DIRECTORATE OF AGRICULTURAL INFORMATION, PUNJAB, LAHORE-PAKISTAN

Agriculture Information Service was initiated in West Pakistan during 1961 under the 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 the expansion of agriculture extension and research base in the Punjab province, the Bureau of Agricultural Information was upgraded as Directorate of Agricultural Information Punjab during 1979. The Directorate of Agricultural Information has been charged with responsibility to disseminate information through effective use of print and electronic media for transfer of technology to enhance agricultural productivity.

Objectives

• To improve capabilities of research and extension workers.

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

• 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.

Organogram

FUNCTIONS AND ACTIVITIES

PRINT MEDIA
 

Ziraat 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 latest farm practices for farming community.

Agricultural 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. Books on different agricultural topics written by experts are also published for agricultural professionals, university teachers, students and progressive growers. Vast majority of literate farmers of Punjab province benefit from these publications for increasing their per unit productivity.
 

Publicity through Newspapers and Magazines

The Directorate 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 published in national and regional newspapers. Press clippings/summary of these news are prepared daily and sent to Minister for Agriculture, Secretary Agriculture and other policy makers.

Library

The Directorate is maintaining main library for agricultural professionals at provincial Headquarters, Lahore. A number of national and international magazines/journals are regularly added alongwith latest books and research reports to the library stock for capacity building of agricultural professionals. The library is being 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 of farm 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 a copy of these films by supplying a blank video cassette to the Directorate. These videos are also telecast by different television channels. The Directorate also produces documentaries and video films on agricultural topics for SAARC countries for sharing of research and developments.
 

Radio Agricultural Programs

Agricultural programs are broadcast daily from 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.
 

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Punjab Agriculture Helpline

To resolve emergent field problems of farmers, a toll free Punjab Agriculture Helpline 0800-15000 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 received/recorded from the farmers/stakeholders annually to whom response/feedback is 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.
 

Audio Cassettes Publicity Program

The Directorate produced audio cassettes about production technology of major crops, fruits and vegetables from land preparation & sowing to harvesting. These cassettes are provided to the farmers on no-profit no-loss basis. The Directorate also provides the recorded audio talks of agricultural experts to the farmers free of cost on provision of blank cassettes.
 

Training Courses

The Directorate of Agricultural Information, Punjab organizes training courses in “Information Science and Agricultural Journalism” twice a year 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.
 

RESEARCH INFORMATION UNIT
 

Research Information Unit was established at AARI campus, Faisalabad-Pakistan during 1979. The unit undertakes printing of following publications and documentation work to update knowledge of agricultural scientists for improving their research capabilities.
 

Journal of Agricultural Research

This is a quarterly publication wherein original research findings of different research institutions of the country and abroad are published.
 

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 with the libraries of UAF, AARI, NIAB and Directorate of Agricultural Information are published. The objective is to keep the scientists aware of the contents of fresh arrivals in these libraries.
 

Agricultural Abstract Bulletin

This bulletin is also published on quarterly basis and contains abstracts of research articles published in national and international journals with the objective to update 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 institutes/sections of AARI, Punjab, Pakistan.
 

Workshops/Seminars

Research Information Unit also arranges workshops and seminars on important agricultural topics. Through this planned effort scientists exchange views, share research findings and benefit from their experience.
 

Information Flow Chart