Th10181

PERCEIVED USEFULNESS OF KRISHI COMMUNITY
RADIO PROGRAMMES BY FARM WOMEN
Thesis submitted to the
University of Agricultural Sciences, Dharwad
in partial fulfillment of the requirements for the
Degree of
MASTER OF SCIENCE (AGRICULTURE)
IN
AGRICULTURAL EXTENSION EDUCATION
By
SNEHA M. TALWAR
DEPARTMENT OF AGRICULTURAL EXTENSION EDUCATION
COLLEGE OF AGRICULTURE, DHARWAD
UNIVERSITY OF AGRICULTURAL SCIENCES,
DHARWAD – 580 005
JUNE, 2011

ADVISORY COMMITTEE
DHARWAD (L. MANJUNATH)
JUNE, 2011 MAJOR ADVISOR
Approved by :
Chairman : ____________________________
(L. MANJUNATH)
Members : 1. __________________________
(ASHALATHA K. V.)
2. __________________________
(R. B. BELLI)
3. __________________________
(M. T. DODDAMANI)
4. __________________________
(M. V. NAGARAJ)

C O N T E N T S
Sl. No. Chapter Particulars
CERTIFICATE
ACKNOWLEDGEMENT
LIST OF TABLES
LIST OF FIGURES
LIST OF PLATES
LIST OF APPENDIX
1. INTRODUCTION
REVIEW OF LITERATURE
2.1 Awareness of the farm programmes
2.2 Usefulness of radio programmes
2.3 Preferences towards different programmes and modes of
presentation
2.4 Socio-Economic and personal characteristics of listeners in
relation to listening behaviour
2.5 Radio listening behaviour of farm women
2.
2.6 Problems, Suggestions and expectations of radio listeners
METHODOLOGY
3.1 Research design
3.2 Locale of the study
3.3 Sampling procedure
3.4 Instrument for data collection
3.
3.5 Methods used for analyzing the data
RESULTS
4.1 Socio-economic and personal characteristics of farm women
listeners
4.2 Listeners awareness level of krishi community radio programmes
4.3 Purpose for listening krishi community radio programmes by farm
women
4.4 Preferential listening pattern of farm women for different
programmes
4.
4.5 Factors influencing krishi community radio listening behaviour
Contd…..

Sl. No. Chapter Particulars
4.6 Perceived usefulness of krishi community radio programmes by
farm women
4.7 Problems experienced in listening to the krishi community radio
programmes
4.8 Suggestions of farm women for the improvement of krishi
community radio programmes
DISCUSSION
5.1 Socio-economic and personal characteristics of farm women
listeners
5.3 Purpose of listening krishi community radio programmes by farm
women
5.4 Preference of programmes by listeners
5.6 Usefulness of krishi community radio programmes as perceived by
farm women
5.7 Problems experienced in listening to the krishi community radio
programmes
5.
5.8 Suggestions of farm women for the improvement of krishi
community radio programmes
6. SUMMARY AND IMPLICATIONS
REFERENCES
APPENDIX

LIST OF TABLES
Table
No.
Title
1. Socio- economic and personal characteristics of krishi community
radio listening farm women
2. Listener’s awareness level of krishi community radio programmes
3. Listener’s awareness about Krishi Community Radio programmes
4. Purpose of listening Krishi Community Radio programmes by farm
women
5. Preferential listening pattern of individual programmes
6. Listener’s preference to mode of presentation of programmes
7. Correlation between profile characteristics of the farm women and
their listening behaviour
8. Multiple Regression analysis of independent variables with the
listening behaviour of farm women
9. Step wise regression analysis indicating the contribution of attributing
variables on listening behaviour
10. Listening behaviour of farm women towards krishi community radio
Programmes
11. Discussion pattern of respondents after listening krishi community
radio programmes
12. Perceived usefulness of krishi community radio programmes by farm
women
13. Problems experienced in listening to the krishi community radio
programmes
14. Suggestions of Farm women for Improvement of krishi community
radio programmes

LIST OF FIGURES
Figure
No.
Title
1. Dharwad taluk showing the locale of the study
2. Selection of the sample
3. Listener’s awareness level of Krishi Community Radio Programmes
4. Purpose of listening Krishi Community Radio Programmes by farm
women
5. Step wise Multiple Regression Analysis
6 Listening behaviour of farm women towards krishi community radio
Programmes
7. Problems experienced in listening to the Krishi Community Radio
Programmes
8. Suggestions of farm women in improvement of Krishi Community
Raido Programme

LIST OF PLATES
Plate
No.
Title
1. Krishi Community Radio Station in UAS, Dharwad
2. Discussion forum
3. Interview with progressive farmer
4. Farm women listening Krishi Community Radio Programme
5. Community member interviewing the farm women

LIST OF APPENDIX
Appendix
No.
Title
I. Interview schedule

1. INTRODUCTION
India became independent on 15
th
August 1947. Though, after Independence we
achieved tremendous success in many fields but still much is needed to be done in order to
become a developed nation, still we are facing problems like poverty, illiteracy, unemployment
etc. Besides; a major chunk of population living in villages (72%) is still backward. Though the
government is spending millions of rupees in the name of rural development, but still it’s not
getting the desired results.
Among many reasons, one of the foremost reasons is the communication gap
between government devised policies and common masses as people largely remain ignorant
regarding them. Researchers and extension workers need partners who are journalists,
broadcasters, science writers, communication experts, or even actors or singers, to craft
messages from the content they provide. They need partners in the public and private sectors
to construct and manage TV and radio infrastructure, telecentres, mobile phone networks,
newspapers and other communication channels to get the messages out. In order to bridge
this gap, a firm communication policy will prove crucial. According to this policy, local
community media should be promoted in order to enhance community development, at least
at grass root level. Among various existing genres of local community media, Community
Radio will prove most effective as it can easily cover a wider range of area as well as
diversified audience. Besides, experiments with community radio in many parts of India have
proved it to be the cheapest and the strongest medium for fulfilling communication gap
between the community and the Govt. It has proved to be a vital tool in strengthening the
‘Right to Freedom of Speech and Expression’ As, the community radio is still evolving it might
be possible that in the near future, we will witness its various new forms which will be more
superior as well as user friendly.
In India, the campaign to legitimize community radio began in the mid 1990s, soon
`after the Supreme Court of India ruled in its judgment of February 1995 that "airwaves are
public property". This came as an inspiration to groups across the country, but to begin with,
only educational (campus) radio stations were allowed, under somewhat stringent conditions.
Anna FM is India's first campus 'community' radio, launched on 1 February 2004,
which is run by Education and Multimedia Research Centre (EM²RC), and all programmes
are produced by the students of Media Sciences at Anna University.
On 16 November 2006, the government of India notified new Community Radio
Guidelines which permit NGOs and other civil society organizations to own and operate
community radio stations. By 30th
November 2008, there were 38 operational community
radio stations in the country. Of these, two are run by NGOs and the rest by educational
institutions. The first community-based radio station, licensed to an NGO (as distinct from
campus-based radio) was launched on 15th
October 2008, when 'Sangham Radio' in
Pastapur village, Medak district, Andhra Pradesh state, was switched on at 11.00am.
Sangham Radio, which broadcasts on 90.4 MHz, is licensed to Deccan Development Society
(DDS), an NGO that works with women's groups in about 75 villages of Andhra Pradesh. The
community radio station is managed by 'General' Narsamma and Algole Narsamma. The
second NGO-led community radio station in India was launched on 23
rd
October 2008 at
'TARAgram' in Orchha, Madhya Pradesh state. Named 'Radio Bundelkhand' after the
Bundelkhand region of central India where it is located, the radio station is licensed to the
Society for Development Alternatives (DA), a Delhi-based NGO. Radio Bundelkhand also
broadcasts on 90.4 MHz for four hours a day, including two hours of repeat broadcast.
According to the Ministry of Information & Broadcasting, 47 community radio stations were
operational in India by 1
st
November 2009, including 45 campus-based stations and two CRS
run by NGOs. By December 2009, the number of CR stations run by civil society groups had
probably gone up to seven, including Sangham Radio (Pastapur, Medak District, Andhra
Pradesh), Radio Bundelkhand (Orchha, Madhya Pradesh), Mann Deshi Tarang (Satara,
Maharashtra), Namma Dhwani (Budikote, Karnataka), Radio Mattoli (Wayanad, Kerala),
Kalanjiam Samuga Vanoli (Nagapattinam, Tamil Nadu) and Barefoot (Tilonia, Rajasthan).

Community Radio Sarang 107.8 is managed by the Mangalore Jesuit Educational
Society (MJES) and is run by St. Aloysius College (Autonomous), Mangalore, a coastal town
in the southern part of Karnataka. In a way, Radio SARANG is a campus radio in that it is
based in an educational institution campus. But it is more oriented towards local communities
of people than merely the host institution, producing programs with, for and by local people
such as farmers, fisher-folk, patients, vendors, small farmers, service providers like bicycle
repairers, cobblers, etc. SARANG 107.8 FM means 'beautiful blending of all colors’ signifies
various social, religious, linguistic communities. Other campus-based stations are already
operational in Bangalore, one each in Tumkur, Gulbarga, and Dharwad (Agricultural
University). The last two are situated in North Karnataka.
Under the new (2006) community radio policy, any not-for-profit 'legal entity' - except
individuals, political parties and their affiliates, criminal and banned organizations - can apply
for a CR license. Central funding is not available for such stations, and there are stringent
restrictions on fundraising from other sources. Only organizations that are registered for a
minimum of three years old and with a 'proven' track record of local community service can
apply. Five minutes of advertising per hour is allowed on community radio. Sponsored
programs are not allowed except when the program is sponsored by the Government at the
Centre or State. By 12
th
August 2010, the number of operational community radio stations in
India had risen to 82.
Concept of Community
The community can be territorial or geographical - a township, village, district or
island. It can also be a group of people with common interests, who are not necessarily living
in one defined territory.
Definitions of Community Radio
A community radio station is one that is operated in the community, for the
community, about the community and by the community.
UNESCO has defined community radio as a medium that gives voice to the
voiceless, which serves as a mouthpiece of the marginalized and is at the heart of
communication democratic processes within societies.
Community Radio is an independent and nonprofit development communication tool
that facilitates democratization of the air waves for the benefit of the common man (Sreedher
and Prabakar, 2005).
It is community owned, functionally autonomous, preserves local identity and
promotes two way communications. Community radio also often replaced by a range of terms
like educational radio, citizen radio, co-operative radio, participatory radio, alternative radio,
radical radio etc.
Krishi Community radio station:
The University of Agricultural Sciences, Dharwad has become the first Agricultural
University in the country to set up Krishi FM channel for the benefit of farmers with the catch
line of Raitarinda Raitarigagi (by The Farmers, for The Farmers). The basic idea behind the
station was to reach the farmers to address the farmer’s problems and transfer of
technologies. The station has become the platform for the languages, voices and views of
local farmers and addresses all the issues concerning farmers and agriculture.
This Krishi FM, the countries first community radio station (FM 90.4 MHz) for farmers
was dedicated to them by Agriculture Minister Sri Bandeppa Kashempur on 17
th
May, 2007,
started broadcasting for three hours each in a the morning and evening. The evening
programmes aired from 5.00pm.- 8.00pm. and are the fresh programmes and the morning
programmes aired from 6.00am.- 9.00am. are the repeat of the evening programmes. The
effective coverage of the station is around 15 – 20 km. The station committee includes all the
divisional heads of the University, development departments, input agencies, NGOs, farmers
and farm women.

