Since, the era of communication has transformed this world into Global Village. In this context, agricultural sector is no exception. Agricultural extension has been striving for dissemination of latest agri. information to the farming community and getting feedback about their problems as well. For keeping the farmers updated about the latest and sophisticated agri. technologies, mass media can play a vital role particularly electronic media. So, my research spheres encompass the various communication modalities in general and electronic media in particular. In the future scenario, exploring various avenues for effective use of media for the effective transfer of agri. technologies will be the real target.

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