President Joko Widodo on March 24, 2020, stated that even in a pandemic, the economic sector, including agriculture, must continue to move and produce by observing health protocols. The purpose of this study was to determine the strategy for applying extension methods and agricultural extension materials in accordance with the new normal era in Serang Regency, viewed from the technical, economic, and social aspects of the institution as well as linking aspects of audience characteristics to the discussion, both on the on-farm and off-farm segments; to find out the appropriate agricultural extension model, and to determine the priority scale of the elements analyzed. The research method used is a mixed method, which combines descriptive-exploratory methods with the Analytical Hierarchy Process, supported by 37 participants located in Serang Regency. Based on the results of the analysis, the strategy for implementing extension methods and agricultural extension materials in the new normal era in Serang Regency, the priority criteria are on the technical aspects, and in terms of indicators, the main priority is the material indicators, then followed by the second priority, namely the extension method indicators. The details are as follows: In the on-farm segment, several agricultural extension materials that are suitable to be delivered in the new normal era include: technical cultivation of food crops, ornamental plants, fruit plants, biopharmaceuticals, post-harvest, fish and livestock cultivation, utilization of yards and rice fields, with the strategy of counseling methods is to continue to do face-to-face meetings, such as lectures, discussions, practice, technical guidance, field schools, pilot plots, field trips by applying health protocols; except that the distribution of learning videos, e-modules, and e-leaflets can be done through social media, or virtual learning; In the off-farm segment, several materials that are suitable to be delivered in the new normal era include: online product marketing; utilization of information technology; entrepreneurship, farming analysis, marketing and partnership growth, group planning, and health protocol materials, with strategies for implementing virtual extension methods, and several other materials that require practice to be combined with face-to-face methods; To increase the effectiveness of agricultural extension in the new normal era, it is necessary to apply an integrated model or pattern of agricultural extension involving various sectors and stakeholders; Increasing the competence of agricultural extension workers needs to be improved, in this new normal era, especially regarding: agricultural applications; audio visual aid, agricultural mechanization; farming analysis; business partnership; urban farming; research methodology and plant breeding; problem solving, and visits to best practices.

Keywords : Strategy for the Implementation of Extension Methods, Agricultural Extension Materials, Agricultural Extension Competencies.