Annual Programmes 2002-03

5. Media and Cyber Extension Management

The Extension system in India is undergoing a crucial phase of reforms. The
systems at district and below level are being reoriented to plan the extension
strategy and also implement it through bottom-up process. Farming community
is an equal partner in this participatory process. Extensive use of modern
information and communication technology will be promoted for dialogue
between researchers, extension workers and their farmer clients to transfer
technologies and information more cost effectively. Information technology
should be made available, particularly to those with specific enquiries to guide
them in adopting the more knowledge intensive forms of agriculture, which
will expand in future. Mass media and print media have been the traditional
friends of extension. The success of green revolution was multiplied by the
popularity of “Krishi-Darshan” on National Television and “Illu Vakali (Farm and
Home)”, “Padi Panta(Dairy and Crops)” and “Vyasaya Soochanalu (Agriculture
Information)” programmes on radio during late 60’s and 70’s. The newspapers,
particularly those in local language, supported this effort. Today doordarshan
covers the entire population and the reach of All India Radio, private FM
channels and cable network has covered almost entire country. This
communication network has to be used more effectively to reach the farming
community. Institute is working on the strategy to implement these
guidelines and plans to support it through information shops / kiosks and
capacity building efforts. It is accordingly proposed to take up “Media and
Cyber Extension” programmes on national basis. The following programmes
are proposed during the current year.

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Annual Programmes 2002-03

5.1 Theme Programme

5.1.1 Programme on Media and Cyber Extension
Dates & Venue : July 8-12, 2002 – Guwahati, Assam
August 6-10, 2002 – Ranchi, Jharkhand
September 2-6, 2002 – Anand, Gujarat
September 23-27, 2002 – Pusa, Bihar
November 11-1 5, 2002 – Jaipur, Rajasthan
Course Coordinator : V.P.Sharma

Objectives
✎ To update the extension functionaries on the latest trends in extension
management
✎ To upgrade the knowledge and skills of the functionaries in using
cyber extension as an effective tool for two way communication.

Contents
✎ Concept and operationalization of information shops in rural areas
✎ Recent trends in information and Communication Technology
✎ The tools and techniques of Cyber Extension
✎ Extension models / systems

Useful for
✎ Senior and Middle level extension functionaries, Senior Scientists of
ICAR institutions, Managers at NGOs and voluntary sector organizations

5.1.2 Programme for EEIs, SAMETI and State Management Institutes on

Web Designing (DOE Sponsored)
Date & Venue : June 10 – 22,2002 – MANAGE
Yet to be decided – New Delhi
Course Coordinator : V.P.Sharma

Objectives
✎ To update the extension functionaries on content creation, designing
and hosting
✎ To upgrade the knowledge and skills of the functionaries in using cyber
extension as an effective tool for two way communication.

52 • MANAGE
 Annual Programmes 2002-03

Contents
✎ Concept and operationalization of information shops in rural areas
✎ Recent trends in information and Communication Technology
✎ The tools and techniques of Cyber Extension
✎ Extension models / systems

Useful for
✎ Senior and Middle level extension functionaries, Senior Scientists of
ICAR institutions, Managers at NGOs and voluntary sector organizations

Fee
✎ Rs.1000/- per day per participant

5.2 NATP – IT Programmes for SAMETIs and

State Management Institutes
Information Technology has grounded strong roots under National Agricultural
Technology Project during 2001-02. Internet Connectivity has been established
by MANAGE upto state level, tele connectivity has provided for more than 30
nodes at MANAGE to have conferences with thirty different persons at different
places at a time. MANAGE ensures that PIAs be capable of using the huge IT
investment at ATMA level . It must remain functional so as to be of use and
sustain in times to come.

In order to follow-up, twelve programmes are designed for the district and
block level functionaries at all the NATP districts in basic IT skills as well as
web designing and information shops.

Training Programmes • 53