Utilization pattern of mass media sources by the farming community

This study was conducted in Meerut district of Western Uttar Pradesh to know the utilization pattern of mass media sources by the farming community. It was observed that majority 100 percent respondents were using mass media i.e. mobiles, television 95.83 percent, newspaper 94.05 percent daily, while 33.33 percent respondents were using radio twice a week, 12.50 percent were using magazines weekly, 75.00 percent were using journals monthly, 100.00 percent respondents were using agricultural fairs and exhibitions yearly but in case of district level gosthies 92.00 percent respondents were using yearly. The time of utilization of mass media in a day agricultural fairs, exhibitions, animal health camps and district level gosthies i.e. 94.80, 91.89, 91.20 and 86.28 percent respondents were using them more than 3 hours perday respectively. The majority 94.06 percent respondents were using newspaper from 6.00 am to 10.00 am, television 90.67 percent respondents were using 6.00 pm to 10.00 pm, while most of the respondents were using district level gosthies, animal health camps, exhibition and agricultural fairs during 10.00 am to 2.00 pm.