Popularization of Print Media through “Village Library” at Village Level: An Efficient Tool to Enhance the Productivity

Agricultural technology is moving so quickly, and in so many directions, that it has become challenging to even pay attention—we are victims of “next new thing” fatigue. The parade of new technologies and scientific breakthroughs is relentless and is unfolding on many fronts. Almost any advance is advocated as a breakthrough, and the list of “next big thing” goes on adding one after the other. Yet some technologies do in fact have the potential to disrupt the status quo, alter the way people live and work, rearrange value pools and lead to entirely new products and services. Public agricultural extension systems often fail due to inadequate consultation of farmers about their information needs and poor understanding of their information search strategies. The present study intends to identify various agricultural magazines as sources for technology access through village library to farmers, with the socio-economic characteristics. A proportionate sample of 120 respondents was selected at random and the data were collected with the help of a pre-tested and validated questionnaire and were analyzed by using computer software Statistical Package for Social Sciences (SPSS). The results reveal that more than 65 per cent farmers who were youth had a quest for new technological interventions, local language was preferred more owing to low qualification levels.