This document discusses principles and procedures of technology dissemination in agricultural extension. It begins by defining extension and its goals of bringing desirable behavioral changes in farmers. It then outlines widely applied principles of effective extension, including valuing local knowledge, strong research-extension links, and utilizing local resources. The document also defines technology and innovation, describing characteristics like newness, profitability, and compatibility. It discusses diffusion of innovations through communication channels and the innovation decision process. Further, it provides details on disseminating technologies through individual and group contacts using various media. Finally, the document outlines some non-commodity technologies and problems of technology dissemination.

1. Principles and procedures of
technology Dissemination
Dr A F M Feroj Hasan
Adaptive Research and
Extension Division (ARED)
16 February, 2021

2. What Extension Does?
- To bring desirable changes in behavior
The changeable behavioral components are
- Change in knowledge
- Change in skill
- Change in attitude
- Change in understanding
- Change in goal
- Change in actions
- Change in confidence

3. Principles of Agricultural
Extension
“Principles is said to be statement of
policy to guide decision and action in a
consistent manner”
Further “it is a universal truth and
found to be true under varying
conditions & circumstances”

4. The widely applied and tested Principles
of Agricultural Extension are-
- It becomes effective when it values the
knowledge and resource of local people
- It becomes effective if there is a firm
relationship between research and
extension
- It becomes effective when it follows the
whole family approach.

5. Cont’d
- It becomes effective when every extn
personnel has a plan of work
- It becomes effective when local leaders
are trained and utilized
- It becomes effective when available local
resources are fully utilized
- It becomes effective when each new or
changed practice is both technically
sound and financially profitable

6. Cont’d
- It becomes effective when extn contact
with farmers is fitted into times when
they are not otherwise busy
- It becomes effective when the results of
each practice are demonstrated just
before the time of use
- It becomes effective when client system
actively participate in extn activities
- It becomes effective when it fulfills the
need and interest of people

7. Cont’d
- It becomes effective when it works with
old institutions rather than creating new
institutions
- It becomes effective when extn
programme is monitored and evaluated
at regular interval
- It becomes effective when a wide variety
of teaching methods are used
- It becomes effective when local culture
is duly recognized and respected

8. Technology
- Technology is the subject of
agricultural extension that is taught to
the farmers.
- In fact, it becomes the central theme of
extension teaching.
- Technology should be problem-solving
oriented.
- More the adoption of technology more
the development of agriculture.

9. What is Technology/Innovation?
An innovation is an idea, practice, or object
that is perceived as new by an individual or
other unit of adoption (Rogers, 1995).
An innovation may not be new to all people at
the same time. When an individual already
aware of any or object that is not an
innovation for him, but an individual who
was quite unaware of the same idea or object
that may be innovation for him.

10. 1. Newness
2. Technical appropriateness
3. Experimentally proved
4. Environmentally-friendliness/
Environment friendly
5. Sustainability
Characteristics/Attributes of
an innovation /a technology

11. 6. Relative advantage/Profitability/Economic
viability is the degree to which an innovation
is perceived as being better than the idea it
superceedes in terms of economic profitability,
social prestige, physical convenience, and
psychological satisfaction. It is usually
expressed in terms of economic gain.
7. Compatibility with i) existing norms, values
and culture; ii) existing level of farm
management; iii) the stage of farm
development; iv) the resource availability
Cont’d

12. 8. Complexity is the degree to which an innovation
is perceived as relatively difficult to understand
and use. The more complex the innovation, the
slower is its rate of adoption.
9. Trialability is the degree to which an innovation
may be experimented on a limited basis.
10. Observability is the degree to which the results
of an innovation are visible to others. The easier
the results are to observe, describe, and
communicate to others, the faster the rate of
adoption.
Cont’d

13. Diffusion is the process by which an innovation
is communicated through certain channels over
time among the members of social system
(Rogers, 1995).
The process of diffusion may be characterized
as the (1) acceptance, (2) over time, (3) of some
specific item or practice, (4) by individual,
groups or other adopting units, linked, (5) to
specific channels of communication, (6) to a
social structure, and (7) to a given system of
values, or culture (Katz et al., 1963).
Concept of Diffusion/Dissemination

