International Research Journal of Engineering and Technology (IRJET) e-ISSN: 2395 -0056 Volume: 03 Issue: 01 | Jan-2016 www.irjet.net p-ISSN: 2395-0072 © 2016, IRJET | Impact Factor value: 4.45 | ISO 9001:2008 Certified Journal | Page 1150 Extending Agricultural Advancements to Rural Bengal: Tools and Techniques Utpal Sen 1 , S. B Roy 1 , Sujai Das 1 and L.K. Nayak 1 1 ICAR-NIRJAFT, 12, Regent Park, Kolkata-700040 ---------------------------------------------------------------***------------------------------------------------------------ Abstract -Communication is in an inevitable aspect of every socially existing organism. Human civilization itself has been graced through successful communication among fellow beings. The rapid increase and spread of human population apparently all over the world prompted the need for alternative communication media. The essence of time drove the technological movement to device out faster communication modes. Thus modern day communication mode is an ever-evolving optimization phenomenon of the faster communication needs with resource and cost constraints. Key words: Communication, Agriculture extension 1. INTRODUCTION India thrives on agriculture with about - % of its GDP (2010-2011) coming from the sector (See table-1). Table-1: Population Chart Besides, problems of global warming and climate change, water scarcity and food security etc. are being addressed with relentless efforts and dedication by our agricultural scientists. They have been engaged in extensive research drives towards mitigating these alarming issues in context of our country. They have come with various techniques and plausible solutions to many of these problems. These findings/ technologies need to reach the clientele (majorly the farmers) in appropriate content, at correct target, in right time. This brings back the need for effective communication modes which hugely depends on the adaptive response of the receiving end. Thus a successful communication mode should be able to deliver customized information to cater the needs of the target audience. It is to be heeded that the literacy rate of India has risen with an accelerating pace since independence, when it was merely 12 percent to 75.06 percent in 2011 according to the official records. This has been possible due to some of the efficient policies implemented by the government such as mid-day meal schemes in schools, fundamental right to education under the constitution Act. The ameliorating literacy rate of India opens wide prospects for the print media to proliferate and reach every nook and corner of the population. We confine ourselves to the scenario of rural mass communication in West Bengal where also the role of print media is noteworthy (see table -2). Year 1990 2005 Total Population 846418 1103371 Total population in agriculture 492969 566140 % of economically active population in agriculture 64 57