India is an agro based developing country with about 68.84 per cent population living in rural area. Agricultural extension is a service or system which assists farmers through educational procedures in improving farming methods and techniques, increasing production efficiency and income. With this consideration, the problem entitled "Perception of Groundnut Growers towards Modern Communication Media in Saurashtra Region" was undertaken. The study was conducted in Saurashtra region of Gujarat. Four districts were selected purposively out of eleven districts and a total of 160 respondents were selected randomly. The characteristics of the respondents' viz. education, annual income, extension participation, training received, mass-media exposure, infrastructure facilities had positive and significant relationship with the perception of the respondents about ICT technology. The characteristics of the respondents like social participation, innovativeness and risk orientation were positively and highly significantly related with the perception of the respondents about ICT technology. The age of the respondents was negative and significantly related with the perception of the respondents about ICT technology. There was non-significant relationship with the perception of the respondents about ICT technology with their size of land holding.

India is an agro based developing country with about 68.84 per cent population living in rural area. Agricultural extension is a service or system which assists farmers through educational procedures in improving farming methods and techniques, increasing production efficiency and income, bettering their levels of living and lifting the social and educational standards of rural life. The study was conducted in Saurashtra region of Gujarat. Four districts were selected purposively out of eleven districts and a total of 160 respondents were selected randomly. It is also evident that duration of utilization of mobile advisory service toped in 1-5 hrs./week category followed by television use (53.12 per cent) of the groundnut growers under thiscategory Majority (58.75 per cent) of the respondents had medium level of perception about ICT technology. Whereas, 21.87 per cent and 19.38 per cent groundnut growers had low and high level perception about ICT technology, respectively.

Farmer producer organizations (FPOs) help reduce risk, improve new corridors for entrepreneurship, and a new institutional expanse for redefining the value of agriculture for the 21st century. This organization has got the ability to usher a perennial impact on the farm community essential for their evolutionary growth. Economical communication of FPO members has been the driving force for further institutional growth and expansion both by time and space. This study aimed to estimate the inter and intra-level of interaction between sets of predicted variable, economical communication, and predictor variables (x1-x24) and to generate policy at the micro-level. The research design selected for the study was ex post facto design. One hundred (100) respondents were selected from two FPOs, fifty (50) from each FPO of Ranpur block of Nayagarh district of Odisha to conduct the study following the snowball sampling method. The correlation coefficients found that mean family education has been showcasing higher economical communication. Regression results implied that 24 causal variables together have contributed 66.70 percent of the variance in the consequent variable, economical communication (y). The results of path analysis revealed that the variable size of holding has got the highest indirect effect on economical communication. This empirical study has got tremendous policy implications for Odisha and anywhere in India as well.

The challenges before Indian agriculture are immense. This sector needs to grow at a faster rate than in the past to allow foe higher per capita income and consumption. The limitation in Transfer of Technology(TOT) model continues to remain a challenge for the public and private extension systems. With the availability of telephone and internet, it is now possible to bridge this gap to quite a large extent by using an appropriate mix of technologies. The Department of Agriculture and Co-operation, Ministry of Agriculture, Govt. of India has launched KCC scheme on 21st January, 2004 with a view to leverage the extensive telecom infrastructure in the country to deliver extension services to the farming community. The purpose of these call centre is to respond to issues raised by the farmer, instantly in the local language. Ex –post – facto research design was used in this investigation. The study was conducted in Odisha. Odisha state was purposively selected and Odisha state is having 30 districts, the Cuttack district was selected purposively, out of 15 revenue blocks in Cuttack district, two blocks namely Salepur and Nischintakoili were selected purposively Selection of villages was made on the basis of number of farmers using the services of KCC regularly. 4 villages and 120 respondents were selected randomly. The study revealed that education, land holding, annual income, innovativeness, social participation, source of information, scientific orientation and risk orientation were highly influencing the attitude of respondents towards the use of Kisan Call Centre and extension contact influenced the attitude of respondents towards the use of Kisan Call Centre. It also revealed that more aged farmers developed negative attitude towards use of Kisan Call Centre and occupation and family size are not influencing the attitude of the respondents.