In present era information channels play the crucial role in the transfer of technology among the farmers. Presently the Indian extension system is under tremendous pressure because the extension functionaries have to cater not only the vast population but also to perform administrative, election, input supply and other works. Under these circumstances, it is not practically possible to serve all the farmers, all the time for all the problems when ratio of extension worker and farmer, the sender and receiver is more than 1:1000. Thus, the potential of mass media can be exploited to serve the rural population in this direction. Dairy is an important occupation for the farmers of hilly areas of J&K. In order to increase the milk production of dairy animals, it is necessary that the dairy farmers of hilly areas should adopt the latest dairy farming technologies and the latest information on modern dairy technologies can be disseminated by the different sources. In order to know the media preferences of dairy farmers residing in hilly district Reasi of J&K, the present study was conducted in hilly district Reasi of Union Territory of Jammu and Kashmir which was selected purposively. A sample of 20 percent (150) farmers was selected randomly from the selected villages. A list of different sources of dairy information was prepared and farmers were asked to indicate their preferences on a three point scale. It was found that KVK extension personnel and Livestock Extension Personnel were highly preferred by the dairy farmers.
Dairy farmers, Hilly areas, KVK, Media preferences