Directorate of Fisheries, Government of Odisha

“Empowering fishermen through Mobile Advisory Services and establishment of toll free call center

for Fisheries Extension Services”1

Introduction

Millions of Odiya fishermen’s lives & livelihood dependent of vast coast line with multiple challenges & scope of betterment / development

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Tanks and Ponds 1.21Lakh Ha.Reservoirs 1.97Lakh Ha.Swamps and Bheels 1.80 Lakh Ha.Rivers and Canals 1.71Lakh Ha.Cultivable Brackish Water 32,587 Ha.Estuaries, brackish and back water area 3.00 Lakh Ha.Chilika Lake 93,000 Ha.Coastline 480 Km.Continental Fishing Area 24,000 Sq. Km.Marine

Brackish Water

Inland

State Government Initiatives for Fishers

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1 Infrastructure improvement2 Mastyajibi Unnayan Yojana3 Contribution towards NFDB assistance4 Contribution towards RIDF Assistance5 Organisation of skill up-gradation training & awareness meet6 Survey & Investigation of Fishing Harbour & Fish Landing Center7 Reactivation of Fisheries Co-operatives

8 Interest Subvention on Short Term credit to fish farmers- Crop loan for fish farmers 9. Interest Subvention on Long Term Credit Support to fish farmers

9 Integrated Management & Pro poor Support Project for Marine Fishermen in Orissa

10 Empowering Fishermen through Mobile Advisory Services & Establishment of Toll Free Call Centre for Fisheries Extension Service

11 Promotion of Intensive Aquaculture & Fish seed Hatchery12 Matsyajibi Basagruha Yojana13 Infrastructure for cage culture14 Investment of Share capital in Fisheries Co- operative Societies

Knowledge, Information & Communication

• Knowledge & information are key to successfully respond to the opportunities & challenges of social, economic & technological changes

• Last Mile informational Gap – a barrier in availing potential benefits of Govt Schemes / initiatives

• Rural poor in particular remain isolated from both traditional media & new ICT which would improve their livelihoods

• To be useful, Relevant knowledge, Timely & Actionable information must be communicated to people

Architecture & Service Construct

Deptt. Of Fishery Database, Specialist’s Inputs,

Universities & Research Institutions

PUSH : Voice Based Information

PULL : Helpline

Fishery

Fishery

Objective

• Socio economic development of fishers in the state, by enabling them to take informed decision• Voice based interactive platform for literate, semiliterate and

illiterate• Reaching the last mile in Local language• Complete information & communication cycle for better

engagement with fishers• Access to timely relevant information• Access to Expert through help line

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Developing a disaster management tool in case of natural disasterEstablishing the most proficient and cost effective model of ICTDirect and Indirect employment generation

Approach• 4 Voice Messages on daily basis, 1 reserve message for

emergency• Each voice advisories is of 1 minute capsule• Customized message flow for community and sub community

• Dedicated helpline number (534351) for expert opinion• Promotion and capacity building of Kisan Call Centre• Continuous engagement through Phone In programme & Quiz

Programme

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Single window service for betterment of fishers through technology transfer

• IMD, INCOIS, CIFA, CDA, KVK, State Agriculture University and related agencies

Free Green SIM Card for voluntary adoptionRs 30.00 Talk-time / month for a period of 9 months for inculcating learning habits

Implementing Agency

IFFCO Kisan Sanchar Limited , a subsidiary of IFFCO, having national presence is engaged as implementing agency for the scheme

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14 lakh farmers associated with IFFCO Kisan who are getting voice messages on regular basis

The unique model of IFFCO Kisan has given a high quality & low cost proposition to implement the project

78% of the budget is being transferred to the beneficiary as talk time

The voice messages are not charged by IFFCO Kisan Sanchar Limited and are continued even after the project period

Advisories Offered Through Voice Messages

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Marine

• Potential Fishing Zone ( PFZ)

• Weather Alerts and Warning for Fishermen

• Ocean State Forecast ( Wave height and direction)

• Fish Market Price• Fish Conservation & Value Addition.

• Government Regulatory.• Government Schemes.• KCC and Financial Literacy• Gear and crafts maintenance

Inland

• Fish Culture• Fish feed• Seasonal Diseases and control

• Pond preparation• Care and Management.• Market Price & Weather Alerts

• Government Schemes.• KCC and Financial Literacy• Agriculture• Alternate livelihoods• Gear and crafts maintenance

Chilika / Brackish Water

• Brackish water fish cultivation/ Cage Culture

• Fish conservation• Fish market price• Weather alert• Govt. scheme• Value addition• Gear and crafts maintenance.• Insurance & market policy• Care & maintenance • Input price