Plate 1. Krishi Community Radio Station in UAS, Dharwad
This channel handles the issues such as cropping pattern, improved agricultural
practices, agricultural technologies, animal husbandry, poultry farming, horticulture, fisheries,
environment, health, nutrition, hygiene, entrepreneurship, self help group, income generating
activities, and other allied activities to educate the farming community. The content developed
for the broadcasting are in the following modes: Straight talk, interview, announcements,
guidance, phone in programmes, instant programmes, discussions, chat programmes,
farmers and farm women experiences, and successful events sharing, addressing fortnightly
hints, entertainments like folk songs, drama etc. All these programmes are in Kannada in
North Karnataka style.
The Krishi Community Radio Station of the University of Agricultural sciences,
Dharwad has been broadcasting such useful information for the farming community. A study
on the Perceived usefulness of Krishi Community Radio Programmes by Farm Women would
be useful to plan programmes to suit their needs.
Thus, the present study was conducted with the following objectives:
1. To know the awareness of rural women about FM, krishi community radio
2. To study the usefulness of krishi community radio programmes as perceived by farm
women
3. To ascertain the preferential listening pattern of farm women for different programmes
4. To study the factors influencing krishi community radio listening behaviour of farm
women
5. To obtain suggestions of farm women for improvement of krishi community radio
programmes
Scope of the study:
Community radio can play a very important role in bringing about social change. It is
the cheapest medium available for almost all families’ rural area. It covers all developmental
and rights based issues, and can help to sustain the diversity of the local cultures and
languages. As it is a effort towards bottom-up approach to address specific requirements or
rural Indian population through which the people, the individual members of a community,
express their ideas, dreams, expectations and problems. Thus it is the result of a process, not
just a definition.
Limitations of the study:
The study was conducted only in selected eight villages of Dharwad district i.e.
Yettinagudda, Narendra, Mangalagatti, Amminabavi, Marewad, Chikkamalligawada, Mugad
and Mandihal. A wider coverage was not possible because effective coverage of the station is
around 15 – 20 km also due to the shortage of time, and other limitations of the student
researcher.

2. REVIEW OF LITERATURE
An attempt has been made here to critically review the literature of the past research
works in relevance to the present study. The proposed research is new in its subject
treatment. However an attempt has been made to collate the closely related research reports
on this area. The studies available on the perceived usefulness of Krishi Community Radio
programmes by farm women and other related studies are reviewed and presented in the
following headings.
2.1 Awareness of the farm programmes
2.2 Usefulness of radio programmes
2.3 Preferences towards different programmes and modes of presentation
2.4 Socio-Economic and personal characteristics of listeners in relation to listening
behaviour
2.5 Radio listening behaviour of farm women
2.6 Problems, Suggestions and expectations of radio listeners
2.1 AWARENESS OF THE FARM PROGRAMMES
Singh et al. (1999) studied radio listening behaviour and its impact on farmers in
Kaithal district of Haryana state and indicated that more than half of the respondents were
(55%) aware of farm programmes followed by entertainment and news (45%). Only five per
cent of respondents were aware of other types of programmes (drama, discussions, classical
songs, etc).
Rajasekaran (2000) concluded in his study on effectiveness of farm broadcast on
media users in Coimbatore district that more than fifty per cent (52.22%) of the respondents
had medium level, followed by high level awareness about the broadcast of number of
agricultural programmes and only 18.89 per cent fell under low level awareness category.
Madhu (2010) reported in her study on awareness and listening behaviour of the
listeners of krishi community radio station at Dharwad that, 38.16 per cent of the listeners had
medium level awareness, followed by 32.24 and 29.60 per cent of them had low and high
level awareness about krishi community radio programmes.
2.2 USEFULNESS OF RADIO PROGRAMMES
Michael (2003) reviewed the benefits derived from the use of radio and the study
revealed that majority of the respondents (71.10%) perceived awareness of new technologies
as a major benefit, which was closely followed by increased knowledge on new methods of
farming (56.70%). The study further revealed that increase in yield per unit of land (53.30%)
and more exposure on marketing (47.80%).
Nirmal (2003) based on his study on dissemination of farm information through mass
media found that 42.09 per cent of the media users preferred radio for both agriculture and
other purpose. But only 11.20 per cent media users preferred radio for other than agriculture
purpose alone.
Singh and Upadhyay (2006) conducted a study on farm school on AIR on organic
farming: An evaluation. The study was conducted in Uttar Pradesh and Uttaranchal districts
and noticed that 25.33 per cent of the respondents perceived it as very important, where as
6.66 per cent did not feel the topic was important.
Sadaqath and Mariswamy (2007) conducted a study on analysis of usefulness and
credibility of radio as perceived by literate farmers. The study indicated that the majority of the
farmers (70.50%) perceived radio as useful to a medium extent, 16 per cent of the farmers
perceived it as less useful while the rest 13.50 per cent perceived it as more useful.
Singh et al. (2010) analyzed the social impact of community radio in Karnataka and
documented that participation and awareness created by namma dhwani programmes had
great impact on leadership behaviour. Leadership accorded with highest mean score of 0.7
and hence was ranked first and this was followed by health and sanitation, education, food
habit and family system which were ranked second, third, fourth and fifth, respectively.

2.3 PREFERENCES TOWARDS DIFFERENT PROGRAMMES
AND MODES OF PRESENTATION
Bhosle et al. (2001) revealed in their study on effectiveness of farm broadcast as
perceived by listeners in Marathwada region, that nearly one third (32.00%) of the
respondents preferred the broadcast in the ‘dramatized’ form, followed by 26.67 per cent
‘interview with progressive farmers’, 18.66 per cent ‘discussion’ form and 12.67 per cent
presentation of farm broadcast in ‘question answer’ form and 10 per cent ‘lecture’ form.
Kumar and Se (2001) conducted a study on preferential modes of presentation of
farm radio programmes in Kanchipuram block of M.G.R. district and reported that most
preferred mode among the respondents was interview (76.60%), followed by ‘drama’
(68.80%) and ‘folk songs’ (56.60 %) and the least preferred mode was ‘straight talk’ (33.30%).
Michael (2003) based on his study on analysis of mass media use for agricultural
information by farmers in Nigeria and reported that all farmers ranked information on pest and
diseases as their priority among agricultural programmes followed by demonstration on new
techniques of farming (96.20%).
Chandra et al. (2004) revealed that crop cultivation was found to be the most
preferred topic of farm radio broadcast followed by plant protection second, weather forecast
third, applied nutrition fourth with the score values of 1.07, 0.85, 0.84 and 0.76 respectively.
Sasidhar et al. (2006) showed that 29.70 per cent of participants prefer drama and
playlet formats, 27 per cent interview formats and 25.70 per cent answering the audience
questions.
Krishnamurthy et al. (2008) analyzed the farm school on radio as an effective farm
communication in Mandya taluk of Mandya district and concluded that the participant farmers
most preferred mode of presentation was discussion method and the least preferred mode of
presentation was dialogue method.
Pratap and Gour (2008) based on their study on A.I.R farm programmes strategies
for the new millennium in Aduhturai area of Thanjavur district of Tamilnadu noticed that
majority of the farmers are in the habit of listening to the announcements for farmers /
extension personnel, followed by “Uzhavar Ulagam” and “Velaan Arangam” programmes
consisting interview with subject matter specialists.
2.4 SOCIO-ECONOMIC AND PERSONAL CHARACTERISTICS
OF LISTENERS IN RELATION TO LISTENING BEHAVIOUR
2.4.1 Age
Bhosle et al. (2000) conducted a study on “ effectiveness of farm broadcast as
perceived by listeners” and indicated that majority of the respondents (52.67%) were in
middle age group, while 26.66 per cent and 20.67 per cent of the respondents were in old and
young age group, respectively.
Ajayi (2001) conducted a study on “Analysis of mass media use of agricultural
information by farmers in Nigeria” and indicated that age of the respondents had no significant
relationship with the use of mass media.
Pattanaik and Pattanayak (2003) conducted a study in Khallikote of Ganjam district of
Orissa and noticed that 90 per cent of the respondents were in 20-40 years of age.
Singh et al. (2003) in their study on media use profile of farmers in Hisar and Sonepat
district of Hayana found that 38.50 per cent of listeners were of middle age group.
Sagar and Vijay (2004) in their study on the role of radio in transfer of mushroom
cultivation technology in Shimla found that majority of the mushroom patashala listeners were
in the young age group.
Singh and Upadhyay (2006) documented in their study on farm school on AIR on
organic farming: an evaluation in Uttar Pradesh and Uttaranchal district, that maximum
number of the respondents (49.33%) were of young age group, followed by middle age
(34.66%) and old age group (16.01%).

Madhu (2010) conducted a study on awareness and listening behaviour of the
listeners of krishi community radio station at Dharwad and reported that, majority of the
respondents (81.58%) were of young age group.
2.4.2 Education
Bhosle et al. (2000) conducted a study in Parabhani district of Marathwad region and
it revealed that remarkable percentage (46.00 %) of the radio listeners were educated up to
secondary education, 18.00 per cent of them were higher secondary education, followed by
14.67 per cent educated up to college level and above. While 12.00 per cent of the
respondents were illiterate and only 9.33 per cent educated up to primary school respectively.
Michael (2003) in his study on analysis of mass media use for agricultural information
by farmers in Nigeria revealed that majority of the farmers were illiterate.
Singh et al.(2003) in their study on media use profile of farmers in Hisar and Sonepat
district of Haryana found that 36 per cent of the respondents were studied up to high school
and while 21.50 per cent of the respondents had above high school level of education.
Singh and Upadhyay (2006) conducted a study on farm school on AIR on organic
farming: an evaluation in Uttar Pradesh and Uttaranchal district and showed that 40 per cent
of the respondents had medium level of education followed by low (32%) and high (28%).
listeners of krishi community radio station at Dharwad and reported that, 44.08 per cent of the
respondents had PUC level education.
2.4.3 Land holding
Bhosle et al. (2000) observed in their study on effectiveness of farm broadcast as
perceived by listeners in Parbhani district of Marathwad that maximum number (43.33%) of
the respondents had big size land holding and 22.47 per cent of them were having small size
land holding.
Singh et al. (2003) in their study on media use profile of farmers in Hisar and Sonepat
district of Hayana found that 53 per cent of the farmers had large size land holding.
Sagar and Vijay (2004) in their study on the role of radio in transfer of mushroom
cultivation technology in Shimla reported that majority of the listeners (69.70%) belonged to
small land holders and 21.21% belonged to medium to large size land holding.
Singh and Upadhyay (2006) conducted a study in Uttar Pradesh and Uttaranchal and
found that 42.60 per cent of the farmers had medium size land holding and 33.33 per cent
had small size land holding.
2.4.4 Annual income
Bhosle et al. (2000) revealed that out of 150 radio listeners majority of the
respondents (66.67 %) had medium annual income, followed by 18.66 per cent of the
respondents had low annual income and 14.67 per cent had high annual income.
Vishishtha and Kunwar (2005) conducted a study in Kanpur, Uttar Pradesh, their
findings revealed that 50 per cent of the respondents earned Rs. 1000 per month and 30 per
cent of them Rs. 2000 per month.
Singh and Upadhyay (2006) reported in their study on farm school on AIR on organic
farming: an evaluation in Uttar Pradesh and Uttaranchal district, that 42.66 per cent of the
listeners had medium level annual income and 34.66 per cent and 22.66 per cent had low and
high annual income, respectively.
Madhu (2010) carried out a study on awareness and listening behaviour of the
listeners of krishi community radio station at Dharwad and observed that majority of the
respondents (70.39%) were found in above poverty line category.

