The document discusses the role of mass media, particularly in Nepal, for agricultural development, highlighting its significance in disseminating information and technology to farmers. It categorizes mass media into electronic and printed forms, noting that radio and television are particularly effective in reaching illiterate communities, while newspapers serve literate populations. Overall, the document emphasizes the need for utilizing mass media to enhance agricultural productivity and inform farmers about innovations in farming practices.

1. TRIBHUVAN UNIVERSITY
INSTITUTE OF AGRICULTURE AND ANIMAL SCIENCE
PAKLIHAWA, RUPANDEHI
ASSIGNMENT OF AGRICULTURAL
COMMUNICATION
SUBMITTEDBY:
Himani Chand (25)
Ichchha Neupane (26)
Janak Bhandari (27)
Jitendra raj hamal (28)
B.Sc.Ag
6th Semester
SUBMITTED TO:
Tilak Karki Sir
Assistant Professor
Department of Agriculture Extension
TOPIC ON," MASS MEDIA IN NEPAL FOR AGRICULTURAL
DEVELOPMENT"

2. MASS MEDIA IN NEPAL FOR AGRICULTURAL DEVELOPMENT
1. INTRODUCTION:
The mass media are diversified media technologies which are intended to reach large
audience by mass communication but technology varies based on the communication.
Mass media is regarded as a very powerful entity. It is ‘Voice of Voiceless’ and ‘Leg of a
lame’. The mass media plays a significant role for agriculture development in developing
countries based on its extent to transfer and dissemination of agriculture knowledge,
innovation and information (Shaikh et al., 2020; Ya, 2003). Mass media can be categorized
into electronic and printed media. Electronically information can be transmitted through
broadcast media such as, film, television, radio and recorded music. Newspaper, book,
pamphlet or comics are physical objects and they come under print media.
80% of the population in Nepal reside in rural areas and their main source of income is
farming. Despite available resources such as land and basic fertilizers and seeds, farmers
are not able to reach optimum levels of production. Various researches have shown that
lack of information and inability to harness technologies are two of the main reasons why
the agriculture sector has witnessed a decline of 1.9% in terms of productivity over the past
decade in Nepal.
Since, the Nepalese economy is primarily driven by the agricultural sector, there is a dire
need of agricultural development in Nepal. Use of mass media communication for the
agriculture extension in rural areas seems to have a promising remedy in order to assist
rural communities to leap up from the lagging agricultural sector. Radio and Television are
found as of assistance in the place where literacy rate is low as they convey messages
through audio-visual method. In another hand, Newspaper and Agriculture magazines are
acclaimed to be efficacious in the literate community.
2. Objectives of use of mass media in agriculture
2.1. Specific Objectives
To help people all around country to understand, remember and facilitate them with
various new information on farm technologies and innovations in such a manner to
attract the attention of farmers and help them in taking appropriate decision.
2.2. Broad Objectives
 To communicate the feasible farm technologies in such a manner to attract the
attention of farmers.
 To help them to understand and remember the message.
 To ultimately facilitate them to take appropriate decision.

