Pantnagar Journal of Research

Abstract

With the commercialization of agriculture, the importance of cash crops has increased. India has the largest area under cotton cultivation and ranks third in terms of production in the world. There is a wide gap between the attainable potential yield and the actual yield obtained by the farmers which need to be bridged. In Haryana, cotton is mainly grown in Sirsa, Hisar, Fatehabad, Jind and Bhiwani districts of the state. The transfer of improved technology and their effective adoption is influenced by the method of its transfer to the farmers in accordance to their need. The media is playing an important role in passing on meaningful information at faster rate to the large number of farmers in country. It has emerged as one of the significant sources of seeking relevant scientific information by the farm families, therefore, tapping and utilizing the potential of media for transferring the newly generated technologies, information regarding weather and marketing in agriculture among the farm families is crucial and significant. Electronic media can play a vital role in developing/preparing information rich farmers for situations of urgency and emergency. The present study was conducted in Haryana state in the year 2015-16. For the standardization of media content developed, 30 judges were selected from Hisar, Sirsa and Fatehabad districts were selected purposively. Standard procedure for development of media was followed. Effectiveness of Compact Disc (CD) and booklet in terms of audio quality, video quality, presentation of message, content importance and suitability and text was rated as high. Inter consistency reliability for CD and booklet was found to be statistically significant at 5 per cent level of significance. Field applicability was also found to be high for all the messages.