Abstract:
Communication channels play pivotal role in disseminating information. But when the bulk of
population is illiterate and inaccessible to modern means of communication, the challenge is all
the more difficult. In this situation mass media like radio can play a significant role in
disseminating information. Radio is a very popular and powerful communication medium and
has proved very effective in helping to disseminate agricultural information. Farmer
broadcasting service of the department of agriculture undertakes production and broadcasting
of agricultural radio programmes to disseminate agriculture information to farm community in
order to improve their knowledge and change attitudes in a favourable manner. A quasi experimental study was designed to determine the present situation of farmer broadcasting
service, the effectiveness and relevance of the programs on agricultural production and the
factors which affect the production of farmer broadcasting service. A total of 146 farmers were
selected randomly from Galle district. Data were collected using pre-tested questionnaires. The
findings of the study show that the majority of the respondents (99.32%) are radio listeners.
Though there are various mass media communications, farmer broadcasting service is still used
by farmers (82%). Information provided through farm broadcasting service programs has been
reliable for 61% of farmers. Majority (70.5%) of the farmers were of the view that they prefer to
listen agricultural news, 62% of the farmers expressed that they listen to discussion programs
by an expert or an extension officer. However, 60% of farmers would like to listen the
programmes in morning hours and evening hours. The first rank was given to agriculture
instructors as the most credible source of information regarding agriculture. Farmers have
ranked the farmer broadcasting service next to the television. The majority (71.92%) of the
farmers in Galle district are engage in the rice cultivation. Rice cultivators also engage in the
vegetables, fruits and animal husbandry. All of the respondents (100%) are radio listeners and
they are all (100%) know about the farmer broadcasting service, but only 17.14% respondents
have clearly listened. Among the eight programs the first rank was given to Kadamalla as the
most famous program of farmer broadcasting service.
