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Agricultural sector worldwide is faced with several serious challenges as follows the spiralling demand of food, declining agricultural productivity due to natural resources degradation and increasing competition in international markets. The new millennium throws up new challenges in the Indian agriculture sector that are different from those in the past. Continuous pressure of producing more food from the same land with shrinking natural resources and marketing the product is a tough task for farmers. Public agricultural extension system with a mandate and mission, beyond transfer of technology, is needed to develop the capacities of the farming community.

Animal husbandry contributes 30 percent of agricultural gross domestic products in India and hence remains an important livelihood activity to the growing population of India. Mixed and diversified farming provides significant profit to the farmers than either only with agricultural or livestock farming. One of the biggest challenges in animal production is to produce animal products for human consumption through sustainable technologies. In the southern districts of Tamilnadu, dairy farming, sheep and goat rearing and back yard poultry form the major livestock livelihood activities.

Distribution channels are behind every product and service that consumers and business buyers purchase everywhere. Product distribution is one of the four elements of the marketing mix. Usually, combination on institutions specializing in manufacturing, wholesaling, retailing and many other areas join force in Distribution channels. A Distribution channels are a set of inter-dependent organization involved in the process of making a product or service available for use or consumption. Distribution channels decisions play a role of Strategic importance in the overall presence and success a company enjoys in the market palace.

Fish has a vital role to play in mitigating the protein deficiency in developing countries. Fish has been described as the meat of the third world, and fish contributes significantly in developing and developed countries as a source of employment, income generation and foreign exchange earnings. The minimum per capita consumption of fish of an average Indian should be 11 kg per annum, as recommended by the ICMR. However, the per-capita consumption of fish in India is only 5 kg per annum, whereas, per capita consumption of fish in Japan was 62.6 kg, China - 30 kg and Bangladesh - 35 kg (Goswami et al., 2012).

The cropping pattern in India is changing fast, particularly in favour of export-oriented commercial crops. These crops pose threat to the environment. Grapes is one such crop which accelerates environmental degradation. Borkar (2007) reported that with the advancement of technologies, the cultivation practices of grapes had improved increasing the yield and quality of grapes. However, to control the tremendous losses occurred due to pests and diseases in grapes, thousands of hundreds of kilograms of pesticides were dumped into the environment causing pollution.

Agricultural practices have been undergoing changes over a period of time throughout the world. The intensive agricultural practices followed during the past four decades in our country resulted in food security and self-sufficiency. This was achieved through development of input responsive varieties coupled with use of chemical fertilizers and plant protection chemicals. Agriculture is an important sector for economic development in India. Crop production is an important income source for millions of farmers in some cases with few cropping alternatives due to ecological constraints. All over the world majority offarmers rely on pesticides and fertilizers to increase yields. Pesticide use in most Indian agriculture is an essential part of production technology. Therefore farmers in developing countries are perceived as overusing pesticides, both in quantity and quality, with mixtures of chemicals, known locally as cocktails, being the favoured form of application (Crissman et al., 1994).

Food security is an essential feature of a country’s independence and sustenance. Rapid growing population and increasing purchase capacity, both play an influential role on food security. The cultivation or agriculture has declined the world over, with India and Kerala being no exceptions mainly due to the lack of human resources to work with the soil. Uneconomic crop pricing, lack of social accreditation, poor and unstable income, insecurity to life and health etc. are the main factors which discourage the youngsters in our country from becoming ‘farmers’.

Farmer Field School (FFS) is a capacity building method based on adult education principles for group of farmers. FFS is best described as a ‘school without walls’, where farmers learn through observation and experimentation in their own fields. FFS methodology is potential extension approach to enhance farmer’s knowledge which is a basis for adoption of improved practices (Manoj and Vijayaragavan, 2014). In Andhra Pradesh Department of Agriculture initiated FFS programme in the name of Polambadi during 2006.

In any work environment the managers, facilitators are equipped with some specific type of skills to perform their activity effectively. In this study, multi stakeholders were involved in the process of Precision Farming from land preparation to marketing. Every stakeholder has a specific task to be performed so as to lead the client in the direction desired. In order to achieve this, the skill components viz., Management and Facilitating skills possessed by them and their own perception on those skills were assessed.

Groundnut is one of the main oilseed crop of India.Unlike many oilseeds, Groundnut can be consumed directly in various farms and hence now it is also being considered a supplementary food crops. In india groundnut is grown in an area of about 6.5 hectares with a production of  about 7 million tones of pods per annum (2007). It is one of the few crops that can be cultivated even on marginal lands under low input conditions. Unfortunately average productivity of groundnut in india is quite low (1000kg) compared to (USA-3000 kg/ha, China- 2600 kg/ha, Argentina-2100 kg/ha  and  Indonesia-1550 kg/ha).

Theworld fashioned and occupied by three fourth of the water. Fisheries activities are an indispensable part in the life and livelihood of the peoples. Aquaculture is the most important role for the upward economic strengthening and social mobility. Most of the inland fish farmers are poor due to lack of financial resource. Because of the poor production through the inland fish culture, the most of the farmers in Tamilnadu are undertaking composite fish culture technology. Demand for fish is rapidly increasing due to the growing population and awareness about the superiority of fish to other meats. The marine and freshwater sectors growth were 2.5 and 8 per cent respectively (Ayyapan and Diwan, 2004).

