DIRECTORATE OF AGRICULTURAL INFORMATION, PUNJAB

21-Sir Agha Khan-III Road, Lahore, Pakistan
Tel: 92 42 9200729, 92 42 9200731, Fax: 92 42 9202911
E-Mailm: Ziratnama@yahoo.com ziratnama@hotmial.com
dainformation@gmail.com

Introduction
Agricultural Information Service was initiated during 1961 under administrative control of Directorate of Agriculture, West Pakistan. In 1962 Agriculture Department was reorganized and Agricultural Information Service was re-designated as Bureau of Agricultural Information under direct control of Secretary Agriculture, Punjab. Later with expansion of agricultural extension and research base in Punjab province, the Bureau of Agricultural Information was upgraded as Directorate of Agricultural Information, Punjab, during 1979. The Directorate of Agricultural information with its three sub-offices i.e. Research Information Unit, Faisalabad, Media Liaison Unit, Multan and Media Liaison Unit, Rawalpindi has been charged with responsibility to transfer the modern agricultural technology through effective use of print and electronic media for enhancing agricultural productivity.

Objectives

• To disseminate information about modern agricultural technology/cropping techniques through mass media (print and electronic) among the farmers.

• To improve capabilities of research and extension workers.

• To produce educative audio-visual aids for group communication.

• To work as two-way channel of communication between various formations of Agriculture Department, Punjab.

• To improve communication skills of professionals working in agriculture and allied departments.

FUNCTIONS AND ACTIVITIES

Print Media

Zirat Nama

This Urdu magazine is published by Directorate of Agricultural Information, Punjab on fortnightly basis to educate the farmers about crop production technologies. In this magazine, articles written by agricultural scientists about modern production technology of major and minor crops, vegetables and fruits are published according to cropping season and time. This magazine is a reliable source of information about the latest farm practices for the farming community.

Research and development publications

The Directorate regularly publishes booklets, pamphlets, folders, brochures, handbills, etc. for technical guidance and education of farmers/stakeholders in bulk quantity round the year. Vast majority of literate farmers of Punjab province benefit from these publications for increasing their per unit productivity. Books on different agricultural topics written by experts are also published for agricultural professionals, university teachers, students and progressive farmers.

Journal of Agricultural Research

This is a quarterly publication wherein original research findings of scientists belonging to the country and abroad are published to meet the information needs of agri. professionals.

Agricultural Research Courier

This newsletter is published on monthly basis to highlight news relating to research achievements and developmental activities of Agriculture Department, Punjab.

Current Awareness Bulletin

In this quarterly bulletin, contents of different national and international periodicals/books available in libraries of UAF, AARI, NIAB (Faisalabad) and Directorate of Agricultural Information, Lahore are published to keep scientists aware of contents of fresh arrivals in these libraries.

Agricultural Abstracts Bulletin

This bulletin is published on quarterly basis and contains abstracts of research articles published in national and international journals to update the knowledge of agricultural scientists.

Annual Research Report

Annual research report of Ayub Agricultural Research Institute (AARI), Faisalabad is published regularly to document research achievements of different formations working under AARI, Punjab, Pakistan.

Workshops/Seminars

Research Information Unit, Faisalabad arranges workshops and seminars on important agricultural topics at Ayub Agriculture Research Institute, Faisalabad. Through this planned effort scientists exchange views, share research findings and benefit from each others experiences.

Publicity through newspapers and magazines

The Directorate maintains effective liaison with press media and arranges publicity of site specific modern agricultural technology by releasing advertisements, press releases and agricultural features to national and regional newspapers/magazines for disseminating agricultural information regularly round the year.

Press clippings/summary of agricultural news

The Directorate monitors important agricultural news, articles and editorials on agriculture appeared in national and regional newspapers. Press clippings/summary of these news are prepared daily and sent to Minister for Agriculture, Punjab and other policy makers.

Library / Documentation Centre

The Directorate is maintaining main library for agricultural professionals at provincial Headquarters, Lahore. A number of national and international magazines/journals are regularly added along-with latest books and research reports to the library stock for capacity building of agricultural professionals. The library/documentation centre has been modernized with online searching facility.

Electronic Media

Publicity through TV channels

Agricultural programs are produced/telecast through PTV, PTV-World and other TV channels with the assistance and co-operation of this Directorate. About one thousand agricultural messages, jingles and telops are also telecast annually during prime time from PTV and other channels for creating awareness about the agricultural technologies among the farmers.

Agricultural Video Service

The Directorate produces video films/documentaries on various agricultural topics which are shown on the occasion of agricultural and industrial exhibitions/fairs. The farmers can also obtain copy of these films from the Directorate by providing blank CDs. These videos are also telecast by different television channels. The Directorate also produces documentaries and video films for SAARC countries for sharing of research and developments in agriculture and allied disciplines.

Radio Agricultural Programs

Agricultural programs are broadcast daily form six Radio Stations of Punjab Province i.e. Lahore, Rawalpindi, Multan, Faisalabad, Sargodha and Bahawalpur. More than 1000 talks of agricultural experts and interviews of progressive farmers, agricultural messages / jingles and reports of agricultural seminars are broadcast from these Radio stations annually with assistance of this Directorate.

Punjab Agriculture Helpline

To resolve emergent field problems of farmers, a toll-free Punjab Agriculture Helpine (0800-15000 and 0800-29000) has been installed in the Directorate. The farmers of Punjab province make best use of this facility for seeking technical guidance about modern farm technology. More than 7000 telephone calls/messages are recorded/received from the farmers/stake holders annually through this helpline. Response/feedback to these messages/queries are extended on the same day.

Internet Service

The Directorate disseminates latest agricultural information through internet service. The feedback from farmers about media productions on agriculture is also obtained through internet facility.

Training Courses

The Directorate of Agricultural Information, Punjab organizes training courses in “Information Science and Agricultural Journalism” twice a year regularly for improving communication skills of the professionals working in agriculture and allied departments including Livestock, Forestry, Fisheries, Irrigation, Food and Cooperative Departments of Punjab and other provinces/Azad Kashmir. The facility has also been extended to the professionals working with NGOs involved in agricultural and rural uplift activities.