Radio is one of the best mediums of transferring information among masses. It was showed radio is reliable source for agriculture information and knowledge among farmers in developing countries. This study investigated radio listening pattern among farmers of Sann, Sindh Pakistan. The target population of this study was farmers. The main objectives of this study were to assess the listening pattern of radio among farmers. The purposive sample method was applied for data collection where one hundred respondents were selected for this study. The findings of the study showed that more than half of the respondents listen agriculture program on Radio and 60% of the respondents revealed that different agriculture programs helped them to improve their farming skills.  Most of the farmers believed that by listening radio, they obtain some new information, knowledge and techniques of proper use of seed, pesticides and urea through different Radio programs. The programs, to a large extent, had the desired impact on the listeners. Most of the farmers were satisfied with the Agriculture programs aired on radio.

Abbas, M., Sheikh, A. D., Muhammad, S., & Ashfaq, M. (2003). Role of electronic media in the adoption of agricultural technologies by farmers in the central Punjab–Pakistan. Int. J. Agri.  Biol, 5(1), 22-25.

Agwu, A. E., & Anyanwu, A. C. (1996). Socio-cultural and environmental constraints in implementing   the NALDA programme in southeastern Nigeria: A case study of Abia and Enugu States.            Journal of agriculture and education, 2, 68-72.

Abubakar, B. Z., A. K. Ango, and U. Buhari. 2009. “The Roles of Mass Media in Disseminating Agricultural Information to Farmers in Birnin Kebbi Local Government Area of Kebbi           State: A            Case Study of State Fadama II Development Project.” Journal of Agricultural     Extension 12): 42–54. Accessed February

Ango, A. K., A. I. Illo, A. N. Abdullahi, M. A. Maikasuwa, and A. Amina. (2013). “Role of Farm Radio Agricultural Programs in Disseminating Agricultural Technology to Rural Famers        for Agricultural Development in Zaria, Kaduna State, Nigeria’’

Anigwe. O.F. (1990):Farm radio Listenership and agricultural Knowledge. A case Study of Akinyele Local Government Area of Oyo State. Msc Thesis, Department of Agricultural     Extension and Rural Development, University of Ibadan, Ibadan.106pp

Banmeke T.O.A. and Olowu, T.A. 2005. Agricultural information needs of women farmers in Southwestern states of Nigeria: lessons for effective extension delivery. Journal of Agricultural Extension, Vol. 8: 32

Budak, D. B., & Yurdakul, O. (2004). Sustainable agricultural development through extension education. Asian Journal of Plant Sciences.

Chhachhar, A. R., Hassan, M. S., Omar, S. Z., & Soomro, B. (2012). The role of television in dissemination of agriculture information among farmers. Journal of Applied Environmentaland Biological Sciences, 2(11), 586-591.

Chataira, B. (2014). How Mchinji Community Radio can meet the agricultural information needs of small-scale farmers of the Mchinji District in Malawi (Doctoral dissertation, University of Pretoria).

Choudhury, P. S. 2011. “Media in Development Communication.” Global Media Journal 2 (2): 1 Dutta, R. (2009). Information needs and information-seeking behavior in developing countries: Areview of the research. The International Information & Library Review, 41(1), 44-51.

Ekumankama, O.O., 2000. Farmers’ level of satisfaction with formal agricultural information source in Umuahia, Abia state, Nigeria. Journal of Sustainable Agriculture and Environment., 2(2): 257-263.

E. R. Babbie (2007) The Practice of Social Research. U.S.A.: Thomson Wadsworth

Ferroni, M., & Zhou, Y. (2012). Achievements and challenges in agricultural extension in India. Global        Journal of Emerging Market Economies, 4(3), 319-346.

Giordano, M., De Fraiture, C., Weight, E., & van der Bliek, J. (2012). Water for wealth and food security: Supporting farmer-driven investments in agricultural water management. Synthesis report of the AgWater Solutions Project. IWMI.

Haider, I. (2014). More farmers listen, more they adopt: role of local radio agricultural programs in small scale farm extension. International journal of multidisciplinary academic research, 2(3), 20-27.

Khan, A. M., & Shabbir, M. (2000). A study on the effectiveness of agriculture programme"          Sandal dharti" of radio Faisalabad in rural areas of Faisalabad. Pak. J. Agri. Sci. Vol, 37,      1-2.

Kapange B (2008) ICTs and National Agricultural Research Systems: The Case of Tanzania. Available at: http://www.tzonline.org/pdf/ictsandnationalagriculturalresearchsystems. pdf (accessed 14 July 2011).

