Constraints, suggestions and feedback behaviour of the farmers in using different mass media in Nimar agro climatic region of Madhya Pradesh

Mass media have a tremendous effect in the field of agriculture. It is believed that mass media demand more active and creative participation in the part of villagers. The use of mass media is more advantageous because the reliable and scientific information on a specific topic well illustrated with pictures can reach many users, quickly and simultaneously in a simple language. In this view, a study was conducted to assess the Mass Media Utilization Behaviour as perceived by the Farmers. The study was conducted in Nimar Agro Climatic Region of Madhya Pradesh by selecting a sample of 240 farmers of mass media as respondents. The data collection was done with the help of structured interview schedule and analyzed using multistage sampling methods. Results of the study revealed that heavy load of work during farm broadcast hours, use of technical words, very fast speed of programme presentation, lack of a field-based programme, useful information is not timely, lack of real problem-oriented programmes and programmes have broadcasted only once and so farmers could not follow much in respect of radio. The farmers suggested that use simple language, provide useful information timely, change broadcasting time and increase the broadcasting duration. As constraints by the farmers non-participation of farmers in problem discussion, subject matter of the program does not conform to the needs of the farmers, non-availability of recommended inputs in the market, lack of programmes relating to agriculture in the local language, electricity problem, Illiteracy creates problems in understanding the new information, High cost of devices, Use of difficult technical terms and Timing of T.V. programmes is not suitable for farmers in respect of television. The study revealed that among the various parameters on feedback behaviour of mass media, the farmers preferred the satisfied with additional information, got additional information from Scientist/ KVK/ Agriculture Department, communicated problem discussed regarding agricultural and animal husbandry to veterinary doctors, written to AIR/ DDK M.P. to get additional information again on the topic broadcasted/telecasted and given suggestions for improvement of farm radio/ television and newspapers programme. Hence, this is concluded from the findings that majority of the radio listeners, television viewers as well as newspapers reading farmers had medium level of feedback behaviour.