Author(s):

P Anbarsan

Abstract: Today a new paradigm of agricultural development is emerging at a faster pace. The old ways of delivering information and services to citizens are being challenged. Therefore, to satisfy the need of information and knowledge, a venture promoted and supported by Thomson Reuters, Reuters Market Light (RML) offers highly customized and localized agricultural and related information service through mobile phone-via Short Message Service (SMS) to the farmers. The study was carried out in the Erode district of Tamil Nadu State. In this District Reuters Market Light (RML) utilizes Pallavan Grama Bank (Agricultural Rural Bank which is sponsored by the Indian Bank) to distribute the messages. Major constraints faced by the RML users were lack of information about multiple crops and other markets, payment for the information, untimely receipt of message etc., and the major suggestions were keywords to provide information for more than one crop in many markets. e.g. short terms like Ed for Erode and Bn for Banana.

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