14. Model of Communication
(Berlor’s model )
1. Source
2. Massage
3. Channel
4. Receiver
S  M  C  R

15. The innovation-decision process is
the process through which an
individual (or other decision-making
unit) passes from first knowledge of
an innovation, to forming an attitude
toward the innovation, to decision to
adopt or reject, to implementation of
the new idea, and to confirmation of
this decision (Rogers, 1993, 1995).
Innovation decision process

16. Adoptor categories
1. Innovator: 2.5 %
2. Early adoptor: 13.5%
3. Early majority: 34%
4. Late majority: 34%
5. Laggards: 16%

17. Adopter
category
Personal
Characteristics
Salient values and social
relationships
Communication
behavior
1.Inovators Highest social
status largest
farms size,
wealthy, Often
young, well
education often
experience in
non-farming
environment
``Venturesome’’, willing
to accept risks, some
optional leadership,
cosmopolite
Closest contact with
scientific
information sources,
interaction with
other innovators,
relatively greatest
use of impersonal
sources of
information.
2. Early
Adopters
High social status
often large farm
size with
specialized
operations.
``Respectable’’,
regarded by many
others in the community
as a model and
influential, greatest
opinion leadership
Greatest contact
with local change
agents, competent
users of mass media.
Characteristics of Farmers in Five Categories of Adoption

18. Adopter
category
Personal
Characteristics
Salient values and social
relationships
Communication behavior
3. Early
Majority
Above average social
status average sized
farms.
``Deliberate’’, willing to
consider new ideas only
after peers have
adopted, some opinion
leadership.
Considerable contact with
change agents and early
adopters, medium use of
mass media
4. Late
Majority
Below average social
status, small farm
sizes little
specialization,
relatively low
income.
``Skeptical’’,
overwhelming pressure
from peers are needed
before adoption
leadership.
Interaction with peers who
are mainly early or late
majority, little use of mass
media.
5. Laggards Smallest farm size;
lowest social status,
lowest income, often
oldest.
``Traditional’’, oriented
towards the past, avoids
risks, little if any option
leadership almost
isolated socially.
Neighbors, friends, and
relatives with similar values
are the min sources of
information, suspicious of
the change agents.
Cont’d

19. 1. Awareness stage (Knowledge)- the individual
learns the existence of the new idea and gains
some understanding of how it functions.
2. Interest stage (Persuation)- the individual
develops interest in the innovation and forms
a favourable or unfavourable attitude toward
the innovation.
Stages of Innovation decision/adoption process

20. 3. Evaluation stage (Decision)- the individual
makes mental application of the new idea to
situation and decides/engages activities that
lead to choice to adopt or reject the
innovation
4. Trial stage (Implementation)- the individual
actually applies and tries the innovation,
usually on a small scale to determine the
utility in his own situation
5. Adoption stage (Confirmation)- the
individual accepts and uses the innovation
continuously on a full/large scale.
Cont’d

21. 1. Awareness stage (Knowledge)- Television,
Radio, Newspaper, Poster, Exhibition, Friends,
Neighbours, Extension agents, Input dealers,
Salesman, facebook, mobile, internet etc.
2. Interest stage (Persuation)-Group discussion
meeting, farm and home visits, relatives,
neighbours, input dealers, sales man, leaflets,
bulletins, personal letters, agricultural
magazines, TV, exhibition, facebook, mobile,
internet etc.
Communication media used by farmers at different
Stages in the of Innovation decision/adoption process

22. 3. Evaluation stage (Decision)- Farm and home visit,
result demonstration, opinion leaders, method
demonstrations, meeting at result demonstration/
field days, personal letters, leaflets, booklets, TV
4. Trial stage (Implementation)- Farm and home visit,
visits to result demonstration plots, study tour,
circular letters, meeting at result demonstration/
field days, leaflets, TV
5. Adoption stage (Confirmation)- Neighbours, visits
to other adopter’s plots, discussion with near peers,
discussion with local leaders, friends.
Cont’d

23. Dissemination of Technology
i. According to use
1. Individual contact
a) Farm and home visit
b) Office calls
c) Telephone/mobile calls
d) Personal letters
e) Result demonstration

24. Cont’d
2. Group contact
a) Lecture meeting
b) Leader training meeting
c) Method demonstration
d) Result demonstration meeting
e) Conference
f) Farmers schools
g) Tours

