JAMMU: A state-level meeting on evaluation and impact assessment of mass media support to agricultural extension under Sub Mission on Agricultural Extension (SMAE) was held here on Saturday.
The meeting was chaired by Director Agriculture Jammu who is also the State Nodal Officer ATMA (Agricultural Technology Management Agency), H K Razdan and attended by Director Extension SKUAST-J Dr K S Risam, Associate Director Extension SKUAST-K Dr Sheikh Muzaffar Ahmed, Associate Director Extension SKUAST-J Dr RK Arora, Joint Director Agriculture Jammu Bhulesh Zutshi, Joint Director Agriculture Kashmir Sanaullah Mir, Chief Agriculture Officers from different districts, Programme Coordinators from KVKs, Programme Executive Radio Kashmir Jammu S K Malhotra and farmers from different areas and representatives from Doordarshan Jammu.
According to an official press note, Union Ministry for Agriculture Cooperation and Farmers Welfare has appointed Indian Society of Agriculture Business Professionals (ISAP) for conducting assessment study of mass media support to ATMA.
The meeting took a detailed review of the contents, timings and quality of Krishi Darshan and Krishivani Programme, focussed publicity and awareness campaigns. The participants also held deliberations on strategy for implementation of mass media support finalisation of the decisions for third party monitoring and evaluation.
The enumerators will conduct grass roots survey to study the impact of mass media campaign to achieve the envisaged goals under ATMA, the press note added.
Speaking about the mass media interventions, various stakeholders including agriculture department, SKUAST, Doordorshan, All India Radio, representatives from ISAP and progressive farmers highlighted their views regarding media usage in agriculture extension.
Director agriculture said that mass media is a potent tool for creating awareness and information dissemination at the doorsteps of farmers. He said that keeping the farmers well informed is vital for survival of societies which will help increase farmer’s income and growth of agriculture sector, the press note further read.