2.4.5 Family occupation
Bhosle et al. (2000) observed in their study on effectiveness of farm broadcast as
perceived by listeners in Parbhani district of Marathwada region that maximum number
(76.00%) of the respondents had farming as a occupation, while 22.00 per cent of them were
having farming and subsidiary occupation and only 2.00 per cent of the respondents had
farming and labour as their occupation.
Rajasekaran (2000) stated in his study on effectiveness of farm broadcast on media
users in Coimbatore district that most of the respondents possessed farming as their main
occupation. Next to that business accounts to 14.45 per cent. Farming cum business and
farming cum services were possessed by only a meager percentage (3.33% in both the
cases). A scant percentage of farmers (1.67%) were doing services, be it a government or be
it a private sector enterprises.
2.4.6 Family Size
Singh and Upadhyay (2006) reported in their study on farm school on AIR on organic
farming: an evaluation in Uttar Pradesh and Uttaranchal district, that majority of the
respondents (46.66 %) were having medium size families, followed by smaller and bigger
families accounting 40 per cent and 13.33 per cent respectively.
Madhu (2010) in her study observed that 71.17 per cent of the respondents belonged
to medium size family, while 21.05and 7.24 per cent of the respondents belonged to small
and large size family, respectively.
2.4.7 Extension Participation
Basavaraju (1993) found that majority of the respondents had low extension contact
and 23 per cent had high extension contact.
Krishnamurthy (1999) analyzed the farm school on radio as an effective farm
communication in Mandya taluk of Mandya district and reported that majority of the farmers
(42.50%) were belonged to high level of extension contact followed by 39.17 per cent and
18.33 per cent of the respondents were having low and medium level of extension contact
respectively.
Bhosle et al. (2000) conducted a study on “effectiveness of farm broadcast as
perceived by listeners” at Parabhani district and reported that maximum number of the
respondents (53.33%) had medium extension contact followed by 25.34 per cent and 21.33
per cent of the respondents having low and high extension contact, respectively.
listeners of krishi community radio station at Dharwad that majority of the respondents
(61.18%) had medium level extension participation, followed by low (20.40%) and high
(18.48%) extension participation.
2.4.8 Social participation
Krishnamurthy (1999) revealed in his study on the farm school on radio as an
effective farm communication in Mandya taluk of Mandya district that majority of the
respondents (75%) had high level of social participation. This was followed by low (17.50%)
and medium (7.50%) level of social participation.
Bhosle et al. (2000) conducted a study on “effectiveness of farm broadcast as
perceived by listeners” at Parabhani district and reported that maximum number (64.00%) of
the respondents had medium extension participation, 21.33 per cent of them had high social
participation.
Chandra et al. (2008) in their study observed that majority (92%) of the respondents
had no participation in any of the social organization.
listeners of krishi community radio station at Dharwad, that considerable per cenrt of the
respondents (46.05%) had medium level social participation, 33.56 per cent had high and
20.39 per cent had low social participation.

2.4.9 Media participation
users that 93.33 per cent of the respondents had not participated in any of the farm broadcast
programmes, only 6.67 per cent had participated in agricultural farm broadcast programmes.
listeners of krishi community radio station at Dharwad and reported that 40.79 per cent of the
listeners participated in programmes conducted by krishi community radio and 25.66 per cent
of them participated as talent.
2.4.10 Media utilization
Krishnamurthy (1999) documented in his study on the farm school on radio as an
effective farm communication in Mandya taluk of Mandya district that most of the respondents
(47.50%) had high level of mass media use. Medium and low level of mass media use was
observed by 37.50 per cent and 15 per cent of the respondents respectively.
Patil et al. (2000) found that mass media sources were used only by negligible
proportion of tribal farmers. The source of magazines, news paper, radio and television were
used always by only one, six, twelve and nine per cent of tribal farmers respectively.
Singh and Mishra (2001) studied the communication behaviour of tribal dairy farmers
in Udham Nagar of Uttaranchal state and revealed that majority of tribals (90%) possessed
radio sets followed by television (24%) and news paper (10.50%).
Abdul et al. (2003) evaluated the livestock farmers preference of communication
media and their use by extension workers in tribal Bihar and found that the livestock farmers
considered radio (46.50%) as the most important and effective source of communication
followed by kisan mela (25.50%), television (11.50%) and film show (7%).
Meena and Babel (2003) observed that radio (mean score 0.36) and farm literature
(mean score 0.24) were the important channels for the cabbage growers as they were ranked
first and second, respectively.
Michael (2003) observed that use of radio is most popular (96.70%) and the use of
television (54.40%) was next to radio and news paper (23.30%) was third.
Nirmal (2003) found that in Fanda block of Bhopal district of Madhya Pradesh
television was most often used by 26.78 per cent of the respondents followed by radio
(13.01%), agricultural literature (7.01%) and kisan mela (5.61%).
Waris (2004) conducted a study on utilization of information sources by farm women
in arid Rajastan in Sar and Narwa villages of Jodhpur district and documented that radio was
reported as the source of information by more number of uneducated women and to a
lesseser extent by educated women. In case of television it was vice-versa.
Singh and Dalal (2007) revealed that most of the respondents had utilized information
from local news paper (means score 2.22), television (means score 2.21), posters and charts
(means score 2.18), and radio (means score 2.08).
Krishnamurthy et al. (2008) identified that mass media participation is positively
related with radio listening behaviour of farmers.
Pratap and Gour (2008) indicated that more than half of the respondents (54%)
preferred personal localite channels; radio occupies second position followed by the
development officials and newspaper.
2.4.11 Material possession
Rexlin (1998) found that, 46.50 per cent of the farmers had low level of material
possession, 28.00 per cent of them had high level of material possession. But more than two
third of the respondents (63.00%) possessed radio and 49.00 per cent of them owned
transistors.
Usharani (1998) found that majority of the respondents (64.10%) had medium level of
material possession followed by high (24.74%) and low (11.11%) levels of material
possession.

users in Coimbatore district that majority of the respondents (76.67%) of the respondents
were holding medium level of house material status. Most of the respondents owned either
radio or transistor to listen to general farming informations.
2.5 RADIO LISTENING BEHAVIOUR OF FARM WOMEN
Sasidhar et al. (2006) reported that about 51.40 per cent of participants listened to six
to twelve sessions of farm programmes, 36.50 per cent of participants listened to less than six
sessions. A majority of the participants (56.80%) listened to the sessions along with family
members and with friends (33.80%).
Krishnamurthy and Nataraju (2008) studied farm radio listening and televiewing
behaviour of farmers in Doddaballapur taluk of Bangalore rural district in Karnataka and
indicated that nearly three fourth of the respondents (73.33%) were found to listen to the farm
programmes occasionally, while 12.50 per cent of farmers listen to the farm programmes
regularly and remaining respondents (14.17%) were not listening to the farm programmes.
2.6 PROBLEMS, SUGGESTIONS AND EXPECTATIONS OF
RADIO LISTENERS
Sarwamangala and Sundaraswamy (1999) studied usefulness of radio programmes
as perceived by urban and rural women in Dharwad taluk of Dharwad district. The results of
the study revealed that drudgery of household work and employment outside the home were
the two main personal problems faced by urban and rural respondents in listening to radio.
Michael (2003) documented that lack of use of local language by the mass media in
communicating agricultural information was ranked first as a major problem. Lack of follow-up
of agricultural information was ranked second.
Nirmal (2003) conducted a study on dissemination of farm information through mass
media in Fanda block of Bhopal district of Madhya Pradesh and revealed that about three
fourth (74.23%) of them suggested that the language and words used in the broadcast should
be simple that all farmers could understand. The other suggestions like, increasing the time
duration (50.76%), changing the timings (44.64%) and repetition of the radio programmes
(26.04%) were made by the respondents.
Singh and Upadhyay (2006) documented that out of 95 respondents, 45 respondents
said that simple language should be used for the broadcast and more than 50 respondents
reported that lectures should be delivered at a slow rate so that rural participants unfamiliar
with technical terms can also understand the message.
Geeta (2007) conducted a study on radio listening and televiewing behaviour of rural
women in Gokak taluk of Belgaum district and reported that majority of the respondents
(70.00%) expressed that lack of leisure time was the major problem to listen to radio
programmes and 40.00 per cent of the respondents suggested to increase the duration of
broadcast of various informative programmes.
Bhosle et al. (2008) found that majority of the respondents (79.34%) suggested that
scientific words and technical terms should be simplified into local language.
Parab et al. (2009) conducted a study on constraints faced and suggestions made by
the agricultural community radio listeners in Baramati and Indapur blocks of Pune district and
reported the suggestions expressed by the listeners, like, there is a need to repeat some of
the important programmes, also some other programmes needed to be added to the list for
broadcasting like rain fall predictions; agriculture news; teaching through distance education;
diseases and pest prediction programmes for spraying of chemicals; pesticides, fertilizers,
seed availability programmes in their study on constraints faced and suggestions made by the
agricultural community radio listeners in Pune district.
Madhu (2010) in her study on awareness and listening behaviour of the listeners of
krishi community radio station at Dharwad, documented that, majority of the listeners
suggested to increase the network coverage and broadcast the programmes in the morning
(9am-12noon) and evening (6pm-9pm).

