The information needs of small holders are quite different from large farmers. Most of the ICT-based advisory services are not taking care of their specific needs and hence unable to target and attract this segment of farmers. However, a few mobile based advisory services are found helping the small farmers to some extent.

Evidence from our ongoing research project “Dairy Extension Education and Services at Farmer’s Door through Mobile Extension Unit: An Action Research” at National Dairy Research Institute, Karnal, Haryana, India  proves the extensive use of mobile phone technology to receive the problems and technology/service needs of dairy farmers and reach solutions  to their doorstep using the Mobile Extension Unit. Moreover, the ICT facilities of the mobile unit are used to provide education at farmers’ doorstep.

We are receiving encouraging feedback on these ICT- based advisory services. As an outcome of the project, reduction in the intercalving interval of dairy animals by providing timely AI service on receiving the mobile call from farmers and improvement in productive and reproductive parameters could be achieved by reaching the unreached using ICTs.

ICT facilitate quick and cost-effective knowledge generation, documentation and sharing. Here, I would like to share our experience from National Dairy Research Institute, Karnal, Haryana, India where we identified that educating dairy farmers on quality milk production was a matter of great concern in view of the WTO regulations and consumer preferences. Hence, an Extension project was specially taken up to develop information dissemination packages on Clean Milk Production. A video film, folder and multimedia package consisting of e-book and multimedia film were developed and tested in field conditions to assess its utility in terms of knowledge gain by farmers. The video film attained maximum score followed by multimedia film, folder and then e-book. The video film on clean milk production is being used for educating dairy farmers on Clean Milk Production by milk co-operatives, training institutes and Veterinary Extension Departments of universities.

But, knowledge generation by farmers is also equally important. Few examples of the use of ICTs for documentation and sharing of farmer innovations, such as e-Arik and few attempts by MSSRF are available in India but it is still mostly predominated by print media.

Some important factors contributing towards the sustainability of ICT- based advisory services for small holders are:

• Relevancy of the message/content
• Cost effectiveness
• Quick access to information
• Reliability of message
• Facilitate capacity building
• Proper connectivity
• Improving economic status
• Pluralistic approaches and partnerships
• Contribute towards improvement in production potential and market access

Traditional ICTs such as TV and radio are being widely used by Indian farmers to access and exchange information. Due to the high penetration rate of mobile phones, it has stepped in as the future of ICT in India. Low cost of the mobile device and its ability to provide feedback are added advantages. Few examples of success stories of extension programs using mobile technology in India are Reuters Market Light (RML), Kisan Sanchar Limited (IKSL) of Farmers Fertilizer Cooperative Limited (IFFCO)) and Kisan Sanchar.  However, full potential of mobile phones to provide information to farmers has not been fully exploited by service providers. Though mobile is extensively used in farmer to farmer information network, its use as an official information service provider is yet to gather momentum. Content development and timely delivery of information has to be focused and invites the urgent attention of policy makers and extension professionals.