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Filling the Agricultural Extension Gap Using ICT & Media. Delore Zimmerman, Ph.D. Praxis Strategy Group & AdFarm. General Assembly Rome • June 2012. AGRICULTURE In History 1st technology industry 1st information industry.

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filling the agricultural extension gap using ict media

Filling the Agricultural Extension Gap Using ICT & Media

Delore Zimmerman, Ph.D.

Praxis Strategy Group & AdFarm

General Assembly

Rome • June 2012

slide2

AGRICULTURE

In History

1st technology industry

1st information industry

Let us never forget that the cultivation of the earth is the most important labor of man. When tillage begins, other arts follow. The farmers, therefore, are the founders of civilization.

Daniel Webster,

American Statesman

slide3

Communications Revolution

Creates New and Profitable Opportunities in Agriculture

  • Improves Production
  • Plan & work with suppliers – make better purchasing decisions
  • Crop & livestock management – to use best practices
  • Finance – to access
  • Timing – the right information at the right time.
  • Improves Market Access & Profitability
    • Identify buyers
    • Produce to standards of buyers and consumers
    • Inform consumers
    • Reduce transaction costs
    • Contributes to building an enabling business environment
  • Connects Farmers to Other Farmers & Ag Value Chain
  • Aggregating supply to meet larger demand
  • Finding the best input suppliers
  • Information sharing amongst farmers
  • Awareness of government policies and programs
the agriculture extension gap
The Agriculture Extension Gap
  • Agriculture Extension Workers
  • Per Farmer
  • Developed Countries = 200
  • Africa = 4,000
  • Ghana = 1,300
slide6

GHANA

  • Highlights evidence-based, best production practices
  • Showcases successful farmers
  • Raises awareness of government policies and program resources
  • Training based on “Behavior Change Communications” framework to encourage actions needed to strengthen value-chain and market
  • Uses stories and literal examples
  • Weekly national television show on Ghana TV
  • Radio partners
  • DVD library
  • Next –> mobile services

http://www.farmchannelghana.com

slide7

GHANA

  • Examples of Shows
  • Safe use of pesticides on-farm demonstration
  • Farmer Brown success story about rabbit raising
  • Methods for animal production
  • Fishing practices – focus on cage fishing
  • Agriculture trade fair highlights
  • Proper use of fertilizers
  • Practices for new cassava variety

farmchannlegh

slide8

GHANA

Private-Public Partnership

Plus many other sponsors from agri-business and international development groups.

Directorate of Agricultural Extension Services

slide9

Bangladesh

  • Assess current programming
  • Plan new programming
  • Techniques for research and development of content
  • Training for TV and radio farm broadcasters in production and editing

Mati O Manush (Earth& Man) Program

slide10

THANK YOU

Contact for More Information:

Delore Zimmerman delore@praxissg.com USA

Richelle Matthews richelle@praxissg.com CANADA

Tony Mensah Abrampah Tony.Abrampah @praxissg.com GHANA

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