Majority of farmers require more knowledge and skills about better and improved farm techniques for increasing agricultural productivity. This calls for bigger role for efficient and effective agriculture extension. The method of providing extension service through different forms of mass media is quicker, low cost, group-approach based and effective.

The  Directorate of Agriculture Information, Agriculture Extension Wing of the Agriculture, Department, Government of Sindh, is keeping up the tempo of disseminating better agricultural technologies through main media outlets viz. Radio, Television, other audio visual aids and publications.

The technical scripts, messages and slogans prepared by the experts of Agriculture Research, Agriculture University, Agriculture Engineering and Water Management, Agriculture Extension, Livestock and  Fisheries Wings are edited, simplified and passed on to farmers through mass media.