This paper investigates perceived credibility of paddy farmers’ information sources and channels. The dissemination of agricultural information to farmers has been one of the crucial factors for the transmission of newer and relevant technologies. Farmers’ information needs are transforming to more need-based than demand-driven. A sum of 120 respondents was selected based on proportionate random sampling from two villages selected from each of the two blocks of Khammam district. Mean per cent score was used for obtaining the degree of credibility of sources and channels. Opinion leaders in personal localite sources, agricultural scientists in personal cosmopolite sources, result demonstration in personal cosmopolite channels and television in impersonal cosmopolite channels were perceived as highly credible by paddy farmers. One-third of respondents had high level of overall credibility.

Paddy is the major crop in India. It is the second most important crop in the world in terms of cultivation. India's public agricultural information generation, testing, and transmission system are one of the world's largest and most complicated. Information sources and channels play a major role in communicating various farm information to farmers, who are the end-users of information containing various farm technologies, which motivates them to adopt newer technologies. In the Telangana state Khammam district was selected purposefully and two blocks and in each block two villages were selected based on the more cultivation area of  paddy. From each village, thirty respondents were selected proportionately and randomly, comprising a total of 120 respondents as a sample. The study revealed that progressive farmers and extension officials of the agricultural department were the most preferred agricultural information sources, whereas result demonstration and television were important channels preferred in the study area.