Relationship between Profile Characteristics of Televiewing Farmers and Effectiveness of Farm Broadcast Programmes in Andhra Pradesh State of India

The present study was taken up to investigate the relationship between the profile characteristics of televiewing farmers and the effectiveness of farm broadcast programmes. Andhra Pradesh state was selected purposively. Out of 13 districts of Andhra Pradesh, four districts were selected randomly. Two mandals from each district and two villages from each mandal were selected randomly. After listing out the total number of farmers who have television sets, 15 farmers from each village were chosen by simple random sampling method, there by the total sample size became 240. The primary data were collected by using pre – tested interview schedule. To convert the data into meaningful findings, statistical tools such as; Correlation coefficient (r) and Multiple Linear Regression (MLR) were used. The summary of the findings indicated that, out of sixteen profile characteristics selected, thirteen viz., age, education, farming experience, socio-economic status, innovativeness, mass media exposure, marketing orientation, risk orientation, economic orientation, scientific orientation, extension contact, social participation and training exposure had significant relationship with effectiveness of farm broadcasts. The other profile characteristics such as farm size, annual income and cropping intensity did not show any relationship. The MLR analysis found that all the 16 profile characteristics of televiewing farmers put together, explained about 78.64 per cent variation in the effectiveness of farm broadcasts. Remaining 21.36 per cent is due to the extraneous profile characteristics which were not considered under study. The profile characteristics namely socio-economic status, mass media exposure, risk orientation, economic orientation, scientific orientation, extension contact and annual income were found to be positively significant at 0.01 level of probability. The variable social participation found to be positively significant at 0.05 level of probability.