Rice is a staple food for millions of people in the world, particularly in developing countries like India. The demand for rice is growing with ever increasing population. In India more than 70 per cent of the ground and surface water is being used for Agriculture and out of this 70 per cent is allocated to rice cultivation. Each kg of rice produced with irrigation requires 3000- 5000 litres of water (Anonymous, 2011). The demand of rice in India is increasing with increase in population and is expected to be 140 m.t. by 2025 (Pandey et al., 2008).

Krishi Vigyan Kendra is a Government of India funded Indian Council of Agricultural Research Project implemented at district level for enhancing the productivity and livelihood through scientific extension works. Realizing the importance of technology dissemination in the changing scenario of food and nutritional security, ICAR intervened in a big way. All the first line extension projects were merged and brought under single umbrella of KVK. The major emphasis was to enhance the production and productivity as well as to generate household income and employment of farming community. It was also envisaged that these extension works will be act as model for extension agencies and also catalyzed to improve the existing systems for better delivery mechanism.

The Revised ATMA Scheme provides for dedicated specialist and functionary support to take up training and extension initiatives at State, District and Block level. Besides this, improvement in extension outreach right down to the village level is expected to be achieved through Farmer Friend. The study mainly focused on farmer friend under ATMA scheme. The FF served as a vital link between extension system and farmers at village level (one for every two villages). The FF should be available in the village to advise on agriculture and allied activities. The FF  mobilized farmers’ groups and facilitate dissemination of information to such groups, individual farmers and farm women directly through one to one interaction individually or in groups and also by accessing information / services  on behalf of farmers as per need through Common Service Centres (CSC) / Kisan Call Centres (KCC). (Government of India, 2010).

Vegetables constitute about 55 per cent of horticultural crop production in the country with a total production of 85 million tonnes which is estimated to cross 100 million tonnes in near future. Successful cultivation of vegetables is hampered due to the incidence of several insect pests. Cultivation of hybrids, improved varieties, intensive agronomic practices, off season cultivation and indiscriminate use of insecticides has changed the pest complex in these crops.

Tamil Nadu Irrigated Agriculture Modernisation and Water Bodies Restoration and Management project (TN IAMWARM) is a multidisciplinary project funded by World Bank. It is being implemented by WRO, PWD as nodal agency in 63 sub basins along with line departments and TNAU as coordinating agency since 2007. TNAU is concentrating on up scaling water saving technologies including Sustainable Sugarcane Initiative (SSI) under Precision farming in sugarcane. Krishi Vigyan Kendra, Virinjipuram is implementing TN IAMWARM project in Cheyyar & Kiliyar sub basin since 2007. Cheyyar  and  Killiyar Sub - Basin are the tributaries  of the Palar Basin that rises in KolarDistrict of  Karnataka enters through Vaniyambadi  and drains an area of about 13,470 Sq. K.M. of which 10,880 Sq. K.M. is in Tamil Nadu. The command area of this sub basin comes under the Cheyyar and Vandavasi Taluk in Thiruvannamalai and Uttermerur, Maduranthagam, and Seyyur Taluk in Kancheepuram Districts  which covers 458 tanks in 12 blocks with a registered ayakut area of 36746 ha. The major crops grown in the sub basin area are paddy, sugarcane, groundnut and pulses.

Throughout the history of Indian agriculture, the contribution of farmers to agricultural technology development and dissemination has been very significant. Farmers’ practices are useful not only for scientific technology development, but also for sustainable agricultural development. Rural economy will sustain only when it effectively utilise the available local resources. But recent agricultural development witnessed that those modern agricultural practices slowly replacing the farmers’ practices. In this juncture the basic challenge for sustainable agriculture is to make better use of these internal resources. This can be done by minimizing the external inputs used, by regenerating internal resources more effectively or by combinations of both (Rolling and Pretty, 1997).

Agriculture is vital to the development of any nation, India being no exception. Development must include the youth and therefore the government seeks to encourage their participation in the agricultural sector. This effort seeks to change the negative perception the youth have of participation in agriculture as uneducated, unskilled, physical labourers with extremely low economic return. Modern agriculture is more than tilling the soil and animals. The sector today offers career opportunities in research, environment, financial management, engineering and other technical areas for the youth to explore. The introduction of the Youth in Agriculture is necessary and important to facilitate food and nutrition security for the sustainable development of the nation.

1. Introduction

Democratisation of information makes it possible for ideas, opinions, knowledge and services to be accessible to everyone, anywhere, anytime. In this era of ‘knowledge sharing’, making access to the required information and knowledge is the key to innovation and empowerment of farming community. Rapid technological developments over the years, particularly internet and mobile, have made it possible to provide array of services on a single platform due to convergence. It is a unique opportunity to leverage upon the available ICT infrastructures and deliver the knowledge based services effectively to people. There are number of ICT initiatives being attempted in the field of Agriculture and other sectors. Some of the successful models (web-based and mobile based) have shown way for the future of e-extension in India.

Farmers require a diverse range of information to support their farm enterprises. Information is needed not only on best practices and technologies for crop production, but also for post -harvest aspects. Agricultural Extension is an essential pillar for research and development in agriculture. Despite a wide range of reform initiatives in agricultural extension in India in the past decades, the coverage of, access to, and quality of information   provided to marginalized and poor farmers is uneven. Approaches to agricultural extension in India and worldwide continue to evolve.