Acharya N.G.Ranga Agricultural
University (ANGRAU) is utilizing all mass media channels like
Electronic Media (T.V & Radio) print media, to disseminate
latest agricultural technologies to the farmers of Andhra Pradesh
and elsewhere. Utilization of mass media channels at the time of
natural vagaries is immense. The extension reach of ANGR
Agricultural University improved tremendously with the
establishment of Agricultural Information & Communication
Center (AI & CC). Electronic Wing, DAATT Centres and KVKs. The
scientists of the Research Stations, Teachers of Colleges,
Extension Scientists of KVKs, DAATT Centres, AI & CC,
Electronic Wing, contribute the information to the mass media which
include identified field problems, technology recommendations,
success stories etc. This information is timely and based on
topicality and location specific.
- Annadatha Velugubaata through E.T.V.
The University is first in the country in utilizing a private TV
channel ETV for dissemination of latest agricultural and allied
field technologies in the form of lessons under the name of
Annadata Velugubata. The University records the programmes and
telecast through ETV twice in a week on Tuesday and Friday. The
Electronic wing of the University is producing this programme since
2nd October 1998. So far, 771 programmes were telecasted in
The ANGR agricultural University is first in the country in
launching an innovative telecast programme Rytumitra through Teja
Channel in collaboration with the State Department of Agriculture.
This programme was implemented successfully form the year August
2001 to March 2004.
Rythu Mithra, a one-hour programme which ran from 6.00 to 7.00
PM. First part consisted of 3 programmes of 10 minutes each on
Agriculture, Horticulture and Animal Sciences/allied fields. From
6.00-6.25 to 6.30 PM agricultural news was telecasted. From 6.30 to
7.00 Pm, phone-in-live programme where University scientist answers
the questions raised by the farmer live. A toll free phone facility
was provided to the farmers from any where in the State to
participate in the programme. In all, 1261 scientists have
participated in the phone-in-programme. The Doordarshan Kendra,
Hyderabad in collaboration with the University is conducting
phone-in-live programme once in a week for which technical inputs
like topics to be telecasted, subject matter and scientists are
from the University.
The Doordarshan, Hyderabad is also telecasting agricultural
programmes recorded by the University for a duration of 10 minutes
twice a week in Gramadarsini from 6.15 - 6.45 PM.
In addition to these regular programmes, Doordarshan Kendra,
Hyderabad and its local Kendras are recording special agricultural
Programmes with the help of University scientists and are
telecasting through its centers.
The Electronic Wing of the University has produced interactive
crop CDs on Paddy, Cotton, Castor, Groundnut and Pulses for the
State Department of Agriculture.
Electronic Wing also produced a CD on "Post Harvest Technology
on Mango" for the Directorate of Extension, GOI, New Delhi.
Crop seminars are proposed to be conducted at the 7
Agro-Climatic Zones of A.P. where the scientists of ANGR
Agricultural University discuss on the crops of importance of that
Zone involving farmers and Extension Officers. The queries raised
by the farmers on the discussed subjects/crops are answered by the
scientists. The proceedings are proposed to be telecast live by the
doordarshan for about 1 - 2 hours for the benefit of the farmers of
the zone and others in the State.
The first of such crop seminar was scheduled on 17-12-2005 at
RARS, Lam, and Guntur district involving Scientists, Extension
personnel and farmers.
ANGR Agricultural University is utilizing Radio in a big way to
disseminate information to the farmers. The University sends
Vyavasaya Samacharam to All India Radio, Hyderabad that broadcasts
the same for 10 minutes every day from 6.50 to 7.00 PM on different
topics and the same is relayed by all the other Radio Stations in
the entire State. The University scientists from time to time give
interviews, lessons and answers to the letters through all the
Radio stations in the State. The University scientists are also
participating in the Phone-in-live programmes conducted by
different Radio stations across the State.
The University sends weather base agricultural information twice
a week for the benefit of farmers. It also gives special messages
at the time of floods, droughts, pest and disease outbreaks
Print media includes press notes, popular articles and
publications. The scientific community of the University release
press notes more frequently to the leading newspapers both in
Telugu and English. They write popular articles to daily newspapers
as well as agricultural magazines published from this State in
Telugu by the State Dept. of Agriculture and other private
publications like Annadatha, Annadatha Sukheebhava, Rytuvani,
Rytanna and others.
Apart from the public and private publications, some of the
Research Stations like Rice Research Institute, Maruteru, Regional
Research Station, Anakapally is publishing monthly magazines
specifically in crops like Rice & Sugarcane respectively.
The Agricultural Information and Communication Center of the
University processes the latest information generated by its
Research Stations to disseminate the same to the farming community
and extension personnel through priced & un-priced publications
viz., Vyavasaya Panchangam (the farmer's almanac), Manuals,
Extension Highlights and Diagnostic bulletins on different crops
both in Telugu and English. About 15,000 copies of Vyavasaya
Panchangam are printed every year and sold. Twenty-three unique
diagnostic bulletins (both in English & Telugu) of highest
quality were published and printed for the first time in the
country covering 64 crops with 283 insects 436 diseases 116
nutritional disorders comprising 1839 photographs. Two bulletins,
one on "Diseases of Prawns" and the other on "Diseases of Fishes"
were also printed.
The Govt. of India has identified Agricultural Technology
Information Centre (ATIC) of ANGR Agricultural University,
Hyderabad as one of the "Level 2 Centres" to answer farmer's
queries. A toll free telephone No.1551 (Kisan Call Centre) was
installed on 21-1-2004. Calls received from the farmers to their
Call Centre in Basheerbagh were escalated to this phone, to answer
the farmer's queries. It is having the facility of talking directly
with the farmers and sometimes this center answers the Interactive
Voice response calls (calls which were received out of office
hours) the next working day. So far, this center answered 950 phone
calls on 1531 topics. The discipline allotted to this center is
package of practices and impact of weather on all crops grown in
National Remote Sensing Agency (NRSA), Hyderabad has identified
ATIC as Expert Nodal Centre for dissemination of Technology through
satellites by establishing computer systems with web cam facility
in the villages.
The Research Stations of the University publishes bulletins,
leaflets and pamphlets at the time of special occasions like Kisan
Melas, Field Days and distribute to the farmers on free of
The University provides information to the private and
non-governmental organizations to incorporate in their publications
by acknowledging the University e.g. Prathi Saagu by M/s Godavari
Fertilizers Ltd and "SRI Vari saagu" by WWF.
Like wise the University utilizes all types of print media to
disseminate information pertaining to agriculture and allied fields
to reach the farmers.
The University is serving farmers through all available mass media
channels to the best of its ability with the financial support by
GOI and State Govt.