Case Study on the role of radio based extension and advisory services: Lessons learnt of farm radio programming in Malawi

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Case Study on the role of radio based extension and advisory services:

Lessons learnt of farm radio programming in Malawi’

Chapota. R, Mthinda, C & Fatch, P. June 2013

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Presentation Outline• Introduction of the case study• Use of radio in agricultural extension and

advisory services• Experiences of farm radio programming • Major actors in farm radio programming• Key Lessons Learnt• Conclusion

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Case study commissioned by Modernizing Extension and Advisory

Services (MEAS) Project-Michigan State University with support from

USAID

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• Rationale: • Unavailability of published work in the area of ICT for extension especially role of radio in extension delivery in view of the vibrant farm radio industry in Malawi.

•Key Research Question: •What lessons have been learnt in the provision of radio based extension and advisory services focussing on the role Farm Radio Trust has played since inception in 2007.

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Benefits of the case studya) Contribute to the body of

knowledge on how radio for extension is one of the information pathways to reach smallholder farmers.

b) Help in designing new innovative radio programming approaches in delivery of extension and advisory services that can impact smallholder farmers.

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History of use of radio in extension

• Since 1958, the then agricultural communications branch used mass media e.g. radio

• Deregulation of the airwaves in 1994 changed the broadcasting landscape

• The extension policy of 2000 brought pluralism in extension provision

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• Increased accessibility: 64.1%-70% ownership at household level-NSO, 2008; FRI 2010

• Easy to reach even illiterate people• Adaptable to various local languages and dialects

esp community radios• Provides platform and voices for end users e.g.

farmers• High extension to farmer ratio provides alternative

pathway to access of information• Greater reach and scale per unit time 9

Rationale for Use of Radio in Extension and Advisory Services

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Case Study History• Based on three key projects

participated by Farm Radio Trust:– African Farm Radio Research

Initiative: 2007-2010• Action Research Project

– The Farmer Voice Radio: 2009-2012• Development of alternative

extension system

– African Farm Radio Results Initiative: 2011-2013• Implementation of Participatory

Radio Campaigns

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KEY ACTORS

• Small holder farmers– ‘Even though I had some

information about manure use, my practice was inappropriate. But the radio program engaged us farmers as if this was ‘school on air’ from which I learned how to make and use manure properly’

• Radio Stations and broadcasters– ‘we have discovered that

the farmer is the best researcher and producer of radio programs and that what we need to do as broadcasters is to collaborate with them and never go with the I know it attitude’

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“The Participatory Radio Campaign that brings systematic way for producing programs that puts a farmer at the centre has changed the way of thinking and producing programs at our radio station”

Ganizani NjanjeNkhotakota Community

Radio Station

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KEY ACTORS….

• Government agricultural extension system– ‘the radio programs

have triggered a lot of demand from farmers and I have started to read more than before to cope up with the issues that are on air’

• Knowledge partners such as research institutes and academia– ‘as much as we teach

agricultural extension and mention mass media as one of the approaches; this is the first time we have been fully involved to provide technical backstopping to radio programs’

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KEY ACTORS….• Other agricultural value chain stakeholders such as

NGOs– ‘This is the 1st time in a number of years that we have

received farmers request for vetiver grass like this. The radio programs have had tremendous impact in this area; in the past we had to encourage them to do the nurseries and now it is them demanding it from us’

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KEY ACTORS• Farm Radio Trust as a Key Knowledge

Broker– ‘There was no player that could bring the

farmer, the researcher, an extension worker, the policy maker and the broadcaster on the same table to design radio programming as is being done in this so called Participatory Radio Campaign approach’

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What we have learned in the implementation of radio based extension and advisory services?

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Lesson #1: That radio based extension and advisory services has the potential to increases farmers knowledge and improvement in the agronomic practices

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Lesson # 2: That Radio is more effective if its programs are

developed with and for the farmers: farmers first, farmers throughout and

farmers last!

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Lesson # 3: That Radio can trigger demand for better face to face extension

and provision of other agricultural support services

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Lesson # 4: That Participatory Radio Campaigns are a good example of

demand driven extension in practice- The case of choice of innovations and

programming style

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Lesson 5: That use of other ICTs such as Mobile Phones enhances

effectiveness of radio programs for farmers-Interactivity and near to real

time feedback

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Lesson # 6: That radio can contribute to increased gender awareness and empowerment

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Women farmers having an opportunity to access agricultural info!

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• Farm Radio Programming Is an

‘Alternative’ and ‘Complimentary’

Information Pathway

for Improved Extension Service

Delivery

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Indeed…. where knowledge flows,

food grows!