IISR project to use mass media to motivate farmers

The Indian Institute of Spices Research (IISR) here is coming out with a major project to share agriculture information at the grassroot level, among stakeholders and policy planners through the mass media.

With a diverse action plan, the World Bank funded project would focus on documentation and dissemination of agricultural success stories in print, audio and video format to motivate the farm community and the public at large.

With total allocation of Rs 440.35 lakh, the project, "Mobilising Mass Media Support for sharing Agro-Information" would be implemented in participatory mode with contributions from nine consortia partners,including seven Indian Council of Agricultural Research institutes, an IISR press release said.
 
The project, which is being implemented by involving organisations such as IIMC and Prasar Bharati and media houses in India, also plans to dessiminate innovative agriculture technologies and human resource development through the print media.
 
IISR has hosted a media meet here on November 9 to elaborate on the ambitious project, it said.
 
The Indian Institue of Spices Research is an umbrella organisation of ICAR and was set up here in 1976. It is involved in the research of major spices such as black pepper, cardamom, ginger, turmeric and other tree spices.