Can the Idiot Box, be a Good Teacher?!
SITE Experiment in India in 1975
Examining the outcomes of India's 1976 Satellite Instructional Television Experiment (SITE) - a project that aimed to deliver educational television directly to the masses
Introduction
“This is the greatest communication experiment in history,” exulted Arthur Clarke, the renowned science fiction author, as he witnessed the Satellite Instructional Television Experiment (SITE) unfold before him.
The Satellite Instructional Television Experiment (SITE), initiated in 1975, and spearheaded under the visionary leadership of Dr. Vikram Sarabhai, represented a pioneering effort to democratise education by harnessing the power of entertainment. Conducted over the span of a year, this collaborative project between the Indian Space Research Organisation (ISRO) and NASA aimed to broadcast informational programs to rural India via television sets using the ATS-6 satellite. The project served as a ground-breaking effort to bridge the information gap in rural areas, focusing on areas such as agricultural education, health, hygiene, and general knowledge. This essay evaluates the effectiveness of the SITE experiment by examining its objectives, implementation, challenges, outcomes and legacy.
Objectives of SITE
At a time when headlines screamed "India needs rice, not rockets," Dr. Vikram Sarabhai, the visionary behind India's space program, stood firm in articulating the objectives of the SITE experiment. He emphasized that the program wasn't pursued for glory but for the tangible development and progress of a newly independent India. India-US agreement outlined a multi-faceted social development initiative. The primary goals centered on public education in family planning, agricultural practices, and national unity. Additionally, the project aimed to expand educational opportunities through school broadcasts, adult education programming, and teacher training initiatives. Public health awareness campaigns promoting hygiene and general well-being were also a key focus. Beyond these social objectives, India viewed the project as an opportunity to gain valuable technical expertise in areas like satellite broadcasting infrastructure, reception technology, and the development of educational content.
Implementation
The implementation of SITE involved a collaborative effort between various stakeholders, including ISRO, NASA, All India Radio and the Indian Institute of Mass Communication (IIMC). The project boasted a significant reach, spanning over 2,400 villages across 20 districts in six diverse Indian states. These states included Andhra Pradesh, Bihar, Karnataka, Madhya Pradesh, Orissa, and Rajasthan.
Key Steps in Implementation:
Infrastructure Setup by ISRO: Ground receiving stations, television sets, and community viewing facilities were established in the target villages.
Content Development: Educational programs were developed in local languages, focusing on topics relevant to rural audiences. Dramas depicting real-life situations in villages, animations explaining scientific concepts, and even cultural performances conveying health messages were used. These elements added a layer of entertainment and helped connect with the audience on a personal level.
Training and Engagement: Local educators, volunteers, and community leaders were trained to facilitate the viewing sessions and to ensure that the information was effectively communicated to the audience.
Broadcast Schedule: Programs were broadcast for four hours daily, covering various educational topics and incorporating interactive elements such as question-and-answer sessions.
Programming
The project utilized two distinct broadcast categories:
· Educational Television (ETV): This channel offered engaging and imaginative educational programs tailored for schoolchildren. These programs aired for 1.5 hours during school days. School breaks provided an opportunity to broadcast specialized training programs aimed at equipping nearly 100,000 primary school teachers with new skills.
· Instructional Television (ITV): This channel catered to adult audiences, particularly those without formal education. It broadcasted informative programs for 2.5 hours in the evenings. Content covered a range of topics including health, hygiene, family planning, nutrition, improved agricultural practices, and significant national events. Recognizing the linguistic diversity, the programs were produced in Hindi, Oriya, Telugu, and Kannada to ensure wider accessibility.
Sample schedule for evening broadcast
Challenges and Hurdles
· Technological Hurdles: Implementing satellite technology in the 1970s posed significant technical challenges, including the development and maintenance of ground equipment and the satellite itself.
· Infrastructure: Establishing the necessary infrastructure in rural and remote areas of India, such as receiving stations and television sets, was a major challenge.
· Content Creation: Producing educational content that was culturally relevant, engaging, entertaining and understandable to a diverse audience across different regions and languages of India was also a complex task.
· Community Engagement: Gaining the trust and active participation of local communities, who were unfamiliar with television technology, required extensive outreach and education efforts.
ISRO technician with NASA-designed TV for SITE project. Courtesy NASA.
Outcomes and Achievements
ISRO’s SITE Research and Evaluation Cell (REC) meticulously assessed the project's social impact. This team, in collaboration with NCERT, also specifically monitored the program's influence on primary school children. The SITE experiment yielded several noteworthy results:
· Educational Impact: SITE achieved high initial viewership, particularly among adults in rural villages. Engaging formats like dramas, animations, and local language content drew viewers in and sparked a sense of wonder towards the educational content. The broadcasts reached an estimated 200,000 to 500,000 people daily and the viewership was extremely high with 200 to 600 people per TV set.
· Social Change: The educational content helped foster social change by promoting modern agricultural techniques, health practices, and general awareness. The project yielded significant impacts, particularly in the areas of agriculture and family planning. Notably, self-reported surveys indicated that nearly half of viewers (around 52%) were receptive to applying the new knowledge they gained.
· Capacity Building: The experiment pioneered the use of edutainment in satellite-based education. This innovative approach paved the way for future programs like Gyandarshan and EDUSAT, which built upon SITE's foundation to create more interactive educational content.
· Technological Validation: SITE successfully demonstrated the viability of using satellite technology for educational broadcasting.
· Global Influence: The SITE experiment set a precedent for other developing countries to explore satellite technology for education and communication. Projects in Africa, Latin America, and Southeast Asia explore satellite and digital technologies to deliver educational content, inspired by SITE's successful model of blending education with entertainment.
Legacy and Long-Term Impact
The SITE experiment potentially holds a strong claim to being one of the earliest large-scale, nationwide edutainment initiatives in India. By using satellite technology, SITE reached a vast audience, firstly by introducing a novelty like a television set in households and then by utilising the medium for merging information and entertainment by producing engaging content like dramas and animations in local languages. The high viewership, documented knowledge gains among viewers, and the program's lasting influence on educational media development in India solidified the concept of "edutainment" as a powerful tool for social and economic progress. This innovative approach has even been adopted by other countries. SITE's pioneering role is undeniable, considering its vast scale, targeted focus, and enduring impact.
A view of the Ahmedabad Earth Station beaming a TV program.
Conclusion
In conclusion, the Satellite Instructional Television Experiment (SITE) of 1975 exemplifies a transformative fusion of education and entertainment, leveraging satellite technology to empower rural communities across India. The "idiot box" can indeed become a powerful classroom, but the most effective strategies will likely require a nuanced understanding of both individual needs and social dynamics. The experiment's legacy reminds us that with innovation, collaboration, and a commitment to learning, education can truly reach anyone, anywhere. Furthermore, just as neuro-cinematics is delving into the power of films to influence our brains and emotions, continued exploration of the mechanisms behind edutainment's effectiveness can pave the way for even more impactful interventions in the future.
References
Karnik, K. (2016, October 6). Early experiments with technology. The Hindu. https://www.thehindu.com/opinion/op-ed/Early-experiments-with-technology/article10322024.ece
Satellite Instructional Television Experiment. (2024, June 22). In Wikipedia. https://en.wikipedia.org/wiki/Satellite_Instructional_Television_Experiment#cite_note-16
Planning Commission, India. (1981). Evaluation Report on Satellite Instructional Television Experiment (SITE) [PDF]. Archived from the original (PDF) on April 10, 2013. Retrieved December 4, 2006.
