Listening behaviour of Phule Krishi Vahini radio listeners

Agriculture requires a continuous flow of timely and relevant information to improve productivity and ensure sustainable livelihoods. Community radio has emerged as an effective medium for agricultural extension due to its affordability, accessibility, and local relevance. The present study examined the listening behaviour, awareness, and programme preference of listeners of Phule Krishi Vahini 90.8 FM, a community radio station operated by Mahatma Phule Krishi Vidyapeeth (MPKV), Rahuri. The study was conducted in Ahilyanagar district of Maharashtra using an ex-post facto research design. A total of 160 respondents were selected through simple random sampling from eight villages across four tahsils within the broadcast coverage area. Data were collected using a structured and pre-tested interview schedule through personal interviews. The findings revealed that the majority of respondents (66.87%) exhibited a medium level of listening behaviour, while 23.75 per cent showed high listening behaviour. Most respondents listened to programmes at home, primarily during morning and evening hours. More than half of the listeners spent four hours or more listening to radio programmes, and mobile phones emerged as the most preferred listening medium. Awareness about Phule Krishi Vahini programmes was found to be moderate among the majority of respondents (71.25%). Programme preference analysis indicated that agriculture-oriented and locally relevant programmes such as Krishi Jagat Dnyandata, Krishi Jagat Anndata, and Sanshodhanachi Vari Aplya Dari were the most preferred. The study concludes that Phule Krishi Vahini Radio plays a significant role in disseminating need-based agricultural information and serves as an effective extension tool for strengthening knowledge dissemination among rural communities.