709-4 Will Modern ICT Revolutionize Agricultural Knowledge Development and Dissemination?.

See more from this Division: A06 International Agronomy
See more from this Session: Symposium --Getting the Word Out: New Models of Community Engagement for Developing and Extending Agricultural Knowledge/Div. A06 Business Meeting

Wednesday, 8 October 2008: 9:10 AM
George R. Brown Convention Center, 371D

Rikin Gandhi, Technology for Emerging Markets, Microsoft Res. India, Bangalore, India, Rajesh Veeraraghavan, School of Information, University of California, Berkeley, Berkeley, CA, Kentaro Toyama, Technology for Emerging Markets, Microsoft Research India, Bangalore, India and Vanaja Ramprasad, GREEN Foundation, Bangalore, India
Abstract:
Many farmers in developing countries often lack knowledge that could immediately improve their livelihoods. But, to educate such a vast, scattered population, two key areas need to be developed: content production and distribution. Some systems expect information or communication technology alone to deliver useful knowledge to marginal farmers; however, we found that only an integrated system of technology and social organization can deliver value to farmers.

Digital Green is a research project that seeks to disseminate targeted agricultural information to small and marginal farmers in India at a reasonable cost through digital video and mediated instruction. The unique components of Digital Green are (1) a participatory process for content production, (2) a locally generated digital video database, (3) human-mediated instruction for dissemination and training, and (4) regimented sequencing to initiate a new community. Digital Green works with existing, people-based extension systems and aims to amplify their effectiveness. While video provides a point of focus, it is people and social dynamics that ultimately make Digital Green work. Local social networks are tapped to connect farmers with experts; the thrill of appearing “on TV” motivates farmers; and homophily is exploited to minimize the distance between teacher and learner.

In a one-year trial involving 20 villages (1,470 households), Digital Green increased the adoption of certain agriculture practices seven-fold over a classic Training & Visit-based approach. This system still requires the support of the existing extension system, but it magnifies its effectiveness by using relevant content and a local presence to connect with farmers on a sustained basis. Digital Green was shown to be ten times more effective per dollar spent. Investments included performance-based honoraria for local facilitators, a shared TV and DVD player in each village, and one digital camcorder and PC shared across the project area. These results are preliminary, but promising.

See more from this Division: A06 International Agronomy
See more from this Session: Symposium --Getting the Word Out: New Models of Community Engagement for Developing and Extending Agricultural Knowledge/Div. A06 Business Meeting