3. METHODOLOGY
Research methodology is the blue print of the research architect. The study was
conducted during the year 2009-11 in Dharwad district of Karnataka state. The main focus of
this investigation was to study the perceived usefulness of krishi community radio
programmes by farm women. In this chapter, it is attempted to critically evaluate and explain
the various methods and procedures followed in the present study in order to enable the
researcher to answer the research problems in question. A detailed description of the
methods and procedures followed in carrying out the research is furnished under the following
heads.
3.1 Research design
3.2 Locale of the study
3.3 Sampling procedure
3.4 Instrument for data collection
3.5 Methods used for analyzing the data
3.1 RESEARCH DESIGN
Research design as defined by Kerlinger (1995) is the plan and structure of
investigation so conceived as to obtain answer to research questions. Expost facto research
design was followed for conducting the study. Robinson (1976) defined expost facto research
design as any systematic empirical enquiry into which the independent variables has not been
directly manipulated because they have already occurred or they are inherently not
manipulable. Keeping this in view, the adaptability of the proposed design with respect to the
type of study, variables under consideration, size of respondents and phenomenon to be
studied, the expost facto design was selected.
3.2 LOCALE OF THE STUDY
The study was conducted in the selected villages of Dharwad taluk of Dharwad
district of Karnataka state as Krishi Community Radio Station, University of Agricultural
Sciences, Dharwad is locating here and also coverage of this station is more in Dharwad
taluk.
Dharwad district is situated in northern part of Karnataka state i.e. 74˚28’ north
latitude and 14˚31’ eastern latitude. District falls under northern dry zone and northern
transitional zone. Geographical area of Dharwad is 4092 square km. Dharwad district consist
of five talukas, viz. Dharwad, Hubli, Kundagol and Navalagunda.
The population of Dharwad is 16,03,794 comprising 8,23,415 male and
7,80,379 female. The literacy rate of the district is 71.00 per cent, male literacy is 78.50per
cent and female is 63.50 per cent
Principle crops of the district are cotton, jowar, potato, ground nut, paddy and
vegetables in kharif season. In rabi season, major crops grown are rabi jowar, bengal gram
and wheat.
3.3 SAMPLING PROCEDURE
Multistage sampling method was adopted for the investigation. The details are given
below.
3.3.1 Selection of villages
The Krishi Community Radio covers 52 villages in Dharwad taluk. Out of which eight
villages were selected randomly, namely Yettinagudda, Narendra, Mangalagatti, Amminabavi,
Marewad, Chikkamalligawada, Mandihal and Mugad were randomly selected for the research
purpose.

Fig. 1. Dharwad taluk showing the locale of the study

Fig. 2 Selection of the sample

Distance of villages from Krishi Community Radio Station
Sl.No. Villages Distance (Km)
1 Yettinagudda 1.5
2 Narendra 8
3 Mangalagatti 10
4 Amminabavi 18
5 Marewad 16
6 Chikkamalligawada 7
7 Mandihal 15
8 Mugad 13
3.3.2 Selection of respondents
A purposive random sampling procedure was used for selection of respondents. A list
of 120 farm families who possess radio sets either self owned or those given by University of
Agricultural Sciences, Dharwad and those who listen to the Krishi Community Radio
Programmes in each selected villages was prepared. From each of these families active or
elder women were selected.
3.4 INSTRUMENT FOR DATA COLLECTION
Keeping in view the objectives and the variables under study, an interview schedule
was prepared and this schedule was pre tested in a non- sample area to identify ambiguities
in the questions. Based on the experience gained during pre-testing and suggestions given by
experts, necessary corrections and modifications were done especially to ensure that the
instructions and questions were clear and unambiguous.
Administration of interview schedule
Required data was collected by personal interview method using the pre-tested
interview schedule. They were contacted individually at their residence as per their
convenience. Finally rapport was established with the respondents and elicited free and frank
responses from the respondents.
3.5 METHODS USED FOR ANALYZING THE VARIABLES
3.5.1 Measurement of Dependent variables
Awareness and perceived usefulness were the dependent variables for the present
study. The measurement procedure is explained in following paragraphs.
3.5.1.1 Awareness
It is referred to the awareness of respondents about programmes broadcasted by
Krishi Community Radio Station. List of programmes broadcasted by krishi community radio
was prepared. Quantification of this variable was done as per the procedure followed by
Madhu (2010).
3.5.1.2 Perceived usefulness
Individuals were provided with a list of options related to different uses of krishi
community radio programmes. Respondents were asked to give ranks to usefulness of krishi
community radio programmes in order of their preferences. Then, they were multiplied by
concerned score values. Finally, they were ranked based on their weighted scores, by
adopting the procedure followed by Bhagat (1985) with slight modification.

3.5.2 Measurement of Independent variables
3.5.2.1 Age
Age was operationalised as “the numbers of chronological years completed by the
respondents at the time of investigation” and was categorized as follows. The procedure was
followed by Madhu (2010).
Categories Range
Young
Middle
Old
35 & below
36-55
Above 55
3.5.2.2 Education
Education was operationally defined as the number of years of formal education
acquired by a respondent. The level of respondent’s education was measured by a using
scale. The respondents were grouped into the following categories with corresponding values.
The procedure followed by Madhu (2010) was adopted for the study.
Categories Score
Illiterate
Primary school(1-4)
Middle school(5-7)
High school (8-10)
College (PUC & above)
0
1
2
3
4
3.5.2.3 Size of family
Family was taken as a group of closely related persons living together in a single
household with a common kitchen. Family size was measured as the absolute number of
members in the household sharing the same economic unit. It was found that the range of
family size was 3-10. Based on the family size the respondents were classified as follows.
This procedure was followed by Madhu (2010).
Categories Range
Small size family
Medium size family
Large size family
up to 4
5-7
>7
3.5.2.4 Family occupation
Family occupation refers to the source of income for the family. Score of one, two and
three were given respectively for farming, farming + labour and farming + Subsidiary. The
procedure as followed by Bhosle et al. (2000) was adopted.

Family occupation Score
Farming
farming + labour
farming + Subsidiary
1
2
3
3.5.2.5 Land holding
The operationalisation of land holding of respondents was done by considering the
size of the land owned and cultivated by the respondents. The different types of land such as
garden, wet and dry land were converted in to common denominator according to Karnataka
state Land Reform Act No. 38 of 1996. As per the act one acre of irrigated land or garden
land is equal to the three acres of dry land. The same conversion was done in the present
study.
Respondents were classified according to the procedure suggested by the Central
Government under the proceedings of the Integrated Rural Development programme (1980).
Categories Range
Small farmers
Big farmers
Up to 7.4 acres
Above 7.4 acres
3.5.2.6 Annual income
Annual income refers to the income gained by all the member of the family from
different sources for a year. Categorization of annual income was as suggested by Ministry of
Rural Development, GOI. The results were expressed in frequency and percentage for each
category.
Annual income Range
Low income
Semi medium income
Medium income
High income
Up to 17,000
17,000-34,000
34,000-51,000
Above 51,000
3.5.2.7 Material possession
Material possession refers to the possession of different mass media materials by the
farm families. Frequency and percentage were calculated for each of the materials. Mass
media devices considered here are Television. Radio, FM Mobile, Mobile without FM,
Computer and Computer with internet.
3.5.2.8 Extension participation
Extension participation refers to the extent of participation of farm women in
different activities like demonstration, training, meeting, study tour, exhibition, krishimela, film
show, campaign etc. The frequency of extension participation was quantified on a three point
continuum namely regularly, occasionally and never with the scores of 2, 1 and 0
respectively. The participants were later categorized considering mean and standard
deviation as a measure of check and expressed in frequency and percentage. This procedure
was already followed by Madhu (2010).

Categories Range
Low
Medium
High
Less than (mean-0.425 SD)
Between (mean ±0.425 SD)
More than (mean +0.425 SD)
3.5.2.9 Social participation
Social participation refers to the degree of participation of respondents in the activities
of the formal village organizations as a member or as an office bearer. Two scores were given
for regular participation, one for occasional and zero for no participation in the activities. The
procedure followed by Madhu (2010) was adopted in the study with slight modification.
Categories Range
Low
Medium
High
Between (mean ±0.425 SD)
3.5.2.10 Media participation
Media participation refers to the participation of farm women in media channels like
Television, All India Radio, Krishi Community Radio and any other. Respondents were
categorized into participated and non-participated. Frequency and percentage were
calculated for each category. The procedure followed by Madhu (2010) was made use of with
slight modification.
3.5.2.11 Media utilization
It is referred to the extent to which farm women made use of mass- media like radio,
television, news paper, magazines/journals. The quantification of mass media utilization was
done according to the procedure followed by Madhu (2010).
Categories Range
Low
Medium
High
Between (mean ±o.425 SD)
3.5.2.12. Statistical tools and tests
The data collected from the respondents were scored, tabulated and analyzed using
suitable Statistical tools. The statistical tools used in the present study are described below.
Frequency and percentage
Frequency and percentage were used to interpret the personal and socio-economic
characteristics of the listeners, awareness, purpose of listening, discussion pattern,
preference, listening behaviour, problems and suggestions by the farm women.
Mean and Standard deviation
Descriptive statistics like Mean and Standard deviation were used to classify the
listeners into different categories.
Partial correlation
This measure was used to find the relation between two variables keeping the
remaining variables as constants.

r12.3= (r12 – r13r23) / )1)(1( 23
2
31
2
rr −−
r12.3 is Correlation coefficient of first order, third variable is kept constant. r12.34 means
correlation coefficient of second order. This can be extended up to 11th
order.
Multiple linear regressions
This measure was used to find the influence of independent variables on listening
behaviour of farm women.
Y= b0+b1X1+b2X2+……………….b11X11+u
Where,
Y= Listening behavior
b = Regression coefficient, is 1,2,3,……..n
X1= Age
X2= Education
X3= Size of family
X4= Family occupation
X5= Land holding
X6= Annual income
X7= Material possession
X8= Extension participation
X9= Social Participation
X10= Media participation
X11= Media utilization
u= Random error

4. RESULTS
Keeping the objectives of the study in view, the results are presented in this chapter
under the following subheads.
4.1 Socio-economic and personal characteristics of farm women listeners
4.3 Purpose for listening krishi community radio programmes by farm women
4.4 Preferential listening pattern of farm women for different programmes
4.6 Perceived usefulness of krishi community radio programmes by farm women
4.7 Problems experienced in listening to the krishi community radio programmes
4.8 Suggestions of farm women for the improvement of krishi community radio
programmes
4.1. SOCIO-ECONOMIC AND PERSONAL CHARACTERISTICS
OF KRISHI COMMUNITY RADIO LISTENING FARM WOMEN
4.1.1 Age
From the contents of Table 1 it could be observed that significant percentage
(66.67%) of the respondents belonged to young age and 24.16 per cent of respondents
belonged to the middle age group. Only 9.17 per cent of the respondents belonged to old age
group.
4.1.2 Education
The data recorded in the Table 1 reveal that, considerable per cent of listeners
(33.33%) had middle school education, while 31.68 per cent had primary education, 13.33 per
cent had high school and 3.33 had college education.
4.1.3 Family size
From the results presented in Table 1, it could be observed more than fifty per cent of
the listeners (52.50%) were from medium size families, 36.67 per cent were from small size
families and only 10.83 per cent were from large size families.
4.1. 4 Land holding
It can be seen from the table 1 that majority of the respondents (65.83%) were small
farmers followed by 34.17 per cent belonged to big farmers.
4.1.5 Annual income
The data in table 1 reveal that majority of the respondents (65.83%) had semi
medium annual income, 28.33 per cent had low annual income followed 3.33 per cent and
2.50 per cent had high and medium annual income respectively.
It is evident from table 1 that very high per cent (85.83%) of the respondents had
farming as a occupation, while 10.00 per cent of them were having farming and labour as
their occupation and 4.17 per cent of the respondents had farming as their subsidiary
occupation.
The findings in the table 1 showed that 94.17 per cent of the respondents own
televisions, 71.67 per cent of them had mobile with FM, 28.33 per cent had mobiles without
FM, 26.67 per cent had radio sets, 5.83 per cent own university radio sets and only 2.50 per
cent had computers without internet connection.

