PAPER PRESENTED AT THE INNOVATIONS IN EXTENSION AND ADVISORY SERVICES INTERNATIONAL CONFERENCE IN KENYA ON 17th 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

IntroductionLessons from the African Rural Radio

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