Utilization, Credibility and Effectiveness of Communication Media Recorded by Bt Cotton Growers

With a view to know the utilization, credibility and effectiveness of communication media by the Bt cotton grower's, the study was conducted in Jalgaon and Dhule district of Maharashtra state. It was observed that the majority of growers utilized non-institutional media viz., friends, relatives, neighbour and progressive farmers in great extent. This was followed by group media (field demonstration, field visits, farmer meetings, training workshop and exhibition) and institutional media viz. agriculture scientists, extension agencies, dealers and company representative. Whereas, mass media including print media (agricultural magazine and news paper) and electronic media (radio and television), was least preferred by the cotton growers. The cotton growers recorded their ranking about credibility of communication media from 1^st to 5^th as non-institutional communication media, group media, institutional communication media, mass communication media and electronic mass media of communication respectively. Further it was also observed that the non-institutional interpersonal media was the most effective communication media according to majority of respondents, followed by institutional interpersonal media and group media of the Bt cotton growers.