Indian Journal of Extension Education

Present study was carried out in Barwani district of Madhya Pradesh among 140 beneficiaries of KMAS. The sample for the study was selected through proportionate random sampling method. The data were collected through personal interviews with the help of a structured interview schedule. The findings of the study indicate that despite the increasing reach of mobile phone and internet in rural areas, the respondents shown trustworthiness on rural extension officers followed by field demonstrations, friends/neighbour/relatives and agricultural magazines as credible sources of information for decision making in agriculture. When asked about frequency of contact with extension workers, the respondents preferred functionaries from horticulture department over agriculture and animal husbandry for their day to day advice. It is interesting to note that private input dealers are at par with the agricultural scientists in terms of frequency of contact that may be due to regular availability of local dealer when needed as compared to the scientists who look after relatively a larger area. As far as availability and exposure of mass/modern media to the respondents is concerned, there is a clear lead towards regular use of mobile phone followed by television and newspapers.