Impact of agricultural broadcasting programme through air news on the farmers’ adoption of innovative agricultural practices in Bishnupur district of Manipur, India

Abstract

The main purpose of the study was to ascertain the adoption of innovative agricultural practices of AIR (All India Radio) News programme in Bishnupur district of Manipur. The study was conducted in Bishnupur Block of Bishnupur district in the year 2023-2024. Ex-post facto research designed was applied for this study. The primary data was collected from 120 respondents by personal interview method using pre-structure interview schedule. Adoption of the agricultural broadcasting programme was measured by asking 17 questions in respect of innovative agricultural practices. Finding showed that 49.16 per cent of the respondents have medium adoption level of innovative agricultural practices, followed by 34.17 per cent of the respondents having low adoption level of innovative agricultural practices and 16.67 per cent of the respondents having high adoption level of innovative agricultural practices respectively. It was revealed that out of ten independent variables, i.e. age, education, annual income, occupation, land holding, mass media exposure, scientific orientation, innovativeness, risk orientation and sources of agricultural information are positively and significantly correlate with adoption of farmers towards Agricultural Broadcasting Programme through AIR News.