An Investigation in to the Role of Print Media as a Source of Information in Technology Transfer of Orchard Management Practices in District Peshawar

Abstract

The research was conducted to study the effectiveness of print media in information and technology transfer in orchard management in Peshawar. Results of the study show that majority of simple respondents were 31 to 37 years of age with ratio of (26%) of the total sample. Different education levels were observed while 13% of the sample respondents were illiterate and among the literate, highest level was middle level education with a ratio of (32%). Most of sample respondents were orchard growers (59%) while some of the sample respondents were also involved in other activities. Pear and plum were the mostly grown orchards in the study area with a ratio of (29%) and (27%).Medium of information of print media were pamphlets (22%), leaflets (19%) and magazines (21%). The medium for provision of these printed materials was agriculture extension department which was mentioned by (51%) of the sample respondents. The Print media was mostly used for pruning (45%) and disease control (20%). Major advantages of print media were easy accessibility (38%) and relevancy of the materials (22%). Low cost and source of provision of new information in short time was also stated by the sample respondents. Majority of the sample respondents (32%) rated print media as good source of information, (26%) rated it excellent source of information provision. Respondents stated that due to low level of literacy (44%) and low level of farmer’s self-interest (26%) are the major factors limiting the effectiveness of print media and they suggested that to increase the scope of print media it is necessary to provide innovative ideas (45%) and unbiased information (24%) through it.

Keywords: Print Media, Media, Source, Extension, Orchard