Main Article Content
ABSTRACT The study assessed the effectiveness of the use of mass media channels on technology transfer in Abia State, Nigeria. One hundred and twenty six (126) respondents were selected for the study through a multi stage sampling technique and structured questionnaire was used to elicit information from the respondents. Data collected were analyzed using descriptive statistics and probit multiple regression. Results showed majority of the respondents (83.33%) preferred radio to other mass media channels. Radio ( x = 2.8) and television (x = 2.4) were used for technology transfer. Some of the constraints that affect the selected mass media channels are erratic power supply ( x = 2.6), high cost of radio and newspaper ( x = 2.6), inadequate mass media information (x = 2.3), readability problem ( x = 2.0), timing of programme not suitable ( x = 2.6), Non availability of credit facilities ( x = 2.8) and network problem ( x = 2.6). Probit result revealed that there is a significant relationship on the effect of use of mass media on technology transfer. For radio at 5% level of probability, erratic power supply and high cost of radio were significant while low income level and network problem were significant at 1%. For television, erratic power supply, low income level, network problem and timing of programme were significant at 1% level of probability. Inadequate interest was significant at 1 % level of probability for newspaper. The study recommends that extension workers and media house should transfer more technology through radio and television since they are preferred and accessible channels to farmers.