SK Badodiya, US Awasya, RS Sikarwar and DK Jain

Introduction of ICT in the field of Agriculture has brought countless changes in conventional methods of extension. It enables the diffusion of required information at the right time to the right people. farm advisory services is one such initiative of ICT which provide location specific and crop specific advisory services and facilitates to the farming community for seeking agricultural information timely. The present study was conducted in Barwani district of Madhya Pradesh. The total sample consisted of 120 farmers as respondents for the study. Most of the respondents (55.84%) were perceived high effectiveness of farm advisory category in seeking of agricultural information. The zero order correlation coefficient was determined between independent variables and dependent variable. Education, social participation, size of land holding, annual income, credit orientation, mass media exposure, innovativeness, extension participation, information seeking behaviour, attitude towards farm broadcast were found significant relationship with effectiveness of farm advisory. Majority of the respondents opinioned that messages should be on latest technologies on agriculture and allied sector reported by 65.00 percent farmers.

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