Role of Extension Contact and Mass Media Exposure for Adoption of Farm Technologies

Developing countries like India give a high priority to the broadcast media, radio and television even though people access is not always equitable and balanced. Mass media are very effective in changing the attitude and thinking of mind. Therefore, it was inevitable to examine this factor in this study. Majority of trainees (74 per cent) have high level of formal source of extension contacts, whereas only 34 per cent non-trainees had high level of contacts. It shows that trainees are more motivated to have agricultural innovation than non-trainees. Majority (80 per cent) of trainees have high level of informal sources of extension contact than non-trainees (55.33 per cent) for seeking the information related to farm business. Enterprise wise the same trend was also observed, most of the trainees were found to be exposed to mass media either at average level (40.67 per cent) or high level. Whereas non-trainees were found in majority (47.33 per cent) to low level of mass media exposure followed by average and high level, respectively. This shows that trainees are very particular for adopting these enterprises.