Preparing Media Mix for Rural Audience

Effective communication and transfer of technology are not the result of only illustrated write-up and impressive speech, rather different types of media though which messages are transferred, play an equally important role. There is a large range of media available which raises the questions; which media is best? The simple answer to this question is that no media is better than other (FAO, 1989 & Ray, 1987). Further, there is agreement that media mix may often be more effective and efficient than any single medium (Schramm, 1977 & Gottschalk, 1996). At the same time, there is no single most effective media combination for all situations (Ray, 1987),

Factors effecting choice of media

1. Audience

2. Nature of message

3. Objectives

4. Stage of adoption

5. General local conditions

6. The length of time the programme has been under way in the area

7. Stage of development of the programme

8. Number of extension staff

9. The expertise of extension worker in using media

10. Access to media

11. Basic infrastructure

12. Preference of media

13. Cost consideration

14. Media convergence

15. Time period

Criteria for selection

Schramm (1977) : The rational choice of media should consider the task, learning effectiveness of different media for the task, and cost comparisons of the media.

Elliot (1989) : Priority should be given to the selection of teaching message and learning strategy over the nature of the media, but this is always not possible.

Gottschalk (1996) : Technology plays a key role in the delivery of distance education, educators must remain focused on instructional outcomes, not the technology of delivery.