Attitude of farmers towards mass media: A study in nimar agro climatic region of Madhya Pradesh

Radio is one of the most important components of mass media, which became an integral part of the human life and society since ages. Because of its quick coverage, wide reach and popularly, radio is considered as an efficient and ideal tool for talking a wide variety of subjects to the public. The study was carried out on a sample of 240 farmers of mass media. Data were collected through personal interviews of respondents with the help of a structured interview schedule. The majority of the radio listening farmers had a strongly favourable to favourable attitude towards mass media. The study also indicated that majority of the radio listening farmers strongly agreed with the statements like "Radio programme tell us latest technical known-how about improved farm technologies" whereas, majority of them were strongly disagreed with the statements like "Those who follow the recommendations made in farm radio programmes obtain heavy losses".