September 2014, No. 99
FARM RADIO INTERNATIONAL
What’s inside
Knowing your audience
Paza Sauti allows farmers’ voices to be heard
Welcome new partners
CASSAVA: Radio Boda-boda TheThe postpost--harvestharvest valuevalue chainchain
Cassava: The post-harvest value chain
Welcome to Farm Radio Resource Pack 99! This Photo: Susuma Susuma Pack focuses on best practices in the post- harvest cassava value chain, with an emphasis on processing and marketing. FRRP #99 kicks off with our standard issue pack, then presents three additional items on post-harvest cassava. There are six more items in the Pack: three on Members of the Jitegemee Cassava Processing Co-operative beneficial farming practices and one on processing sweet potato. We’re excited to bring you two new broadcaster Item 4 focuses on the benefits of collective how-to guides in this Pack: on how to find reliable marketing for cassava farmers and processors, farming information on the Internet, and on how to and features interviews with growers, a processor successfully establish and manage radio listening groups. and a cassava scientist. It was written by Raziah We hope you find them useful! Mwawanga. Cassava has long been considered a subsistence crop, Item 5 is an interview with farmers about the and hundreds of thousands of African farmers still grow benefits of growing an improved variety of maize cassava mostly for household use. But cassava is being called Quality Protein Maize. It is entitled Mother increasingly processed and marketed by small-scale of twins: New maize variety enriches and farmers and farmers’ groups, and processed cassava is a nourishes Ugandan farmers, and was written by growing source of income for many farmers. Cassava’s Tony Mushoborozi. versatility is leading to a revival of interest in the crop. Besides fresh roots and high quality cassava flour, Item 6, written by George Kalungwe, is an cassava roots and starch are processed into many other interview with farmers, a broadcaster and an foods, and into ingredients used in products ranging from extension worker on the benefits of using compost adhesives to pharmaceuticals to medical packaging to manure in Malawi. gum to beer! Item 7 shows how Ethiopian chickpea and lentil The first four items in this Pack focus on the cassava growers are learning new practices to prevent pest value chain in Tanzania, but the information they contain damage in these crops. It was written by can be easily adapted for other parts of Africa. Haileamlak Kassaye. Item 8, written by Jean Paul Ntezimana and Resource Pack 99 entitled Rwandan farmers show that sweet Farm Radio Resource Pack 99 contains ten items. potatoes can be a profitable crop to grow and to process into other foods, is an interview with a The first is an issue pack on the cassava post-harvest Rwandan orange sweet potato processor. value chain in Tanzania. It presents the story of a Tanzanian cassava processor and marketer, and includes Item 9 is a broadcaster how-to guide entitled detailed information on processing and marketing How to find useful and reliable information about cassava. The issue pack provides a list of resources – farming on the Internet. It was written by Inoussa organizations, audio programs, videos and documents – Maiga. for further information on the cassava post-harvest value Item 10 is a broadcaster how-to guide on how to chain. establish and manage successful radio listening Item 2 is an interview with cassava processors which groups, written by Filius Jere. focuses on the new harmonized standards for cassava flour in East and Central Africa. It was researched and We hope you enjoy Farm Radio Resource Pack 99! If you have questions or comments about the written by Lazarus Laiser. Pack, please contact Vijay Cuddeford, Farm Radio Item 3 is a mini-drama entitled Cassava is wealth: New International’s Managing Editor and Editor in Chief harmonized standards for processing cassava flour in of Voices, at [email protected]. East and Central Africa. It was written by FRI staff member Esther Mwangaubula.
