Broadcast media plays an important role in Agriculture by providing access to relevant information that can contribute significantly to agricultural development, improved productivity and enhanced livelihoods in rural areas. This paper examines the impact of proliferation and commercialisation of broadcast media in Southwestern Nigeria which is one of the six geo-political zones in the country. It highlights the importance of radio and television in the dissemination of agricultural technology and other useful information for rural development to the teeming farm families across the zone in order to complement the ineffective extension services. However, the paper observed that despite the increasing number of radio stations in Southwestern zone, their commercial intent often prioritizes profit over public service, posing a challenge to effectively addressing the needs and concerns of the rural communities and promoting rural development. Hence, it is recommended that the Federal Government through Nigerian Broadcasting Commission should legislate on free airtime for all agricultural and rural development programmes on radio and television in the country. The newly created Southwest Development Commission should also collaborate with Agricultural Development Programmes in the zone to run free farm broadcast programmes in the zone. Also, seasoned agricultural communicators should be employed to serve as the gate keepers for agricultural programmes in the broadcast stations.
Keywords: Broadcast, Commercialisation, Communicator, Proliferation, Rural
