Welsh television presenter Dai Jones has been remembered as a "legend" following his death aged 78.

Tributes have been paid to the popular figure who was best known as the presenter of S4C's farming programme Cefn Gwlad, which he had fronted for more than 35 years.

S4C said Welsh broadcasting and the countryside will be "all the poorer without him", while Llanerfyl-based Cefn Gwlad presenter Mari Lovgreen tweeted: "There will never be anyone like Dai Jones."

Known as Dai Jones Llanilar, his home village in Ceredigion, he presented Noson Lawen, Sion a Sian, Rasus and had been a part of broadcasting the Royal Welsh Show for more than 40 years.

The Royal Welsh Agricultural Society (RWAS), based near Builth Wells, paid tribute to Mr Jones, saying that the "pinnacle of his life" was when he was elected President of the Royal Welsh Show in 2010 when it was his beloved Ceredigion’s feature year

"Dai loved the Royal Welsh Show and in 2015 said that it was the greatest show on earth. He will be sadly missed by all who were fortunate to have met him at the Showground in Llanelwedd."

Royal Welsh Show chief executive, Steve Hughson said in a tribute on Twitter that Mr Jones was "such a legend" and that he would cherish the "great memories".

During his long and distinguished career, Dai Jones received many honours including the RWAS' most prestigious prize, the Sir Bryner Jones Memorial Trophy, and was made a Fellow of the Royal Agricultural Societies.

Cefn Gwlad presenter Dai Jones Llanilar. Picture by S4C

Cefn Gwlad presenter Dai Jones Llanilar. Picture: S4C

Mr Jones was honoured with an MBE for services to the countryside and farming through the media. He was also a Fellow of Bafta Cymru for services to television in Wales.

In a tribute, Welsh language channel S4C said: "In the pantheon of Welsh broadcasting legends, Dai Jones, Llanilar, stands at the top.

"He had a natural talent of getting the best out of people, employing his natural charm, wit and warmth to introduce a myriad of unforgettable countryside characters to a curious, fascinated TV audience in the evergreen series Cefn Gwlad.

"In this rural TV programme, he created a unique genre, providing sensitive profiles of the people he met without using the conventional methods of interviewing.

"A natural compere and a commanding tenor singer, he made his mark on TV entertainment series such as Noson Lawen and in his early years, Sion a Sian, where his talents as a people's person first came to the fore."

Geraint Evans, S4C director of content, added: "As we sympathise with his family and friends, we salute one of the most natural broadcasters in Welsh TV history. Whilst born in London Dai was as closely connected to rural Wales as it is possible to be, but he appealed to everyone, rural and urban.

"From the farmyard to the Eisteddfod stage, and from the tv studio to the mart, Dai was comfortable on all of them and with the ability to make everyone in his company feel at ease.

"Our broadcasting landscape and the countryside will be all the poorer without him."