Credibility of Radio Programmes in the Dissemination of Agricultural Information: A Case Study of Air Dharwad, Karnataka

Abstract

Communication channels play pivotal role in disseminating information. But when the bulk of population is illiterate and inaccessible to modern means of communication, the challenge is all the more difficult. In this situation mass media like radio can play a significant role in disseminating information. Radio is a very popular and powerful communication medium and has proved very effective in helping to disseminate agricultural information. One of the special features of All India Radio is its 'farm and home units', which are engaged in disseminating scientific information about farming to needy people living mostly in poorly accessible villages. There are number of sources of agricultural information which a farmer can use. In order to find out how the farmers rate radio broadcast in respect of the credibility of the information as compared to other sources. The radio programme of AIR Dharwad has been taken to investigate the credibility issue. The respondents for this study were selected from three districts of Karnataka. From Dharwad-88 farmers; Gadag-86 farmers and Bijapur-86 farmers were selected randomly. Finally 260 farmers were selected for the study. The primary data was collected through structured questionnaire. The results indicate that the farm radio programmes are the second credible, next to agriculture extension workers. This might be due to the fact that extension worker is very much available in the village and gives the information in required format. It is obvious that the Farm and Home units programmes should be more effective, to achieve high credibility. Further, content of the farm radio programmes, which once broadcasted should be made available in print form and possibly in audio form as well in all the Raita Salaha Kendras (Advice Centre for Farmers) for reference by the farmers.