Author(s):

Ravichamy P, Siva Balan KC and Nanda Kumar S

Abstract: The media influence every aspect of life and every occupation. In the farm sector, the media has much more important role in accessing the agro information needed on daily basis. Mass media communication certainly will improve the agricultural productivity and knowledge of the farmers makes them have protective measurement for agriculture practices. A study was conducted to investigate the listening and watching behavior of farmers and role of Radio and Television on dissemination of agricultural information. It was concluded that 53.7 per cent of the total respondents used to watch Agricultural programmes on <em>Doordarshan (podhigai) </em>TV- <em>Velanmai Seithigal</em> and <em>Ponvizhaium Bhoomi</em> 48.3%. Similarly two fourth of the respondents used to watch Agricultural programmes in<em> Makkal </em>TV (<em>Malarum Bhoomi) </em>38.7% and <em>Puthiyathalamurai </em>TV (U<em>zhavukku Uyiruttu)</em> 39.9%. Significant percentages of the respondents were satisfied at high level with listening to radio programmes. Among the Agricultural programmes, maximum respondents used to listen to <em>Uzhavarulagam </em>30.9%,<strong><em> </em></strong><em>Velan Arangam </em>20.7%<em> </em>and <em>Pannai Aasiriyar</em><strong><em> </em></strong>16.5%<em> </em>in All India Radio (AIR), Tiruchirapalli, Tamil Nadu.

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