A Brief Introduction to Agriculture Information Service

Ministry of Agriculture, Bangladesh

 

 

 

Introduction

 

Agriculture Information Service (AIS) have been working under the Ministry of Agriculture since its establishment in 1961. AIS have been playing a significant role in the agriculture sector providing mass media support. Meanwhile, AIS has proved that mass communication is one of the strongest methods in transferring technology among the rural people. AIS have the mandate to transfer agricultural technology through mass media like radio, television, documentary film and print media specially poster, folder, leaflet, booklet, newsletter, magazine, banner, festoon and so on.

 

The Agriculture sector has been identified as the most important sector for the socio-economic development of the country and so government has taken initiative on priority basis to enhance agricultural production. So agriculture needs to be strengthened today for better socio-economic development. On the other hand information is known as power of present era of modern society and media is the most important component of communication channel for dissemination of information. AIS work with agro-based information dissemination using different media. At present, AIS is going to be known as a powerful media-house of the agriculture sector in Bangladesh. 

 

In Bangladesh, most of our people are dependant on agriculture and to disseminate modern information and new technology to them is a crying need today. The farmers are not familiar with modern agricultural technology. AIS can play a vital role for quick and timely transfer of technology through mass media for better services to the farmers. Moreover, AIS needs to be strengthened as a strong media agency to disseminate information of agriculture to the rural mass, specially among small and marginal farmers for overall development of agriculture.

 

Appropriate media network can bring an effective response in development activities. So, mass media or mass communication is recognized as one of the most important services to introduce or transfer of modern technology to the farmers. At present, the overall activities of AIS are being needed to be upgraded enriching print and electronic media with modern facilities and production of communication tools.

 

The task force for 25 million tons food grain production, the committee of action plan for oil crop production and the policy makers of New Agriculture Extension Policy and National Seed Board for National Seed Policy entrusted responsibility to AIS for creating awareness in the respective field through print and electronic media. Considering the importance of mass communication for proper and effective implementation of said programmes a project entitled 'Strengthening of Agriculture Information Service' was taken up. Moreover, AIS identified four major components of mass media to strengthen under the development project, i.e. print, video camera, documentary film and training for human resources development. Print media is an important tool for transfer of technology to the literate farmers and field workers at the grass root level. But it may help illiterate farmers also who have literate kids and neighbours. So, AIS has a commitment to ensure regular supply of low cost Agro-farm magazine, leaflets, folders, flip chart, booklets and other print materials to the rural people in time. So, one Bi-colour Offset printing machine with modern facilities was procured.

 

At present television is the most powerful, popular and effective media in technology transfer. Mati-o-Manush is a popular farm programme of Television. AIS is providing technical support to BTV in planning, designing and developing this programme.

 

Agricultural programme is always time-bound and seasonal. Failure in timely recording/shooting of a particular item, one may have to wait up to the next season for a particular Video show. So, a field based programme, like Mati-o-Manush requires logistic on emergent basis such as Camera Unit and transport facilities. But as ending of the project AIS cannot assist properly by supplying camera unit along with transport facilities. In this situation, AIS cannot produce and edit Mati-O-Manush and agricultural technology based TV spot, Filler and Documentary film for the rural farm families as well as extension workers of GOs and NGO's.

 

Moreover, documentary films and video projection by the mobile vans in thee rural areas that have also positive impacts in transfer of technology as mass people of the rural areas can get a chance to access in modern technologies not only without cost but also in a recreational way, but AIS cannot practice this job due to lack of logistic support. In addition, AIS has given emphasis on human resources development by providing training who are involved in Development Communication, specially in rural broadcasting. Officials from Department of Agriculture Extension, Department of Livestock Service, Department of Fisheries, Bangladesh Agricultural Development Corporation, Department of Agricultural Marketing, Department of Forests and Non-Government Organizations (NGOs) including scientists from different Research Organisations like BARI, BRRI, SRDI, SRI sometimes act as broadcaster either from national or regional Radio centre. So, it is necessary to develop skill of those broadcaster’s on technique of writing and presentation of Radio Script by proper training. But no financial support for training programme AIS cannot arrange training programmes on transfer of agricultural technology or development communication programme that include print media with electronic media.

