International Journal of Agriculture Extension and Social Development

author(s)
Karravula Rakesh, Vasantha R, Ravinder Naik V, Vidyasagar GECH and Dhandapani A

abstract
Access to accurate and timely agricultural information is crucial for improving farm productivity, decision-making, and sustainability. This study examines the utilization behaviour of information sources among paddy farmers in rice exporting regions of Nalgonda and Nizamabad districts of Telangana and East Godavari and West Godavari districts of Andhra Pradesh. A total of 160 farmers were surveyed using an ex post facto research design. Findings reveal that farmers predominantly rely on personal sources such as family, friends (65% in Telangana, 68.75% in Andhra Pradesh), and neighbours (47.5% in Telangana, 51.25% in Andhra Pradesh) for agricultural knowledge. Among Impersonal localite sources, State Agriculture department officials emerged as the most utilized (71.25% in Telangana, 73.75% in Andhra Pradesh), while mass media sources such as mobile/internet services (23.75% in Telangana, 33.75% in Andhra Pradesh) and newspapers (27.5% in Telangana, 33.75% in Andhra Pradesh) showed moderate engagement. The study underscores the need for integrating digital tools, strengthening farmer-researcher linkages, and expanding practical learning opportunities through Kisan Melas and on-field demonstrations to enhance information dissemination. A hybrid approach combining traditional, institutional, and digital information channels is recommended for improving agricultural extension services and supporting sustainable paddy farming in the region.