25. Cont’d
3. Mass contact
a) Bulletins
b) Leaflets and folders
c) Circular letters
d) Radio
e) TV
f) Exhibits
g) Posters

26. Cont’d
ii. According to form
1. Written
a) Bulletin
b) Leaflets
c) News stories
d) Circular letters
e) Personal letters
g) News papaers

27. Cont’d
2. Spoken
a) General and special meetings
b) Farm and home visit
c) Office calls
d) Telephone /mobile calls
e) Radio

28. Cont’d
3. Visual
a) Result demonstration
b) Exhibition
c) Posters
d) Charts and graphs
e) Slides
f) Photographs
g) Flash cards
4. Spoken and visual
a) Method demonstration
b) Result demonstration
c) TV
d) Folk songs and drama
e) Movie

29. Problems of technology dissemination
1. Technology itself
- cost of innovation
- simple
- divisible
- profitable
- labour and time saving
- communicability
- physical compatibility (free from diseases ,
drought resistant)
- cultural compatibility

30. Cont’d
2. Rapid changing of situations (Biological ,
socio-cultural, political, organizational)
3. Population
4. Education
5. Lack of seeds, fertilizers, pesticides, credit,
irrigation
6. Lack of training/ information
7. Rapid changing of situations
8. Inadequate linkage of research and extn
9. Ignorance of farmers indigenous
technology

31. Cont’d
10. Inattentive extn workers
11. Rapid changes of needs of people
12. Marketing
13. Inadequate infrastructure development
(road, highways, market place etc.)
14. Lack of seeds, fertilizers, pesticides,
credit, irrigation
15. Communication channels not appropriate
16. Lack of training/ information
17. Ignorance of real needs of the majority
farmers
18. Ignorance of role of women and youth

32. Name of Variety Quantity
Rice 24
Wheat 1
Jute 3
Oil Crops
Mustard-10, Groundnut-10, Sesame-4, Soybean-6 30
Pulse Crops
Lentil-11, Mungbean-10, Chickpea-10, Blackgram-1,
Grasspea-1
33
Vegetables: Tomato 13
Horticultural crops (Garlic-1, Chili-2, Lemon-2,
Onion-2, Termeric-1) 8
Total = 112
Commodity technologies (Crops: 18; Varieties: 112)
Using Peaceful Nuclear energy and other Breeding Techniques

33. Crop variety Selected strain Increased yield (%)
1. Lentil BINA LT-18 15-30
2. Chickpea BINA-CP-2 20-40
3. Mungbean BINA-MB-1 18-35
4. Cowpea BINA-COP-7 25-45
5. Groundnut BINA-GN-2 20-40
6. Soybean BINA-SB-4 70-150
7. Dhaincha BINA-DC-9 25-50
8. Blackgram BINA-BG-1 20-35
9. Felon Binabiofertilizer-10 10-25
Nine innocula developed for leguminous crops
Commodity Technology: BINA Developed Biofertilizer

34. Cropping Pattern Location Remarks
T. aman (Binadhan-7) 
Mustard (Binasarisha-4) 
Boro rice (BRRI dhan 28)
Kushtia,
Jhenaidah,
Jashore and
Chuadanga
- Increased net
profitability by 58%over
existing cropping pattern;
- Facilitates mustard as an
extra crop between aman
and boro;
- Cropping intensity
increased from 200 to
300%
1. Profitable cropping patterns
Non Commodity Technology

35. BRRI dhan28
Binadhan-7
Binasarisha-4

36. Cropping Pattern Location Remarks
T. aman (Binadhan-7) 
Mustard (Binasarisha-4) 
Tosha jute
Faridpur and
Narail
Increased net
profitability by 30%
over existing cropping
pattern
2. Profitable cropping patterns
Contd.

