Per hectare yield of various fruits especially apple is very low in Pakistan. The low yield attributed to non-adoption of recommended horticultural practices by the apple growers. EFS are mainly responsible for the dissemination of recommended horticultural practices by using different communication methods This, in turn, relate to the communication interventions of EFS with the growers. Lack of effective communication between the EFS and apple growers seems to be one of the main causes of low per hectare yield of apple fruit in the province. The present work had been planned to analyze...

In public sector, Department of Agriculture Extension is trusted to play a pivotal role in the dissemination of latest agricultural information among farmers to get an increased production of different crops by getting recommended practice adopted by them. Agriculture Extension Department acts as a bridge between research institutes and farmers and provides advanced techniques and latest technologies to the farmers at their door step. This department is also busy in providing inputs to the farmers including seeds, fertilizers, loans and machinery at low costs etc. The present study aim at to...

It is the need of the time to disseminate the improved knowledge of agriculture among the farming community in an understandable form and in the shortest possible time. In this context. television seems to be one of the most effective and efficient media. In Pakistan, television is used efficiently for agricultural purposes. Various weekly and daily programs both by the Govt. and private agencies are being telecasted on various channels of television. Effectiveness of these programs can only be judged through the opinion of the farming community. With this idea in mind the present study was...