Department was established in 1980 under the Centre of Advance Studies in Agricultural communication (CASAC) in collaboration with Food and Agriculture Organization (FAO), the United Nation Development Programme (UNDP) and the Indian Council of Agricultural Research (ICAR). The main goal of CASAC was to accelerate the transfer of agriculture technology through its innovative academic programme to produce skilled Communication/ Extension professionals.
Aims to become the Centre of Excellence in the field of Agricultural Communication and Extension at regional, national as well as international level.
Establish an appropriate agriculture information and communication systems for quick and efficient dissemination of best and latest agriculture technology to the farmers with emphasis on the use of Information and Communication Technologies (ICTs) in agriculture Communication and extension.
Undertake need-based and demand-driven action research in different areas of agriculture communication and extension.
Establish an Apex Centre for Human Resource Development in extension and extension
Establishing Centre of Excellence in the discipline of Agriculture Communication and Extension.
Strengthening and developing new academic programmes in the discipline of Communication and Extension.
Providing trained and skilled Communication and Extension professionals.
Developing need-based and demand-driven agriculture information and knowledge system.
Integrating and developing innovative ICT applications in agriculture education research and extension.
Designing, developing and testing of multimedia products and strategies.
Conduct need based location-specific, commodity-specific action researches as per the priorities set forth by the state government.
To provide in-service training to Teachers and Scientists of SAUs and ICAR.
Thrust areas of teaching and research include the following:
Standardizing Teaching Methodology and Educational Technology in agriculture education.
Designing, developing and testing of media / media combinations for effective TOT.
Exploring the potential and prospects of Multimedia, Expert Systems and ICT applications in agriculture
Exploring strategies for Privatization of Agriculture Extension Services: Alternatives & Delivery mechanism.
Exploring strategies for conservation and management of natural resources.
Competency Assessment in terms of Communication and Presentation Skills of University Students as well as Teachers, and suggest suitable training interventions / strategies for skill upgradation.
The Department has the following facilities- equipped modern equipments and aids - for effective teaching, training and research
Community Radio Station: Besides serving as a laboratory for UG and PG students, this station regularly produces and broadcast radio programmes on various subject related to community under reach.
Video Lab: : Besides serving as a laboratory for UG and PG students, this lab produces video capsules on all important events and developments on the campus of the University such as Seminars, Symposia, Conferences, Meetings / Press Conferences of visiting dignitaries. Additionally, this lab also produces a video magazine – Parikrama – a monthly round of major events and developments which telecast on the campus-wide cable television network.
Audio Visual Lab: Besides serving as a laboratory for UG and PG students this lab provides audio-visual and PAE equipments as per the demand of various colleges. This lab also facilitates the audio recordings of all important events and developments on the campus.
Photography Lab: Besides serving as a laboratory for UG and PG students this lab provide photographic coverage of major events organized in the university.
Multimedia Lab: Besides serving as a laboratory for UG and PG students this lab provide computer support and internet services to the teachers and students of the department.
Documentation Centre/ Departmental Library: This has a sizeable collection of book and periodicals for use by the students and teachers of the department.
Besides, there are two Central level facilities being managed by the Department
Information Centre: It serves to demonstrate, to the visiting dignitaries as well as farmers, various technology packages developed by the University scientists
Educational Technology Cell: It provides training in the use of educational technology to the University teachers as well as Scientists / teachers of SAU/ ICAR institutes.
Research Projects Completed
Farm broadcast improvement programme
Communication gap and constraints analysis in wheat production technology
Communication support for adult education programme
Communication profile of farmers
Utilizing cassette special communication system
Farm publications improvement programme
A study of communication institution and training needs of extension personnel
Development of alternative communication strategies for transfer of technologies among small and marginal farmers
An analytical study of Anganwadi Workers & Rural Women under ICDS with reference to communication system.
Trends in content coverage readership behaviour with respect to regional newspapers.
Documentary film utilization for rural development
Designing Training of Teachers in instructional skills
Team of excellence in agricultral information and communication under NATP.
The department has conducted 24 national and international level workshops for academic and development professionals in the areas of media production, development communication, training of trainers, educational technology and ICTs in transfer of technology.
Additionally, the department also conducts personality development workshops, public speaking skills, and communication & presentation skills workshops for students and as per the demand.
The faculty members have altogether published 10 Books, 38 Chapters in Books, more than 200 Research Papers, more than 270 Abstracts, 257 Popular Articles, 55 Monographs/ Review Articles and 10 training Manuals.
