Purpose: Globally, many extension professionals and policy-makers are advocating fee based services, in addressing the fund shortage and sustainable provision of agricultural advisory services. Hence, the article attempts to expose the farmers' willingness to pay (WTP) as agricultural extension in Bangladesh is experiencing chronic fund crisis. Methodology: This study used contingent valuation method (CVM) for investigating farmers' WTP. Logit and Tobit model was employed to assess the determinants of WTP and amount willing to pay (AWTP) respectively. Besides, different qualitative methods were employed to have a deeper understanding of the research problems. Findings: WTP was conditioned by providing quality extension services at farm and/or home of the farmers. The study also focused on farmers preferred mode of payment, criteria influencing payment decisions and the type of services for which they are willing to pay. Paid model can contribute to quality extension services, if started with a market oriented commodity based approach accompanied by adequate crop insurance support. Practical implications: The study considered international experiences and national crisis in delivering extension services that provoke actions towards changing the extension policy of Bangladesh. The findings also prompt the factors that influence the paid extension service delivery for the crop farmers of Bangladesh. Originality: Although, many studies have been conducted on privatisation of agricultural extension around the globe, we are not aware of any single study on crop farmers' willingness to pay for the extension services in Bangladesh.

Excessive population pressure and low per capita landholding in Bangladesh often cause food crises. Recently, the country has achieved self-sufficiency in cereals production, at a marginal level, but still needs to continue importing. Therefore, to ensure food security of the ever-increasing population, it needs to increase the per hectare food production in Bangladesh. Rice is the key crop of the country, as an estimated 75 percent of the people’s caloric intake comes from rice because of the suitability of the climate for rice production and the rice-based food habits of the nation. Hybrid rice technologies can help the nation to meet the future food demand. Although the country has an overwhelming demand for rice, farmers are not significantly adopting the high-yielding hybrid varieties. On the contrary, the popularity of hybrid rice is declining among the farmers. Researchers have identified that socio-economic reasons are the main causes behind low/no adoption. This article critically analyzes the reasons behind the low-level adoption of hybrid rice in Bangladesh and simultaneously, examines the successful experiences of China’s hybrid rice production. Finally, the study shows the future directions for hybrid rice improvements and adoption in the country.