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Paza Sauti allows farmers’ voices to be heard
In Tanzania, small-scale farmers are responsible Improved post-harvest services (8.4%) Welcome to Farm Radio Resource Pack 99! This Photo: Susuma Susuma for about 75 per cent of agricultural production. Improved scales for measuring volume (8.2%) Pack focuses on best practices in the post- But their voices often go unheard. The June 10 meeting was attended by dignitaries such as harvest cassava value chain, with an emphasis on During April and May, FRI used radio and mobile Tanzanian President Jakaya Kikwete and Christopher processing and marketing. FRRP #99 kicks off phones to bring Tanzanian farmers’ voices to the Chiza, the Tanzanian Ministry of Agriculture. President with our standard issue pack, then presents three forefront through a nationwide poll called Paza Kikwete responded to the poll results by saying, "I've additional items on post-harvest cassava. There Sauti (Swahili for “Raise your voice”). heard the message from the radio. I will dutifully and are six more items in the Pack: three on Members of the Jitegemee Cassava Processing Co-operative faithfully deliver." beneficial farming practices and one on processing sweet Five of FRI’s partner radio stations across potato. We’re excited to bring you two new broadcaster Tanzania invited listeners to use their mobile The Paza Sauti poll allowed farmers to directly tell policy- Item 4 focuses on the benefits of collective how-to guides in this Pack: on how to find reliable phones to respond to questions on the impact of makers what changes are needed in fields and markets. marketing for cassava farmers and processors, farming information on the Internet, and on how to agricultural programs and on armers’ access to As the African Union celebrates the African Year of and features interviews with growers, a processor successfully establish and manage radio listening groups. markets. The response was overwhelming – Agriculture and Food Security in 2014, this is the perfect and a cassava scientist. It was written by Raziah We hope you find them useful! almost 9,000 farmers participated. time for policy-makers to listen to farmers. Mwawanga. Cassava has long been considered a subsistence crop, Paza Sauti presented farmers with four yes-no Item 5 is an interview with farmers about the and hundreds of thousands of African farmers still grow questions and one multiple choice question. benefits of growing an improved variety of maize cassava mostly for household use. But cassava is being Farmers responded through FRI’s beep-to-vote called Quality Protein Maize. It is entitled Mother increasingly processed and marketed by small-scale system, calling one dedicated phone line for yes of twins: New maize variety enriches and farmers and farmers’ groups, and processed cassava is a and another for no, and then immediately nourishes Ugandan farmers, and was written by growing source of income for many farmers. Cassava’s hanging up. Their missed call or beep indicated Tony Mushoborozi. versatility is leading to a revival of interest in the crop. their response. Listeners responded to the Besides fresh roots and high quality cassava flour, Item 6, written by George Kalungwe, is an multiple choice question either by sending a free cassava roots and starch are processed into many other interview with farmers, a broadcaster and an text message to the radio station or receiving a foods, and into ingredients used in products ranging from extension worker on the benefits of using compost call and responding to voice prompts. Participants adhesives to pharmaceuticals to medical packaging to manure in Malawi. Paza Sauti incurred no costs whatsoever. gum to beer! Item 7 shows how Ethiopian chickpea and lentil The beep-to-vote system thus ensures that The first four items in this Pack focus on the cassava growers are learning new practices to prevent pest literacy, numeracy and socio-economic status are value chain in Tanzania, but the information they contain damage in these crops. It was written by no barrier to participation, and allows more farmers’ voices to be heard. can be easily adapted for other parts of Africa. Haileamlak Kassaye. Item 8, written by Jean Paul Ntezimana and Such an approach to polling is unprecedented. Resource Pack 99 entitled Rwandan farmers show that sweet While it is common to allow people to leave Farm Radio Resource Pack 99 contains ten items. potatoes can be a profitable crop to grow and to “missed calls” free of charge, taking advantage of process into other foods, is an interview with a this potential to conduct a poll was a completely The first is an issue pack on the cassava post-harvest Rwandan orange sweet potato processor. new step, and one with promise to bring farmers’ value chain in Tanzania. It presents the story of a voices into the mainstream. Tanzanian cassava processor and marketer, and includes Item 9 is a broadcaster how-to guide entitled detailed information on processing and marketing How to find useful and reliable information about The poll results were announced on June 10 at a cassava. The issue pack provides a list of resources – farming on the Internet. It was written by Inoussa special event in Dar es Salaam, led by Farm organizations, audio programs, videos and documents – Maiga. Radio International and ANSAF (Agricultural Non for further information on the cassava post-harvest value State Actors Forum), and supported by ONE and Item 10 is a broadcaster how-to guide on how to chain. the Bill & Melinda Gates Foundation. establish and manage successful radio listening Item 2 is an interview with cassava processors which groups, written by Filius Jere. Paza Sauti found that most small-scale farmers focuses on the new harmonized standards for cassava want their government to do more to improve flour in East and Central Africa. It was researched and We hope you enjoy Farm Radio Resource Pack 99! access to markets. If you have questions or comments about the written by Lazarus Laiser. When asked what the government could do to Pack, please contact Vijay Cuddeford, Farm Radio best help farmers get reliable markets for their Item 3 is a mini-drama entitled Cassava is wealth: New International’s Managing Editor and Editor in Chief crops, farmers called for: harmonized standards for processing cassava flour in of Voices, at [email protected]. East and Central Africa. It was written by FRI staff More knowledge about markets (44.1%) member Esther Mwangaubula. A review of crop levies (30.6%) Farmer Adasa John in her field in Rudewa Mbuyuni, near Morogoro, Improved system with middlemen (8.8%) Tanzania. (Photo courtesy of the Bill & Melinda Gates Foundation) VOICES | September 2014 | 3 Knowing your audience
One of the first things BBC employees see when they go to work each day is a poster that says:
"Audiences are at the heart of everything we do."
It reminds all BBC staff that as public service broadcasters, their job is to both serve and appeal to audiences.
