LEVERAGING MASS MEDIA FOR CASSAVA FARMERS' AGRICULTURAL TECHNOLOGIES ACCESS AND UTILISATION IN IVO LGA, EBONYI STATE

The study examined the availability, accessibility, and use of mass media for disseminating agricultural information to cassava farmers in Ivo Local Government Area, Ebonyi State. Using a descriptive survey design and multistage sampling technique, 120 respondents were selected from four cassava-producing communities: Akaeze (35), Ihie (30), Amaokwe (27), and Obinagu (28). Questionnaires were administered through face-to-face interviews, with a 100% retrieval rate. Data were analysed using frequencies, percentages, and mean scores. Findings showed that radio (98.3%), television (95.0%), and mobile phones (85.0%) were the most available media sources, while radio (90.0%) and television (87.5%) were the most accessible. In terms of effectiveness, radio (x̄ = 3.8), television (x̄ = 3.7), and mobile phones (x̄ = 3.5) were rated high, while social media (x̄ = 2.6) and internet (x̄ = 2.3) were less effective. Major constraints to mass media use for agricultural information included limited electricity (x̄ = 3.5), poor network coverage (x̄ = 3.3), and high internet cost (x̄ = 3.0). Illiteracy (x̄ = 2.6) and lack of media training (x̄ = 2.1) were less critical. The study recommends strengthening radio and television use in extension delivery and improving rural infrastructure.