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MICA develops model for agriculture communication

Andrea_Jimenez's picture

Research paper published by Prof. Arbind Sinha, Prof. Santosh K. Patra and Alok Brambhatt and Sunil Bhat, on ICT and Agricultural Communication got published in June issue of Mass Communicator. The major objective of this paper is to understand the performance of different ICTs in different parts of the India and come out with strategic analysis to strength these initiatives.

Under the study, information related to 26 ICT initiatives used for dissemination of agriculture related information viz. mobile phone, telephone, call centre, kiosk, Internet, and community radio from different part of the country were analysed. The primary data was collected with extensive field visits and by interacting with different stakeholders of ICT initiatives. The views of the beneficiary farmers were taken using qualitative and quantitative methods. Thus, it is based on a pan India study of the agriculture communication initiatives. It also recommends the steps to strengthen different facets of agriculture communication -technology, content, process, and the communication utilization support.

On the basis of the findings of the study an alternative ICT model is being developed which considers the success of the model depending on the usability and acceptance of the agriculture information by the user community. As a part of the study the communication gaps were identified and listed. Problems like lack of feedback and understanding of language are prominently highlighted. The study shows that there has been technology gap resulting in limited reach of the information. There are content gap as the farmers did not get information on local market prices and the information to facilitate their farm practices. The information was generic in nature and there were time constraint in local radio.  The study concludes that the lack of awareness about the initiative has been one of the major factors that led to the loss of productivity.  

The paper is being published as a part of the research study conducted under the national project sponsored by Indian Council of Agricultural Research (ICAR) and National Agricultural Innovation Project (NAIP), Government of India, on “Development of alternative ICT model for agricultural communication in India”. After consecutive test run of the alternative ICT model for agricultural communication, the same was implemented in two districts of Andhra Pradesh in yearly 2013. The model is only of its kind for the agricultural sector. MICA is partner with Media Lab Asia, Delhi; Acharya N G Ranga Agricultural University (ANGRAU), Hyderabad and National Institute of Rural Development (NIRD), Hyderabad in this project.

 For more details go here