3.  To learn about the broadcasted programs through mass media in Nepal and
their relevancy to general public.
 To understand about the public opinions and revision needed to be brought
in the current situation for effective dissemination of required information that
are relevant to major of farmers and agriculture enthusiasts to extract
information from.
Need of mass media in agriculture
 Information on agriculture, both crop and livestock communication among farmers
from ancient times can be distributed.
 However, with the development in agricultural research, need arises to transfer new
information and technologies to the users i.e., farmers.
 To fulfil this need, mass media like newspapers, magazines radio, TV film and
internet play a vital role.
3. LITERATURE REVIEW
3.1. NEWSPAPER AS A MEANS OF MASS COMMUNICATION
Newspaper is the publication which contain written information about current events
going on. Newspapers can cover a wide variety of fields such as politics, business,
sports and art, and often include materials such as opinion columns, weather forecasts,
reviews of local services, editorial cartoons, notices, and advice columns. Newspaper
is the medium to transfer news to the public.
It is assumed that the history of newspaper publication in Nepal dates back to 1998
with the Sudha Sagar. Since then, the growth of Nepali newspapers has gone parallel
with the political situation of the country [6,7]. The history of Nepalese journalism
began when Rana prime minister Padma Shumsher Rana had begun the publishing of
a newspaper in Nepal. He started the printing of Gorkhapatra (the oldest and first
newspaper of Nepal) in the 1958 Bikram era. These days many newspapers have taken
over market like: The Himalayan Times, Kantipur, Republica, Nagarik, etc. which are
daily newspapers. Along with them weekly, monthly magazines are also in the market
but in the same way are costlier compared to the daily ones and aren't reachable to all
the regions of Nepal; mainly to focus on rural areas.
According to an audience survey conducted by Share cast Initiatives in 2017, only
around 40 percent of the population read newspapers. According to the Press Council
of Nepal, there are 3,865 registered newspapers across the country with 655 dailies, 30

4. bi-weeklies, 2,778 weeklies and 402 fortnightlies. Among them, 1,640 are registered
in the Kathmandu Valley. But not all of those registered newspapers are published. In
total, 189 newspapers are published every day in Nepal but only the top few mainstream
Nepali- language newspapers published in the capital Kathmandu have agenda-setting
strength. Those media usually have correspondents all over the country and are printed
in multiple locations for easy and quick distribution in main cities. Recently, many of
them have started publishing provincial editions but the editions are still managed by
the newsrooms in Kathmandu. Many of the dailies are regional or local, not having the
national-wide distribution, and are thus weak in their coverage, revenue and impact.
Time is changed now that many newspapers publications have also started to display it
digitally from their official website daily. Among top sites in Nepal news sites cover
the around 50% of all sites. This shows the interest of news for peoples in our country.
Newspaper and Agriculture
Krishi Patrika is an agricultural newspaper, first of its kind in Nepal, published
fortnightly in Nepali language, targeted to the rural farmers to create awareness,
transfer technology from research station to farmers field, share news, views and
success stories of the farmers to transform the subsistence agriculture. Whereabouts
other popular newspapers like The Kathmandu Post, Himalayan Times, Kantipur, etc.
also make sure to include agriculture columns in order to notify common people
regarding the agriculture status of the country. Availability of newspaper do also vary
based on regionality, i.e., some newspapers are popular whole nationwide and are
available everywhere whereas some are only available to certain areas based on
provinces or districts like Arghakhanchi news portal is available only in that region.
These days digital portfolios are being popular among farmers and many agriculture
enthusiasts to learn about the solutions to their farming practices. To name some of the
digital publishers of agricultural news are: Krishi Daily, Nature Khabar, Krishak ra
Prabidhi, etc. Likewise, in these modern era of internet e-reader are seen more. People
are getting information from e-newspaper. People have stopped buying the print
newspaper as they can find each and every detail in their own phone.(Aleesha, 2010)
Surveyed conducted among the literate people in Pakistan showed that the people of
Pakistan favored the information provided by newspaper which helped them to get the
knowledge on ongoing agriculture activities making television their second
preference.(Shaikh et al., 2020)
 Researched conducted on Ekiti state of Nigeria got the following conclusion:

