UTILIZATION OF MASS MEDIA BY THE FARMERS IN MAHBUBNAGAR DISTRICT OF TELANGANA

The agricultural growth considerably depends on the communication of information and knowledge which is transferred among farmers the mass media plays an important role in dissemination of agricultural information, the mass media contributes in spreading of information and enables remote areas farmers to make decision about farming activities (Chhachhar, 2012). Mahabubnagar district of Telangana state was selected purposively based on the maximum farmers' availability. Descriptive research design was used for the present study. A total of 120 respondents were selected purposively as a sample for the present investigation. The data was collected by using pre-tested schedule and analyzed using appropriate statistical tools chi-square test was applied to find out the relationship between the utilization of mass media by farmers with independent variables. It was concluded that the socio-economic status of the respondents constitute medium level. It was observed that majority of the respondents belonged to the high level of Utilization of mass media. There was a positive relationship between utilization of mass media with independent variables like Age, family size, annual income, education, land holding, mass media exposure and extension contacts.