Information and technology dissemination is a crucial tool for promoting agricultural development. The presentinvestigation was carried out in Prakasam District of Andhar Pradesh during the year 2015. Ninety rice farmers wereselected from 6 villages of 3 major rice growing mandals by following simple random sampling method. Majority of the Ricefarmers’ preffered personal localite sources of communication were friends/neighbors (71.11%), input dealers (65.56%) andprogressive farmers (51.11%). Frequently contacted personal cosmopolite sources of communication were bank personnel(56.67%) and agricultural scientists of KVK/ARS (47.78%). Television (58.89%) and news paper (53.33%) were the majormass media sources of communication frequently used by respondents. Majority of the rice farmers expressed informationneeds on pest management (91.11%), disease management (84.44%), fertilizer management (76.67%), compatibility ofinsecticides and fungicides (73.33%), high yielding varieties (67.78%), micronutrient deficiency identification and management(63.33%), critical stages of irrigation and management (62.22%), weed management (57.78%) and mechanization in paddy(53.33%). Major constraints in rice production were high cost of the labour (85.56%), increased cost of cultivation(80.00%), insufficient labour availability at critical operations like transplanting and harvesting (77.78%), heavy pest anddisease incidence (76.67%), non availability of location specific machinery for transplanting and harvesting (64.44%), lackof reasonable support price (64.17%), non availability of location specific high yielding varieties (58.89%), insufficientcanal irrigation (53.33%) and more weed growth (51.11%).