 

Establishment of new Regional offices at Rangamati, Comilla and Barisal now is in vein as the project was not taken under revenue head. It may be noted here that in 1986 these three offices were handed over to the Ministry of Livestock and Fisheries with assets and liabilities. So, AIS is facing huge problem to offer uniform development communication services throughout the country.

 

 

Vision

 

AIS has the vision to act as a bridge between the research and farmers through modern and effective communication facilities in print and electronic media for providing necessary information at right time to the overall development of agriculture community establishing as a strong media organization, knowledge-bank, information network centre for agriculturists, farmers and entrepreneurs.

 

Mission

 

The mission of AIS is to create awareness among rural people through media communication for the improvement of their livelihood by practicing with modern agricultural technologies.

 

Organisational set-up

 

The Head Office is situated in Dhaka and Regional Offices are in Chittagong, Khulna, Rangpur, Sylhet (headed by Regional Farm Broadcasting Officer) and in Mymensingh, Pabna, Rajshahi (headed by Asst. Information Officer). AIS has also two liasion offices in Cox’s Bazar and Thakurgaon to facilitated farm broadcasting programme in newly established radio stations.

 

Staffing Strength

 

At present there are 204 positions in AIS headed by the Director as the chief of the organization. It has human resources with multi dimensional expertise that is working both in print and electronic media. In print and electronic media sector we have human resource that can run the present job, but in ICT sector we have very limited human resource.

 

Main Activities

 

We work both in print and electronic media. Our channel of print media are Books, Magazines, Journals, News letter, Posters, Folders, Leaflets, Booklets, Reports, Flip chart, Flash card, Statistics etc. Our electronic media productions are Radio clips, TV programme, Film show, Video documentary, Spot, TV Filler, Talk show etc. However, we observe International Day like World Food Day and national events like National Fruit Tree Plantation. We provide training programme on Development Communication in Agriculture to the agricultural media personnel who participate in print and electronic media.

 

a) Print media

 

  i) Regular Publication

Sl

Item

Quantity

01

Krishikatha

Monthly 52,000 copies (Magh 1412)

02

Samprasaran Barta

Monthly 1,000 copies(Magh 1412)

03

Agriculture Diary 2005

10,000 copies (2006)

 

  ii) Occasional Publication

Sl

Item

Quantity (2005)

01

Poster

200,000

02

Booklet

24,500

03

Leaflet

115,500

04

Sticker

70,000

04

Telephone directory

2,000

05

Souvenir

15,500

 

  iii) However AIS publishes different print materials as per demand of different departments under Ministry of Agriculture. A list is here:

 

Department

Item

Month of Print

Quantity

CDB

Leaflet

January 2005

10,000

PPW, DAE

Certificate

January 2005

173

NCDP, DAE

Folder

February 2005

240,000

BARC

Journal

February 2005

900

MoA

Book

February 2005

1000

MoA

DO pad

March 2005

2,500

AIS, Rangpur

Pad

March 2005

2,500

MoA

Invitation Card

March 2005

15,500

DAE

File cover

April 2005

5000

DAE

Log book

April 2005

5000

NCDP, DAE

Folder

April 2005

120,000

MoA

Annual report

May 2005

300

NCDP, DAE

Certificate

May 2005

10,000

CCW, DAE

Training Manual

June 2005

400

CCW, DAE

Certificate

June 2005

5,000

CCW, DAE

Booklet

June 2005

5,000

CCW, DAE

Folder

June 2005

10,000

SRDI

Recommendation Card

June 2005

20,000

SRDI

Folder

June 2005

11,000<