Search for content, post, videos

Mobile Advisory Service–A Way to Digital Agriculture

Department of Extension Education and Communication Management, CCS Haryana Agricultural University, Hisar125 004 (Haryana), India
*(e-mail :; Mobile : 9050523766
(Received : October 12, 2018; Accepted : November 28, 2018)


The information and communication technologies like radio, TV, newspaper, telephone and magazines are playing a
major role in sustainable agricultural development since early decades. Now the modern ICT’s as mobiles and computers have created a revolution. Short message service (SMS) is important tool and is used by KVK scientists. Haryana provides services through SMS containing useful information on agriculture, weather updates and best agricultural practices and policies. The present study was conducted in KVK, Fatehabad through which 15000 farmers were registered for mobile based advisory service. Total 107 messages delivered during the years 2015-16 and 2016-17 were analyzed by covering five blocks, 10 villages and 100 registered farmers. Information processing pattern of mobile advisory service by farmers revealed that in majority of the cases they discussed the received message with KVK scientists (ms 2.78). All the farmers read the message and evaluated it on relative advantage of the technology (ms 2.91). Adoption feasibility index of mobile advisory service was calculated on five attributes of new innovation which was found 81.66% for all messages received by them.

Key words : Mobile advisory service, digital agriculture, KVK, farmers