1Assistant Professor, Department of Agricultural Extension Education, RVSKVV, College of Agriculture, Indore, MP
2Scientist (Ag. Extension), Directorate of Extension Services, RVSKVV, Gwalior, Madhya Pradesh
3Ph.D. Research Scholar, Department of Horticulture (Fruit Science), RVSKVV, CoA, Gwalior, Madhya Pradesh
The present investigation was conducted in Nimar Agro Climatic Region of Madhya Pradesh State. The main objective of the study was to know utility perception behaviour of the farmers of mass media. The study was carried out on a sample of 240 mass media user farmers. The data were collected through personal interviews of respondents with the help of a structured interview schedule. Data were analyzed with help of suitable statistical tools. The results of the study showed that Majority (73.33%) of the radio listening farmers were having utility perception as fully clear by radio, followed by fully feasible, subject matter fully, innovative, broadcast timely, inspiriting, contents were simple and fully comprehend radio. Majority (87.08%) of the TV viewing farmers reported that TV. was fully illustrative, followed by inspiriting, fully comprehend, fully simple, fully timely, fully clear, fully covered subject matter and fully innovative. Majority (78.75%) of the newspapers reading farmers reported that newspapers was fully illustrative, followed by fully innovative, covered subject matter fully, fully simple, fully timely, inspiriting, fully clear and fully comprehend newspapers. It was also found that majority of the radio listening farmers were having high level of mass media utility perception behaviour. Majority of the T.V. viewing farmers were having high level of mass media utility perception. Majority of the newspaper users were having high level of mass media utility perception behaviour.
Utility perception, Mass media, Farmers
