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During the past five years, the PETRRA (Poverty Elimination Through Rice Research Assistance) project has explored the development of innovative extension mechanisms through a learning-by-doing process with multiple service providers. Partnerships linked government, non-government and private sectors as appropriate. Topics addressed by the project include seed production and distribution systems, crop and soil fertility management, postharvest technologies, mobile pumps, aromatic rice and integrated rice-duck farming. The methods used include women-led group extension, whole family approach, participatory video, Going Public and picture songs. This book examines these approaches to extension and assesses their potential for replicability and scaling-up. It includes four thematic sections with people-centred case studies and a conclusion with practical applications of the transaction cost theory.