There is a need to apply science and technology in the field of agriculture.
RAWALPINDI: More than 70 per cent of Pakistan’s total land area is devoted to agriculture. However, agricultural production is low compared to many other countries. Even within Pakistan there is a gap between the average and potential yields of several agricultural crops.
There is a need to apply science and technology in the field of agriculture. In order to attain this objective, our agriculture extension agencies disseminate new technologies through different means as well as through the mass media (radio, television as well as print media).
In this context, a study was conducted on how the general population would use the media to garner information related to agriculture. Lahore district was used as a test case and the survey size was 120 people. Data was collected via an interview process and all questions were set from before.
The results were that 54 per cent of the respondents said they preferred the television, followed by radio (preferred by 25 per cent) and then print (16 per cent).
My point in writing this letter is to inform your readers of the value of the mass media in disseminating information related to agriculture and the ways in which it can be used to target a specific audience.
Bilal Ikram
PMAS Arid Agriculture University
Published in The Express Tribune, June 30th, 2014.
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