5. 35.0% of the respondents out of 60 agreed to gain knowledge about easy access
to credit through Newspaper. Wherein bouts 25% of the respondents indicated
that they gain knowledge on timely crop planting through Newspaper. About
21.7% of the respondents gain knowledge about appropriate type of fertilizer to
apply and methods of application of such fertilizer. About 15.0% of the
respondents indicated that they gain knowledge on disease, insect and pest
control while 11.7% of them indicated that they gain no knowledge through
Newspaper. The implication of this finding is that the respondents gain vital
knowledge about agriculture through Newspaper media houses (Apata, 2010).
 The finding in Maharastra, India further revealed that majority (41.72%) of the
farmers used television for listening agricultural news because it is widely
accessible to rural areas.
Newspapers are considered the most important communication channels in rural areas because it
has easily available and publish in local language. Many newspapers published in Marathi
language have been published weekly supplement on farm mechanization, crop protection and
disease, horticulture, animal husbandry, food processing, expert advice and new innovations in
agriculture etc. ‘Agrowon’ a daily newspaper published in Marathi languages provides the
comprehensive information on the agricultural activity. Many farmers subscribed this newspaper
for obtaining information. (Bachhav, 2012)
Among the diverse kinds of mass media sources, newspapers can help extension through
publishing information of diverse extension activities, steering and recommendations,
achievements, marketplace information, study’s findings, a hit achievements and trouble
confronted through farming network etc. The inexperienced revolution and white revolution
couldn't had been come approximately so quick without the usage of media like print media and
radio. Information like new crop production, seeds availability, insecticide availability, irrigation
facilities, weather information of upcoming days, new agriculture equipment, market information,
demand of the consumers, etc. are known through different means of mass communications
(Bachhav, 2012).
In today’s world, the tv and radio are significant, as they switch current agricultural generation to
literate and illiterate farmers alike even in indoors areas, inside brief time. Although newspapers
are no longer the fastest medium for carrying the bulletins and headlines of the day, they still
provide the best display and indepth coverage of events and news
Adoption of new technology through printed materials and their relevance in information
dissemination
 96.7 % of total respondents who read printed materials did not adopt any new
agricultural technologynthrough reading printed materials from AICC.
 88.3 % of respondents who did read printed materials found printed materials to be
highly relevant in dissemination of agricultural information.

6.  But on the other hand, 90.1 % of respondents felt that printed materials failed to
encourage farmers to practice new technology.
It is seen that printed materials serve a good function for disseminating information or as a
reference material but it fails to enable farmers to adopt new technology and put into practice as
compared to other sources of agricultural information.
3.2. Television as a source of mass communication
Television has well known to be a profound means of communication and potentially
capable of leaving the desirable effect on society. Although the cost and expenditure of
television exceeds than that of radio, the powerful from the educational point of view more
effective and powerful is found (Nazari & Hassan, 2011). Television is easily accessible
by rational means so the role of television in agricultural development is increasing day by
day. Today, with much other information and the advent of communication technology,
Radio have been less attractive to countries but still radio is the most effective means of
mass communication to the people living in the remote areas (Jannat, 2018).
Eye-catching title of the show, good balance of both education and entertainment content,
message including present problems, challenges along with its solution should be delivered
in short and simple way in limited duration targeting the audience needs, scheduling the
program in audience free time making the program interactive by encouraging audience to
send texts, to make phone calls along with feedback mechanisms can help to disseminate
the agricultural information through television in better ways. From October 2004,
Agricultural News has been broadcasting on Friday of each week. Although there are
various initiatives from the government of Nepal, then also majority of farmers get failing
the right information at right time about the agriculture (Kandel et al., 2016).
 Studies assessing the role of television networks in Pakistan's agricultural
development have shown that television is reasonably effective in increasing
agricultural income. According to another survey conducted in Bangladesh,
farmers used agricultural information on television channels to achieve high
production. Another study found that television was the most effective mass
media channel for influencing farmers' knowledge growth (Jannat, 2018).
 Research conducted on three agroecological zones i.e. hilly, mountain and terai
concluded that more than 50% people watched the agricultural programs
highest in hilly region people, then people of terai,and least at mountain region
broadcasted from NTV channel on Saturday’ Agriculture teleserial’ concluding
people programs broadcasted in television can play significant role in
dissemination of agricultural information (Kandel et al., 2016).

