The Role of SUAFM Radio in Disseminating Agricultural Information: A Case of Farmers in Morogoro Region, Tanzania

Abstract

Rationale of the Study - This study examined how SUA FM Radio addresses the agricultural information needs of farmers in Mvomero District, Morogoro Region, Tanzania.

Methodology – The study employed a cross-sectional survey design, collecting data from 204 farmers in Mlali, Mzumbe, and Wami Dakawa through questionnaires and focus group discussions. Data were analysed using SPSS Version 20, and an ordinal logit regression model was employed. 

Findings – SUA FM is a key source of agricultural information, with over 80% of farmers expressing satisfaction with its content. However, the study identified information gaps in areas such as agricultural credit, market access, and post-harvest handling, which limited its overall effectiveness. Younger farmers relied more on SUA FM, whereas more educated farmers used a wider range of information sources beyond radio. Factors such as sex, occupation, and farming experience had minimal impact on radio use. 

Implications – The study suggests that satisfaction with content significantly drives radio usage and recommends that SUA FM Radio expand its coverage to include neglected topics while adapting its content to attract older, more educated audiences. Improving these areas could boost listenership and improve agricultural practices among a wider group of farmers.

Originality – This is an original study examining the role of SUA FM radio as a source of agricultural information among farmers in Mvomero District, Morogoro Region. SUA FM radio is based at Sokone University of Agriculture, one of the leading universities in agricultural and allied sciences in Africa. This makes SUA FM radio an interesting area to explore.