African Farm Radio Results Initiative 2
Launched in January 2011, African Farm Radio Results Initiative (AFRRI-2) is a 36-month project which is designed to build the effectiveness of radio organisations and broadcasters in helping small holder farmers in Africa to adopt more productive and sustainable farming practices. It is an extention of the African Farm Radio Research Initiative (AFRRI) which was implemented from 2007 to 2010. The programme focuses on building human capacity as well as support the continuation of modest action research activities to discover and introduce new ways of using information and communication technologies (ICTS) to enhance farm radio and to assess the longer-term impact of AFRRI’s participatory radio campaigns. The project is being implemented in Mali, Ghana, Uganda, Tanzania and Malawi, and is led by Farm Radio International (FRI) with support from Bill and Melinda Gates Foundation (BMGF).
Through AFRRI 1, FRI learned that radio stations can make a huge difference to farmers but they need human capital to do so. Investing in the human capital of radio stations is a very efficient way to bring more effective extension services to farmers. AFRRI has found that radio personnel are highly responsive to in-service training opportunities that focus on the skills needed to produce effective farm radio services. Such investments can result in farm radio programmes that are better researched, better produced, more engaging, more interactive, and more sustainable. Farm Radio International, through AFRRI, is working to build the human capital of radio stations and has developed a number of in-service training strategies and tools, so that they are better able to meet the information needs of smallholder farmers.
In March 2013, FRI organised a two weeks whole station training for African broadcasters from Ghana, Tanzania, Ethiopia, and Malawi. The trainers went to selected radio stations and provided 'in-station' training for a period of one month with the whole range of staff and other key contributors who are involved in the planning and execution of the main farmer programme.
The overall goal is to improve the quality and effectiveness of a radio station’s main farmer programme, based on station objectives and FRI VOICE standards. VOICE is an acronym: V is Value for farmers, O is for Opportunity for farmers to speak and be heard, I for providing quality information to farmers, C is convenience for farmers at a time when they need the information, regular time and finally the E is entertainment for farmers - the programm has to be edutainment and should be enjoyable and attractive to listen to.
Agricultural Development.
According FRI, very few investments have been made in developing radio human resources. Most radio station personnel begin as volunteers with little or no formal education. Others completed general studies in journalism or attended workshops on how media can contribute to democracy and human rights. While useful, these studies do not build competencies for effective farmer radio services.
Farm Radio International, Bill and Melinda Gates Foundation (BMGF), World University Service of Canada
Farm Radio Malawi website and Farm Radio International website on July 22 2013.