7. Television is more effective, powerful from educational view point. Nepal Television
(NTV) which started its service in 1984 has been telecasting 15-minute program since 1996
at evening time-6:40-6:55 (Rijal & Devkota, 2019).
Adoption of the Technology by Watching Agricultural Program on TV
For the adoption of technology, we measure the success of the message for disseminating
the response by watching TV by the respondents was surveyed. As an educational tools in
enhancing farmer’s knowledge, television channel such as Krishi TV, NTV, BUSSINESS
TV etc. are playing significant role in promoting Nepalese agriculture status. Different
Government Organizations (GOs) and Non-Government Organizations (NGOs) are trying
with diverse initiatives for strengthening the agriculture sector of Nepal. Of the total
farmers, a considerable percentage of the respondents in Terai and Hilly region that is
72.1% and 71.7%, respectively, were found to adopt the technology that were broadcasted
through NTV. In mountain, the least number of people (37.5%) adopting the new
technology (Field survey, 2014). Radio and television have been acclaimed to be the most
effective mass media for diffusing the scientific knowledge to the masses (Nazari &
Hassan, 2011).
Agricultural extension organizations are entrusted with the primary task of educating
farmers and disseminating latest agricultural technologies among them for which they use
a huge variety of extension teaching technique including individual, group, and mass
contacts. It seems difficult for extension to reach the farmers effectively and efficiently
through direct personal contacts (Muhammad et al., 2004). Television seems to be an
effective medium among the mass media, which can be used effectively for agricultural
technology transfer among the farming community. It has been acclaimed to be one of the
huge roles on communication tools available today (Muhammad et al., 2004).
Formal education was not looked as an important requirement in the rural parts of the
country, as related to acquiring skills related to farming, hunting and fishing which are seen
significantly more important for survival among the village communities. Clearly
indicated that most of the respondents of the study were not educated and therefore, may
find it difficult to understand the information which being conveyed to them by the
government about agricultural-related development programs which are aired on satellite
television in Nepal. Especially the content of television programs in disseminating key and
important information to the general public. This is where the non-governmental
organization and the television stations could play a vital role in facilitating and assisting
the government in materializing this aspiration.
It was reported that information and knowledge could be basic resource for development,
even though the essential information is available. With regards to the research design to
obtain the primary data of the study, the main method of generating the data was done by
means of the survey research whereby the respondents of the study were interviewed based

8. on the questions in the questionnaire survey and their responses were recorded by the
researcher (Chhachhar et al., 2011). The purpose of this current study was to determine the
effect of television on the enhancement of farmers' agricultural knowledge and it attempted
to investigate the impact of television on promoting farmers' knowledge; so that in future
programming, a more appropriate situation for agriculture development is specified to
these to public media. Radio and television are the most effective tools in communication
platforms for the development support (Rehman et al., 2011). An illiterate individual can
benefit from valuable instruction and education in agriculture, health population control,
sanitation and other aspect of his daily life through television (Alam & Haque, 2014).
Television can play an effective role for agricultural technology transfer among farming
community and able to disseminate information easily to large audience. Youth are
becoming more interested in agriculture through TV shows when stories of farmers
represent as in Superheroes which entertains and at the same time educational, hence the
term 'edutainment'. Edutainment reaches out to a much wider audience, creating passion
for agricultural farming, delivering information and new technologies to farmers (Rijal &
Devkota, 2019). Given the significantly large number of the respondents who felt that
television is an effective medium to disseminate agricultural-related information to the
general public, the government should therefore fully exploit television. The preference
given to agricultural telecasts by the farmers is another indicator of the interest taken by
them in the telecasts and also shows the effectiveness of the telecasts.
 Agriculture technology and irrigation program (45.9%) is the most liked program
in Hilly region, followed by farmers’ problem and technicians reply (43.68%) and
agricultural teleserial (40.88%).
 Similarly, in mountain region, majority of people are found to watch success story
(43.72%) followed by agricultural teleserial (37.37%) and discussion of
agricultural issues (36%)
 In terai, most of the respondents are found to watch agricultural news (39.32%)
followed by Farmer's concern (28.36%) and discussion of agricultural issues
(23.5%).
(Source: NDRI, 2015)
In Nepal, most of the farmer are under poor family located on the rural areas. The more
convenient and best approaches in this region usually providing satellite TV teleserials
belongs to agriculture is important for uplifting the status of those people. They are useful
as sources of agricultural information to farmers and as well constitute methods of
notifying farmers of new developments and emergencies. They may also play a role in
piqueing farmers' interest in new ideas and methods (Alam &; Haque, 2014). They could
equally be important in stimulating farmers’ interest in new ideas and practices (Alam &
Haque, 2014). Television is acknowledged as the most important medium for
communicating with the rural populations of developing countries (FAO, 2001).
Relevancy of TV Programs for Agriculture Adoption