37. Binadhan-7
Binasarisha-4
Tosha jute (JRO 524)

38. Contd.)
Cropping Pattern Location Remarks
T. aman (Binadhan-7) 
Lentil (Binamasur-5/6) 
Sesame (Binatil-1/2)
Narail,
Faridpur,
Kushtia,
Jhenaidah,
Jessore and
Chuadanga
Increased net
profitability by
45% over existing
cropping pattern
3. Profitable cropping patterns

39. Binamasur-5
Binatil-1
Binadhan-7

40. Cropping Pattern Location Remarks
T. aman (Binadhan-7) 
Mustard (Binasarisha-4)/Chickpea
(Binasola-4)/Wheat (BARI gom 26) 
Mungbean (Binamoog-8)/Sesame
(Binatil-1/2)
Barind
areas
Save about 80% water,
profitable up to 68%
compared to existing
pattern.
4. Cropping pattern for Barind areas
Cropping Pattern Location Remarks
T.aman (Binadhan-7) 
Mustard (Binasarisha-4) 
BRRI dhan29
Netrokona
(Haor area)
Profitable up to 55%
compared to existing
pattern.
 Cropping intensity
increased by 200 to 300%
5. Profitable cropping pattern for Hoar area
Contd.

41. contd
6. Soil Health services to farmers
7. Use of sewage slydge in crop production
8. Minimum tillage for wheat cultivation
9. Wheat cultivation in saline soil
10. Use of micronutrient for higher mungbean
and mustard production
11. N-fertilizer management in rice cultivation
12. Use of press mud instead of TSP
13. Phosphetic fertilizer management in rice
based cropping system

42. contd
14. Integrated nutrient management for three dominant
cropping pattern:
i) Boro  Grean manure  T. aman;
ii) Wheat  T. aus  T. aman;
iii) Mustard  Boro  T. aman
15. A new cropping pattern for saline soil of Feni
16. Control of pulse beetle by plant oils
17. Irrigation scheduling for the mustard varieties
(Safal and Agrani)
18. Water saving in rice cultivation
19. Water-logging tolerance limit of sugarcane
20. Supplement irrigation for Binasail rice
21. Low cost irrigation

43. contd
22. Cultural management of disease
23. Varietal resistance to major diseases
24. Nitrate leaching in rice field
25. Solar energy in irrigation
26. Ground water status
27. Development of groundwater level
measuring device (Water level indicator)
28. Climate change study
29.Shallow tube well installation to lift arsenic
free water

44. contd
30. Development of new cropping pattern for salt affected
soils through water management practices
31. Arsenic uptake by rice plant, and movement of arsenic in
soil-plant system
32. Salt tolerant wheat genotypes
33. Water management in saline area
34. Farmers reasons for cultivating local varieties of T aman
rice
35. Factors contributing to communication effectiveness
36. Profitability of Binasail cultivation
37. Homestead gardening model for year round fruit harvest
38. Use of urea super granule to reduce nitrogenous fertilizer

45. Procedures of technology dissemination
1. Adaptive trial / FOTs /Block farming / Demonstration
(a) FOT (Farmers observation trial)/Adaptive trial /
On-farm trial
(b) Block farming /Block demonstration
2. Training
(a) Farmers training
(b) SAAO training
(c) DAE, BADC, NGO personnel training
3. Seed distribution (Farmer, seed dealer, BADC, NGO, etc)
4. Field days
5. Field visit
6. Farmers rally
7. Mass media campaigns (Electronic and Print Media)
(a) TV News, Radio News, Radio Talk, News Paper etc
8. Agricultural fair

46. Demonstration
Demonstration is a visual as well
as audio-visual teaching device
that is effectively used for the
farmers to understand and use of
a technology/ an innovation

47. Types of Demonstration
Result demonstration is a visual
teaching technique when the results of a
technology/ innovation are shown to the
farmers demonstration.
Method demonstration is an audio-
visual teaching technique where the
ways of doing certain activities are
shown to group of people by an
extension worker or trained leader.

48. Objective of Demonstration
1. It brings research to the doors of the
farmers
2. It upholds the principles of seeing is
believing and learning by doing
3. It is used as a vital media for
communication dissemination and
diffusion of information
4. It provides scientists with a `field
laboratory’ and problem-solving platform

49. Cont’d
5. It shows the worth, value and potentialities of
techniques
6. It provides the advantages of improved
practices
7. It develops local leadership among farmers
8. It accelerates and provides subject-matter for
training in the forms and use of extension
methods

50. Types of result demonstration
1. Validation trial (small scale)
i) Before release a variety: advanced line/
mutants-
Adaptive trial/ALART/FOTs
ii) After release a variety: new varietie(s)-
Adaptive trial/ALART/FOTs
2. Up scaling (Large scale):
popular varietie(s)-
i) Block farming/demonstration