Use of mobile multimedia agricultural advisory systems by Indian farmers: Results of a survey

There are several organizations extensively using modern information technology in India to facilitate better communication between researchers, extension workers and their farmer clients to transfer technologies and information more cost effectively. But, many of these initiatives are focused on delivering generic information rather than providing the farm plot or crop specific advisories pertaining to the requirements of individual farmers. This paper through a well structured pre-tested questionnaire administered to participating farmers tried to find answers to the use of mobile multimedia agricultural advisory system (MAAS). The answers to the research questions had potential implications for refining the approach of making efficient agricultural extension services available through a call centre platform, equipped with mobile multimedia agricultural advisory system, to the rural farming communities. This study has shown that a majority of the farmers perceived information on pest and disease control as most important and they also felt that accessing information through mobile phone is easy and convenient. Although there were perceived benefits by farmers, the quality of information, timeliness of information and reliability of information were the three important aspects that have to be considered seriously to meet their requirements and prospects in the coming years. Correlation analysis proved that irrespective of the socio-economic characteristics, farmers were utilizing the mobile multimedia agricultural advisory system.