International Journal of Agriculture Extension and Social Development

author(s)
Mithun G, Triveni G, Sharma GRK and Ravindra Reddy Y

abstract
This study investigates the influence of information source on the adoption of dairy husbandry practices among farmers in Andhra Pradesh. Recognizing information source as a key factor influencing farm practice adoption, the research explores this relationship within the context of dairy farming. For this research, one district from each of Andhra Pradesh's three regions with the highest milk production was chosen. Two mandals from each selected district (Visakhapatnam, Prakasam, and Chittoor) were chosen at random, as well as one village from each selected mandal. Twenty dairy farmers from each village were chosen and split into two groups of ten based on their exposure to digital and traditional media. Farmers who predominantly accessed information via digital media (WhatsApp and YouTube) were classified as digital media group, while others were categorized as traditional media. The sample comprised 60 traditional and 60 digital media farmers. A semi-structured interview schedule was used to gather the data. It was observed that 16.67 percent of digital media farmers and 43.33 percent of traditional media farmers had low levels of adoption of feeding practices. A medium level of adoption of breeding practices was observed in the majority of digital media groups (78.33%) and traditional media groups (80.00%), while a medium level of adoption of healthcare and management practices was observed in the majority of digital media groups (63.34%) and traditional media groups (73.33%). Overall, the majority of digital media (68.33%) and traditional media (70.00%) groups adopted dairy husbandry techniques to a medium level.