Kapoor, N. 2011. “Role of Mass Media in Promotion of Environmental Awareness Along with Skill Development Among the Rural People of Shringverpur, Allahabad District, India. “International Conference on Chemical, Biological and Environment Sciences (ICCEBS'), 264–268. Accessed April 9,2014. http://psrcentre.org/images/extraimages/80.%201211545.pdf

Kiplang’at J (1999) An analysis of the opportunities of information technology in improving access, transfer and use of agricultural information in the rural areas of Kenya. Library Management Journal 20(1–2): 115–127.

Lanjouw, J. O., & Lanjouw, P. (2001). The rural non‐farm sector: issues and evidence from developing countries. Agricultural economics, 26(1), 1-23.

Monu, E. D., & Omole, M. M. (1982). Sources of farm information among Nigerian cocoa farmers. Agricultural Administration, 9(2), 81-89.

Msami, H. M. (2000, September). Studies on the structure and problems of family poultry production in   Tanzania. In Characteristics and parameters of family poultry production in Africa, Proceedings of the Research coordination meeting of IAEA, held in Morogoro, Tanzania in (pp. 95-106).

Msoffe, G. E., & Ngulube, P. (2017). Information sources preference of poultry farmers in selected rural areas of Tanzania. Journal of Librarianship and Information Science, 49(1), 82-90.

Mtega, W. P. (2012). Access to and usage of information among rural communities: A case study of Kilosa District Morogoro Region in Tanzania. Partnership: The Canadian Journal of         Library and Information Practice and Research, 7(1).

Mundy, P., and J. Sultan. 2001. Information Revolutions. How Information and Communication Management Is Changing the Lives of Rural People. Wageningen, The Netherlands: Technical Centre for Agricultural and Rural Cooperation (CTA). Accessed February 27, 2015. http://www.mamud.com/Docs/InfoRev_ English_full.pdf

Nakabugu, S. B. (2001, February). The role of rural radio in agricultural and rural development translating agricultural research information into messages for farm audiences. In First International Workshop on Farm Radio Broadcasting-19-22.

Naveed, M. A., & Anwar, M. A. (2014). Non-agricultural information needs of rural Pakistanis. Pakistan Library and Information Science Journal, 45(2), 2-11.

Nwagha, G. K. (1992). Information needs of rural women in Nigeria. Information Development, 8(2), 76-82.

Oakley, P., & Garforth, C. (1985). Guide to extension training (No. 11). Food & Agriculture Org.

Obinne, C. P. O. (1991). Adoption of improved cassava production technologies by small scale farmers in Bendel State. Journal of Agriculture, science and technology, 1(1), 12-15

Obidike, N. A. (2011). Rural farmers problems accessing agricultural information: A case study of Nsukka Local Government Area of Enugu State, Nigeria. Library Philosophy and Practice.

Oduwole, A. A., & Okorie, C. N. (2010). Access to agricultural information and millennium development goals. Library Hi Tech News.

Okwu, O. J., Kuku, A. A., & Aba, J. I. (2007). An assessment of use of radio in agricultural information dissemination: a case study of radio Benue in Nigeria. African Journal of Agricultural Research, 2(1), 14-18.

Osunkunle, O. O. (2013). Participatory radio as the voice of the community: A comparative study of selected radio stations in the Eastern Cape, South Africa (Doctoral dissertation, Nelson Mandela Metropolitan University).

Swanson, B. (Ed.). (2005). Improving agricultural extension.

Tire, M. (2006). An evaluation of the information dissemination mechanisms for small scale subsistence farmers (Doctoral dissertation, Stellenbosch: University of Stellenbosch).

Ukachi, N. B. (2007). Information needs, sources and information seeking behaviour of rural women in Badagry, Lagos, Nigeria.

Welman, C., Kruger, F., & Mitchell, B. (2005). Research methodology. Cape Town: Oxford University Press. What is environmental education.

W Zhang (2014)Non-formal Education for Rural Development in China: Comparative Study of Sunshine Program and Community Learning Center in Yunnan

Yahaya, M.K .. & Omokhaye, B.S. (2001). Cocoa farmers' perceived influence of communication channels on utilization of improved cocoa seed technologies in Owan-East Local Government Area of Edo State. Journal of Agriculture Research, 2 (2), 199-208.b

Zaverdinos-Kockott, A. 2004. An information needs assessment in Oribi Village, Pietermaritzburg. Innovation, 29, 13-23.