Table 1. Socio- economic and personal characteristics of krishi community radio
listening farm women
(n=120)
RespondentsSl No. Variables Category
Number %
I Personal Characteristics
Young (≤35) 80 66.67
Middle (36-55) 29 24.16
1 Age
Old (≥55) 11 9.17
Illiterate 22 18.33
Primary School(1-4) 38 31.68
Middle School (5-7) 40 33.33
High School (8-10) 16 13.33
2 Educational status
College (PUC and
above)
4 3.33
Small (up to 4) 44 36.67
Medium (5-7) 63 52.50
3 Family size
Large (above 7) 13 10.83

Table 1. Contd….
RespondentsSl
No.
Variables Category
Number %
II
Socio-Economic
Characteristics
Small(≤7.4acres) 79 65.834 Land holding
Big(>7.4acres) 41 34.17
Low(≤ Rs. 17,000) 34 28.33
Semi medium (Rs.17,000-
Rs.34,000)
79 65.84
Medium(Rs.34,000-51,000) 3 2.50
5
Annual Family Income
High(≥Rs.51,000) 4 3.33
Farming 103 85.83
Farming + Labour 12 10.00
6
Family occupation
Farming + Subsidiary 5 4.17
Phone 16 13.33
FM Mobile 86 71.67
Mobile 34 28.33
Radio 32 26.67
University set 7 5.83
Television 113 94.17
Computer 3 2.50
7 Material possession
Computer + Internet − −
High 42 35.00
Medium 43 35.83
8 Extension participation
Low 35 29.17
High 38 31.67
Medium 60 50.00
9 Social participation
Low 22 18.33
AIR − −
KCRS 46 38.33
TV − −
10 Media participation
Any other − −
High 30 25.00
Medium 54 45.00
11 Media utilization
Low 36 30.00

4.1.8 Extension participation
It is tangible from the table 1 that 36.67 per cent of the respondents had high level
extension participation, 35.00 per cent of them had medium level and 28.33 per cent had low
level of extension participation.
With Regard to Social Participation, 50.00 per cent of the respondents had medium
level participation, 31.67 per cent had high level and 18.33 per cent had low level of social
participation.
The present study indicated that 38.33 per cent of the respondents had participated in
Krishi Community Radio programmes.
The contents of table 1 also reveals that 45.00 per cent of the respondents had
medium level of media utilization, while 28.33 and 26.67 per cent of them had low and high
level of media utilization respectively.
4.2 LISTENERS AWARENESS LEVEL OF KRISHI COMMUNITY
RADIO PROGRAMMES
Table 2 depicts the listeners overall awareness level of the krishi community radio. It
can be observed that 39.17 per cent of women had medium level of awareness about the
programmes while 31.67 per cent of them had low level and 29.17 per cent of them had high
level of awareness about krishi community radio programmes.
4.2.1 Listeners awareness about individual Krishi Community Radio
programmes
It can be deducted from the results presented in Table 3 it could be observed that
maximum number of women listeners had high awareness about Mahileyarigagi arogya
vigyana (69.17%) programme, followed by Varada basanna (65%), Krishi chintana (63.33%),
Pakshika salahegalu (60.00%).
Table 2. Listener’s awareness level of krishi community radio programmes
(n=120)
Respondents
Sl. No. Category
Number %
1 High 35 29.17
2 Medium 47 39.17
3 Low 38 32.00

Fig.3. Listener’s awareness level of Krishi Community Radio Programmes
It is also found that women had low awareness about many programmes. They were
Vigyanigala sandarshana (53.33%), Aduge maneyannagisi arogya Kendra (51.67%), Direct
talk (50.00%), Vishesha karyakramagalu (48.33%), Soundarya lahari (44.17%), Raitaru mattu
vigyanigala jote charche (43.33%), Avishkaragalu (35.00%), Raitaru mattu Raita mahileyara
anubhava mattu anisikegalu (33.33%), Krishi vachanalayagalu Krishi nudimuttugalu
Odapugalu (32.50%), Nage chuchchumaddu (31.67%), Chinnara loka (30.00%),
Sampradayaka padagalu Hanti padagalu Bhajane Bhakti geetegalu Janapada geetegalu
(29.16%), Programme speech (25.00%).
4.3 PURPOSE OF LISTENING KRISHI COMMUNITY RADIO
PROGRAMMES BY FARM WOMEN
The data projected in the Table 4 and Fig. 4 indicated that purpose of listening krishi
community radio programmes. Majority of the farm women (90%) listen for the purpose of
getting information followed by 65.00 per cent, 55.83 per cent, 55.00 per cent, 28.33 per cent
and 27.5 per cent of them were listening for education, to listen voice of their own community,
for its mode of presentation, listen for time pass and for entertainment, respectively.
4.4 PREFERENTIAL LISTENING PATTERN OF FARM WOMEN
FOR DIFFERENT PROGRAMMES
The results presented in Table 5 reveals Mahileyarigagi Arogya Kendra programme
has got the highest (50.00%) number of regular listeners, 19.17 per cent of them were
occasional listeners and 30.83 per cent of them were unaware of that programme. Krishi
chintana and Pakshika salahegalu programmes having same (31.70%) number of regular
listeners followed by Vigyanigala Sandarshana (30.00%). Programme, Nage chuchumaddu
has the least number of regular listeners.
4.4.1 Listeners preference to mode of presentation
It becomes clearly evident from the Table 6 that Interview with scientist was the most
preferred mode of presentation. It was accorded the first rank on the basis of the scores given
by the respondents. Followed by Interview with farmer, Dialogue, Skit, Drama, Question and
answer, Songs and finally Quiz was the least preferred mode of presentation.
Fig. 3. Listener’s awareness level of Krishi Community Radio Programmes

Table 3. Listener’s awareness about Krishi Community Radio programmes
(n=120)
AwarenessSl.
No. Programmes
Yes % No %
1 Varada basanna 78 65.00 42 35.00
2 Vigyanigala sandarshana 64 53.33 56 46.67
3 Krushi chintana 76 63.33 44 36.67
4 Raitaru mattu vigyanigala jote charche 52 43.33 68 56.67
5 Pakshika salahegalu 72 60.00 48 40.00
6 Avishkaragalu 42 35.00 78 65.00
7 Soundarya lahari 53 44.17 67 55.83
8 Aduge maneyannagisi arogya kendra 62 51.67 58 48.33
9 Nage chuchumaddu 38 31.67 82 68.33
10
Raitaru mattu Raita mahileyara anubhava mattu
anisikegalu
40 33.33 80 66.67
11
Krishi vachanalayagalu, Krishi nudimuttugalu,
Odapugalu
39 32.50 81 67.50
12 Chinnara loka 36 30.00 84 70.00
13
Sampradayaka Padagalu, Hanti padagalu,
Bhajane, BhaktiGeetegalu, Janapada geetegalu
35 29.16 85 70.84
14 Mahileyarigagi Arogya Kendra 83 69.17 37 30.83
15 Vishesha Karyakramagalu 58 48.33 62 51.67
16 Direct talk 60 50.00 60 50.00
17 Programme speech 30 25.00 90 75.00
Multiple responses are possible

Table 4. Purpose of listening Krishi Community Radio programmes by farm women
(n=120)
Respondents
Sl. No. Category
Number %
1 Education 78 65.00
2 Information 108 90.00
3 Entertainment 33 27.50
4 Time pass 34 28.33
5 To listen voice of their own community 67 55.83
6 For its mode of presentation 66 55.00
Multiple responses are possible

0
10
20
30
40
50
60
70
80
90
Education Information Entertainment Time pass To listen voice of their
own community
For its mode of
presentation
Percentage
Category
Fig. 4. Purpose of listening Krishi Community Radio Programmes by farm women
Fig. 4. Purpose of listening Krishi Community Radio Programmes by farm women

Table 5. Preferential listening pattern of individual programmes
(n=120)
Listening BehaviourSl.
No.
Programme
Regularly Occasionally Never
33 45 421 Varada basanna
(27.50) (37.50) (35.00)
36 28 56
2
Vigyanigala sandarshana
(30.00) (23.33) (46.66)
38 38 44
3
Krushi chintana
(31.67) (31.66) (36.66)
27 25 68
4
Raitaru mattu vigyanigala jote charche
(22.50) (20.83) (56.67)
38 29 53
5
Pakshika salahegalu
(31.67) (25.83) (42.50)
20 22 78
6
Avishkaragalu
(16.67) (18.33) (65.00)
31 22 67
7
Soundarya lahari
(25.83) (18.33) (55.83)
34 28 58
8
Aduge maneyannagisi arogya kendra
(28.33) (23.33) (48.33)
10 28 82
9
Nage chuchumaddu
(8.33) (23.33) (68.33)
27 13 80
10
Raitaru mattu raita mahileyara anubhava
mattu anisikegalu
(22.50) (10.83) (66.67)
28 11 81
11
Krishi vachanalayagalu, Krishi nudimuttugalu,
Odapugalu
(23.33) (9.16) (67.5)
24 12 84
12
Chinnara loka
(20.00) (10.00) (70.00)
14 21 85
13
Sampradayaka padagalu, Hanti padagalu,
Bhajane, Bhakti geetegalu, Janapada
geetegalu (11.67) (17.5) (70.33)
60 23 37
14
Mahilegagi Arogya kendra
(50.00) (19.17) (30.83)
33 34 53
15
Vishesha Karyakramagalu
(27.50) (28.33) (44.17)
30 30 60
16
Direct talk
(25.00) (25.00) (50.00)
16 14 90
17
Programme speech
(13.33) (11.67) (75.00)
Note: Multiple responses are possible
Figures in the parenthesis indicate percentage to their respective total

