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This paper describes initial efforts in the form of a user research phase as part of a larger project to provide ICT based interventions to farmers in Pakistan to facilitate information dissemination. We conducted face to face interviews with 9 Pakistani farmers and 3 agricultural experts. Our main results show that mobile technology is present but under utilized, a strong peer reliance network exists and most information and media modalities are inaccessible. We relate the results obtained to design implications and future work.