Digital Pathways to Agricultural Innovation and Extension System: ICT Platforms in Extension Advisory Services

Digital technologies are transforming agricultural innovation and extension systems, with ICT platforms emerging as vital tools for delivering timely, cost-effective, and farmer-centric advisory services. This study explores how such platforms are shaping extension pathways and enhancing access to knowledge, markets and institutional support. The study was conducted in Odisha, selecting Puri and Cuttack districts purposively due to the active presence of major agricultural research and extension actors, including ICAR institutes, KVKs, Universities, FPOs, and NGOs, a total 120 respondents (farm men, women and youths) were chosen randomly (60 from each district). An exploratory and cross sectional survey design was employed to examine the adoption of ICT platforms in agricultural extension. The study examined the ICT platforms used in extension advisory services and analyse their association with farmers’ socio-economic attribute. Correlation regression revealed income, innovativeness and economic motivation as strong positive determinants, while age showed a negative association, indicating higher adoption among young farmers. Social participation and mass media exposure significantly enhanced uptake, particularly for WhatsApp and RiceXpert. Risk orientation discouraged knowledge platform use but encouraged e-NAM participation, while cosmopoliteness also positively influenced market oriented platforms. The findings confirm ICT adoption as a multi-dimensional process shaped by financial, social, and behavioural factors, underscoring the need for capacity building and infrastructure investment.