In the 1960s, people used to believe that TV could provide universal education.
In 2003, the Government of India sponsored a National Sample Survey to understand the sources of information farmers were relying upon for new technology and farm practices. They discovered that the formal channels of extension – including, the “Training and Visit”-style extension and the government’s broadcast media programs – were reaching a small proportion of farm households. Instead, they found that farmers primarily relied on the informal channels of information diffusion that existed by “word of mouth” in their own village communities.
The partners working with farmers identify locally relevant content across the agriculture value chain, produce videos of 8-10 minutes and disseminate them to groups of farmers in a hub and spoke form. During the dissemination, feedback from the farmers is collated and fed into the COCO system. The videos are uploaded on the youtube with individual farmer feedback. In situations where there still is gap, we seek help from research agencies like CSISA to provide technologies that might bridge the gap. The cycle is thus repeated and feedback obtained about the efficacy of the technology in the particular geography.
The content is generated from a variety of sources across the agriculture value chain. The feedback from individual farmers and information from analytics could assist the Nutrient manager arrive in communicating decisions on a much wider canvas to the farmers. Our repository of videos on the Youtube could also be available to the individual farmer to view relevant agriculture practice by the farmers.
Standard Digital Green Presentation
Technology and Social Organization for Agricultural DevelopmentdigitalGREEN digitalgreen.org | email@example.com
“… X has never been used to its full capacity in support of economic development. It may be financially impossible to use it in this way. But still the possibility is tantalizing: What is the full power and vividness of X teaching were to be used to help the schools develop a country ’ s new educational pattern? What if the full persuasive and instructional power of X were to be used in support of community development and the modernization of farming? Where would the break-even point come? Where would the saving in rate of change catch up with the increased cost?” X = “television”Source: Schramm, Wilbur. (1964) Mass Media and National Development: The Role of Information in the Developing Countries. Pp. 231
% farm households (n = 51,770) Other progressive farmersSalesmen (e.g., fer lizer, pes cide) Radio Television Newspaper ? Extension worker Coopera ve Buyer Government demonstra on Others 0 5 10 15 20 Main source of information about new technology and farm practices over the past 365 days (India: NSSO 2005)
Dissemination Partners DisseminationCSISA Topic Video Feedback Analytics Dissemination Identification Production Dissemination Farmers Dissemination
Generalized • Literature Localized Reviews • Extension • Research Trials Interventions • Content Library Personalized • Analytics Data • Farmer Feedback …Self Help Group Soil Seed Sowing Market Government Savings/Credit Sampling Treatment Linkages Schemes
Technology is Just One PartPhysical Human Social Financial Digital building, education, institutions, operational costs, hardware, goods, computer literacy, norms, maintenance, software, transport, motivation, political support training connectivity, roads awareness content
In the Developed World…(includes wealthier segments of developing countries) Digital Physical Human Social Financial hardware, building, education, institutions, operational costs, software, goods, computer literacy, norms, maintenance, connectivity, transport, motivation, political support training content roads awareness
In the Developing World… Digital hardware, software,connectivity, content
Technology magnifies human intent and capability.Technology itself requires support from well-intentioned, competent people or organizations.Successful technology interventions work as a part ofwell-intentioned, competent organizations.