In the present era of knowledge revolution there is a need to equip farmers with changing scenario of dynamic information acquisition, communication and utilization. ICT mediated need based location specific communication in rainfed agriculture integrates the information, communication, dissemination and adoption for sustainable agricultural development .Use of ICT’s in combination with different media like TV, bulletins, posters etc,. exhibit multifaceted dimensions and multifarious roles for technology access particularly in communicating to farmers.

With this background, ICT’s component is included in the CRIDA’s NAIP project on“Sustainable rural livelihoods through enhanced farming systems productivity and efficient support systems in rainfed areas” which is an action research pilot project in selected village clusters of the 8 backward districts of Andhra Pradesh involving a consortium of institutions from public, private and NGO sectors. Efforts are made in the project to open the avenues for technology access and utilization in the rural areas to the clientele. Realizing the importance of ICT’s in this juncture, one of the specific objectives of the project is “Capacity building and skill development of primary and secondary stakeholders through knowledge sharing, collective action and use of modern ICTs”. The present note reveals how the knowledge resources in combination with media enabled ICTs are used in the project to harness technology communication and utilization by rural masses.

For better utilization of the services, informal institutional set up with three tier structure i.e Information Knowledge & utilization (IKU) groups at village / grassroot level for utilizing the knowledgeresources diffused , Knowledge share Centres (KSC) at cluster level to disseminate and communicate the knowledge & information generated and Knowledge Resource centers (KRC) at apex level to generate knowledge / technology resources and content based on clientele needs assessment & Participatory rural appraisal (PRA) is being promoted under the initiative. User-friendly information through touch screen kiosks (TSK), queries readdressal system through interactive voice response system (IVRS), awareness creation of the technologies through display announcement package (DAP), Internet etc, are the services of the KSC. The KSC platform combines technologies, knowledge and multiple media such as television, print media to bring vital information regarding crop management practices, local weather, prices in local markets to communicate meaningful information & knowledge to farmers.

Efforts are made in the project to provide localized knowledge as expressed by the rural community during situation analysis by PRA, focus group interactions FGI and information needs assessment INA. The content was then designed based on the PRA, INA etc, in an user friendly interactive format for crop diagnostic services, crop calendars, package of practices, weather alerts, market information etc, two years experience from the project states that media in combination with ICT’s for technology transfer communication with farmers and knowledge enhancement with attributes of compatibility, profitability, amenable to local situations and regular updates of technology is need of hour for better outreach and adoption.

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ICT mediated knowledge share centres for localized extension services in rainfed agriculture

K Nagasree   Agriculural Extension, TOT

Dixit S   Agriculural Extension, TOT

B Venkateswarlu   Central Research Institute for Dryland Agriculture (CRIDA-ICAR)

K Ravishankar   Central Research Institute for Dryland Agriculture (CRIDA-ICAR)

In the present era of knowledge revolution there is a need to equip farmers with changing scenario of dynamic information acquisition, communication and utilization. ICT mediated need based location specific communication in rainfed agriculture integrates the information, communication, dissemination and adoption for sustainable agricultural development .Use of ICT’s in combination with different media like TV, bulletins, posters etc,. exhibit multifaceted dimensions and multifarious roles for technology access particularly in communicating to farmers.

With this background, ICT’s component is included in the CRIDA’s NAIP project on“Sustainable rural livelihoods through enhanced farming systems productivity and efficient support systems in rainfed areas” which is an action research pilot project in selected village clusters of the 8 backward districts of Andhra Pradesh involving a consortium of institutions from public, private and NGO sectors. Efforts are made in the project to open the avenues for technology access and utilization in the rural areas to the clientele. Realizing the importance of ICT’s in this juncture, one of the specific objectives of the project is “Capacity building and skill development of primary and secondary stakeholders through knowledge sharing, collective action and use of modern ICTs”. The present note reveals how the knowledge resources in combination with media enabled ICTs are used in the project to harness technology communication and utilization by rural masses.

For better utilization of the services, informal institutional set up with three tier structure i.e Information Knowledge & utilization (IKU) groups at village / grassroot level for utilizing the knowledgeresources diffused , Knowledge share Centres (KSC) at cluster level to disseminate and communicate the knowledge & information generated and Knowledge Resource centers (KRC) at apex level to generate knowledge / technology resources and content based on clientele needs assessment & Participatory rural appraisal (PRA) is being promoted under the initiative. User-friendly information through touch screen kiosks (TSK), queries readdressal system through interactive voice response system (IVRS), awareness creation of the technologies through display announcement package (DAP), Internet etc, are the services of the KSC. The KSC platform combines technologies, knowledge and multiple media such as television, print media to bring vital information regarding crop management practices, local weather, prices in local markets to communicate meaningful information & knowledge to farmers.

Efforts are made in the project to provide localized knowledge as expressed by the rural community during situation analysis by PRA, focus group interactions FGI and information needs assessment INA. The content was then designed based on the PRA, INA etc, in an user friendly interactive format for crop diagnostic services, crop calendars, package of practices, weather alerts, market information etc, two years experience from the project states that media in combination with ICT’s for technology transfer communication with farmers and knowledge enhancement with attributes of compatibility, profitability, amenable to local situations and regular updates of technology is need of hour for better outreach and adoption.

A copy of the full paper has not yet been submitted.

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