Mass media plays an important role to create awareness in disseminating imprrJI'ed agricultuml
tec:lmologies. To examine the mass media coverage for disseminaring the imprrwed \'egewhle
practice.\· at farmer's le~·el, tlw stud:r was conducted in jive progressive villages of Jlwpa ami
Morang districts of Eastem Nepal. A total of 100 respondellts were selected for household Slll1'ey
and 20 respond ems from each village were chosen randomly. It ll'as observed that the l'egetable
growers ll'ere e.\]JOsed to mass media much more than the intetper.mnal contact. It II'Cl.l' found that
tire IIUL\·imwn vegetable growen; (4 I%) used tele~·isio11 as a source of information on im1Jrol'ed
teclrnology follmred by radio (28%) a11d newspapers ( 17%). Since the cOIIIIIIIIIIity in the rural area
11'0.\' vet)' close knit along ll'itl! nwss media, other conm11micatiun sources such as family members
and neighbors become \'el)' important for the diffusion of imfmJ\'ed 1·egetable technologies. Tire
smvey revealed that tile coverage of mass meclia on imprm·ed vegetable production 1\'ll.\' a quite
e.lfective and efficient ll'l!ere most of the fcrrmers were dependent 011 it for new so11rce r?(
knowledge. 011 the other hand, fctrmers expressed that the extension people had less frequent 1•isit
to their farms for technical support. Tire extension agencies should be made more c:[fec:rive to
provide recent informlllion on imfJrovecl vegetable farming. It ll'as also obsen·ed that elclerly
fcmners ll'ere less preferred to adopt tire impro\•ecl vegera!J/e reclurologies, a.\' tlrc•y like to stick to
tire traditional systems of vegetable janui11~.

Mass media plays an important role to create awareness in disseminating imprrJI'ed agricultuml
tec:lmologies. To examine the mass media coverage for disseminaring the imprrwed \'egewhle
practice.\· at farmer's le~·el, tlw stud:r was conducted in jive progressive villages of Jlwpa ami
Morang districts of Eastem Nepal. A total of 100 respondellts were selected for household Slll1'ey
and 20 respond ems from each village were chosen randomly. It ll'as observed that the l'egetable
growers ll'ere e.\]JOsed to mass media much more than the intetper.mnal contact. It II'Cl.l' found that
tire IIUL\·imwn vegetable growen; (4 I%) used tele~·isio11 as a source of information on im1Jrol'ed
teclrnology follmred by radio (28%) a11d newspapers ( 17%). Since the cOIIIIIIIIIIity in the rural area
11'0.\' vet)' close knit along ll'itl! nwss media, other conm11micatiun sources such as family members
and neighbors become \'el)' important for the diffusion of imfmJ\'ed 1·egetable technologies. Tire
smvey revealed that tile coverage of mass meclia on imprm·ed vegetable production 1\'ll.\' a quite
e.lfective and efficient ll'l!ere most of the fcrrmers were dependent 011 it for new so11rce r?(
knowledge. 011 the other hand, fctrmers expressed that the extension people had less frequent 1•isit
to their farms for technical support. Tire extension agencies should be made more c:[fec:rive to
provide recent informlllion on imfJrovecl vegetable farming. It ll'as also obsen·ed that elclerly
fcmners ll'ere less preferred to adopt tire impro\•ecl vegera!J/e reclurologies, a.\' tlrc•y like to stick to
tire traditional systems of vegetable janui11~.