Transforming agriculture: A comprehensive review of mobile-based ICTs and innovations in India's agricultural extension services, with a focus on the multimedia agricultural advisory system (MAAS)

Abstract

This comprehensive review explores the challenges and innovations in India's agricultural extension services, focusing on the transition to mobile phone-based Information and Communication Technologies (ICTs) and the Multimedia Agricultural Advisory System (MAAS). With agriculture's declining contribution to GDP, the review evaluates government initiatives and emphasizes the transformative potential of ICTs, citing a randomized study on ICT-based agricultural extension services. Smartphone apps in livestock farming are acknowledged for their transformative role, though challenges like internet connectivity persist. MAAS, with its call center-like interface, emerges as an innovative solution, providing personalized advice. The review integrates literature insights, highlights challenges, and proposes future research directions for enhancing ICT-mediated agricultural extension services, ensuring resilience and prosperity in India's agricultural sector.