Delivering Climate Services for Farmers and Pastoralists Through Interactive Radio

"The study reveals that for both Malawi and Tanzania, there is clear demand for climate information services via radio and mobile phone. Both radio and mobile phones are in common use, and are rated by farmers and pastoralists to have great potential as effective and trusted channels where they can access various climate information services. Surveyed farmers and pastoralists noted that radio programs, backed up by ICT services, would serve them best."

This is one of the insights from this 53-page report that shares findings of a scoping study to assess demand, opportunities, and potential for interactive radio as a way to deliver climate services for farmers and pastoralists. The research was conducted by the research programme on Climate Change, Agriculture and Food Security (CCAFS) in partnership with Farm Radio International in Tanzania, and Farm Radio Trust in Malawi. Over 1280 individuals were interviewed in an audience research activity, while a desk survey, key informant interviews, and knowledge partner engagement activities were undertaken to validate audience research and assess the wider context.

The first part of the report discusses how Farm Radio International partners with radio stations to provide information and communication technology (ICT) enhanced interactive radio to reach out to and support men and women farmers. Background information is also provided about the operational context of farming, weather, and climate change in Tanzania and Malawi. While farmers in Tanzania and Malawi have some understanding that weather patterns are changing, specific, focused, and trusted information related to weather and the impact of climate change is still lacking. This report discusses the potential for using interactive radio to fill this gap and deliver climate services to targeted rural communities.

The report outlines key findings from audience research in Tanzania and Malawi. In terms of access, 71% of respondents in Tanzania and 63% in Malawi said they have a functioning radio at home. In both countries, women listen to radio less often than men in general, but the reported ownership of the radio was more strongly associated with men in Malawi. In both countries mobile penetration is high, with ownership more common among men than women. However, many non-owners access mobile phones by using a family or friend’s mobile, or paying for the service. Both countries lacked listening groups, with over 91% of respondents in Tanzania and 80% in Malawi reporting that they do not know of a listening group in their community, though the vast majority would be interested to join one.

Both countries also showed similarities in desired content, with many respondents expressing interest for interviews with farmers. "This shows the value placed by farmers on listening to and learning from their peers, and is a key consideration when planning radio program content and formats." Expert opinions and weather forecasts were also mentioned often as desirable elements of a farm radio show. In both countries, respondents indicated knowing when the rains begin as key weather information needed. Second most popular response was the forecast of an extreme weather event. However, when asked how often they wanted to receive weather information, most said daily. Over half of respondents said their preferred method for receiving climate information was by radio. Second most preferred method was by SMS on mobile phone.

According to the findings, "there is considerable need and potential for interactive radio programs to help small-scale farmers make use of weather forecasts and related advisory services to adapt to and mitigate the impact of climate change." Informed by this survey, interactive radio programming will be developed in two stages. The first two-year stage will develop and pilot test the service with one or two stations in each country. This will then be evaluated and results used to improve radio programming in support of climate services. It will then be offered to up to five more radio stations in each country, so that interactive climate services radio programming is benefitting all or nearly all of the farmers in both countries. FRI will integrate strategies piloted and tested in other locations, such as "Beep4Weather", Agripoll or Beep4Survey, and On-Demand Weather Extension Service.

In conclusion, the report states that "findings from the audience research provide evidence that there is demand for climate information services in specified regions of Tanzania and Malawi, and this need is not currently being met in other ways. The audience research brought out several key points. Radio listening is common practice. Access to mobile phones is relatively high and they are in common use. Radio programs were the most preferred method for receiving weather information. Farmers prefer radio shows that are relevant to their needs and include interviews with farmers." While location had much greater influence than gender on preferences about information content and delivery channels, likelihood of using information to change decisions, and expected benefits, there is still a need to understand women's different access to radio and mobile phones. It is key that "programming will respond to farmers’ ongoing climate information needs, and will engage them in program design, broadcast, monitoring and evaluation – together with partner radio stations."