OBJECTIVES OF THIS STUDY WERE TO DETERMINE THE EXTENT TO WHICH SELECTED GROUPS OF RURAL PEOPLE IN METROPOLITAN PORTLAND, OREGON, VIEWED AGRICULTURAL EXTENSION TELECASTS ON PORTLAND COMMERCIAL STATIONS AND USED THE INFORMATION GAINED TO GET SUGGESTIONS FOR IMPROVING THE SCHEDULING, TYPES, AND CONTENT OF FUTURE PROGRAMS. QUESTIONNAIRES WERE SENT TO A STRATIFIED RURAL SAMPLE AND TO EXTENSION AGENTS INVOLVED IN AGRICULTURAL TELECASTING. THE PERSONAL CHARACTERISTICS OF THE RURAL DWELLERS, THEIR PREFERENCES AS TO TELEVISION STATIONS, SUBJECT MATTER, VIEWING TIMES, MANNER OF PRESENTATION, AND AMOUNTS OF AGRICULTURAL EXTENSION BROADCASTING, AND THE AMOUNT OF PREPARATION BY THE EXTENSION AGENTS FOR THEIR TELEVISION PRESENTATIONS, WERE INVESTIGATED. RECOMMENDATIONS WERE MADE FOR GREATER ATTENTION TO THE NEEDS AND INTERESTS OF VIEWERS OVER 40, MORE PROGRAMS ON HOME GROUNDS, HORTICULTURAL, AND CONSERVATION SUBJECTS, CONSIDERATION OF EVENING TELECASTING AIMED AT A WIDER POTENTIAL AUDIENCE, GREATER EFFORTS TO PUBLICIZE THE TELECASTS, A BROADCASTING WORKSHOP FOR THE EXTENSION AGENTS, AND FURTHER RESEARCH ON AUDIENCE INTERESTS AND CHARACTERISTICS AND RELEVANT TRENDS. THIS DOCUMENT IS A MASTERS THESIS AVAILABLE FROM THE UNIVERSITY OF ARIZONA, TUCSON. (LY)