Farmers' Perception of Pakistan Television as a Soarce of Agricnltaral Information Dissemination.

Mass media can play a vital role in socioeconomic development of any society; similarly, the role of Pakistan Television in agricultural development of Pakistan has a greater value. The research study has been designed to examine the role of Pakistan Television (PTV) in disseminating agricultural information among farmers of district Lodhran through comparison three agricultural segments of PTV. Empirical data has been collected by using Likert type scale from 100 farmers through convenient sampling strategy. Finding of the study revealed significant relationship between usage watching frequency of PTV's agricultural telecasts and seeking agricultural information, whereas, respondents ranked "Public and Private Advertisements" on aired by PTV, as 1 St followed by "Kisan Time" as 2nd and "Vesakh" as 3rd in ranking. [ABSTRACT FROM AUTHOR]

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