Integrated communication strategy for faster information dissemination in sugarcane

In the present era of information revolution the need for integrated communication strategy (ICS) arises to address faster information access need of stakeholders in sugarcane production. The ICS was evolved in true spirit of client driven approach for dissemination and adoption of sugarcane production technology to achieve major objective to market saleable technology of sugarcane. The content of this strategy depicts essential activities, which need to be carried out at on station and off station locations. The activities such as developing store house on identified saleable sugarcane technology and maintenance of Technology Park need to implement at research station with the help of suggested interventions like message development on sugarcane technology and on station demonstration, respectively. The information dissemination to stakeholders at different level was also incorporated as activity to fulfill the information need of sugar mills, development workers and farmers with the provision of matching interventions like liaisons with line departments and sugar mills, training with multi-media, use of mass media etc. For sharpening of information dissemination activity research interventions like media mix strategy, development of training module were also recognized as essential component of the strategy, Identification and segmentation of target audience was conceived as key to achieve efficient information dissemination through use of print and electronic media. Traditional extension methods such as farm visits, gosthies, discussion groups were also given due importance to reinforce knowledge imparted as result of information dissemination and for adoption of sugarcane technology. The implementation of this strategy has resulted into increase in knowledge of both cane development workers and sugarcane farmers in sugarcane production technology. The much more success of ICS can be predicted on the basis of assumption that change is a result of exposure to new information this leads to increased knowledge of stakeholders and properly reinforced and supported new knowledge can result in behavioural change.