Agriculture and rural development are interconnected pillars that drive the well-being of communities and nations. Over the years, mass media has emerged as a powerful force in advancing both these domains. Its ability to disseminate information, raise awareness and catalyze change has significantly contributed to enhancing agricultural practices, empowering rural communities and fostering sustainable development. The success of agricultural development programmes in developing countries largely depends on the nature and extent of use of mass media in mobilization of people for development. The planners in developing countries realize that the development of agriculture could be hastened with the effective use of mass media.