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
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Capacity building of agricultural broadcasters and various players in impact radio programming for effective extension and advisory services
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PAPER PRESENTED AT THE INNOVATIONS IN EXTENSION AND ADVISORY SERVICES INTERNATIONAL CONFERENCE IN KENYA ON 17th NOVEMBER 2011
Program Analysis-Key FindingsCase studies of Innovative radio based
strategies: PRC,IVR and SMSBest Practices in Capacity BuildingConclusion, Recommendation and
Implications
IntroductionJust like many Sub Saharan states, in Malawi;
Small scale farmers constitute 85 percent of workforce
90% of foreign exchange comes from agricultureLimited 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 definitionsCapacity 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-contdParticipatory 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 studyTo 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
Methodology1. Pre-Investigation stage-profile of radio
station2. 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 MalawiRadio the best source of agricultural information for
farmersNeed for capacity building at individual and institutional
levelNon sustainability of farm radio programsNo networking forum for broadcastersSole production of programs-Shortage of staffLimited coverage of emerging issues affecting farmersLack 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 broadcastersSome 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
Recommendations1. Build the human, capital, financial and
technical capacity of broadcasters and extension advisors
2. Multi stakeholder approach in scaling up support towards farm radio programming
3. Need for networking and coordination among academic training institutions
4. Inclusion of innovative farm radio programming in curricular of training institutions
5. Train broadcasters in innovative radio based strategies: PRCs enhanced with IVR and frontline SMS
ConclusionAddressing 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