Assessment of Kisan Mobile Advisory (KMA) Service for Dissemination of Agriculture Information in Mehsana District; Gujarat

Abstract

Introduction of information and communication (ICT) in the field of Agriculture has brought many changes in traditional methods of extension. It enables the dissemination of requisite information at the right time to the right people. The revolution in ICT has made access to the information easy and cost effective to the rural masses in general and farming community in particular. Kisan Mobile Sandesh (KMS) or Kisan Mobile Advisory Services (KMAS) is one among several methods of ICTs working successfully for dissemination of latest information. KMAS is best on the liner model of communication, which involve four major component of communication process viz. Sender, Message, Channel and Receiver, Mobile phones, Short Message Service (sms) are important tools and can be used by the KVK specialist. The extension functionary is the user of the information while farmers are implementer at field level. Kisan Mobile Advisory Service was launched for sending information through SMS in Mehsana District through Krishi Vigyan Kendra during January 2014. The content of messages were typed in Gujarati language and information related to crop production, crop protection, vegetable and fruit production, spice crops, dairy farming, weather forecasting, post harvest management and other agricultural and allied related information sent to end users. To evaluate the sending information and usefulness of information, the present study was constitutes, survey of 80 farmers, 10 in-service personnel and 10 input suppliers of district during 2014-15. Result of survey shows that messages were highly understandable for large majority 42.50 % of the members of farmer’s category. It was highly understandable for 80 % and 50 % KMA member of in-service personnel and input supplier category respectively. Messages were needful and timely for 67.50% of KMA member of farmer’s category and about 70% and 50% for in-service personnel and input supplier, respectively. As far as applicability of message is concerned, the messages were fully applicable for about 44 % of KMA member of farmer’s category whereas medium and partially applicable were reported by 17.50 % and 22.50 % of members, respectively. It was also found that messages were fully applicable for in-service personnel (60 %) and input supplier (50 %). Majority of the framers 72.50 % were conveyed the messages minimum to one another farmers in social system.
DOI: 10.17762/ijritcc2321-8169.150750