Vol. 12, Issue 2 (2023)

Author(s):
MS Anarase, GK Sasane, SB Bhange and SB Jadhav

Abstract:
Mass media means technology that is intended to reach a mass audience. It is the primary means of communication used to reach the vast majority of the general public. The most common platforms for mass media are newspapers, magazines, radio, television, and the Internet. The prime role of the mass media is to quickly deliver information which has increased in recent past years due to strong network connectivity. Mass media provide agricultural information to farmers at the appropriate time, in the right format and from reliable sources is very vital for improving agricultural production. This investigation aims to identify pattern of mass media exposure of grape growers where from they getting relevant and need based agricultural information for cultivating grape crop in the context of changing uneven climatic conditions. In India, agriculture is the most important economic sector. Maharashtra is the country's largest grape producing state. The Maharashtra government has proposed establishing an agriculture export zone that would include Nashik, Sangli, Pune, Solapur, Satara, and Ahmednagar, to export table grapes and value added products like wine in a coordinated manner. In 2016-17, the area under grapes in Maharashtra was 90000 ha. The annual production was around 2048000MT. The productivity was 22.73MT/ha. In the context change in abbreant weather condition grape growers need manage their regular farm practices because is very sensitive to climatic conditions so that has needed reliable information about change in atmospheric conditions. Through the utilization of mass media they get accurate information. The investigation was carried out in the Nashik and Sangli district. Thirty villages were chosen at random. A total of 360 farmers were chosen from each community, with twelve grape growers chosen from each village. The information was gathered through personal interviews. In investigated result indicated that 75.28 per cent of respondents had ‘medium’ level of mass media exposure, followed by 16.67 per cent of them with ‘high’ and 8.05 per cent with ‘low’ level of mass media exposure, respectively.