community viewing. However, community viewing appears to work with homogeneous groups. It is advisable to organise community viewing around homogeneous groups in the villages. This may necessitate providing more than one TV set in a village.