SKUAST Journal of Research

Information and Communication Technologies (ICTs) play a vital role in enhancing information sharing, collaboration, and dialogue, particularly in addressing the shortage of extension support for fishers and fish farmers. Social media offers extension functionaries a promising platform to connect with farming communities effectively. This study evaluated the digital presence and social media engagement of Krishi Vigyan Kendras (KVKs) across seven Indian states - Andhra Pradesh, Bihar, Haryana, Maharashtra, Punjab, Tamil Nadu, and West Bengal - in partnership with their respective zonal Agricultural Technology Application Research Institutes (ATARIs). The digital outreach of KVKs was evaluated using eight indicators, including website presence (English and primary state language), staff and infrastructure details, training information, extension literature, regular updation, and social media usage by KVK-SMS. Among 211 KVKs analyzed, in December, 2023, 77% had independent websites, though only 8% offered content in the state language. Digital outreach scores varied across states, with Haryana leading at 5.25, followed by Punjab, Maharashtra, and West Bengal, while Bihar, Tamil Nadu, and Andhra Pradesh had comparatively lower scores. In terms of social media usage, 54% of Subject Matter Specialists (SMSs) actively engaged with farmers through social media, while only 4% did not utilize these platforms at all. The findings highlight the need to improve KVKs' digital presence by strengthening websites in both English and local languages, and SMS shall be encouraged and trained to regularly use social media for reaching out to farmers. Computer Assistant in each KVK should be made responsible for the regular updating & maintenance of KVK websites. KVK web portals shall be developed as a one stop source of all critical info for farmers in the district to empower them through easy access to technologies, trainings, market info, and other extension advisory services.