Description

The agriculture sector in many developing countries in Asia, especially in Pakistan, is very important because agriculture is the most effective and only viable sector to generate economic growth and to feed 170 million populations. However, the agricultural extension services in Pakistan have not been very effective due to unavailability of agricultural information at proper time. This study was judged among socio-economic characteristics of the respondents and the different mass media utilized by the respondents. To accomplish this study simple random sampling technique was used in selecting 120 farmers. Questionnaires/interview schedules were administered to respondents for obtaining the required information. Percentages, frequencies, chi square and regression analysis were used to analyze the data. The results exposed that a simple majority 54.1 percent of the respondents gave 1st preference to TV, 25.0 percent gave 2nd preference to radio and 16.7 percent gave 3rd preference to print media in obtaining the agricultural. As effectiveness of mass media in dissemination of agricultural information, the respondents ranked TV as 1st, radio as 2nd, and print media as 3rd.