Role of mass media programmes in meeting educational needs of dairy farmers in district Peshawar, Pakistan

Electronic media are believed to be the most efficient tools in creating awareness about the efficiency and application of new technologies. The present study was conducted in 2014 in district Peshawar, Pakistan to examine the role of mass media programs in meeting farmers’ educational needs, to evaluate the efficiency of mass media and to study the effect of mass media programs on the skill development of dairy farmers. The results indicated that most of the farmers were not listening/watching dairy programs on any media, which affected their housing-water management practices. Among those farmers who listened/watched dairy programs, majority found these programs non-beneficial for them. It was concluded that despite being an effective tool, mass media programs were not playing an effective role in disseminating agricultural information among dairy farmers, thus not fulfilling educational needs of the farmers. It is recommended that agricultural extension service may telecast/broadcast animal programs at regular basis at the respondents’ convenient time and arrange training programs for them on various issues. Different dairy technologies should be focused with effective mass media programs and technical backup should be provided so as to manage and well utilize the technology. Efforts should be made to conduct programs in regional languages and Extension agents should carry out follow up visits to identify farmers’ problems and evaluate the use and benefits of new interventions.