Abstract
Extension is primarily a communication intervention in which extension field staff (EFS) is expected to use a wide variety of communication channels to communicate extension messages effectively to farmers. Mere use of various communication channels may not be sufficient for desired 'results, it is the quality with which a particular channel is adopted by the EFS which makes communication more or less effective. The effectiveness of communication depends upon how wisely a communicator uses different channels. This ultimately demands a thorough understanding of basic essentials to be kept in view while using these channels. The more they are aware of these basic essentials, the more effective they are likely to be in attaining the purpose(s) of communication. Empirical evidence suggests that the EFS did not give due consideration to most of the basic essentials while conducting farm visits and demonstrations. The main reason for this situation appeared to be lack of knowledge and interest on their part. The basic essentials indicated by many EFS were very ordinary ones. Key words: communication channels, extension work, extension field staff
