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Electronisation and mechanization in communication systems have provided an opportunity to access the information rapidly, accurately and repeatedly. To reach the unreach modern electronic gadgets and systems have been introduced to cope-up the requirements. Information has an immense value in our society. Its large scale dissemination through highly preferred communication media constitutes one of the most striking developments of present era. Organic farming has an important scope in hilly rural areas of J&K. In order to increase the organic crops production in hilly areas, it is necessary that the organic farmers of hilly areas should adopt the scientific organic farming technologies. In order to know the media preferences of organic farmers residing in hilly areas, the present study was conducted in hilly district Reasi of Jammu and Kashmir which was selected purposively. A sample of 150 trained organic farmers was selected purposively. A list of different sources of organic farming information was prepared and farmers were asked to indicate their preferences on a three point scale. It was found that Extension Personnel of KVK and Extension Personnel of State Deptt. of Agri. were highly preferred by the organic farmers.

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