Abstract
This research study was aimed to examine the role of radio communication in the adoption of modern agricultural technology among the farmers of district Jhang. Presently 33 governments owned public radio channels along with 57 FM Radio Transmitters while 240 private FM Radio channels (180 commercials and 60 non-commercials) are working in Pakistan. The study statement has been proved through empirical evidence as, “more the farmers will listen radio agri. programs, more they will adopt latest information and modern agricultural technology”. This research was conducted among the farming community of district Jhang, which is a historical territory and agricultural hub of Punjab province and moreover mostly public and private radio channels are being listened there. The study provides a deep insight about land holding of farmers and it is proved that most of the farmers hold up to 12.5 acres’ land (small scale farmers). It was noted that mostly farmers were illiterate while around one-fourth were matriculate. Less than a half of the farmers were listening agricultural radio programs regularly. Majority of the farmers reported that radio communication is helpful “to some extent” about the information for the preparation of soil, crop varieties, suitable fertilizers, sowing time and improved inputs (regarding drip irrigation, tunnel farming and hydroponic agriculture etc.). However mostly farmers adopted these technologies. Majority (67.3%) farmers told that information related to agriculture provided by the radio programs is helpful to increase the agricultural production and they were satisfied with the information disseminated by radio communication. It was found that there is a positive relationship between listening of broadcasted agricultural radio programs and awareness of agri. machinery and equipment. More duration of using radio resulted in the higher use of water management techniques. A positive relationship was observed between satisfaction with the dissemination of information through radio communication and increase in the agricultural production. It is also recommended that agricultural extension programs broadcasted by radio channels should be related to the actual needs of the farmers with the special focus to aware the farmers for the adoption of latest techniques and agricultural technologies having greater potential of production like as hydroponic agriculture, tunnel farming and drip irrigation etc.
Muzaffar Hussain Salik, Farooq Tanwir. (2021) ROLE OF RADIO COMMUNICATION AND ADOPTION OF MODERN AGRICULTURAL TECHNOLOGY: A STUDY OF FARMERS IN DISTRICT JHANG, PUNJAB-PAKISTAN, Pakistan Journal of Agricultural Sciences, Volume 58, Issue 2.
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