Table 6. Listener’s preference to mode of presentation of programmes
(n=120)
ScoresSl. No. Mode of Presentation
1 2 3 4 5 6 7 8
Weighted
Scores
Rank
1 Interview with scientist 46 38 30 6 − − − − 844 I
(38.33) (31.67) (25.00) (5.00) − − − −
2 Interview with farmer 28 39 29 13 8 3 − − 777 II
(23.33) (32.50) (24.17) (10.83) (6.67) (2.50) − −
3 Dialogue 26 32 28 11 14 3 4 2 730 III
(21.67) (26.67) (23.33) (9.17) (11.67) (2.50) (3.33) (1.67)
4 Skit 10 6 17 44 30 13 − − 603 IV
(8.33) (5.00) (14.17) (36.67) (25.00) (10.83) − −
5 Drama 10 5 12 38 39 14 2 − 579 V
(8.33) (4.17) (10.00) (31.67) (32.50) (11.67) (1.67) −
6 Question and answer − − 2 2 16 24 38 38 272 VI
− − (1.67) (1.67) (13.33) (20.00) (31.67) (31.67)
7 Songs − − 2 6 2 33 38 39 264 VII
− − (1.67) (5.00) (1.67) (27.50) (31.67) (32.50)
8 Quiz − − − − 11 30 38 41 251 VIII
− − − − (9.17) (25.00) (31.67) (34.17)

4.5 FACTORS INFLUENCING KRISHI COMMUNITY RADIO
LISTENING BEHAVIOUR OF FARM WOMEN
The results presented in Table 7 indicated correlation between variables and listening
behaviour of farm women. Among the variables under study, only family occupation is
negatively correlated with listening behaviour. Education, family size are somewhat
correlated. Land holding, annual income, extension participation, social participation, material
possession, media utilization, and media participation were positively and significantly
correlated with listening behaviour of farm women. Awareness and listening behaviour are
strongly correlated with each other.
4.5.1 Regression analysis of independent variable with the listening behaviour
of farm women
It becomes clearly evident from the Table 8 that the influence of personal and socio-
economic characteristics on the listening behaviour of the listeners. Among the Variables
Age, Education, Family size, Family occupation, Land holding, Annual income, Material
possession, Extension participation, Social participation, Media participation, Media utilization
only four variables namely Material possession, Extension participation, Media participation,
Media utilization were positively significant in relation with the Listening behaviour of the farm
women.
4.5.2 Step wise regression analysis to know the contribution of attributing
The data projected in the Table 9 and Fig. 5 indicates that, 44.2 per cent variation in
the listening behaviour in model A was due to media participation, model B reported that
contribution of media participation and material possession on listening behaviour, which was
to the tune of 54.6 per cent of variation in listening behaviour. 60.3 per cent of variation in the
listening behaviour was due to model C which constitutes model B along with extension
participation. Finally in model D all the three above mentioned variables and the media
utilization together contributed 61.7 per cent of variation in listening behaviour.
4.5.3 Overall Krishi Community Radio programmes listening behaviour of farm
women
A perusal of the data in table 10 indicate that 38.83 per cent of the respondents had
medium level of listening behaviour where as 35.00 per cent and 26.67 per cent of them
exhibited low and high level of listening behaviour respectively.
4.5.4 Discussion pattern of respondents after listening Krishi Community
Radio programmes
The data projected in the Table 11 indicates discussion pattern of respondents after
listening krishi community radio programmes, it could be seen that majority of the listeners
(68.33%) discuss with Friends/neighbor, while 61.67 per cent discuss with their family
members and only 2.50 per cent discuss with extension worker.
4.6 PERCEIVED USEFULNESS OF KRISHI COMMUNITY RADIO
A cursory look at Table 12 gives the details pertaining to the perceived usefulness of
krishi community radio programmes by farm women. It was seen that Education for better
living ranked at the top followed by Knowledge about agriculture, Increase knowledge,
Information on home improvements, Education on health, knowledge on social issues, News
and information, Entertains and gives happiness.

Table 7. Correlation between profile characteristics of the farm women and
their listening behaviour
Sl.No. Variables r' value
1 Age 0.00
2 Education 0.12
3 Family size 0.02
4 Occupation -0.04
5 Land holding 0.28**
6 Annual income 0.41**
7 Extension Participation 0.39**
8 Social participation 0.37**
9 Media Utilization 0.47**
10 Media participation 0.66**
11 Material possession 0.59**
** Note: Significant at 1 per cent of level of significance

Table 8. Multiple Regression analysis of independent variables with the listening
behaviour of farm women
Variables Coefficients t Stat
Intercept 4.130 2.362
Age -0.015 -0.577
Education -0.013 -0.160
Family size -0.047 -0.299
Occupation -0.604 -0.923
Land holding -0.403 -1.548
Annual income 0.000 1.830
Extension Participation 0.269 2.658*
Social participation 0.054 0.307
Media Utilization 0.459 1.979*
Media Participation 3.439 6.145**
Material possession 1.502 3.500**
R
2
= 0.63
* Note: Significant at 5 per cent of level of significance
** Note: Significant at 1 per cent of level of significance
Table 9. Step wise regression analysis indicating the contribution of attributing
Variables R R 2
Std. Error
A 0.665 0.442 2.816
B 0.739 0.546 2.552
C 0.777 0.603 2.396
D 0.785 0.617 2.365
A-Media participation
B- Media participation, Material possession
C- Media participation, Material possession, Extension participation
D- Media participation, Material possession, Extension participation, Media utilization

Fig.5. Step wise Multiple Regression Analysis

Table 10. Listening behaviour of farm women towards krishi community radio
Programmes
(n=120)
Respondents
Sl. No. Category
Number %
1 High 32 26.67
2 Medium 46 38.33
3 Low 42 35.00
Fig. 6. Listening behaviour of farm women towards krishi community radio
Programmes
High
27%
Medium
38%
Low
35%

Table 11. Discussion pattern of respondents after listening krishi community radio
programmes
(n=120)
Respondents
Sl.
No.
Discussion with Pattern of discussion
Number %
Always 18 15.00
Sometime 64 53.33
1 Friends/Neighbor
Never 38 31.67
Always 14 11.67
Sometime 60 50.00
2 Family
Never 46 38.33
Always − −
Sometime − −
3 Relatives
Never 120 100.00
Always − −
Sometime 3 2.50
4 Extension worker
Never 117 97.50
Always − −
Sometime − −
5 Scientists
Never 120 100.00
Always − −
Sometime − −
6 Others
Never − −
Note : Multiple responses are possible

Table 12. Perceived usefulness of krishi community radio programmes by farm women
(n=120)
ScoresSl. No. Uses
1 2 3 4 5 6 7 8
Weighted
Scores
Rank
39 39 30 10 2 − − −1 Education for better living
(32.50) (32.50) (25.00) (8.33) (1.67) − − −
823 I
37 21 34 28 − − − −2 Knowledge about agriculture
(30.83) (17.50) (28.33) (23.33) − − − −
787 II
35 20 26 36 3 − − −3 Increases knowledge
(29.17) (16.67) (21.67) (30.00) 2.50 − − −
768 III
5 31 13 21 22 17 5 64
Information on home
improvements
(4.17) (25.83) (10.83) (17.50) (18.33) (14.17) (4.17) (5.00)
595 IV
4 9 17 20 40 18 4 85 Education on health
(3.33) (7.5) (14.17) (16.67) (33.33) (15.00) (3.33) (6.67)
527 V
− − − 1 48 50 21 06 Knowledge on social issues
− − − (0.83) (40.00) (41.67) (17.50) 0
389 VI
− − − 4 4 35 70 77 News & Information
− − − (3.33) (3.33) (29.17) (58.33) (5.83)
288 VII
− − − − 1 − 20 998 Entertains & gives happiness
− − − − (0.83) − (16.67) (82.50)
143 VIII

4.7 PROBLEMS EXPERIENCED IN LISTENING TO THE KRISHI
COMMUNITY RADIO PROGRAMMES
The data reported in Table 13 and Fig. 7 indicate that 58.33 per cent of listeners
experienced drudgery of household work was the major problem in listening to the
programmes, followed by problem of inconvenient time of broadcast was expressed by 42.50
per cent of the listeners, also working outside the house and lack of network were the
problems for 40.00 per cent and 20.83 per cent of the respondents, 59.17 per cent don’t have
exact reason, among them mere possession of radio sets in family and also mobiles were
always will be with men.
4.8 SUGGESTIONS OF FARM WOMEN FOR THE
IMPROVEMENT OF KRISHI COMMUNITY RADIO
PROGRAMMES
The content of the Table 14 and Fig. 8 furnishes some of the suggestions as
expressed by farm women listeners to improve krishi community radio programmes. Almost
61.00 per cent of women suggested to give more number of radio sets on subsidy rates,
56.67 per cent suggested to change broadcasting time, 43 33 per cent suggested to conduct
more awareness programmes on Krishi Community Radio, and 30.00 per cent of them asked
for enhancing the network coverage.
Table 13. Problems experienced in listening to the krishi community radio programmes
(n=120)
Respondents
Sl. No. Problems
Number %
1 Lack of network 25 20.83
2 Drudgery of household work 70 58.33
3 Inconvenient of time broadcast 51 42.50
4 Working outside the house 48 40.00
5 Difficulty in mobile operation, lack of interest 71 59.17

0
10
20
30
40
50
60
Lack of network Drudgery of household work Inconvenient of time
broadcast
Working outside the house Difficulty in mobile operation,
lack of interest.
Percentage
Problems
Fig. 7. Problems experienced in listening to the Krishi Community Radio Programmes
Fig. 7. Problems experienced in listening to the Krishi Community Radio Programmes

Table 14. Suggestions of Farm women for Improvement of krishi community radio
programmes
(n=120)
Respondents
Sl. No. Suggestions
Number %
1 Give more number of Radio sets 73 60.83
2 Change or increase broadcasting time 68 56.67
3 Increase the duration of the programmes 40 33.33
4 Network coverage should be increased 36 30.00
5 Conduct more awareness programme on KCRS 52 43.33

0
10
20
30
40
50
60
70
Give more number of
Radio sets
Change or increase
broadcasting time
Increase the duration of
the programmes
Network coverage
should be increased
Conduct more
awareness programme
on KCRS
Percentage
Suggestions
Fig. 8. Suggestions of farm women in improvement of Krishi Community Raido Programme
Fig. 8. Suggestions of farm women in improvement of Krishi Community Raido Programme

Plate 2. Discussion forum
Plate 3. Interview with progressive farmer

Plate 4. Farm women listening Krishi Community Radio Programme
Plate 5. Community member interviewing the farm women

