MVSc

The utilization of communication sources and the information and skill
needs of 60 dairy entrepreneurs in Ollukkara block of Thrissur district were
studied. A multistage random sampling procedure was adopted to select the
respondents. The socio-personal, socio-economic and socio-psychological
characteristics of the respondents were studied along with •availability, preference,
utilization pattern, credibility of communication sources and information and skill
needs of farmers by using a structured schedule. Suitable statistical tools were used
for analysing the data collected.
Dairy entrepreneurs were seen utilizing information source in their
system, both institutional and media. Of the various sources, the most accessible to
them comparatively were milk co-operatives, radio and newspaper. Though
veterinary hospital, veterinary college and other professionally qualified persons
were the comparatively most preferred for information regarding dairying, yet
these sources were not seen utilized adequately, Instead, the sources comparatively
utilized were radio, newspaper and friends. The reasons for this strange finding are
to be understood. Feature stories and question-answer items in the farm pages of
dailies, farm news, Kerala Agricultural University news and farm and home
programme of radio were seen frequently read or heard. Hence, the utility of these
items/programmes such as training, symposium and farm clinics were found to be
less available and evidently less utilized. These programmes need to be adequately
organized inorder to address to the needs of dairy entrepreneurs. It was in general
observed that availability or access and preference for communication sources
influenced their frequency of utilization.
The first three most important and trustworthy communication sources
mentioned were other professionally qualified persons, veterinary college and
veterinary hospital, those most preferred for information, even as the same were

comparatively less utilized by the entrepreneurs. This situation obviously
demanded for a more entrepreneur friendly approach adopted by these sources.
Of the information needs, the most needed ones were heat detection and
artificial insemination followed by bread characteristics and source of good dairy
animals for purchase. Hence information on these felt needs are to be imparted
through appropriate extension methods preferably through the most utilized media
sources such as radio and newspaper but regularly and repeatedly. Skills were most
needed about first aid measures, preparing concentrate feed and handling milking
machine. Demonstrations can help in this regard. Similarly, proper understanding
of the importance of skills such as making milk products, preparing silage and urea
treatment of straw which are very relevant to economic dairying is to be developed
through suitable extension methods.
Although all the independent variables studied had together explained
considerable and significant variation in the frequency of utilization of
communication sources, yet fixed investment, economic motivation and levels of
aspiration were found to be the strong determinants of the frequency of utilization
of communication sources. While considering information and skill needs together,
the strong determinants were educational status, land holding, fixed investment,
innovation proneness and marketing orientation.