




































    

 Academic Journal of Science, Engineering and Technology 

Vol.8, Issue 5; September - October 2023; 

ISSN: 2837-2964 

Impact Factor: 6.67 

1252 Columbia Rd NW, Washington DC, United States 

https://topjournals.org/index.php/AJSET/index; mail: topacademicjournals@gmail.com 

 
 

 

 

1 | A c a d e m i c  J o u r n a l  o f  S c i e n c e ,  E n g i n e e r i n g  a n d  T e c h n o l o g y  

|  https://topjournals.org/index.php/AJSET 

ENHANCING AGRICULTURAL PRACTICES: THE IMPACT OF 

LOCAL RADIO PROGRAMS ON SMALL-SCALE FARM EXTENSION 
 

Dr. Ayesha Malik 

University of Sargodha, PAKISTAN  

  

ABSTRACT: The agricultural sector in Pakistan, a crucial component of the country's economy, faces 

challenges in terms of slow growth, largely attributed to the limited adoption of modern technology and 

weather-related issues. Despite its significance, the growth rate of agriculture in Pakistan has been sluggish, 

with the sector contributing 21.4% to the GDP and employing 42.1% of the labor force. In 2013, the growth 

rate in agriculture was 3.3%, down from 3.5% in the previous year, as reported in the Economic Survey for 

2012-2013. This underperformance in agriculture, especially when compared to other countries, is primarily 

due to yields falling short of their attainable potential. 

To address this issue and boost agricultural productivity, farmers need to embrace new methods and 

technologies on their farms. The adoption of these innovations is crucial for increasing actual output and 

improving the overall performance of the sector. In this context, mass media plays a pivotal role in educating 

and informing farmers through various programs and channels, including television, newspapers, and radio. 

Agricultural extension workers have traditionally played a significant role in disseminating valuable 

information to small-scale farmers. However, mass media platforms offer distinct advantages due to their 

extensive reach and wide coverage. Mass media platforms serve as catalysts by introducing farmers to new 

information, prompting them to seek more detailed insights from peers, extension workers, and friends. 

 

Keywords: Pakistan agriculture, agricultural growth, modern technology, mass media, agricultural extension, 

productivity. 

 

INTRODUCTION  

Pakistan is an agriculture country as it is a largest sector of our economy. Agriculture contributes to 21.4 % 

to GDP and employs 42.1 % of labor force. The growth of agriculture remained slow due to non adoption 

of modern technology and weather conditions. The growth of agriculture in 2013 accounted at 3.3 % while 

in previous year it stood at 3.5 & (Economic survey, 2012-2013). In spite, the importance of agriculture 

sector the growth of this sector remains slow. When compared to other countries the growth of agriculture 

in Pakistan remains slow (Khan, 2002). The actual yield is lower than the attainable yield from farms is the 

basic reason behind this slow rate. So, it is the basic need of farmers to adopt new method and technologies 

in their farms to increase actual output. In this context, media plays a vital role to educate farmers through 

their programs. (Mohy-ud-Din, 2011) states that agricultural extension workers play a prominent role in 

small scale farm extensions through providing useful information to farmers. But the mass media such as 

TV, news papers and Radio has its own importance. Mass media hold a high position as compared to 

extension workers due to their wide coverage. Mass media stimulate farmers about new information and 

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 Academic Journal of Science, Engineering and Technology 

Vol.8, Issue 5; September - October 2023; 

ISSN: 2837-2964 

Impact Factor: 6.67 

1252 Columbia Rd NW, Washington DC, United States 

https://topjournals.org/index.php/AJSET/index; mail: topacademicjournals@gmail.com 

 
 

 

 

2 | A c a d e m i c  J o u r n a l  o f  S c i e n c e ,  E n g i n e e r i n g  a n d  T e c h n o l o g y  

|  https://topjournals.org/index.php/AJSET 

then farmers got to their peer, extension workers and friends to get more detailed information (Behrens, 

1984).  

The cost of educating farmers through mass media is low as compared to extension workers (Oakley, 1985) 

but the on time feedback cannot be generated through mass media (Muhammad, 2005). In mass media 

mechanisms TV, news papers, research publications and Radio plays a vital role in disseminating 

agricultural information (Muhammad, 2006). But radio is a more power full instrument for liberation of fast 

information due to its vast coverage in local areas. In Pakistan, there is monopoly of Radio since 2002 but 

the Govt of Musharaf took step to reduce the monopoly and through PEMRA issues license to private radio 

known as FM or Local radio. This led to 40 FM radio emergences in early but now the figure is in thousands. 

