working effectiveness of dissemination channels as perceived by potato growers

a research can also reveal the cooperative effectiveness of agencies such as evaluation will lead to discover the weakness and strengths for further improvement of this program. the present study was designed in 2009 especially to see the effectiveness of the working of agricultural extension staff as perceived by farmers in district okara-pakistan. the data were collected with the help of a specifically designed and pre-tested interview schedule and total sample was 300 respondents. the results showed that most 45.0% of the respondents belonged to the old age (31-40 years) category and most 30% of the respondents were above illiterate. an overwhelming majority 77.33% of the respondents was in fall radio category. whereas, only 29.33% of the respondents reported that they had contact with extension field staff. an overwhelming majority 74.33% of the respondents indicated lack of mobility as the major constraints in approaching agricultural extension education services. it was concluded that different mass media were not fully utilized in the area which hindered not only awareness level of the respondents but also adversely effect the adoption level regarding the latest production technology related agriculture sector. on the basis of conclusions it was recommended that for first of all the educational level of the study area should be increased and government should ensure adequate availability of rural infrastructure facilities to enable more of the dwellers cultivate the habit of utilizing medias channels as source of information in agriculture production.