In the current agricultural scenario, knowledge is a critical input with potential to enhance the system productivity manifold. The Indian Council of Agricultural Research (ICAR) continues to generate vast amount of userfriendly agricultural knowledge through its wide network of 98 research institutes and 578 KVKs across the country. Strong backward and forward linkages with farmers are essential for interactive communication to reap full potential of promising science and technology interventions. In an innovative approach mass media is being mobilized to act as an active partner for knowledge sharing and message multiplication. A National Agricultural Innovation Project (NAIP) funded project was launched with a view to utilize different modes of communication in an integrated manner for accelerated and sustainable delivery of messages. Mass awareness and diffusion of agricultural technologies at ground level is the overall goal. In a bid to improve and strengthen media relations, 16 media meets and interactions were held in different centers of the project across the country wherein more than 500 media persons from print and electronic media participated. This activity culminated into more than 1000 newspapers clipping in regional/national media. AIR and TV programmes are also being facilitated by the project teams in which subject matter experts share their experiences and directly interact with the farmers. Video films and audio capsules on success stories of agricultural technologies and innovations of farmers have been produced and ready for dissemination and telecast. Showcasing of ICAR technologies is an important activity of the project with ample opportunity to develop a direct interface with the technology users. So far 23 events have been arranged where more than 2,500 farmers/ entrepreneurs received first hand information on the technologies direct from the technology generators. Nine communication centers to interact with media are being developed as models in seven states spread from Sub- Himalayan region to coastal and central Indian covering agriculture, horticulture, livestock and other allied sectors. Capacity building of agricultural scientists is also a major activity to strengthen and enhance the communication skill, especially with mass media. Constraints, lessons and impact will be discussed.

">
 [PCST]
PCST Network

Public Communication of Science and Technology

 

Knowledge investment in agriculture through mass media resources

T. Trivedi   Agricultural Research Information System (ARIS)

Jagdeep Saxena   Indian Council of Agricultural Research

In the current agricultural scenario, knowledge is a critical input with potential to enhance the system productivity manifold. The Indian Council of Agricultural Research (ICAR) continues to generate vast amount of userfriendly agricultural knowledge through its wide network of 98 research institutes and 578 KVKs across the country. Strong backward and forward linkages with farmers are essential for interactive communication to reap full potential of promising science and technology interventions. In an innovative approach mass media is being mobilized to act as an active partner for knowledge sharing and message multiplication. A National Agricultural Innovation Project (NAIP) funded project was launched with a view to utilize different modes of communication in an integrated manner for accelerated and sustainable delivery of messages. Mass awareness and diffusion of agricultural technologies at ground level is the overall goal. In a bid to improve and strengthen media relations, 16 media meets and interactions were held in different centers of the project across the country wherein more than 500 media persons from print and electronic media participated. This activity culminated into more than 1000 newspapers clipping in regional/national media. AIR and TV programmes are also being facilitated by the project teams in which subject matter experts share their experiences and directly interact with the farmers. Video films and audio capsules on success stories of agricultural technologies and innovations of farmers have been produced and ready for dissemination and telecast. Showcasing of ICAR technologies is an important activity of the project with ample opportunity to develop a direct interface with the technology users. So far 23 events have been arranged where more than 2,500 farmers/ entrepreneurs received first hand information on the technologies direct from the technology generators. Nine communication centers to interact with media are being developed as models in seven states spread from Sub- Himalayan region to coastal and central Indian covering agriculture, horticulture, livestock and other allied sectors. Capacity building of agricultural scientists is also a major activity to strengthen and enhance the communication skill, especially with mass media. Constraints, lessons and impact will be discussed.

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

BACK TO TOP