Desperately seeking content:Why service providers increasingly

search for quality training videos

Paul Van Mele

Overview

1 Method2 Video uptake and use3 Agricultural videos on the internet4 Feasibility of web-based platform5 Access Agriculture

• On-line survey in English, French and Spanish• Over 700 follow-up emails• Interviews with people in S Asia and W Africa• Literature and web review• Professional experience

1. Method

Table 1. Respondents to survey on video use (n=505 per August 29, 2011)

Number %National research & university 119 24International research & development 81 16International NGO 64 13National or local NGO 55 11Extension service 39 8Radio 24 5Food industry 23 5Farmer organization 19 4Communication enterprise 12 2Other 69 14

• Flexibility in use• Compact discs for easy dissemination• Rural radio stations and networks• Private sector• Television• Mobile phones• Video viewing clubs• Busses• Special events• Quality video enables multiple uses

2. Video uptake and use

Figure 1. Frequency of use of video to train farmers (n=448)

Never

Seldom

Occasio

nally

Regular

ly

Very fre

quently0

10

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2319

38

15

4

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Table 2. Reasons for not or rarely using video (n=166)

Number %I don't know where to look for videos 59 25I haven’t found videos on the right subject 39 16I haven’t found videos in local language 54 23Other 86 36

Figure 2. Usefulness of video

Very Quite Fairly A little Not 0

10

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70

to reach womento reach youthto reach illiterateto train groups

% o

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Video offers good opportunities to enhance learning among rural children and women.

Promoting sustainable agriculture among rural people is best done by building on discovery learning principles, as developed in farmer field schools.

• Internet use by farmers• Internet use by intermediaries• Is YouTube doing the job?

3. Agricultural videos on the internet

Figure 5. Frequency of searching web for training videos, n=442

Never

Seldom

Occasio

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Regular

ly

Very fre

quently0

10

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2124

28

17

10

% o

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Figure 3. Importance of local language of video (n=438)

Very Quite Fairly A little Not0

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10085

113 1 1

% o

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But limiting to local language versions alone inhibits global sharing

and use for farmer training

• Opportunities:• Growing interest in extension• Attention to farmer innovation• More organizations want to enhance their

impact at regional level• Many service providers have expressed their

interest in using quality videos

4. Feasibility of web-based platform

Across countries, crops often have common plant health issues and solutions.

Very Quite Fairly A little Not0

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7059

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Figure 6. Perceived usefulness to establish a new web-based platform for agricultural training videos, n=442

• An initiative of three communication enterprises• Agro-Insight• Countrywise Communication• Streaming Tank

• Focus on developing countries

5. Access Agriculture

• Challenges it aims to address• Channeling and translating demand• Learning vs prescriptive videos• Quantity vs quality• Capacity building• Institutional barriers• Networking

5. Access Agriculture

On entering the site, the user views an entry video with welcome test underneath. To the right they will see the main categories.The video is delivered into multiple qualities with bandwidth detection on the player and the ability to view on both mobile devices and over the web.The site detects the users language but the user can change the language at any point. These are in the main languages. The user will be able to view the videos inAdditional languages from the navigation.

Multiple Languages

Advanced, player with bandwidth detecting player for web and mobileIntroduction Video

Introduction Copy

Main Category Selection

Search Videos

Search Videos On playing the video the user will be able to view the video and also see the transcription associated with that video.

Search Videos The search results will appear underneath. When the user clicks on the thumbnail then that video will play.

SearchRice

Seed Sorting Seed Drying Transplanting

Premier League Videos Stories from the field and Blog

Challenge League Videos

Access Agriculture in 2012

Thank you!