Now with far reaching changes in the
communication technology and break through in space technology,
remote sensing, satellite broadcasting and the media revolution,
Ministry of Agriculture, Govt. of India has decided to use Mass
Media for Agricultural Extension to augment the gaps in the
extension services, in collaboration with Prasara Bharathi and IGNOU.
Centrally sponsored scheme on Mass
Media Support to Agriculture Extension, a bold initiative by
Ministry of Agriculture, Govt. of India is already under
implementation. The primary objective of the scheme is to use
television and radio with their massive penetration as a vehicle
that could be exploited for the purpose of extension. The scheme
“Mass Media support to Agriculture Extension” aims to fulfill the
following specific objectives;
Broadcasting programmes covering a wide
spectrum of topics in the agriculture and allied fields to cover
the entire country, with special focus on isolated areas and
Repeat broadcasts at different time
slots to suit the viewer’s convenience of different segments of
Disseminate programmes in regional
languages and local dialects for the specific needs of different
Promote live programming with phone-in
feature, so that the viewers may interact and participate in the
on going broadcasts.
Undertake capacity building and
training programmes to help upgrade the knowledge and expertise of
programme executives, extension workers, field-level officials and
been assigned with the responsibility of undertaking the fifth
objective of capacity building and training programmes to help
upgrade the knowledge and expertise of programme executives,
extension workers, field-level officials and other functionaries.
The responsible includes the capacity building of the personnel
involved in electronic media, TV and Radio both to create, treat and
deliver relevant programs on agriculture for farming community. The
main objective is “to train Senior and Middle level Officers from
State Agriculture, Animal Husbandry, Horticulture, Fisheries
Departments, Scientists from ICAR / University System and other
district level implementation functionaries from TV and Radio,
including District Information Officer as identified by the State
Governments and Collectors in the use of Media Skills necessary for
TV and Radio in content creation, treatment and delivery for farmers
of activities under this project so far is given as below:
As part of the project
activities, the following orientation-training programs were
organized to LPT and FM Radio station functionaries at MANAGE with
a structure include inputs on agriculture and allied areas,
developing strategy for script writing and story broad preparation,
screening of the films / programs already produced by the program
producers of LPT and FM Radio, Production of the films / programs on
the selected themes during the training programs. After
completion of these orientation program, the program producers
expected to use the training inputs and produce the films in their
local language and telecast / broadcast the same at their respective
After a gap of two months of training,
five days Review Workshops were organized to the trained producers
to evaluate their utilization of knowledge and skill in production
of the programs relevant to the farmers’ needs
The following are the
objectives of orientation program
To orient the programme producers on
the potential use of mass media for strengthening the Agricultural
Extension Services in the Country.
To Create awareness and knowledge
among the participants about the emerging issues in the field of
agriculture and allied sectors.
To develop knowledge and skills in
the content creation, treatment and delivery of the farmer related
To develop the Back-At-Work Plans.
The following are the
objectives of review workshop
To review the programmes
produced and telecasted/broadcasted by the participants.
To sensitize the participants about the strengths and
weaknesses of the programmes produced.
To orient the participants on the improvements required to
make the programmes more effective.
To prepare the Back-at-work plans.
Shri. B. Srinivas, IAS
Dr. G. Jaya
Deputy Director (HRD)
Ph: 040-24016702-709, Extn. 253