Effectiveness of Kisan Mobile Advisory Service in Dissemination of Agricultural Information in Gandhinagar District of Gujarat
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Keywords:Kisan mobile advisory (KMA), ICT, Short message service (SMS)
The revolution in ICT has made access to the information easy and cost effective to the rural masses in generalÂ and farming community in particular. Kisan Mobile Advisory (KMA) service is one among the several methodsÂ of ICTs working successfully for dissemination of latest information. KMA service was launched for sendingÂ information through mobile Short Message Service (SMS) in Gandhinagar District of the Gujarat State throughÂ Krishi Vigyan Kendra (KVK) during May 2014. The content of messages were typed in Gujarati language and
information related to crop production, crop protection, vegetable and fruit production, dairy farming, weatherÂ forecasting, post harvest management, government Schemes and other enterprises sent to end users. Out of
total registered 18750 users with us, 90 farmers, 25 Extension personnel and 15 input dealers were randomlyÂ selected for this study. After sending messages for two years (2017, 2018) feedback was sought during April-Â May 2019. Total 78 messages on different discipline were sent during study period. For collecting information,Â semi structured interview schedule was designed. The delivered messages were highly understandable for 80Â per cent of extension personnel, 60 per cent of input dealers and 42.22 per cent of farmers. Messages were
needful and timely as reported by 80 percent of farmers, 72 per cent of extension personnel and 66.66 per centÂ of Input dealers. The messages were fully applicable perceived by 51.11 per cent of farmers. It was found that
68 per cent messages were fully applicable for extension personnel and 46.66 per cent for input dealers. It wasÂ found that technology imposes high impact on 62.22 per cent of KMA members of farmer category, whereas 72
per cent and 60 per cent members of extension personnel and input dealers category reported technologyÂ impacted highly on them. Low impact was reported by 12.22 per cent by farmers, 8 per cent by extensionÂ personnel and 13.33 per cent by input dealers in Gandhinagar district of Gujarat state.
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