Abstract
Generally, the study was done to describe the process in designing a pluralistic extension approach in transferring rice and rice-based technologies The study used both qualitative and quantitative methods designs. Program implementers from PhilRice Isabela were taken as respondents for the Key Informant's Interview. The study employed a purposive sampling method wherein the whole population of interest was taken as respondents of the study. School-on-the-Air (SOA) has been a platform for development communication and extension workers in disseminating information on R&D technologies. However, limitations of radio as a medium of SOA have proved that this extension method does not translate to adoption. Study results showed that farmers have positive feedback with the program in general, however, the implementation of the Pluralistic Approach was not followed through as planned. The lack of a Development Communication practitioner was seen as the root cause of the problems encountered in the program. Moreover, although radio was perceived as effective, farmers still prefer training and interpersonal communication methods in getting agriculture-related information.
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