Mass Media in Agricultural Extension:

Best yet to come

Abstract

Rapid changes in the agricultural scenario of the country are posing multiple challenges to the extension functionaries. Independent farmer of past is dependent on many players today for information, input and marketing his produce. Agriculture too is changing from subsistence and traditional to commercialize. National focus is on glut management from scarcity. Changing context requires changed roles of extension functionaries, which builds enormous pressure on the extension system in terms of capacity building of extension functionaries, development of required infrastructure and strategy and mobilization of funds. Present extension system is already under pressure due to wide ratio between the extension worker and farmer i.e. 1: 1000. Considerable time of extension worker is spent for administrative work and travel. Under these circumstance is it possible to serve all the farmers, all the time for all the problems? The answer search for cost effective and efficient support systems, in the present context, points towards all powerful tool called mass media