International Journal of Agriculture Extension and Social Development

author(s)
Manichandana Gudla, Vijayalakshmi P, Apoorva Veldandi, Saurabh Tiwari and Seema Kujur

abstract
Videos serve as an effective electronic medium for raising awareness among farmers, motivating them, and influencing their behaviour towards adopting new technologies. YouTube, as a digital video platform, is widely utilized to educate farmers across the country. Professor Jayashankar Telangana State Agricultural University (PJTAU), located in Rajendranagar, Hyderabad, developed the "PJTAU Agricultural Videos" YouTube channel to extend its reach and provide comprehensive agricultural knowledge to those previously inaccessible. An experimental research design, employing a one-group pre-test and post-test approach, was conducted to study the impact of the PJTAU Agricultural Videos YouTube channel in Telangana state. The findings revealed that the majority of respondents (85%) recommended increasing the use of vernacular language in the videos rather than relying on scientific terminology. Additionally, 81% of respondents suggested incorporating the field experiences of progressive farmers into the video content. Based on these suggestions, strategies were formulated in consultation with officials from the Department of Agriculture and scientists from DAATTCs, KVKs, and SAUs. These strategies focus on technology enhancement, improving the effectiveness of videos, and expanding knowledge dissemination to further enhance the PJTAU Agricultural Videos YouTube channel's reach and impact.