PRESENT STATUS AND FUTURE PREFERENCES OF ELECTRONIC MEDIA AS AGRICULTURAL INFORMATION SOURCES BY THE FARMERS

In this age of information technology revolution, extension can empower the farming community with latest knowledge through electronic media for the development of agricultural sector. Obviously, the physical distance and logistic problems are the major impediments in personal contacts between farmers and extension field staff (EFS). In this context, strengthening extension services with effective use of electronic media seems indispensable. Thus, the research was conducted to get the real picture of farmers’ perceptions regarding present and prospective role of electronic media in the dissemination of agri. information among farmers. The research was conducted in Faisalabad district of the Punjab province, Pakistan. Multistage random sampling technique was used. The total sample size comprised 330 respondents. The data collected through a validated and reliable interview schedule were analyzed through computer software SPSS. Electronic media included radio, TV, audio/video cassettes/CDs, internet, telephone, agri. help line, and mobile phone. The awareness regarding agri. broadcasts and contacts was poor. Similarly, the use of electronic media as agri. information sources was not substantial. However, the future preferences for getting agri. information from the electronic media showed some improving trend in each case as compared to the present use of electronic media.