Abstract
A study was carried out in the rural areas of Faisalabad district with an objective to explore the effectiveness of agricultural programme "Sandal Dharti" of Radio Pakistan, Faisalabad. A total of 300 ~ respondents was selected by multistage random sampling technique. The-data were collected by direct interview method. A large majority of farmers listen to various radio programmes. Among these, 39.21% respondents regularly listen to "Sandal Dharti". The highest number (80.08) oflisteners of this programme was found among those having education up to Matric level. This number declined to 57.14% among those educated up to Intermediate level and to 47.06% among the graduates. Farmers obtain information regarding plant protection (48.36%), use of fertilizers (47.10%), land preparation (25.15%) and mechanized farming (2.58%). The listening magnitude could be an indicator of farmer's interest in the programme to find solutions of their problems. About 13.26% of the programme listeners suggested to broadcast interviews of progressive farmers. It was also suggested that farming problems be broadcast in question-answer form. Language used in the programme should be simple. English names of medicines and diseases when used should be repeated twice. The doses of fertilizers for different crops may be broadcast in terms of bags rather than kilograms. Key words: agricultural programme, Radio Pakistan, Faisalabad, "Sandal Dharti"
