Effectiveness of Mobile Based SMS in Transfer of Agricultural Technology

Effective communication strategy is the need of the hour to enable research results to reach the farmers’ fields without much time lag. Krishi Vigyan Kendra, Amadalavalasa has started sending mobile based SMS through WAY2SMS to the KVK registered farmers to transfer the agricultural technology since June 2010. Ex post facto research design was followed for the study. Randomly 60 farmers were selected as respondents for the study by simple random sampling method. 90 per cent of the farmers perceived that the mobile based SMS were useful to disseminate the agricultural technology with cheaper cost even to remote areas. Around 77 per cent of the farmers watching the messages immediately after receiving the messages. The mobile service authorities need to take extra care to streamline the system so as to prepare relevant content for maximum utility by the end users.