Customized Content as per Community Requirement

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ODISHA

IN-LAND

CENTRAL ZONE

-CUTTACK-KENDRAPARA

-JAGATSINGHPUR-JAJPUR

-PURI-KHURDA

-BALASORE-BHADRAK

-MAYURBHANJ

SOUTH ZONE

-GANJAM-GAJAPATI

-KANDHAMAL-KORAPUT

-RAYAGADA-NABRANGPUR-MALKANAGIRI

-NUAPADA-KALAHANDI

-BOUDH

NORTH ZONE

-SAMBALPUR-KEONJHAR

-SUNDERGARH-BARGARH

-JHARSUGUDA-DEOGAD

-BOLANGIR-SONEPUR-ANUGUL

-DHENKANAL

MARINE

KUJANGA PURI BALASOREBHADRAK

GANJAM

CHILIKA

Content Development Process

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• Integrate Information Management System

• Daily Listening Analysis• Helpline Documentation

Helpline assistancePhone-in ProgrammeTele Calling to beneficiary

• Advance Recording• Scheduling• Validating

• Preparation of Message Calendar-(Annual/Monthly/Weekly)

• Coordinating with Expert and Correspondents

• Gathering pertinent information• Sources: Directorate, IMD, INCOIS, FISHCOPFED, CDA, CIFA, OUAT, Kisan Call Centre Content

SourcingAdvisories

Dissemination

Documentation Report &

MISFeedback

Status Report

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FY 13-14 FY 14-15 FY 13-14 FY 14-15Marine 40000 30000 39050 21545 60595Inland 50000 60000 58068 68418 126486

Chilika/Brackish 10000 10000 8641 4832 13473Grand Total 100000 100000 105759 94795 200554

 Target AchievementCommunity Total Achievement

Measurement of Listening Performance

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Month Total Number of OBD's Attempted Out dial Picked Up Listening

Duration

Average Listening

Duration( In Sec)

Pick up%

Jan'14 39 20823 10084 544119 54 48%Feb'14 132 450909 225604 11516069 51 50%Mar'14 353 1748155 769366 39312739 51.1 44%Apr'14 288 1854121 844686 43497152 51.5 46%May'14 314 2121058 1067964 58442450 54.7 50%June'14 418 2682723 1358926 77186612 56.8 51%Jul'14 565 4089859 2048209 119468533 58.3 50%Aug'14 559 5223098 2646316 149070259 56.8 51%Sept'14 527 5932170 3056178 183218059 60 52%Oct'14 528 6464332 3397569 200968363 59.2 53%Nov'14 563 8492087 3752519 216018061 57.6 44%Dec'14 566 9722682 3833029 221495024 57.8 39%Jan'15 542 9489399 3957582 227295795 57.4 42%Feb'15 493 8451298 3559655 205709294 58 42%Mar'15 571 10398749 4455458 259268832 58 43%Apr'15 547 10593917 4290078 248711442 58.0 40%May'15 450 8403407 3518128 202818865 57.6 42%June'15 470 9644063 3975872 227415937 57.2 41%

Grand Total 7890 104416057 46224146 2660291223 57.6 44%

Listening Performance Highlight

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73.9 Lakh Hours of Messages are listened till June’15.

4.62 crores numbers of Voice Message calls are picked up.

94% of the voice messages are listened for more than 40 Sec.

74% of the Voice Messages are listened for more than 50 Sec.

7890 Unique Voice Messages are disseminated across the communities and sub communities.

Meeting the Key Aspects under SAGY

Personal Development

Human Development

Social Development

Economic Development

Environmental Development

Basic Amenities and services

Social Security

Good Governance 1

2

3

45

6

7

8

SAGY

Most of the key aspects of SAGY covered through the present project

Impact Study

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Fish Farmers% of the Sample

Implementing Advance Practices in fish farming 13%implemented water exchange technique and process 22%Applied lime in fish farming 49%Started practising water management technique 29%Applied preliminary fertiliser 29%Applied natural and artificial food in fish farming 26%Could identify the fish seed easily 16%Understanding of Identification and management of diseases in fish farming 26%

Fishers who participated in Phone in Programme% of the Sample

Adopted the technology and benefited 82%Benefited from ongoing Givernment Scheme 67%Could adopt the practices and were able to enhance their production. 48%Could apply right type of fertiliser 33%

Fishermen-MarineBenefited by getting the advance weather alert 93%Agreed that Potential Fishing Zone Information is useful to them 49%Aware of Fishers Welfare Scheme such as motorization scheme through the voice message service 80%

Impact Analysis

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• The Scheme’s impact was experienced significantly by fishers during Phailin and Hud-Hud cyclones• Advanced life saving alerts through voice messages helped alert fishers• Thousands of fishermen save their lives & livelihood• An emergency warning system with the government to reach out to the

fishers• Internal surveys indicate

• Increase in adoption of government schemes• Increased awareness on regulatory aspects• Gains through understanding of Ocean alerts, Potential Fishing Zones, etc.• Greater satisfaction of fishers with the Department for continuous

engagement• Empowerment of fishers with better informationIndirect benefit of employment - 300 persons engaged to extend the

serviceScheme’s benefits recognised by National and International media (Reuters, WorldFish & New York Times etc.)

Let us join the exciting journey of

“Empowering Rural India”

Thank you…Know more: www.odishafisheries.com www.iksl.in

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