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Capacity building of agricultural broadcasters and various players in impact radio programming for effective extension and advisory services

Capacity building of agricultural broadcasters and various players in impact radio programming for effective extension and advisory services



Pauline Kalumikiza

Pauline Kalumikiza



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Capacity building of agricultural broadcasters and various players in impact radio programming for effective extension and advisory services Capacity building of agricultural broadcasters and various players in impact radio programming for effective extension and advisory services Presentation Transcript

  • PAPER PRESENTED AT THE INNOVATIONS IN EXTENSION AND ADVISORY SERVICES INTERNATIONAL CONFERENCE IN KENYA ON 17 th NOVEMBER 2011 By Pauline Kalumikiza Farm Radio Malawi, P.O Box 30268,Lilongwe,Malawi Tel: 265 1 771561, 265 8 88566 441 Fax:265 1 771823 email: pkalumikiza @farmradiomw.org
  • Presentation outline
    • Introduction
    • Lessons from the African Rural Radio Program Analysis-Key Findings
    • Case studies of Innovative radio based strategies: PRC,IVR and SMS
    • Best Practices in Capacity Building
    • Conclusion, Recommendation and Implications
  • Introduction
      • Just like many Sub Saharan states, in Malawi;
        • Small scale farmers constitute 85 percent of workforce
        • 90% of foreign exchange comes from agriculture
      • Limited human resources in the sector affecting the delivery of extension and advisory services
      • Current Agriculture extension worker to farmer approximated at 1:3000 against the recommended 1:500
      • Hence radio provides a alternative and crucial role in extension and advisory services
  • Key definitions
    • Capacity Building: Strengthening the skills and knowledge of broadcasters including provision and allocation of adequate human, financial and technical resources to deliver quality radio programs
    • Impact Farm Radio Programming: Radio broadcasting whose content is for farmers and is action oriented leading to improvement for farmers (Listening that leads to Action )
    • Interactive Voice Response: Technology that allows a user to call, enter or say specific numbers and listen to or contribute audio content.
    • Frontline SMS Technology: ICT package that is used for text messaging alerts from the broadcasters to the intended target audience
  • Key definitions-contd
    • Participatory Radio Campaign: Planned, goal oriented, and time bound campaigns ,involving multi-stakeholders ,agenda is set by farmers.
    • ICTs: Information, Communication Technologies: encompassing the hardware/gadgets: radio sets, video, television, mobile telephones, MP3 players, telecentres and services such as internet browsing, radio listening ,SMS, video/TV watching and accessing marketing information
    • VOICE: a method used to analyze farm radio programs pioneered by Farm Radio International. V stands for Value for farmers, O stands for Opportunity for farmers, I for Information that is timely and sensitive for farmers, C for Convenience for farmers and E for Entertainment for farmers.
  • Lessons from African Rural Radio Program Analysis (ARRPA)
    • Aim of the study
    • To discover and document the farm radio programming in the continuum to understand the key processes that take place at radio station level
    • To find out the gaps that exists among broadcasters and find ways in how to support them to meet the needs of farmers when producing farm radio programs
  • Methodology
    • Pre-Investigation stage-profile of radio station
    • In Station Research:
      • Documented the main farmer program
      • Analysed the program using VOICE standards
      • Documented the procedures, processes and activities used by producers, presenters and other key contributors
      • 3. Community inquiry-focus group discussions
  • The study location
    • Took place in 5 African countries: Kenya, Tanzania, Cameroon, Ghana and Malawi
    • In Malawi the study was done with 3 radio stations : Dzimwe Community Radio Station in Mangochi, Nkhotakota Community Radio Station in Nkhotakota and Zodiak Broadcasting Station in Lilongwe and 2 production houses: Story Workshop in Blantyre and Agriculture Communication Branch in Lilongwe
  • Key findings for Malawi
    • Radio the best source of agricultural information for farmers
    • Need for capacity building at individual and institutional level
    • Non sustainability of farm radio programs
    • No networking forum for broadcasters
    • Sole production of programs-Shortage of staff
    • Limited coverage of emerging issues affecting farmers
    • Lack of information due to unavailability of extension workers
  • Case studies of innovative radio strategies in Malawi and Tanzania
    • The Participatory Radio Campaigns in Malawi
    Source: Farm Radio International: Effect of Participatory Radio Campaigns on Agricultural uptake in Malawi The chart illustrates how a community in Mvera Extension Planning Area in Malawi adopted new knowledge on vetiver grass. The internal evaluation highlighted the fact that when broadcasters are trained in how to do quality farm radio programming the approaches make an impact.
  • PRCs were enhanced by:
    • 1. Interactive Voice Response:
    • Tried and tested at Radio Maria Tanzania
    • Broadcasters received 2,499 calls,297 sms
    • Success of the technology depended on the training of the broadcasters
    • 2.The Frontline SMS technology
    • Used at Malawi Broadcasting Corporation in 2009
    • Has great potential to trigger listenership and interactivity
  • Best Practices in Capacity Building of broadcasters
    • Some training institutions offering short courses in agricultural reporting for journalists
    • NGOs incorporating training for broadcasters and provision of equipments such as recorders
    • The training of Agricultural Extension workers in farm radio programming
    • Lead Farmer approach
  • Recommendations
    • Build the human, capital, financial and technical capacity of broadcasters and extension advisors
    • Multi stakeholder approach in scaling up support towards farm radio programming
    • Need for networking and coordination among academic training institutions
    • Inclusion of innovative farm radio programming in curricular of training institutions
    • Train broadcasters in innovative radio based strategies: PRCs enhanced with IVR and frontline SMS
  • Conclusion
    • Addressing the capacity challenges that broadcasters, farmers, extension advisors, at individual and institutional level can lead to quality, effective and efficient extension and advisory services which can lead to the adoption of knowledge by farmers and improved and increased productivity in their farming.
    • Broadcasters are the key to quality information which is a essential for farmers to improve their prospects of achieving improved income and food security
    • Train a broadcaster in impact farm radio program can improve the extension and advisory services in the Agriculture sector