SHORT COMMUNICATIONS

RELATIVE EFFECTIVENESS OF THREE MODES OF FARM BROADCAST
P. Kumaravel and R. Subramanian



Abstract


Mass media has played an important role in the dissemination of farm innovations. The gap between the research centre and farmers is bridged by communicating the latest technologies through mass media like radio, television, films and printed materials.The farm and rural programmes are presented to the radio listeners by means of various modes such as straight talk, discussion, folk songs, farm news etc. This study was conducted to find out the effectiveness of three modes of farm broadcast in terms of gain in knowledge and knowledge retention.