5. DISCUSSION
The study was designed to know the perceived usefulness of krishi community radio
programmes by farm women. Keeping the objectives and conceptual frame work of the study
in view, the data was analyzed and the results are discussed under the following sections.
5.1 Socio-economic and personal characteristics of farm women listeners
5.3 Purpose of listening krishi community radio programmes by farm women
5.4 Preference of programmes by listeners
5.6 Usefulness of krishi community radio programmes as perceived by farm women
5.7 Problems experienced in listening to the krishi community radio programmes
5.8 Suggestions of farm women for the improvement of krishi community radio
programmes
5.1 SOCIO-ECONOMIC AND PERSONAL CHARACTERISTICS
OF FARM WOMEN LISTENERS
5.1.1 Age
Remarkable percentage (66.67%) of the respondents belonged to the young age
group i.e. age between 23 -35 years. This was followed by middle and older age group. This
may be due to the reason that they are more enthusiastic in nature to listen to new
programmes. They are more interested to learn new activities and gain more knowledge
broadcasted through the media. And also they have strong desire to maintain a family status
and more interested in development of their personality.
Thus the results were in confirmation with the results of Singh and Upadhyay
(2006), Sagar and Vijay (2004) and Madhu (2010). Slightly differ with the findings of Bhosle
et al. (2000), Pattanaik and Pattanayak (2003) and Singh et al. (2003).
5.1.2 Education
As regard to education, majority of the respondents were literates. Nearly thirty four
per cent of the respondents had middle school education. 31.68, 13.33, 3.33 per cent of them
had primary school, high school and PUC level education respectively. And only 18.33 per
cent of them were illiterates. Poverty, unawareness about role or importance of education in
life and early marriage were the reasons for this situation. Only 3.33 per cent of them had
college level education.
This is in line with the findings of Bhosle et al. (2000), partially agreement with the
findings of Madhu (2010), Singh et al. (2003).
5.1.3 Family size
Majority of the listeners (52.50%) were from medium size families i.e., 5-7 members
in a family. This size represents nuclear family. This trend may be due to fact that most of the
respondents want privacy and are interested to lead independent life. They might have found
it beneficial to have small families to lead a better and comfortable life. When the family is
small, less work, less expenditure, faster is the economic development. Preference to male
child, joint family may also the reasons for this result. This could be the reason for having
medium size family.
This finding is supported by earlier studies carried out by Singh and Upadhyay (2006)
and Madhu (2010).

The maximum number of the respondents (85.83%) had farming as a major and only
occupation with only a minimum focus on other enterprises. Acquisition of ownership of
ancestral land property, and low educational status are the two reasons for having agriculture
as major occupation for maximum number of respondents.
This is in line with the findings of Bhosle et al. (2000) and Rajasekaran (2000).
5.1.5 Land holding
Majority of the respondents (65.83%) belonged to small farmers; the fragmentation of
ancestral land from generation to generation has lead to smaller size of land holding.
Moreover Agriculture may not be the only occupation for them.
This result is in conformity with the findings of Sagar and Vijay (2004), slightly differ
with the findings of Singh and Upadhyay (2006) and not in agreement with the findings of
Bhosle et al. (2000) and Singh et al. (2003).
5.1.6 Annual income
Majority (65.83%) of the respondents had semi medium annual income because
maximum number of them belonged to small farmer category.
The research finding of Singh and Upadhyay (2006), Bhosle et al. (2000) Vishishtha
and Kunwar (2005) and Madhu (2010) are in support of this.
Nearly ninety five per cent of the respondents own televisions, 71.67 per cent of
them had mobile with FM, 26.67 per cent had radio sets, 5.83 per cent own university radio
sets and only 2.50 per cent had computers without internet connection. This revealed that
television and mobile with FM dominated in its use over the other materials. Among these two
radio is cheapest mode of information dissemination, can reach the people against the
barriers like literacy, poverty and space.
This finding is in contrast with findings of Madhu (2010).
5.1.8 Extension participation
Thirty six per cent of the respondents had medium level extension participation and
almost equal per cent of them (35.00%) had high level extension participation. Twenty nine
per cent of them had low extension participation. This substantiates the fact that their
information need on various aspects of farming sector was fulfilled by mass media.
This result is in conformity with the research findings of Madhu (2010) and partially
agreement with the findings of Basavaraju (1993), Krishnamurthy (1999) and Bhosle et al.
(2000).
The results pointed out, with regard to Social Participation, half of the respondents
(50.00%) had medium level participation followed by 31.67 per cent had high level social
participation and only 18.33 per cent of them had low level of extension participation
drudgery of household work was the reason expressed by maximum number of respondents.
The finding of this study gets the support of findings reported by Madhu (2010) and
Bhosle et al (2000) and partially agreement with the findings Krishnamurthy (1999) and not in
agreement with the findings of Chandra et al. (2008).
It could be observed from Table 1 depicts that 38.33 per cent of the respondents had
participated in Krishi Community Radio programmes. This might be due to their regular
listening habit of krishi community radio programmes.

Adversely, the results revealed that most of them did not participate in krishi
community radio programmes which might be due to the fact that they would not have been
aware and lack of interest to participate in public programmes.
This finding is in accordance with the findings of Rajasekaran (2000) and Madhu
(2010).
It is learnt from table 1 that considerable per cent of the respondents (45.00%) had
medium level of media utilization. Television and radio/mobile FM were the most common
media possessed by majority of respondents.
This is in line with the findings of Rajasekaran (2000), slightly different with findings of
Krishnamurthy (1999) and contrast with the findings of Patil et al. (2000).
5.2 LISTENERS AWARENESS LEVEL OF KRISHI COMMUNITY
RADIO PROGRAMMES
Table 2 depicts the listeners overall awareness level of the krishi community radio. It
may be observed that 39.17 per cent of women had medium level of awareness about the
programmes while 31.67 per cent of them had low level and 29.17 per cent of them had high
level of awareness about krishi community radio programmes. This might be due to their
regular exposure to krishi community radio programmes and also majority of the programmes
were for women only, covering health aspects, nutritional aspects.
This is in line with the findings of Madhu (2010), partially agreement with the findings of
Singh et al. (1999) and Rajasekaran (2000).
5.2.1 Listeners awareness about individual Krishi Community Radio
programmes
Mahileyarigagi arogya vigyana programme, Varada basanna, Krushi chintana were
the top three programmes, maximum number of the respondents were aware of these
programmes.
Mahileyarigagi arogya vigyana is a programme related to health, nutrition, sanitation.
Almost 70.00 per cent of the respondents were aware of this programme and half of the
respondents were belonged to regular listeners of this programme. This was due to the fact
that farm women were more conscious about family health and development.
Varada basanna programme gives information about maintaining livestock, sixty five
per cent of the listeners aware of this programme. Being an agricultural family every
household were engaged in livestock rearing activity as part of their daily routine work.
Krushi chintana programme is one to one programme which means farmers to
farmers programme. This is platform for farmers to share their knowledge, experience
problem faced, solutions. Sixty three per cent of the respondents were aware of this
programme. This meant that listeners treat it as a reality show.
Farm women preferred programmes on, agriculture, women and children welfare
programmes, food and nutrition, income generating programmes, home related programmes,
health programmes, youth programmes and also entertainment programmes. Hence, they
want relaxation and relief to mind and body. More than half of the respondents expressed
they need programmes on agriculture as most of the rural women work on their fields from
sowing to harvesting. So they are more interested to listen farm related programmes.
5.3 PURPOSE FOR LISTENING KRISHI COMMUNITY RADIO
Very high per cent of the farm women (90.00%) listen krishi community radio
programmes for getting information on various aspects, 65.00 per cent for education, and
55.83 per cent to listen voice of your own community.

Fifty five per cent likes for its mode of presentation as krishi community radio broadcast
programs in north kannada style, 28.33 per cent listen for time pass, while some of the
respondents (27.50) expressed that they need programmes on entertainment. During the day
time rural women were busy in their activities. They were not willing to listen to the
educational or informative programmes. So they want entertainment programmes.
5.4 PREFERENCE OF PROGRAMMES BY LISTENERS
Interview with scientist was the most preferred mode of presentation. It was accorded
the first rank on the basis of the scores given by the respondents. Followed by Interview with
farmer, Dialogue, Skit, Drama, Question and answer, Songs and finally Quiz was the least
preferred mode of presentation.
Thus the results were in confirmation with the results of Kumar and Se (2001) and in
partial support with Bhosle et al. (2001), Sasidhar et al. (2006), Krishnamurthy et al. (2008),
Pratap and Gour (2008) and differ with Michel (2003) and Chandra et al. (2004).
5.5 FACTORS INFLUENCING KRISHI COMMUNITY RADIO
LISTENING BEHAVIOUR
It is concluded from the table 7 that education, family size, land holding, annual
income, extension participation, social participation, material possession, media utilization,
media participation and awareness were positively and significantly correlated with listening
behaviour of farm women and it is important to note that age of the respondents had no
significant relationship with listening behaviour and family occupation is negatively correlated
with listening behaviour of farm women.
Age of the respondents had no significant relationship with the listening behaviour of
the farm women. This may be due to the their regular listening habit which built close rapport
with the krishi community radio programmes and lead to continuity in listening pattern,
whatever the age he has.
The findings of the study are in support of the findings of Ajayi (2001).
Education of the respondents is positively correlated with the listening behaviour of
the respondents. This may be due to the fact that as education increases hunger for
information also increases, therefore, listening behaviour of farm women increases.
Family size of the respondents positively correlated with the listening behaviour of the
respondents. This may be due to that, half of the listeners after listening to krishi community
radio programmes discuss with family members, which helps for clarifications of their doubts,
discussion and also enjoyment with their family.
Land holding positively correlated with the listening behaviour of the respondents.
This may be due to the fact that more the land holding, more will be the annual income,
increase in standard of life, utilization of mass media materials increases, influences listening
behaviour.
As annual income increases, their listening behaviour also increases i.e., annual
income of the respondents positively correlated with the listening behaviour of the
respondents This is due to the fact that annual income may increases material possession of
the respondents i.e., woman also possess personal FM mobile, therefore, radio listening
behaviour of farm women also increases.
Awareness of krishi community radio programmes may increases as their extension
participation increases. The reason might be that farm women with high extension contact
might have been influenced by extension workers about the ongoing extension activities for
the development of rural sectors. Therefore extension participation of the respondents
positively correlated with the listening behaviour, as extension participation increases their
listening behaviour also increases.
Social participation of the respondents positively correlated with the listening
behaviour of the respondents. This is due to the fact that audience may gain knowledge about
krishi community radio through their participation in social activities.

