Support to Agricultural Extension”.
1. Name of the Scheme :
- Mass Media Support to Agricultural Extension.
2. Brief history / back
ground and objectives of the scheme: -
extension machinery and information support to most states seemed to have
become outmoded. The staff created under World Bank assisted Training & Visit
(T&V) programme did not have much mobility. The need to revamp the extension
services in the country by using print and electronic media and information
technology along with the involvement of the private sector was felt
increasingly. The private sector specially the input agencies and traders,
were one of the main sources of information for the farmers. Radio, Television
and the print media had become powerful means of education and technology
dissemination. The farmers were now need technology, investment, better
quality inputs and most of all the latest know-how for sustaining commercial
agriculture. As this happened a major shift in the methodology of delivering
knowledge to the farm had to take place. The traditional system of extension
would not be able to meet the needs of a diversified Indian Agriculture. At
this juncture, it was felt that by judicious using of the mass media, the
problem of educating and informing the vast mass of agricultural workers,
farmers and public at large could be addressed. The Central Sector Scheme
“Mass Media Support to Agriculture Extension” has been launched during the Xth
Plan Period with a view to contribute to revamping the extension services in
the country by using electronic media for transfer of technology/information
to the farmers. The EFC approval of the scheme was obtained on 05.01.2004 and
later on the CCEA approval of the revised scheme was obtained and 24.02.2005.
This is a new scheme for 10th five-year plan.
Scope and Objectives of
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. They have the
advantage of reaching a wide audience at a very low cost. The electronic
media will therefore, need to be made a part of the strategy being adopted for
delivering farm level extension services.
The Scheme ‘Mass Media
Support to Agricultural Extension’ aims to fulfill the following specific
programmes covering a wide spectrum of topics in agriculture and allied
fields to cover the entire country, with special focus on isolated areas
and marginalized population.
Repeat broadcasts at
different time slots to suit the viewer’s convenience of different
segments of population.
programmes in regional languages and local dialects for the specific needs
of different regions.
programming with phone-in feature, so that the viewers may interact and
participate in the on going broadcasts.
building and training programmes to help upgrade the knowledge and
expertise of programme executives, extension workers, field-level
officials and other functionaries.