PERCEIVED EFFECTIVENESS OF ELECTRONIC MEDIA ABOUT AGRI. INFORMATION RELATED TO CROPS/AGROFORESTRY

The research paper focused on extent/effectiveness of agri. information related to crops/agroforestry by the farmers through electronic media. The future preferential areas were also identified in this context. Furthermore, the various dimensions of agri. information (accurate, relevant, feasible, and useful) were also probed out. The study was conducted in Faisalabad District (a mix cropping zone) of the Punjab province (Pakistan). The data were collected from 330 randomly selected respondents (farmers) through a reliable and validated interview schedule. The collected data were analyzed by using Statistical Package for Social Sciences (SPSS). The areas of agri. information major, minor, horticultural crops and agroforestry were ranked 1 st , 2 nd , 3 rd and 4 th respectively related to extent and effectiveness. The preferential areas showed the same ranking pattern. Moreover, regarding extent of agri. information as well as, TV was found relatively more prominent than other electronic media under study. Other notable media were radio and mobile phone. Concerted efforts are needed to harness the potential of electronic media for providing latest and pertinent information encompassing diversified spheres of agriculture.