A study was made of information sources and channels whereby new ideas about improved farming methods are communicated to farmers. Questionnaire interviews were held with 200 farmers in Madhya Pradesh, India. Of the five information sources studied, neighbors were named by all respondents, village level workers by 72%, chairmen of village panchayats by 26%, and agricultural and university extension personnel by 20% and 17%, respectively. Among seven means of communication, demonstrations led with 50%, followed by radio (38%), audiovisual aids (posters, films, exhibits), general meetings, and reading materials. Age, education, caste, and economic status were discriminating factors, singly or in combination, in the use of all sources except neighbors and village local workers. One major finding was that face-to-face contacts between extension agents and farmers had the greatest influence, and mass media the least influence on adoption. (author/ly)