9. - Among the adopted technologies vegetable cultivation, IPM practices and use of hybrid
varieties were among some of the popular techniques by the respondents.
- 81% of total respondents from both terai and hill, and 59.7% of total respondents from
mountain region found TV broadcasted agriculture programs as highly relevant based
on the fact that the information was easy to replicate in their fields.
- While low relevancy of programs among mountain people was due to limitations
implied due to their ecological and faring system allowing only selected crops to grow.
- Given the substantial percentage of respondents who believe television is a useful
medium for disseminating agricultural-related information to the general population,
the government should extensively utilize television.
- Farmers' choice for agricultural telecasts is another sign of their interest in the telecasts,
as well as a demonstration of their effectiveness.
3.3. Radio as a source of mass communication
The first Radio station ‘Radio Nepal’ was established in Nepal on 1950. People of remote
area have intimate relation with radio since long time. Existence of radio came in first
before any other mass media communication tool in Nepal.(Chautari, n.d.)
Radio is the cheapest means of mass communication. It can cover large number of people
at a time to disseminate the information to the farmers. Radio could be the best option in
the place where people couldn’t read and write. They can get the information through radio
and use them all in their day to day performances. (Duwadi, 1970)
People of sindhupalchowk got the information of price of their products in the market
through radio, which help project ‘small farmers income improvement’ for long-term.
Agricultural programs transmitted by Radio Nepal have been very much useful in the
context of Nepal Such programs have left positive impacts in both small- and large-scale
development.
Sharma further adds; Agricultural radio and TV program is seen more in the areas of
vegetable cultivation, plant protection, pesticides, cereal crops livestock and poultry, store
management of the cereal crops. The study further says that the farmers of Parbat district
have been listening agricultural programs with much interest and enthusiasm. To make
such programs regular, more effective and interesting, the farmers have recommended
including such subject matters:
 Vegetable cultivation with hybrid technology
 Irrigation management
 Improved seeds of different crops
 Source, quality, improved breeds of livestock and poultry etc. (NDRI, 2015)