M. Sc. (Agric. Extension & Communication)
Ph. D. (Agric. Extension & Communication)
Admission to these courses is done through an entrance examination conducted by the University.
Courses Offered Under Different Programmes
The academic curriculum for both M. Sc. and Ph. D. were developed through deliberations with the faculty of Agricultural Communication and Foreign Consultant/ Experts associated under FAO/UNDP
1. Ph.D. (Agricultural Extension and Communication)
AAC–666 : Advanced Mgt. Techniques in Extension and Communication (3)
AAC–703 : Advances in Agriculture Extension(3)
AAC 706 : Instructional Technology (3)
AAC–730 : Advanced Design and Techniques in Social Science Researc(3)
AAC–788 :Doctoral Seminar I (1)
AAC-789: Doctoral Seminar II (1)
Basic Supporting Course:
BPS–671 : Theory of Sampling (3)
Elective optional courses (3)
Minor Courses 10 Credits
AAC-790 Ph. D.Thesis Research 45 credits
2. M.Sc. (Agricultural Extension and Communication)
Core Courses: (19 Credits)
AAC-530 Research Methods in Behavioural Sciences 3(2-0-1)
AAC-602 Foundations of Human Behaviour 3(2-0-1)
AAC-603 Fundamentals of Development Communication 3(2-0-1)
AAC-605 Perspectives of Distance Education 2(2-0-0)
AAC-635 Training for Human Resource Development 3(2-0-1)
AAC-650 Trends in Extension Education 2(2-0-0)
AAC-654 Diffusion & Adoption of Innovations 2(2-0-0)
AAC-600 Master’s Seminar 1
Sub Total 19
Basic Supporting Courses ( 3 Credits)
BPS–561 : Statistical Methods(3)
Optional /Minor Courses ( 8 Credits)
AAC–690 : Thesis (15)
Optional Courses (Common for M. Sc. and Ph. D.)
AAC-601 Special Problem 1-2
AAC-606 Media Production and Management 3(2-0-1)
AAC-607 E-Extension 3(2-0-1)
AAC-608 Visual Communication 3(2-0-1)
AAC-610 Speech Communication 3(1-0-2)
AAC-611 Interpersonal Communication 3(1-0-2)
AAC-612 Communication Media and Information Technology 2(1-0-1)
AAC-620 Radio for Rural Development 3(1-0-2)
AAC-621 Video for Rural Development 3(1-0-2)
AAC-630 Photography for Development 3(1-0-2)
AAC-631 Field Publicity Methods 3(2-0-1)
AAC-632 Advertising and Public Relation 3(2-0-1)
AAC-633 Folk and Traditional Media 2(2-0-0)
AAC-636 Managerial Skills for Extension Professionals 2(2-0-0)
AAC-640 Publication Editing and Production 3(1-0-2)
AAC-641 Agricultural Journalism 3(2-0-1)
AAC-642 Science Reporting 3(2-0-1)
AAC-643 Script Writing For Development Media 2(2-0-0)
AAC-652 Rural Development Programmes 2(2-0-0)
AAC/BHS -653 Dynamics of Rural Leadership 2(2-0-0)
AAC-656 Teaching Methodology 2(1-0-1)
AAC-657 Youth Work in Agricultural Extension 2(2-0-0)
AAC-658 Agriculture Education 2(1-0-1)
AAC-659 Participatory Methods in Extension 2(1-0-1)
AAC-660 Communication Evaluation 3(2-0-1)
AAC/BHS-661 Dynamics of Social Change 2(2-0-0)
AAC-662 Sociology of Communication 2(2-0-0)
AAC-663 Organizational Communication 2(2-0-0)
AAC-665 Entrepreneurship Development & Management in Extension 3
AAC-667 Writing Skills for Professional 2(1-0-1)
AAC-668 Presentation Skills 2(1-0-1)
AAC-669 Advances in Training Technology 3(2-0-1)
AAC-670 Market Led Extension Management 2(1-0-1)
AAC-671 Transfer of Technology in Agriculture 3(2-0-1)
AAC-672 Organizational Development 3(2-0-1)
AAC/BHS-702 Foundation of Psychology 3(3-0-0)
(i) B. Sc. Agriculture
AAC–303 Dimensions of Agricultural Extension 2(1-0-1)
AAC–304 Extension Methodologies for Technology Transfer 2(1-0-)
AAC/AEC 305 Entrepreneurship Development 1(1-1-0)
AAC 395 Behavioural Skills for Management 2(1-01))
(ii) B. Sc. Food Technology
AAC–300 Introduction to Communication and Extension 3(2-0-1)