Abstract— Present study highlights an innovative media technology, Community radio, which has potential to be an effective tool to strengthen agricultural extension system. It also indicates that knowledge of an innovation or technology is the foremost requirement in the way of adoption of the technology by farmers. The pre-knowledge test assessment regarding Integrated Pest Management (IPM) technology of the farmers highlighted that they had significant knowledge gap about the concept and practices of the technology. However, it was also concluded that community radio programmes which are need based and participatory in design could lead to significant increase in knowledge of the listeners. Majorly, the study emphasizes the significant impact of various profile characteristics like education, achievement motivation, scientific orientation, information seeking behaviour and social participation on gain in knowledge of the respondents through community radio programme. This result of the study provides conclusive evidence that audience profile characteristics need to be kept in mind while designing community radio programmes. Moreover, few characteristics can also be modified in favour of knowledge gain of the respondents through appropriate training.
Keywords— Community radio programme, profile characteristics, knowledge gain, farmers, integrated pest management.
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