10. The survey conducted to collect the information about the use of radio in each district and
agroecological zones found out 70%respondents have radio in their home. People living in
mountain region have radio comparing to hill and terai. people follow different
broadcasting of agricultural programs in radio. People collect the information of control
and management strategies of insects, pests, diseases, post-harvest management of their
commodities. Out of the programs, JTA and old woman is found to be liked and enjoyed
by almost every radio listener. 'Budhiaama' and JTA programs are ranked in top order.
people listened agricultural news and 'Sukrabarko buddhi Amai' with great interest.
almost 70% losses of crops due to pest have been saved by farmers of different ecological
zones from the help of disease/pest control and 20-30% post-harvest losses are saved from
post-harvest management information broadcasted by radio.
people living in mountain region gave good response regarding the better broadcasting of
agricultural news and information recording higher number of people bearing radio.
People suggested to broadcast the agricultural information at early morning to make it more
effective. If the program is broadcasted on time, huge losses of agricultural commodities
can be saved.
Thus, broadcasting of agriculture news, agricultural solutions on time is helpful for
farmers. It was found that TV and Radio subscribers were considerably high but the usage
of media for agriculture information is not as effective as it should be (Javaid, 2017).
Advantages
Cheapest means of communication
It is portable device so people can use them even while they are working.
Illiterate people can also understand
4. METHODS OF DATA COLLECTION
There are various methods employed for data collection, broadly falls under two major
categories namely; primary and secondary data collection. Primary data collection process
looks after the fresh data extraction from main sources through interviews, surveys,
experiments, etc.
But in this report, we have gathered secondary data where we have looked over published
research articles, newspaper articles, and other published materials on online portals.
5. CONCLUSION
In case of Nepal, if government can provide newspaper in two different languages will help
to disseminate the agricultural information. Compulsion of newspaper publishing by
different agriculture institute can disseminate the information of the research station to the
farmers. Print house of pure agriculture oriented should be made available in different
places to provide all the information related to latest availability of technology.

11. Broadcasting of agricultural news, information relating the present context of farmers can
help to reduce huge loss of agricultural commodities. Program broadcasting time should
not coincide with farmers busy schedule like afternoon time. The unpredictable weather
condition invites loadshedding causing breakup of agri-information in rurarl places
Despite significant improvements, the agriculture industry has a number of obstacles in
terms of development, including overpopulation, climate change, loss of agricultural land,
infertile land, excessive pesticide use, a shortage of inputs, inappropriate irrigation, and so
on. In Nepal, the majority of farmers are from poor families that live in rural areas.
Agriculture is crucial for elevating the status of those people, and the most convenient and
best techniques in this region usually provide information through mass media strategies
pertain to agriculture. In general, mass media strategies for agricultural information
transmission are effective in reaching a large audience quickly. They are useful to farmers
as sources of agricultural knowledge as well as techniques of informing them of new
developments and emergencies.

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14. Questionnaire For Use of Mass Media in Agriculture
General Information
1. Name of Respondent:
2. Age
3. Family Size:
4. Family Members:
5. Ethnicity:
6. Education Status:
Background Information
7. Are you engaged in agriculture?
a. Yes b. No
8. From where do you obtain agricultural information?
a. Neighbours b. Friends c. Community d. mass media communication
9. Do you make use of mass media for getting agriculture information?
10. Which media do you use?
a. Newspaper b. Radio c. Television
d. Digital Platforms (Krishi Apps, etc.) e. Internet Media Platform
f. Others: .......(Name)
11.How often do you use them?
a. Frequently b. Moderately c. Sometimes d. Never
12.What type of information do you get from these media?
13. Do you prefer to get agriculture related information from mass media sources?
14. Are you satisfied with the use of these means of communication?
15. How has it impacted / changed your daily life?
16.Which means of communication you use more?
Interpersonal or mass media

15. 17.What do you think the reasons behind less/more use of mass media methods?
18.What problem are you facing while using mass media methods?
19.What step can we take to improve these mass media methods so that it could reach everyone
beyond any barriers?
20.What could be the solution for the mentioned problems?
21. What steps do you think government should take in order to disseminate agri-information in
nationwide range through mass media communication methods?
22. Have you ever received/attended any trainings or programs related to agriculture extension?
23. If yes, then how was your experience?
24. Would you prefer such trainings more?
25. What changes should media houses on radio, TV, Newspaper publishers should bring in their
channels or columns for prioritizing agriculture related information?
26. Do you think information gathered from mass media are authentic in order to apply them
practically?
27. Have the information obtained from mass media help to accelerate the agricultural
production?
28. If yes,how?
If no, how can we do so?
29. Is there any help that you seek from extension offices like Krishi Gyan Kendra or Krishi
Campus nearby your place or present in your districts to supply you with required new
information on agriculture sector in coming days?
Thank You!!!