The slogan is clever because it speaks of audiences in the plural, not just THE audience. It recognizes that different programs will appeal to different groups of people, but more than that it tells program makers to define in advance the audience that will be at the heart of their program.
That is one of the first jobs a program maker/designer has to tackle when creating a new program. The job of a good farmer radio program is to deliver valuable and useful information and provide farmers with an opportunity to discuss matters of importance to them.
Producers must answer the question "Who is this program for?" and they must recognize that it cannot be all things to all people.
To design a regular farmer program, you need a strong foundation, and that foundation is based on an up-to- date understanding of your intended audience. You need to know what is important to farmers – their work, their families and their villages; their successes and frustrations, their hopes and fears. You also need to find out where they currently get the information they need for farming, and what they think about those sources of information.
Your audience
In most cases, the main farmer program should serve all of the small-scale farmers within range of a station transmitter’s signal. This includes women farmers and men farmers, younger farmers and older farmers.
We have created two groups of questions to help you define who your audience is and whether your radio programming can benefit them. Neither list is exhaustive but each should help. You may not be able to find information on every question. Don't worry; what’s most important is thinking about questions like these and trying to get as many meaningful responses as possible.
Demographic information (information about people and what they do)
How many adults in your listening area depend on growing crops and/or raising animals for income or to feed their family? (very few, less than half, half, more than half, almost all) How many hectares is the average farm? How many people in the average farm family? How many farmers are: small-scale (very few, less than half, half, more than half, almost all)? larger, commercial growers (very few, less than half, half, more than half, almost all)? subsistence farmers (only grow food to feed their families and do not have enough to sell at markets)?
What is the average income for a farm family? Is there a lean season or hungry time in your area? If so, how long is it? How do families cope during the hungry time (name three or more coping mechanisms)? Do rural families have access to good agricultural extension services? How many rural families depend on local markets for family income? (very few, less than half, half, more than half, almost all)? How many rural families have other sources of income, separate from their farming activities? (very few, less than half, half, more than half, almost all)?
4 | VOICES | September 2014 What are the main crops grown in your area? What are the main livestock raised in your area? What activities do women farmers do that are different from men farmers, for example, grow vegetables but not maize, do weeding but not land preparation, conduct all on-farm cassava processing? Are young people engaged in farming? If so, how common is this and what farm activities and crops/ livestock are they involved with? What is the literacy rate of the rural population? If known, please give the rate for women and men separately.
Questions on access to radio
How many men farmers have access to radios in their homes? (very few, less than half, half, more than half, almost all)? How many women farmers have access to radios in their homes? (Very few, less than half, half, more than half, almost all)? Can everyone within range of your transmitter hear your radio station? If not, give details. How many men or women farmers listen to radio programs in groups? (very few, less than half, half, more than half, almost all)? What are male farmers' favourite radio programs? What do they most like about (each of) these programs? What are female farmers' favourite radio programs? What do they most like about (each of) these programs? What are young farmers’ favourite radio programs? What do they most like about (each of) these programs? What are older farmers’ favourite radio programs? What do they most like about (each of) these programs? What radio stations and programs are the best sources of farming information? What times do families, men farmers and women farmers prefer to listen to the radio to get farming information? (Please give different answers for families, men and women as required.)
You can probably think of more questions like these. The responses to these questions should give you some clues about the kind of audience you should design your program to serve.
This article is adapted from a module in our 2014 e-course on designing farmer radio programs.
STAY TUNED
Farm Radio Resource Pack 100 will focus on the aquaculture value chain in Malawi and elsewhere in Africa. The Pack will contain a variety of items, including issue packs, dramas, and broadcaster how-to docs!
Photo courtesy of World Fish: https://www.flickr.com/photos/ theworldfishcenter/6333957372 VOICES | September 2014 | 5 VOICE standards arm broadcasters must listen to farmers – for effective farmer radio F if only because, without them, there programming would be no audience! As a farm broadcaster, have you ever wondered how to improve your program? Do you broadcast at a time that is suitable for farmers? Do farmers’ voices really shine through in your programming?
These are the kinds of questions radio broadcasters must ask themselves when it is time to evaluate their programs. Sometimes, it is good to take a step back and analyze broadcasts carefully to identify what needs tweaking.
Farm Radio International has developed a tool to help you evaluate whether your farmer radio program is effective. That tool is called VOICE.
The VOICE tool has been used in FRI’s online training courses. But now, FRI is offering a stand-alone training module on VOICE. The self-taught course is now available on Barza, in both French and English.
Broadcasters will be able to make their own way through these modules, without the guidance of facilitators and mentors, in their own time. They will be able to refer back to it whenever they want.
In the VOICE module, you will find: ● lessons learned by broadcasters; ● why farmers turn off a farmer program; ● why your station should have a regular farmer program; and ● how to use VOICE standards to improve a farmer radio program.
