ICAR Launches Mass Media Project for Technology Diffusion

September 9, 2009
New Delhi

While inaugurating the one day launch workshop of the ICAR-NAIP project 'Mobilizing Mass Media Support for Sharing Agro Information', Chief Guest Dr. Mruthyunjaya, National Director of the National Agricultural Innovation Project (ICAR) emphasized the urgent need to bridge the widening gap between the agricultural technology generators and the users by exploring mass media as effective and potential message multiplier and the present project is a right step in this direction. While boosting the morale of project partners, he hoped that the project will enhance the visibility of agricultural technologies and their adoption by farming community and entrepreneurs and will contribute considerably to the second green revolution. He inspired the participants to work in a coherent and concerted manner to achieve excellence and make the project a big success. A information brochure on the project was released by the chief guest.

Chief Guest Dr. Mruthyunjaya, National Director (NAIP) addressing the audience. Release of Project brochure (Right)

Dr N. T. Yaduraju, National Coordinator of NAIP, while enumerating the genesis of the project, said that the project aims for the development of a scientist-media-farmer country wide interactive and participatory network addressing the problem of technology diffusion, dissemination and sharing.

Shri Manoj Pandey, Additional Director General of PIB highlighted the importance of the project in the current scenario and rendered full cooperation and support to the project. 

Shri Sunil Batra, Bureau Chief of Press Trust of India reiterated the great need for promoting agricultural technologies through media for the betterment of farming community and this NAIP media project is a welcome initiative in this scenario. Shri Neeraj Bajpai, Joint Editor at United News of India said that the media linkages involved in the project will result in enhanced coverage of agricultural news and events.


Guest of honor addressing the audience (from left to right, Shri Manoj Pandey, Shri Sunil Batra & Shri Neeraj Bajpai)

Dr T P Trivedi, Project Director, Directorate of Information and Publications of Agriculture (DIPA), ICAR and the Consortium Leader informed that the project is being implemented in a participatory and network mode called consortium consisting of nine partners. "We are also developing linkages with various esteemed print, electronic and digital media organizations across the country to act as a bridge between scientists and farmers facilitating the technology transfer from generators to the consumers/users", he added.

Taking the ICAR technologies down to farmers, the project proposes to develop nine communication centers as models in seven states spreading from Sub-Himalayan region to coastal and central India covering agriculture, horticulture and livestock. These centres, including seven ICAR institutes and two State Agricultural Universities (SAUs), will be equipped with the required facilities to take out effective communication and outreach activities showcasing the ICAR technologies to farmers and the various other stakeholders. Capacity building of scientists through relevant trainings for better communication skills is another innovative activity of the project. DIPA is acting as a Nodal and Lead Centre for the implementation and monitoring of the project.

In the technical session, Dr. T.P. Trivedi, Project Director (DIPA) & Consortium leader reviewed the preliminary progress  of the project along with consortium partners and a work plan for the next sixth months was finalized regarding various project activities.

(Source: NAIP mass media project(DIPA)/ September 2009)

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