New Delhi, May 26: Bollywood superstar Amitabh Bachchan will feature prominently in a Doordarshan campaign aimed to popularise 'DD Kisan', an exclusive channel for farmers and rural India.
Senior Doordarshan official said that Bachchan would feature in audio visuals, radio jingles and also field publicity for the latest Doordarshan channel, the idea for which came from the Prime Minister Narendra Modi himself.
ADG, Prasar Bharati, Ranjan Mukherjee, who was also looking after the launch of the channel, said that a detailed publicity plan has been chalked out for spreading awareness about the channel and confirmed that Bachchan would feature prominently.
Apart from advertisements, fourteen 'Kisan Rath' vans would also travel to at least 10,000 villages to generate publicity, he said.
The DD Kisan channel which goes with the tagline, 'Badalte Bharat ki Shan' is a 24x7 channel that will telecast updated information on agriculture, weather and related subject for the benefit of its target audience including cattle rearers, bee keepers, poultry owners, mechanics and craftsmen.
Advice of Indian Meteorological Department scientists and Agricultural scientists would be broadcast regularly for the farmers so that they may know about the crop diseases, ways to protect crops from various diseases and on how to increase the crop yield.
The channel has a tie-up with IMD and several scientific bodies in the field of agriculture including agricultural universities, Krish Vigyan Kendras etc, a statement released here said.