Briefing structure

Business Objective

To provide an enabled dynamic encyclopedia for use by farmers, agriculture extension workers, agri-input dealers and various other stakeholders in agriculture.

Communication Objective

      The purpose of these Call Centres has been mainly to respond to issues raised by farmers instantly in the local language, on continuous basis.

      Accordingly, it was proposed to target the entire country in all the major languages by a network of Call Centres to enable the farmers to get expert advice through a toll free number.

Target Person

Target audience can be classified under the following groups:

      Farmers

      Extension workers

      Field-level functionaries

      Agriculture scientists

      Researchers

      Policy makers

      General public

Media

Doordarshan and All India Radio is being utilized to produce and transmit programmes covering a wide spectrum of topics in agriculture and allied field for bringing the latest information and knowledge to the farming community. 

Benefit

      Technology transfer has brought a transformation in the lives of the people in the countryside and the farmers and others who have adopted the new technology and the methods of cultivation are happy to share their experiences with others.

  The farmers can dial the toll free helpline mainly to respond to issues raised by farmers instantly in the local language on continues basis.

   The farmers can call either from telephone or mobile on all the seven days of a week, from any part of the country, to get solutions for their problems in agriculture and allied sectors.

  The Kisan Call Centres will thus enable the establishment of close linkages and seamless communication mechanism among the key stakeholders in the extension system namely - Farmers, Agricultural Scientists, Extension Functionaries and Marketing Agencies.

      Putting the farmers directly in contact with Agriculture experts.

      Making authentic field data available for Agriculture Policy decisions.

Support

Mass Media Support to Agricultural Extension

In 2005, Doordarshan Broadcasting Corporation of India began implementing a multi-component programme in both "narrowcast" and broadcast modes that features a live, interactive, televised problem-solving crop seminar and various in-person and telephone agricultural information initiatives. The project seeks to educate the nation at large about the field of agriculture and related areas like rural development, animal husbandry, community welfare, environment, energy conservation, and natural resource conservation and management. However, specific groups being addressed through this multimedia programme include farmers, extension workers, and field-level functionaries, as well as agricultural scientists, researchers, and policy makers; the goal is to address these groups' information and technology needs - toward environmental well-being, food security, and economic growth.

Media Objectives

 Information, Education and Communication (IEC) play vital role in creating awareness, mobilizing people and making development participatory through advocacy and by transferring knowledge, skills and techniques to people.

      To undertake publicity campaigns by organizing Kissan Melas, Seminars/ Workshops to create awareness amongst farmers.

      Publicity campaign is carried out by distributing posters and handbills printed in vernacular language, wall paintings, advertisement in newspapers and rural oriented magazines.

      Promotional activities like State/ District level Workshops, interactive live programs on Door Darshan/ All India Radio.

      Stalls of various agricultural equipments, seeds, fertilizers etc in National/ Regional Exhibitions etc. are undertaken by the Implementing Agencies.

Budget considerations

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