Abstract
In this age of information technology revolution, extension can empower the farming community with latest
knowledge through electronic media for the development of agricultural sector. Obviously, the physical distance
and logistic problems are the major impediments in personal contacts between farmers and extension field staff
(EFS). In this context, strengthening extension services with effective use of electronic media seems
indispensable. Thus, the research was conducted to get the real picture of farmers’ perceptions regarding present
and prospective role of electronic media in the dissemination of agri. information among farmers. The research
was conducted in Faisalabad district of the Punjab province, Pakistan. Multistage random sampling technique
was used. The total sample size comprised 330 respondents. The data collected through a validated and reliable
interview schedule were analyzed through computer software SPSS. Electronic media included radio, TV,
audio/video cassettes/CDs, internet, telephone, agri. help line, and mobile phone. The awareness regarding agri.
broadcasts and contacts was poor. Similarly, the use of electronic media as agri. information sources was not
substantial. However, the future preferences for getting agri. information from the electronic media showed some
improving trend in each case as compared to the present use of electronic media.
