16 pages., via online journal., The goal of this study was to evaluate a radio program as a source of agricultural information and examine the relationship between specific socioeconomic characteristics and listenership. The findings revealed that half of the farmers listen to the radio program, while older farmers are more likely to be listeners. Moreover, there are no significant differences between listeners and nonlisteners with respect to education level. More focus should be given to mountainous and less favored areas where more traditional information sources prevail. It is strongly recommended that the broadcast be sustained and improved based on farmers' suggestions and be regularly assessed.
