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Desperately seeking content:Why service providers increasingly
search for quality training videos
Paul Van Mele
Overview
1 Method2 Video uptake and use3 Agricultural videos on the internet4 Feasibility of web-based platform5 Access Agriculture
• On-line survey in English, French and Spanish• Over 700 follow-up emails• Interviews with people in S Asia and W Africa• Literature and web review• Professional experience
1. Method
Table 1. Respondents to survey on video use (n=505 per August 29, 2011)
Number %National research & university 119 24International research & development 81 16International NGO 64 13National or local NGO 55 11Extension service 39 8Radio 24 5Food industry 23 5Farmer organization 19 4Communication enterprise 12 2Other 69 14
• Flexibility in use• Compact discs for easy dissemination• Rural radio stations and networks• Private sector• Television• Mobile phones• Video viewing clubs• Busses• Special events• Quality video enables multiple uses
2. Video uptake and use
Figure 1. Frequency of use of video to train farmers (n=448)
Never
Seldom
Occasio
nally
Regular
ly
Very fre
quently0
10
20
30
40
50
2319
38
15
4
% o
f res
pond
ents
Table 2. Reasons for not or rarely using video (n=166)
Number %I don't know where to look for videos 59 25I haven’t found videos on the right subject 39 16I haven’t found videos in local language 54 23Other 86 36
Figure 2. Usefulness of video
Very Quite Fairly A little Not 0
10
20
30
40
50
60
70
to reach womento reach youthto reach illiterateto train groups
% o
f res
pond
ents
Video offers good opportunities to enhance learning among rural children and women.
Promoting sustainable agriculture among rural people is best done by building on discovery learning principles, as developed in farmer field schools.
• Internet use by farmers• Internet use by intermediaries• Is YouTube doing the job?
3. Agricultural videos on the internet
Figure 5. Frequency of searching web for training videos, n=442
Never
Seldom
Occasio
nally
Regular
ly
Very fre
quently0
10
20
30
2124
28
17
10
% o
f res
pond
ents
Figure 3. Importance of local language of video (n=438)
Very Quite Fairly A little Not0
20
40
60
80
10085
113 1 1
% o
f res
pond
ents
But limiting to local language versions alone inhibits global sharing
and use for farmer training
• Opportunities:• Growing interest in extension• Attention to farmer innovation• More organizations want to enhance their
impact at regional level• Many service providers have expressed their
interest in using quality videos
4. Feasibility of web-based platform
Across countries, crops often have common plant health issues and solutions.
Very Quite Fairly A little Not0
10
20
30
40
50
60
7059
23
116
1
% o
f res
pond
ents
Figure 6. Perceived usefulness to establish a new web-based platform for agricultural training videos, n=442
• An initiative of three communication enterprises• Agro-Insight• Countrywise Communication• Streaming Tank
• Focus on developing countries
5. Access Agriculture
• Challenges it aims to address• Channeling and translating demand• Learning vs prescriptive videos• Quantity vs quality• Capacity building• Institutional barriers• Networking
5. Access Agriculture
On entering the site, the user views an entry video with welcome test underneath. To the right they will see the main categories.The video is delivered into multiple qualities with bandwidth detection on the player and the ability to view on both mobile devices and over the web.The site detects the users language but the user can change the language at any point. These are in the main languages. The user will be able to view the videos inAdditional languages from the navigation.
Multiple Languages
Advanced, player with bandwidth detecting player for web and mobileIntroduction Video
Introduction Copy
Main Category Selection
Search Videos
Search Videos On playing the video the user will be able to view the video and also see the transcription associated with that video.
Search Videos The search results will appear underneath. When the user clicks on the thumbnail then that video will play.
SearchRice
Seed Sorting Seed Drying Transplanting
Premier League Videos Stories from the field and Blog
Challenge League Videos
Access Agriculture in 2012
Thank you!