(Abbas et al., 2003), states that in central Punjab most of farmers are exposed through Radio and Television. 

Radio is proved as a strapping tool for dissemination of agricultural information Chapman et al., 2003: 

Nakabugu, 2001). In Pakistan local radio are dominating in rural areas and seen as a tool information 

exchange. This study aim is to examine local radio agricultural programs in term of farm extensions. The 

study also provides a deep insight about which mass media is preferably accepted by the farmers.  

The study also examines the characteristics of small farmers in term of land ownership. The main objective 

of the study is to explore the study statement “More Farmers listen, More they adopt”  

LITERATURE REVIEW  

Pakistan is an agro based economic country.  Pakistan has geographical area of 79.61 million out of this 

22.17 % is cultivated which is 39 % of the total area. Almost 65 % of population lives in rural areas.  

Agriculture sector contributed 53 % to GDP and its share of export earning is 57 % (Ministry of finance, 

Pakistan). Pakistan agriculture sector growth rate is declining from recent few decades. Farmers need 

market information to improve their farm production. Dissemination of information to farmers can increase 

the output of their farms. Proper market information is the basic need of farmers because it enables farmers 

to make relevant and accurate decisions (Ozowa 1995 & Leroux et.al, 2001). Market information enables 

the farmers to make decision regarding what to produce, How to produce and whether to store the products 

or not (FAO, 2005). Radio is a strong tool in disseminating the agricultural information. In developing 

countries market information initiative are the part of agriculture and agro business strategies that 

government paid attention ( Haerah et.al, 1979 & Lutz, 2006).  

In developing countries radio act as a basic tool for communicating in rural area population (FOA, 2001). 

(Hussain, 1997) states that radio and TV are the most effective tool of communication. The study of (Wedell, 

1986) reveals that radio is a dominating tool for change in culture, development, health issues, and for better 

agricultural development.  A study conducted by Atkin (1987) in Canada explore that more than 100 million 

villagers listen farm based local network radio.  Rein (1988) states that regional radio programs are favourite 

among people.  The study result of (Kelsey and Hearne, 1955) states that the villagers who don’t participate 

in social meetings and rarely use technology meet their informative needs through radio. The study results 

of (Arokoyo, 2003) conducted in Nigeria proved that video, TV and radio are the major sources of farmers 

to get information. Information sources for farmers are TV, radio, publications, practical education, news 

papers, agriculture exhibitions and extension workers (Ekoja, 2003).   

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 Academic Journal of Science, Engineering and Technology 

Vol.8, Issue 5; September - October 2023; 

ISSN: 2837-2964 

Impact Factor: 6.67 

1252 Columbia Rd NW, Washington DC, United States 

https://topjournals.org/index.php/AJSET/index; mail: topacademicjournals@gmail.com 

 
 

 

 

3 | A c a d e m i c  J o u r n a l  o f  S c i e n c e ,  E n g i n e e r i n g  a n d  T e c h n o l o g y  

|  https://topjournals.org/index.php/AJSET 

Radio agricultural programs are timely and can extend message to target audience irrespective of location, 

socio economic issue, topography and distance (Omenesa, 1994). Radio programs has been used for 

dissemination of agricultural information for better farmers performance (Enitan, 1988) both in developed 

and under developed countries.   

Small scale farm extension  

Farm extension means to enlarge the new innovations in the ground of agriculture by the farmers. For 

improvement in agriculture sector agriculture extension services should be provided to farmers (Mohy-ud-

Din, 2011). Traditionally, agriculture extension is undertaken through extension workers. Ozowa (1995) 

conducted a study in Nigeria and states that agriculture marketing information is provided by ministry of 

Agriculture through extension workers and broad cast media. The study outcomes of (Rasak, 2012) disclose 

that radio agriculture broadcasting is effective for farmers and must be undertaken on long duration for 

agricultural extension.  

In Pakistan, most of the farmers are small because they hold a few hectares.   

Table no.1 Farm ownership in Pakistan  

Size of farms 

(Hectares)  

                           Farms  Cultivated   

area  

%  

No “000”   %  Area “000” 

Hectares  

All farms  6620  Nil  20438  Nil   

Got farms  Less than 500  Nil  31  Nil  

Private farms  6620  100  20470  100  

Under 0.5  1290  19  363  2  

0.51-1  1099  17  821  5  

1-2  1425  22  1981  11  

2-3  966  15  2257  12  

3-5  891  13  3443  18  

5-10  580  9  3891  20  

10-20  261  4  3324  16  

20-40  78  1  1955  8  

40-60  15  Less than 0.5  689  3  

More than  60  14  Less than 0.5  1683  5  

           Source: Govt of Pakistan (2005), Federal Bureau of statistic, Islamabad  

The report of federal Bureau of statistic of Pakistan (2005) defines the ownership of farms in Pakistan (see 

table no.1). According to this table Pakistan has estimated 6620 farms. The 86% farms are less than 5 

hectares and 95% are less than 10 hectares. It means small scale farmers are dominating in our country and 

most of the yield is produced by small farmers.  

