Listening behavior of farm broadcast programmes

The majority of farm radio listening respondents belonged to middle age groups, literate, experienced marginal farmers having farming occupation along with medium level of social participation, mass media exposure, scientific orientation in farming and had favorable attitude towards farm radio programmes. It was found that maximum number of farmers had medium level (71.66 percent) of listening behaviour and this was followed by low level and high level of listening behavior. It was also observed that there was positive and significant relationship between listening behavior and selected independent variables viz., age, education occupation, social participation, mass media exposure, scientific orientation and attitude while the variable occupation was found non-significant.