The chief problem is inconsistency

The Indian Meteorological Department started the Agro-Meteorological agricultural Advisory Service (AAS) in collaboration with Agriculture Departments of the respective State Governments in 1976. The aim was to provide agro-meteorological data to the farmers in order to help them better plan their agricultural activities. We started initially on a state level. By 1987, we had a bulletin for each of the 127 agro-climatic zones in the country. 

 

However, this bulletin was too generic to be of any use for farmers. The requirements of each farmer was different and a number of crops may be cultivated in a single block, to say nothing of the entire zone. The requirement for each crop is different. So for proper customisation, we decided to go deeper. By 2007, we had introduced the district level bulletins.

 

Presently, we are planning to go much deeper. By 2013, we hope to attain a block level penetration. We also hope to customise the agromet data so that not only the farmers cultivating different crops but also the same crops in various stages would benefit from it. For that, we will enter into partnerships with various NGOs and government agencies like ISRO. Preliminary studies have shown a potential Rs 50,000 crore benefit to the farmer even at the present penetration level on 24 per cent. 

 

However, for this plan to succeed, we need extensive awareness campaigns among the farmers. They need to understand the service and have a basic understanding of the information. The IMD cannot do that. We need the help of the media for that. The electronic media and the internet is especially important. It is only through these mediums that we will be able to reach the interiors.

 

In that light, I have to say, the support that the media has given us leaves quite a lot to de desired. First of all, we do not have much coverage from the mainstream national media. When we hold press conferences or release press notes, the media arrives. But that apart, there is very less coverage.

 

When it comes to the regional media, there is a little more coverage. We have been running our bulletins in many of the local newspapers. But here the chief problem is consistency. There is no fixed space or page where the news will appear. Sometimes we will get in the front pages, sometimes we are relegated to the back pages. At times, when there are important events like elections, we are dropped all together. They do not carry us for a whole month during elections. This is a big problem. If the farmers do not know exactly where to look for the bulletin, they find it difficult to follow it. Also, if there are long gaps, they lose track. 

 

I hope the media will realise the importance of this service in the near future and things will change for the better. We would hope for a fixed amount of space in a designated area for the bulletin to be truly helpful.