A study of influence of mass media on the access and utilization of agricultural information

A study was carried out among the farmers in Trithala Block, Palakkad District in Kerala, India. These farmers migrated from Malappuram for cheaper farm land from Trithala Block. A combination of purposive, multistage and proportionate random sampling was used to get stratified 250 new and previous settlers for the pre-tested structured interview from the three selected Panchayats. Secondary data was collected through related authentic documents and reports. Qualitative data collected through focus group discussion was used to supplement quantitative data. Data collected was subjected to descriptive analysis using Statistical Package for Social Sciences version 15. The major sources of information for farmers were predominantly mass media, followed by previous settlers and development agents. Farmers continue to rely more on radio, TV and advanced ICTs such as cell phone SMS, internet and email more than printed materials to access agricultural information. Preferred media contributed significantly to the farmer's use of agricultural information. In absence of responsive extension service that understands and addresses interests of various groups of farmers, the purpose of food security and fallow less land would not be fulfilled. Farmers who had access and use of information realized a significantly higher mean yield of major crops compared to the non-participants.