Cetma Gambit: Let Tvs Be Treated As Farm Tools

What is the difference between a tractor and a television set?

Plenty, you would think. One is a farm implement, the other the ubiquitous symbol of modern entertainment.

Very little, if you ask the association of colour television makers. In a move straight out of fantasy land, the association has hit upon a whacky way of promoting colour TV sales. They want televisions to be recognised as farm implements. The logic: To help rural folk avail cheap finance to buy TVs and watch "Krishi Darshan" programmes.

The Consumer Electronics and TV Manufacturers Association (CETMA) has already commissioned a study in rural areas of Uttar Pradesh. Undertaken by the Indian Market Research Bureau (IMRB), the study will look at demand patterns in these areas and income levels of rural folk to ascertain their chances of buying a TV. Once the study is finished, CETMA plans to approach the finance ministry with the data to seek recognition of TVs as farm implements. Television is widely watched in rural markets, providing an essential source of entertainment for the vast majority of India.

There are a number of agricultural programmes on television that try to educate farmers. CETMA feels this is enough to qualify TVs as farm implements. "The idea behind the study," says K S Raman, president, CETMA, "is to lobby with the ministry in order to make TVs a part of rural farm implements." "Today, television has become a very important learning medium for farmers. Once recognised as farm implements, rural folk can get cheap finance from banks like National Bank for Agriculture and Rural Development (NABARD) and other agencies."

"We have chalked out a plan under which existing fertiliser depots in the country can be used as outlets for selling TVs. Since these depots are mostly frequented by farmers and other rural folk, it will become an easy place for them to visit and shop," explained Raman. The IMRB survey costs Rs 40 lakh that will be shared between CETMA and the department of electronics.

Uttar Pradesh has been chosen as the target area where a pilot poll will be conducted. The target population is families whose annual income is higher than Rs 10,000 who are major consumers of black and white sets.

Under priority sector lending norms, loans below Rs 10,000 cost as less than 9 per cent. While sales of colour TVs have been growing _ 28 per cent in 1997 _ those of black and white sets have been stagnating at 12 per cent. The survey is trying to probe why. Adds Raman, "There is still about 60-70 per cent of the market that we not tapped."