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Mann Ki Baat programme crucial in creating favourable environment among the farmers for enhancing awareness and their mobilization

The Prime Minister of India addresses people of the country through a popular programme called “Mann Ki Baat” on All India Radio to interact with the citizens on contemporary issues. Since its start on 03 October 2014, it has covered a total of 99 episodes till 26 March 2023. The current agricultural issues have been in focus to inspire and motivate the farming community and other stakeholders. In order to assess the reflections on inspiration and motivation of the programme on farming communities, a joint study by Indian Council of Agricultural Research (ICAR), New Delhi and National Institute of Agricultural Extension Management, (MANAGE), Hyderabad was carried out. The outcome of the studies appeared in different journals*. A launching programme of these publications was held today (25-04-2023) in New Delhi under the Chairmanship of Secretary, DARE and Director General, ICAR in presence of senior officers of Ministry of Agriculture & Farmers Welfare including ICAR.

Insights from these studies revealed that the natural farming, conservation of natural resources and willingness to adopt the Integrated Farming Systems (diversification) were the smallholder farmers’ most preferred topics covered in the Mann Ki Baat episodes. Another assessment with millet farmers revealed that the message communicated through Mann Ki Baat interaction and follow-up actions by the Krishi Vigyan Kendra professionals have strengthened farmers’ perceptions on the process of adoption of improved varieties of millets and production system and created congenial environment for agri-entrepreneurship. Digital technology, including drone and mobile, highlighted in Mann Ki Baat episode(s), was found to have significant influence on increase in farmers’ awareness and knowledge about adoption of agricultural technology. Mann Ki Baat could also create a positive environment on Farmers Producer Organizations (FPOs) to ease the agri-business and reducing the cost of cultivation of farmers (20-25%). Study on beekeeping showed that after the Mann Ki Baat programme, beekeepers, with better exposure to institutional knowledge and resources, were found to earn better profit in group than individual one, except technical problems being faced. Message on Kisan Rail could also sensitize and mobilize the farmers to avail its services. The Kisan Rail could facilitate farmers to transport their perishable agri-produce with lesser time and higher net profits with reduced involvement of middlemen. Therefore, we learned that Mann Ki Baat programme was crucial in creating favourable environment among the farmers for enhancing awareness and their mobilization.

*Note: These studies are published and available online from Indian Journal of Agricultural Sciences[93(4): 351-357; 93(4):358-364; 93(5): 3-11], Indian Journal of Extension Education[2023, 59 (3):1-6; 2023, 59(3):8-13)]; Journal of Community Mobilization & Sustainable Development [2023, 18(1): 315-327; 2023, 18(1): 79-88]and Journal of Agricultural Extension Management [2023, XXIV (1): 1-21;2023, XXIV No. (1):51-83.

About Editor in chief

Ashok Palit has completed his graduation from Upendranath College Soro, Balasore and post graduation from Utkal University in Odia Language and literture.. He has also carved out a niche for himself as a scribe of eminence after joining the profession in 1988. He is also an independent media production professional. He brings loads of experience to Advanced Media, Ashok Palit as a cineaste has been active in film criticism for over three decades. As a film society activist, he soared to eminence for his profound commitment to the art film appreciation and aesthetics of cinema. His mode of discourse is often erudite but always lucid and comprehensible marked by a perfect acumen so rare in the field. A film aesthete with an immense fond of critical sensibilities, he wrote about growth and development of odia cinema in New Indian Express, The Times of India, The Hindustan Times, The Asian Age and Screen. He has been working as an Editor for Cine Samaya from 2002-2004.. He had made solid contribution on cinema in many odia Dailies and weekly such as Samaj, Prajatantra, Dharatri, Samaya, Satabadi, and weekly Samaya.
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