Because most of the farmers are small land holders that’s why study is conducted on small farmers.  

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 Academic Journal of Science, Engineering and Technology 

Vol.8, Issue 5; September - October 2023; 

ISSN: 2837-2964 

Impact Factor: 6.67 

1252 Columbia Rd NW, Washington DC, United States 

https://topjournals.org/index.php/AJSET/index; mail: topacademicjournals@gmail.com 

 
 

 

 

4 | A c a d e m i c  J o u r n a l  o f  S c i e n c e ,  E n g i n e e r i n g  a n d  T e c h n o l o g y  

|  https://topjournals.org/index.php/AJSET 

METHODOLOGY  

A quantitative approach is adopted to check the role of local radio agricultural programs on small scale farm 

extensions.  (Haider, 2014) states that quantitative approach is quantifiable, apparent and be able to 

manipulate. A survey is conducted on farmers of District Layyah who hold less than 10 hectares land. 

Survey is used because it is provide the main idea about the research topic and based on questionnaire which 

is provided to respondents to show their answers (Malhotra, 2006 & Haider, 2014). A set of 170 

questionnaires was scattered between small farmers of District Layyah and only 150 questionnaires were 

collected confidentially.  

Convenient sampling method is used to overcome the cost and time constraints. Analysis of data collected 

through well designed questionnaires is done through SPSS (20).  

FINDINGS  

The population of this study comprises of 150 small farmers from district Layyah. The finding of the study 

reveals that TV and Radio is the most dominating tool for dissemination of agriculture information’s. From 

table no.2, it is observed that Radio is the most accepted in rural area as (94.7 %) are listening radio 

agricultural programs. On the other hand TV also emerges as a strong tool because (85%) farmers are 

watching agricultural programs. It is also observed that 56.7 % farmers also get information from other 

farmers. In district Layyah only 14 % farmers get information from research publications. (See table no.2).                                                            

Table No.2  

     Which media do you like more for getting agricultural  information    

  Very  Much  Little  Cumulati 

Much  ve  

Percent  

  Publications  21  14.0  14.0  14.0 Farmers  64  28.7  28.7  56.7  

TV  43  28.7  28.3  85  

Radio  42  15.3  9.7  94.7  

Extensionsts  8  5.3  5.3  100.0  

Total  150  100.0  100.0    

  

Farmer’s of District Layyah are more exposed by Radio agricultural programs. In table no.3 percentage 

distribution if study items is shown. From table np.3, results appears as SA (Strongly agree) and A (Agree) 

as more preferable options for farmers.   

Table no.3: Key Items used to check role of local radio agricultural campaigns Items  

SD  D  N  A  SA  

I frequently listen radio agriculture programs. 11.8    14.1 4.97 38.1 31.03 I pay full attention to listen 

radio agriculture 14.3    7.7 10.6 30.1 37.3 programs.  

I usually listen radio to get agriculture programs. 5.4     10.7 2.1 27.1 54.7  

I get more information about agriculture innovation 3.2     10.4 9.0 33.1 44.3 from radio.  

Radio agriculture programs help me to adopt new  5.6     13.4  8.5  42.1  30.4 information.  

I get information about new seed varieties from radio 6.2     9.4 11.2 23.1 50.1 campaigns  

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 Academic Journal of Science, Engineering and Technology 

Vol.8, Issue 5; September - October 2023; 

ISSN: 2837-2964 

Impact Factor: 6.67 

1252 Columbia Rd NW, Washington DC, United States 

https://topjournals.org/index.php/AJSET/index; mail: topacademicjournals@gmail.com 

 
 

 

 

5 | A c a d e m i c  J o u r n a l  o f  S c i e n c e ,  E n g i n e e r i n g  a n d  T e c h n o l o g y  

|  https://topjournals.org/index.php/AJSET 

I get information about new harvesting methods   11.5    13.4  9.3  29.1  36.7 from radio 

campaigns  

I get information about new pesticide varieties from 

radio campaigns  

I get information about new lazer technologies from 

radio campaigns  

I practice new methods of farming in my farms by 

listening radio agriculture programs.  

