Veterinarian Transforms Dairy Farming with Digital Media Innovations

Dr. Madina Prasadarao, serving as the Assistant Director in Visakhapatnam’s Animal Husbandry Department, has developed a novel approach to dairy farming extension by integrating traditional veterinary science with modern digital platforms. Recognizing the outreach limitations during the COVID-19 pandemic, Dr. Prasadarao expanded his role to include filmmaking, producing six short films and over 350 YouTube videos.

These digital resources cover critical areas such as disease prevention, livestock management, and accessing government schemes, empowering farmers and integrating into state-level training programs. Dr. Prasadarao also offers a free telemedicine service, responding to over 100 farmer inquiries daily through social media platforms like WhatsApp.

His efforts have led to substantial structural changes in rural areas, such as establishing milk collection centers and constructing permanent veterinary hospital buildings. Acknowledging his impact, he has received awards such as the ‘Rythu Nestham’ and the 2023 Best Field Extension Officer in the southern region.

Beyond digital education, Dr. Prasadarao continues to be a resource person for institutions like SMILE and RAHTC, further supporting farmers, entrepreneurs, and animal husbandry assistants. His work serves as a model for agritech adoption and knowledge transfer, focusing on economic empowerment and rural self-reliance.