Critical Analysis Effectiveness of Communication Media in Dairy Farming at Aligarh District Uttar Pradesh

An effective communication or information is pre-requisite for adoption of an innovation or a technology. The present study was conducted on 300 farmers of assured and less irrigated areas of dairy farmers of Aligarh district of Utter Pradesh. The whole district was divided into two parts according to their homogeneity i.e. more fertile and assured irrigated and the one having less fertile and less irrigated facilities. Three blocks from each parts were selected by stratified random sampling. Communication variables selected were extension contact, mass media exposure. The study revealed that Livestock Assistant and milk union supervisor were contacted more frequently (38.675% & 28.67%) in assured irrigated area than less irrigated area dairy farmers(18.00% & 3.00%) in comparison to other extension personnel. The least i.e. 5.34% and 9.00% frequently contact extension personnel were specialists from university in assured and less irrigated areas, respectively. In case of mass media exposure the majority of the farmers (73.00%) were exposed to T.V. followed by Radio (50.00%), while least used media was film and a little less than one fourth of the farmers read news and magazines. The ‘t’ value had highly significant differed in extension contact (t=87.41) and mass media exposure (t=56.10) in assured and less irrigated area. They were contacting supervisor of cooperative society, workers, veterinary doctors and other officials in order to make themselves aware of latest development in relevant area such as dairying, agriculture and others