Traditional Folk media holds a true position in the fi eld of media communications because of its uniqueness and practical existence. The present study was undertaken with an aim to assess the effectiveness and suitability of the existed folk media for agriculture among four different ethnic groups in Dhemaji district of Assam. A descriptive research design was followed for the study taking 100 respondents belonging to the ethnic groups of Ahoms, Mising, Deoris and Sonowal kacharis. The data was collected by personal interview technique following an interview schedule that included both structured and open-ended questions. The findings of the study reveal that majority of the respondents found folk songs, folk dances, proverbs, festivals, traditional fairs effective and suitable for agricultural communication. The findings of the study will be a great potential in the fi eld of communication research as well as for planning and dissemination of need-based information among rural families for agricultural and rural development.

Keyword: Folk Media; Agriculture; Indigenous communication channels; Ethnic groups; Rural development.