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Strategy for Accelerating Inland Fish Production

The innovation of scientific technologies in inland fisheries sector not only has rendered support to increase fish production but also has imparted new dynamism to fisheries and new hopes and confidence to millions of fish farmers/fishermen. This has provided both a challenge and opportunity to the communication of information to the clientele. Experience in communication research showed that no single medium holds well in all situations. Research studied in communication indicates that the same message if transmitted through a variety of channels/media would leave and imprinted on the memory of a former.

In order to reach the fish farmer/fishermen at different stages of innovation decision process, the fishery extension personnel are required to use several media in combination. The differential sources credibility accorded by fish farmer demands the need to use multimedia for effective communication for technology. The study conducted at  CIFRI  depicted that three media combination viz. Group discussion Slide show Demonstrations contributed the most in terms  of overall effectiveness of communication while disseminating the technology of Pen and Cage culture of fish and prawn in the floodplain wetlands. Significant increase in the adaptation of technologies has been observed with the increase in number of combination of media.  Thus, concerted effort need be taken by the inland fishery extension personnel to adapted proper combination media accelerating inland fish production in the country. The break through  in inland fisheries production triggered off by the new scientific  innovations in inland fisheries sector and their use on commercial scale particularly adoption of the high predicative technologies and strategy has imparted a new dynamic to fisheries and has given hopes and confidence to million fish farmer/fishermen.  
The fisheries sector has heaved itself out of the ruts of traditional inland fish farming based on customs and tradition and it increasing assimilating the modern and most scientific techniques for stepping up the productivity. This whole process of transformation of traditional inland fish farming into modern commercial enterprise has given strong support towards Blue revolution. All these have created unprecedented upsurge in the demand for appropriate, authentic and timely information on new technologies in inland fishery sector including effective fish health management, environmental impact assessment, fish conservation, inputs requirements and post-harvest technologies and above all information on cost benefit ratio. This has provided both a challenge and an opportunity to the communication of information on inland fishery especially the research and extension work to the needs of rapidly changing and developing fisheries and fish farming community. Experience in communication research showed that no single media holds well in all situations.
 The complexity of technology, various categories of farmer i.e., illiterate to highly educated and the variance in communication skills of extension personnel demand the need to have a combination of media for effective communication of technology. Communication researches on source credibility at CIFRI conclusively showed that different categories of fish farmers/fishermen attached differential credibility to various sources of information. The media commonly used for inland fisheries extension work are: Field trips, group discussion, demonstrations, films exhibition, radio, fish farmers day, poster show etc. the relative effectiveness of each medium of communication has experimentally found to differ.
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