Radio is best media for acquiring agricultural  

information’s.  

Radio agricultural campaigns motivates me  regarding 

adoption   

Radio help me in making decisions about adopting new 

innovation  

Radio affect my agricultural purchasing  

I adopt new farm technologies after listening radio 

agriculture campaigns  

Radio agricultural campaigns help me in purchasing 

new varieties of Pesticides  

 Radio programs provides me help to adopt new 

agricultural innovations  

3.1      8.4  7.9  43.1  37.5  

5.4      11.4  2.3  33.1  47.8  

2.4      11.2  8.5  38.4  39.5  

3.7      9.4  7.0  21.5  58.4  

3.9      5.4  13.0  40.1  37.6  

4.2      9.8  7.4  42.5  36.1  

7.0      13.4  12.1  22.2  45.3  

8.9      13.4  8.0  11.6  58.1  

10      13.4  9.3  38.3  29.0  

7.2     8.6  10.4  32.7  41.1  

This is in common show that farmers are accepting radio agriculture programs on a preferable way. In most 

cases, this table shows that radio agriculture programs have significant impact on farm extensions of small 

farmers of District Layyah.   

DISCUSSION  

The study discussion reaffirms the study statement “More Farmers Listen, More they adopt”, discuss the 

role of local radio agricultural programs on the small scale farm extensions and also include resolved 

remarks of the researcher. The findings of the study reveal that most of the farmers listen agricultural 

programs on the radio to get new information’s (See table no.2).  

The study also explore that most of the farmers in Pakistan hold small land ownership. Majority of farmers 

in Pakistan hold less than 10 hectares of land (See table no.1). They study results also provide a deep look 

on how local radio agricultural programs play a role to adopt new technology by the farmers of District 

Layyah. The study explore that most of the farmers listen radio agriculture programs because it provide 

them new information about agriculture. Farmers of the District Layyah adopt new technology, new 

varieties of seeds because of radio programs. Findings of the study also prove that local radio helps farmers 

to adopt new information about agriculture and hence plays a vital role in exercising new methods and 

technologies in farms. It is also explore that farmers of District Layyah adopt new farm practices through 

agricultural campaigns of local radio. (See table no. 3).  

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 Academic Journal of Science, Engineering and Technology 

Vol.8, Issue 5; September - October 2023; 

ISSN: 2837-2964 

Impact Factor: 6.67 

1252 Columbia Rd NW, Washington DC, United States 

https://topjournals.org/index.php/AJSET/index; mail: topacademicjournals@gmail.com 

 
 

 

 

6 | A c a d e m i c  J o u r n a l  o f  S c i e n c e ,  E n g i n e e r i n g  a n d  T e c h n o l o g y  

|  https://topjournals.org/index.php/AJSET 

Local radio helps farmers in their purchasing of agricultural commodities. The study results are in favor of 

the study statement “More farmers listen, More they adopt”. Local radio has a significant role in small scale 

farm extension as farmers adopt new technologies and farm practices through this medium. The study 

findings explore that local radio plays a vital role in small scale farm extensions.  

Limitations & Future Direction  

This study is undertaken on the farmers of District, Layyah. The results are not widely generalizable. The 

study focus is only local Radio but the TV and other media also has its own importance. It is recommended 

that future research must be undertaken by taking into account other mass media tools and with wide sample. 

There must be a study on the role of extension workers in future.  

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 Academic Journal of Science, Engineering and Technology 

Vol.8, Issue 5; September - October 2023; 

ISSN: 2837-2964 

Impact Factor: 6.67 

1252 Columbia Rd NW, Washington DC, United States 

https://topjournals.org/index.php/AJSET/index; mail: topacademicjournals@gmail.com 

 
 

 

 

7 | A c a d e m i c  J o u r n a l  o f  S c i e n c e ,  E n g i n e e r i n g  a n d  T e c h n o l o g y  

|  https://topjournals.org/index.php/AJSET 

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 Academic Journal of Science, Engineering and Technology 

Vol.8, Issue 5; September - October 2023; 

ISSN: 2837-2964 

Impact Factor: 6.67 

1252 Columbia Rd NW, Washington DC, United States 

https://topjournals.org/index.php/AJSET/index; mail: topacademicjournals@gmail.com 

 
 

 

 

8 | A c a d e m i c  J o u r n a l  o f  S c i e n c e ,  E n g i n e e r i n g  a n d  T e c h n o l o g y  

|  https://topjournals.org/index.php/AJSET 

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