A study on audience activity behaviour of farm school on air
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Date
2004-05
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G.B. Pant University of Agriculture and Technology, Pantnagar - 263145 (Uttarakhand)
Abstract
Effective dissemination of farm technology to the farmers offers better hope for agricultural development in the country. Past experience in the field of farm information communication have shown the potentiality of radio as an effective medium of communication with farming community. „Farm and Home‟ unit of AIR started „FSA‟ programme for effective dissemination of constantly evolving new farm technologies. The success of developmental programme like FSA programme depends on the audience and their activity behaviour. Keeping this in view the present study was carried out on the registered farmers of FSA programme on organic farming which is being broadcast from AIR, Rampur. The data was collected with the help of structured mailed questionnaire. The audience activity indicates the effectiveness of the programme. The audience activity of the FSA programme listeners was found to be at medium level. The findings of the study reveals that majority of the respondents were of young age group, belonged to upper cast, nuclear families, had education upto medium level with low degree of mass media exposure. Further, the findings of the study suggested that, the title of the programme should not be ambiguous short duration programmes ranging from 25-40 minutes with soothing instrumental or folk music clubbed with main theme, will pass on the message effectively. Majority of the respondents indicated that language should be simple & easy to grasp. Speed of presentation must be slow. Thus, it can be conclude that appropriate message designing according to the perceptions and preferences of the farmers is important to pass on the developmental messages effectively to them.
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