Information sources and channels mostly preferred by sugarcane growers

An effective communication or information is pre-requisite for adoption of an innovation or a technology. The Present study was conducted in Gangoh block of Sahranpur district of Uttar Pradesh (India) during 2016–2017. The data were collected personallocalite sources like neighbors, friends, progressive farmers and opinion leaders were playing important role in transfer ofsugarcane technologies to the fellow farmers with the help of structured interview schedule through 120 farmer selected on the basis of simple random sampling. These source with high credibility were widely used by majority of the respondents. The most revealing finding of the study is that VLWs or Agriculture Supervisors had lost their credibility among the farmers while the input dealers and agents of commercial seeds, fertilizers, plant protection, etc., played a critical role in information network of sugarcane farmers, however their credibility is low. It was important to note that scientists and agriculture officers were perceived a much credible source of information by sugarcane farmers, however these sources were less accessible to the farmers. Further, the increasing literacy rate and easy accessibility of the mass media channels resulted in increased utilization of these media by the farmers. The findings of the investigation indicate that television was & observed the most effective and credible channel of communication to transfer the improved sugarcane technology. The progressive farmer and radio were preferred in order to communicate the technology. R.A.E.O also plays important role in communicating to the improved sugarcane technology. A significant association between utilization of communication channels and caste group was also observed.