Preferences and Problems in Utilization of Communication Channels for Agricultural Information

A sample of 120 farmers was selected to study preferences of farmers in using different communication channels for agricultural information and problems faced by them. Communication channels were categories into print media, personal contact, electronic media and social media. Findings revealed that social media emerged as most preferred channel of communication by the farmers for accessing farm information whereas personal contact channels were preferred by the least number of respondents. Majority of farmers preferred WhatsApp as the most important social media tool followed by YouTube and Facebook. Twitter was least preferred by the farmers. In case of print media, PAU publications were the most preferred channel by the farmers, while newspapers and farm magazines were also utilized by respondents for obtaining agricultural information. Television was the most preferred electronic media channel among the farmers, while radio and kisan call center were utilized by lesser number of farmers. KVK/PAU Scientists was got the highest mean score of 0.74 followed by agriculture development officers in the preference ranking. Least preference was shown by the respondents towards private company representative. Majority of the farmers expressed high cost of ICT gadgets, poor internet connectivity, lack of relevant customized content and region specific information as problems in use of social and electronic media channels whereas difficult technical terms, irregularity in the distribution of magazines, lack of time to read farm literature and their non-availability were important constraints in use of print media channels. Time consuming, non-availability of expert, lack of mobility, expensive, biased approach of extension personnel were some of the important problems faced by the farmers regarding use of personal communication channels as a source of farm information. Provisioning of logistics to extension personnel was suggested to facilitate their linkages with farmers. Study also emphasised development of need based content and specific trainings in effective use of social media for accessing farm information.