Usman Kedir

The changing climate is one of the biggest threats to agriculture during the years ahead (Kajla et al ., 2015). Climate change refers to a period of time where a country or region goes through changing weather or temperature patterns than what is accustomed. Not only that, but it also refers to changes in seasons over long periods of time. Notably these changes have become more drastic in recent years, mainly due to global warming. Climate Change Refers to any change in climate over time, whether due to natural variability or as a result of human activity (IPCC TAR2001). Climate change is expected to increase future temperatures, potentially resulting in reduced crop production in many key production regions (Tack et al ., 2015). Climate change is a serious threat to crop productivity in regions that are already food insecure(Knox et al ., 2012). Climate change represents a significant challenge for delivering grain of consistent quality in the future due to the complex interactions...

Coriander (Coriandrum sativum, L.) is an important aromatic annual condiment and spice crop belongs to family Umbelliferae (Apiaceae) (Hassan et al., 2012). It is an annual herb and grown for both green leaves and dried seeds. Coriander is used in many industries, including the manufacture of pharmaceuticals, food and cosmetics. The plant material used for processing by the herbal industry is the fruit (Fructus Coriandri) and essential oil (Oleum Coriandri) extracted from coriander fruit (Bourdock and Carabin, 2009). The green leaves are used in chutneys, sauce, curry and other preparation because of its pleasant aroma along with flavoring of dishes and seasoning the curry and soups. Coriander seed rich in volatile oil is used as a spice and folk remedy, and essential oil derived from seeds is also used in perfumery, food, tobacco, soft and alcoholic beverage, and pharmaceutical industries and this could be answer why coriander seeds are an important ingredient of curry powder widel...

Wheat is an important staple food crop all over the world [1]. It is one of the most important cereals cultivated in Ethiopia [2]. Ethiopia is one of the largest wheat producer in the Sub-Saharan Africa, with yearly estimated production of 4.5 million tons on 1.69 million hectares of land in 2016/17 [3] yield per hectares. Durum and bread wheat are the two major wheat species produced in the country. However, bread wheat surpasses durum wheat in recent years [4] due to its wide agro-ecological adaptation and better productivity.

Media is a powerful communication tool. The use of media in the field of agricultural marketing offers great opportunities for the buying, selling of agricultural commodities. Agriculture is a vital pillar for sustainable development and poverty reduction; it continues to face challenges and emerging constraints at the global, regional and national levels that require urgent and special attention with the help of media. Broadcasting can be referred as the planned provision of information, education and entertainment to large and heterogeneous audiences through the medium of television. Television has the potential to diffuse development information and supplement the extension effort. The media is an important vehicle through which information can be obtained and exchanged. The emergence of information and knowledge society is a significant intervention with the potential to ensure that both are very important for achieving meaningful development. The scarcity of information on communication channels is a great threat for rural development where majority of the people are illiterate thus, do not know how to access information themselves. The media is critical in shaping public opinion and generating deeper insight into human working. The most important step to prepare the rural people against agricultural development is to create informed communities. Media can play a vital role in informing farmers in the situation of urgency and current development. To agriculture as an industry, the key values of communication that media provides are peer to peer networking, farmer-industry networking, consumer engagement, and crisis communication. Media can play a vital role in informing farmers in the situation of urgency and current development. Hence, media, being source of information and entertainment, can play a vital role to transform attitude and interest. Keywords: agricultural development, information, media DOI: 10.7176/NMMC/91-01 Publication date: June 30th 2020