Evaluating media reach and its effectiveness to disseminate agro-technologies among rural community

This study was conducted to evaluate the media reach and its effectiveness to disseminate agro-technologies among rural people. One hundred respondents were interviewed randomly with a pre-tested questionnaire. The data were analyzed by one way ANOVA and differences in mean were assessed by using Turkey-b. The study showed that respondents have different degree of accessibility to radio (73%), television (99%, P<0.05) and newspaper (66%). The use of television (17%) was significantly (P<0.05) higher as compared to radio (10%) and newspaper (8%) to listen/read about agriculture. Only 4%, 2% and 2% respondents were used television, radio and newspaper, respectively to learn new agro-technologies where as 10% respondents used interpersonal sources. Therefore, from the present study it may be concluded that in order to enhance the effectiveness of mass media in dissemination of agro-technologies, there is dire need to motivate rural community to use mass media to gain agricultural information.