EFFECTS OF AGRICULTURAL BASED RADIO PROGRAMS ON THE ADOPTION OF INNOVATIONS BY THE FARMERS OF SARGODHA AND KHUSHAB DISTRICTS
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Abstract
The study investigates the effects of agricultural-based radio programmes on the adoption of innovations by the farmers of Sargodha and Khushab districts regarding the diffusion of innovations in the agriculture sector through different radio programmes. A detailed study was conducted on the farmers of Sargodha and Khushab districts using a sample of 300 respondents, comprising 150 farmers from Sargodha and 150 farmers from Khushab districts. The sample was selected using the triangulation method by combining stratified and purposive sampling techniques. The findings of the study revealed that the farmers who listened to the agriculture-based radio programmes adopted new farming methods as compared to those who did not tune into such programmes. The findings of the study further revealed that radio played major role in getting the respondents’ minds to adopt various innovations from agriculture programmes in Sargodha and Khushab districts. On the other hand, listeners do not significantly prefer confirmation of adoption regarding innovations.