Utilization of Krishi community radio programmes of university of agricultural sciences, Dharwad among the listeners

Abstract

Community radio has played a transformative role in disseminating information and fostering community participation, particularly in rural areas. This study assesses the utilization of Krishi Community Radio Station (KCRS) programmes in Dharwad taluk, Karnataka, with a focus on agricultural information dissemination among farmers. Established in 2007 by the University of Agricultural Sciences, Dharwad, KCRS aims to bridge the gap between agricultural experts and farmers through localized content, such as weather forecasts, expert interviews, farming techniques, and market trends. Despite the potential benefits, the study identifies several barriers to effective utilization, including passive listening, limited discussion and implementation of the advice provided, and challenges in accessing detailed information. A multistage sampling method was used to select 120 respondents from eight villages, and data was collected using a pre-tested interview schedule. Results reveal that the majority of respondents listen to KCRS programmes intermittently, with a significant portion engaging in passive listening rather than active discussion or implementation of practices. While agricultural information remains the primary purpose for listening, the study indicates that content relevance and listener engagement are key factors influencing program utilization. The findings suggest that enhancing listener interaction, increasing programme accessibility, and broadcasting during preferred times could improve the overall impact of KCRS. Strategies such as short, impactful broadcasts, incentivizing listener participation, and aligning content with local agricultural needs may enhance programme effectiveness and foster greater rural development.