Abstract:

This study explores how farmers' acceptance of Radio programmes related to agriculture broadcast in native dialects have influenced the marketing of agricultural products in Nigeria. The study specifically seeks to ascertain farmers’ interest in the radio programmes related to agriculture broadcast in native dialects; determine farmers’ acceptance of the radio programmes related to agriculture broadcast in native dialects and establish if the agricultural programmes have influenced the marketing of their farm produce. Using the survey research design, the study was anchored on development media and agenda-setting theories. The questionnaire was administered on 663 randomly selected farmers in Plateau, Nasarawa and Benue states. Findings show that 72.7% of respondents' have an interest in the radio programmes related to agriculture broadcast in native dialects and these programmes address the needs of farmers such as marketing and providing links with potential buyers of agricultural products. Findings further show that the programmes U yivin ikyese I kwaghyan (Filling the Food Basket); Mukoma gona (Let us go back to farming) and Muryan Manoma (Voice of Farmers) all broadcast on Harvest FM Makurdi, Nasarawa Broadcasting Service (NBS), and Plateau Radio and Television Corporation (PRTVC) have played an important role in helping farmers to market their products. The study concludes that the critical role these programmes play in greater efficiency for farmers and other stakeholders in the production chain is sacrosanct. The study, among other things, recommends that agricultural radio programmes broadcast in native dialects should continue to be encouraged and sustained. This will help keep farmers abreast of trends in the agricultural sector.