Using VOICE to make good farmer programming is available on Barza at this address: http://barza.fm/barza-event/use-voice-to- make-good-farmer-programming/
You may have questions as you work your way through the course. Since Barza is an online community for broadcasters, we have created a peer learning group. Broadcasters can join the VOICE module group at http:// barza.fm/groups/voice-module-1825047206/ and ask questions, exchange information and tips, and help each other out.
If you have any questions, comments or feedback about the module, please email: [email protected].
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Radio Boda-boda goes the extra mile to serve listeners
Tanzanian women farmers listening to a
Freeplay solar radio with SD card Photo:Adam Bemma Tanzanian women farmers listening to a Freeplay solar radio with SD card
Rural radio broadcasts reach some of the most remote areas of sub-Saharan Africa. But during FRI’s visit to the Tanzanian farming village of Ngarenairobi, west of Mount Kilimanjaro, it was clear that villagers were unable to receive a radio signal. Without access to radio, local people have poorer access to critical agricultural information. But now, through an innovative project developed at Farm Radio International Tanzania’s The Hangar Radio and ICT Innovation Lab, Radio Boda-boda is delivering pre-recorded farming programs to hard-to-reach areas.
In East African countries such as Tanzania, motorcycle taxis are known as boda-bodas. Working with three Tanzanian stations – Moshi FM, Habari Maalum and Sauti ya Injili – FRI hires a boda-boda once a month to transport SD memory cards containing agricultural radio programs to a community listening group in Ngarenairobi. The boda-boda travels 85 kilometres from Sauti ya Injili’s studios in the town of Moshi to Ngarenairobi.
Villagers listen to the programs on the yellow, wind-up, solar Freeplay radios which FRI gave to community listening groups. Each memory card holds up to four programs. Group members can not only listen to the programs, but can also record messages for the Kilimo ni utafiti (Farming is research) program on Sauti ya Injili.
Tumaini Masahi is a 47-year-old small-scale farmer and mother of two. She is also the village chairperson. Mrs. Masahi says: “Each month, [the] Kijiji Biashara farmers group receives the SD card [and] listens to the Kilimo ni utafiti radio program together at the Ngarenairobi village office. It [has] helped us understand the importance of sharing agricultural information with other farmers from nearby villages.”
Photo: Sylvie Harrison
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WELCOME new partners!
Central Africa Rain Bow FM, Mbengwi, Cameroon Savana Radio Nkambe, Cameroon CRTV Bamenda, Cameroon Radio an Nour, Ngaoundéré, Cameroon Radio Banka FM, Cameroon Radio Tikiri FM, Cameroon
Vision Media GIC, Cameroon Photo:Harrison Sylvie
Voice of Moghamo, Cameroon Society for the Promotion of Initiatives in Sustainable Development and Welfare, Cameroon Media People, Cameroon Radio Don Bosco d’Ebolowa, Cameroon Radio Hot Cocoa, Cameroon Radio Nkol Ayong de Mengong, Cameroon
East Africa Radio Nuur Tanga, Tanzania Habari Njema FM, Tanzania Pambazuko FM Radio, Tanzania Standard Radio FM, Tanzania Radio Consult Co. Ltd., Tanzania Dahim Mohamed at Might FM Radio Pacis, Uganda Kings Broadcasting Services, The Voice of Bunyoro Ltd., Uganda Continental FM, Uganda Tropical FM, Uganda
West Africa Radio Balafon (Horizon FM), Burkina Faso Radio Communautaire Gayeri, Burkina Faso Radio Eveil de Bogandé, Burkina Faso RTB2 Sahel, Burkina Faso Radio Associative Baasneere, Burkina Faso Emak FM, Ghana Lom FM, Ghana Lorlornyo FM 93.3 & Kaleawo FM 107.3, Ghana Might FM, Ghana Yagbon Radio 98.9, Ghana Suncity Radio, Ghana Eagle FM, Ghana Quality Radio, Ghana North Bank Community Radio, The Gambia
Radio Habari Njema on the air
The newsletter for partners of Farm Radio International Editor in Chief: Vijay Cuddeford
Editor: Blythe McKay Supporting broadcasters in developing countries to Contributors: Adam Bemma and Katherine Walraven strengthen small-scale farming and rural communities Designer: Anne Girard 1404 Scott Street, Ottawa ON Farm Radio International material may be copied or K1Y 4M8, Telephone: 613-761-3650 adapted without permission if it is distributed free or at Fax: 613-798-0990 cost and if Farm Radio International and original E-mail: [email protected], www.farmradio.org sources are acknowledged.
© Farm Radio International (Canada), 2014 Project undertaken with the financial support of the Voices ISSN 1186-7841 Government of Canada through the Department of Foreign Affairs, Trade and Development (DFATD). Front page photo: Susuma Susuma
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