There is a evidence that, majority of the respondents were members of the self help
groups. Among respondents who had participated in krishi community radio programmes
maximum number of them were also members of the self help groups. This type of exposure
increases awareness about krishi community radio hence listening of the respondents
increases.
As media materials possession increases, their utilization also increases, i.e. people
should possess radio of FM mobiles first, then only they can listen radio programmes.
Therefore material possession of the respondents positively correlated with listening
behaviour of the respondents.
Media utilization updates the knowledge of the respondents about ongoing activities
around them. This keep them to use media materials regularly. Therefore, material
possession of the respondents positively correlated with listening behaviour of the
respondents.
Media participation of the respondents positively correlated with the listening
behaviour of the respondents. The possible reasons may be that they were very curious to
listen their own voices. There is an evidence that 55.83 per cent of the respondents have
mentioned purpose of listening krishi community radio programmes was they were use to
listen voice of their own community, they were very curious to listen their own voices.
It is peculiar to note that family occupation of the respondents negatively correlated
with the listening behaviour of the respondents. As krishi community radio broadcast only
agriculture oriented programmes, people who do not have agriculture as their main source of
income, people were not in need of agricultural information. Therefore, as respondents divert
their occupation from agriculture their listening behaviour to krishi community radio
programme decreases.
From multiple regression analysis it can be concluded that four variables viz. Material
possession, Extension participation, Media participation, Media utilization had positive and
significant contribution towards the Listening behaviour of the farm women. The multiple
regression analysis revealed that all the eleven independent variables explain a variation of
63.43 per cent towards listening behaviour of farm women. The F value found to be significant
at 1.00 per cent level of probability. Nearly 72 per cent of the respondents (71.67%) possess
FM mobiles, 32.5 per cent possess radio (including university sets), majority of the
respondents 35.83 per cent had medium level of extension participation, 38.33per cent
participated in krishi community radio programmes, 45.00 per cent had medium level media
utilization. There was an evidence for influence of media participation on listening behaviour
that 55.83 per cent of the respondents listen to krishi community radio programmes to hear
voice of their own community. Thus findings of this study revealed that nearly thirty nine per
cent of the respondents had medium level of listening behaviour.
5.5.1 Contribution of attributing variables on listening behaviour
A look at Table 9 and Fig. 5 revealed that in model A. 44.20 per cent variation in the
listening behaviour was contributed by media participation alone. Contribution of both media
participation and material possession was 54.60 per cent which was presented in model B.
Model C includes extension participation as well as model B and influences 60.30 per cent
variation in listening behaviour of farm women. Finally in model D all the three above
mentioned variables and the media utilization together contributed 61.7 per cent of variation in
listening behaviour.
5.5.2 Radio listening behaviour of farm women
The findings of Table 10 showed that 38.33 per cent of the respondents had medium
level listening behaviour, 26.67 per cent of them exhibited low and high level of listening
behaviour respectively. The reason for having medium level listening behaviour is that they
may not find leisure time, inconvenient time of broadcast and they may not be interested to
listen all the programmes.

5.6 USEFULNESS OF KRISHI COMMUNITY RADIO
PROGRAMMES AS PERCEIVED BY FARM WOMEN
Maximum number of the respondents opined that krishi community radio programmes
were useful as these programmes would educate for better living, Knowledge about
agriculture, Increase knowledge, Information on home improvements, Education on health,
knowledge on social issues, News and information, Entertains and gives happiness.
Education for better living opinion was accorded the first rank among above mentioned
opinions regarding usefulness followed by second highest score was recorded under
Knowledge about agriculture.
The finding of this study gets the support of findings reported by Nirmal (2003), Singh
and Upadhyay (2006), Singh et al. (2010), Sadaqath and Mariswamy (2007).
5.7 PROBLEMS EXPERIENCED IN LISTENING TO THE KRISHI
COMMUNITY RADIO PROGRAMMES
Drudgery of household work, inconvenient time of broadcast, working outside the
house, network problem were some of the problems experienced by krishi community radio
listening farm women.
Problem of household work was expressed by more than fifty per cent of the
respondents. Inconvenient time of broadcast was expressed by 42.00 per cent of the
respondents. The probable reason might be that broadcasting time of krishi community radio
was 6.00 am – 9.00am and 5.00 pm – 8.00 pm, which is peak hour for the married women for
their household work. So they can’t spare time to listen these programmes. 59.00 per cent of
the respondents don’t have exact reasons, among them mere possession of radio sets and
unavailability of mobiles (FM mobiles) with women were the two important reasons.
The findings of the study are in support of the findings of Geeta (2007),
Sarwamangala and Sundaraswamy (1999).
5.8 SUGGESTIONS OF FARM WOMEN FOR THE
IMPROVEMENT OF KRISHI COMMUNITY RADIO
PROGRAMMES
Nearly sixty nine per cent of the respondents suggested to give more radio sets on
subsidy basis because as this present study documented that only 26.67 per cent of the
respondents possess radio sets in their family and 56.67 per cent suggested to change or
increase the broadcasting time because broadcasting time of krishi community radio was
6.00 am – 9.00am and 5.00 pm – 8.00 pm, which is peak time for the women for their
household work and nearly 37.00 per cent of the respondents (36.73%) suggested to
broadcast 9.00 am to 12 noon and 24.00 per cent suggested to broadcast 5.00 pm to 8.00pm
instead of present broadcasting time.
This is in line with the findings of Geeta (2007) and Madhu (2010).

6. SUMMARY AND IMPLICATIONS
Nearly half of the available human resources in India are women. Majority of them are
living in rural areas and are illiterates. Play very important role in all round development of her
family. Hence there is an urgent need to diffuse useful technical know how among rural
women, to improve socio-economic status and increase their knowledge level. This offers
tremendous opportunity for use of electronic media in disseminating information. So,
community radio has been acclaimed to be the most effective media for diffusing the scientific
knowledge to masses. It offers vitality and newness, which attract attention, create interest
and stimulate a desire to learn.
Further, the purpose of any communication is to create desired impact on target
audience, which depends on their activity behaviour. In this background the present study
was conducted to assess the perceived usefulness of krishi community radio programmes by
farm women. This study was designed with the following objectives.
1. To know the awareness of rural women about FM, krishi community radio
2. To study the usefulness of krishi community radio programmes as perceived by
farm women
3. To ascertain the preferential listening pattern of farm women for different
programmes
4. To study the factors influencing krishi community radio listening behaviour of farm
women
5. To obtain suggestions of farm women for improvement of krishi community radio
programmes
The present study was conducted during the year 2010-11, Expost facto research
design was followed for conducting the study. Purposive random sampling procedure was
used for selection of respondents. The total sample size was 120 comprising of krishi
community radio listening farm women.
Keeping in mind the objectives of the study, an interview schedule was structured. It
was pre- tested in a non sample area. Based on the experience gained in pre testing, the
schedule was modified and standardized. Using this interview schedule, the required data
was collected by personal interview method. Data was coded, tabulated, analyzed and
interpreted using suitable statistical parameters. The summary of the salient findings is
presented below.
Major findings of the study are as follows
• More percentage of the respondents (66.67%) belonged to young age group.
• Most of the respondents (81.66%) were literate only 18.33 per cent were illiterate.
• Majority of the listeners (52.50%) were from families of medium size families.
• Maximum per cent of the respondents (85.83%) had farming as only and major
occupation, while 10.00 per cent of them were having farming and labour as their
occupation and 4.17 per cent of the respondents had farming subsidiary occupation.
• Majority of the respondents (65.83%) belonged to small farmers, having ≤ 7.4 acres of
land.
• Most (65.83%) of the respondents had semi medium (Rs. 17,000-Rs. 34,000) annual
income.
• Television and radio and /or mobile FM were the common mass media devices found in
maximum number of farm families. 94.17 per cent of the respondents own televisions,
71.67 per cent of them had mobile with FM, 26.67 per cent had radio sets.
• Majority (35.83%) of the respondents had medium level extension participation.
• Half of the (50.00%) of the respondents had medium level, 31.67 per cent had high level
and 18.33 per cent had low level of social participation.
• Thirty eight per cent of the respondents had participated in Krishi Community Radio
programmes.

• Forty five per cent of the respondents had medium level of media utilization, 28.33 per
cent had low level and 26.67 per cent had high level of media utilization.
• It can be observed that 39.17 per cent of women had medium level of awareness about
the programmes while 31.67 per cent of them had low level and 29.17 per cent of them
had high level of awareness about krishi community radio programmes.
• Among all the programmes broadcasted by krishi community radio, Mahileyarigagi
arogya vigyana was most popular programme, 69.17 per cent of listeners aware of this
programme, followed by Varada basanna (65% respondents), Krushi chintana (63.33%),
Pakshika salahegalu 60.00 per cent of them aware of this programme. Mahileyarigagi
Arogya Kendra programme has got the highest (50.00%) number of regular listeners,
19.17 per cent of them were occasional listeners and 30.83 per cent of them were
unaware of that programme. Krishi chintana and Pakshika salahegalu programmes
having same (31.70%) number of regular listeners followed by Vigyanigala Sandarshana
(30.00%). Programme Nage chuchchumaddu has the least number of regular listeners.
• Very highest per cent of the farm women (90%) listen for the purpose of getting
information, 65.00 per cent of them for education, 55.83 per cent to listen voice of their
own community, 55.00 per cent listen by liking its mode of presentation, 28.33 per cent
listen for time pass and 27.5 per cent for entertainment.
• Interview with scientist was the most preferred mode of presentation. It was accorded the
first rank on basis of the scores given by the respondents. Followed by Interview with
farmer, Dialogue, Skit, Drama, Question an answer, Songs and finally Quiz was the least
preferred mode of presentation.
• Among the Variables Age, Education, Family size, Family occupation, Land holding,
Annual income, Material possession, Extension participation, Social participation, Media
participation, Media utilization only Four variables namely Material possession, Extension
participation, Media participation, Media utilization were positively significant in relation
with the Listening behaviour of the farm women.
• Discussion pattern of respondents after listening krishi community radio programmes
indicates that majority (68.33%) of the listeners discuss with Friends/neighbor while 61.67
per cent discuss with family and only 2.50 per cent discuss with extension worker.
• It could be concluded from listeners opinion that krishi community radio programmes
were really useful in their day to day life, as it gives Education for better living,
Knowledge about agriculture, Increase knowledge, Information on home improvements,
Education on health, knowledge on social issues, News and information, Entertains and
gives happiness.
• Majority of the listeners (58.33%) experienced drudgery of household work was the major
problem in listening to the programmes, followed by problem of working outside the
house was expressed by 42.50 per cent of the listeners, also inconvenient time of
broadcast and lack of network were the problems for 40.00 per cent and 20.83 per cent of
the respondents, 59.17 per cent don’t have exact reason, among them mere possession
of radio sets in family and also mobiles were always will be with men are two important
reason.
• Majority of women (60.83%) suggested to give more number of radio sets on subsidy
rates, 56.67 per cent suggested to change broadcasting time, 43 33 per cent suggested
to conduct more awareness programmes on krishi community radio, and 30.00 per cent
of them asked to increase to increase network coverage.
Implications of the Study
1. Medium level awareness regarding for community radio programmes was found in
listeners. This calls for conducting more awareness programmes on krishi community
radio and also efforts should be made to design radio programmes which are more
attractive.

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