Impact Assessment of Reuters Market Light (RML) in Agricultural Information Dissemination in Punjab

To improve the present agricultural marketing information system, a novel information dissemination system was adopted in the state of Punjab by launching The Reuters Market Light (RML) services in October 2008. The present study has examined different aspects of this venture such as acceptance, awareness, utilization, satisfaction, information-content, subscription rates, impact on marketing-decisions, etc. The study conducted in 2009–10, is based on the information collected from 116 subscribers to this scheme. It has also listed the suggestions given by the subscribers for improving the RML scheme. The sources of RML scheme were the officials of Punjab Mandi Board (61% respondents), representatives of RML scheme (16%), friends and relatives (7%) and neighbours (11%). A vast majority of the member respondents belonged to the large category or medium category of farm holdings, indicating that the scheme was being utilized mainly by the economically better-off farmers. Most of the respondents have rated the RML scheme as advantageous as they could get a higher price for their produce, disposed of their produce according to market conditions, got imminent warning on the outbreak of the disease, etc. A large number of respondents have opined that subscription charges are high. Some have also reported that the information should be given through phone call rather than by SMS so that farmers can interact with the officials of RML scheme for better understanding of the message. The suggestions given by the respondent-subscribers included (i) coverage of all crops including fruits and vegetables, (ii) coverage of all markets of the state, (iii) information-content should include production aspects also, (iv) information should be given by experts, and (v) information should be in local language. If farmers are provided with the latest and reliable market information on different crops, it will go a long way in making farming more remunerative.