Mass media for agricultural extension in Malawi.

This report presents the results of research regarding the role of the mass media in providing information to farmers in Malawi. The report describes the face-to-face information services provided by the agricultural extension system and by the farmer training centers as well as the operations of the Extension Aids Branch (EAB) of the Ministry of Agriculture. It then assembles available information concerning media effectiveness and costs. A number of studies were reviewed concerning sources of farmers information and how much had been learned from media exposure. In 1 study 67% of the respondents listed extension workers as a source of agricultural information 8% listed training course attendance 27% listed radio 9% listed films and 2% listed puppets. Other studies have indicated that even though radio and films are carrying much information already known to farmers they also communicate effectively. Farmers learn from both these media and they are popular. Results of all the effectiveness analyses must be considered cautiously yet there is evidence that information services can be profitable in terms of improved productivity. Marked differences were found in the costs of the different ways of reaching farmers. Agricultural extension agents were estimated to cost about US$21 per farmer contact; residential training centers cost about US$30 per farmer for a 5-day session; and day training centers cost about US$4 per farmer for a 1-day session. The EABs films cost about US$0.17 per farmer contact-hour; the puppet shows cost about US$0.08 per viewer. Radio costs at about US$0.004 per listener-hour are the lowest of any medium. Economies from mass outreach are clear. What is less clear in Malawi and elsewhere is how to make the mass media maximally complementary to face-to-face methods and how to use them to allow increases in the ratio of farmers to extension agents without impairing effectiveness. Even given severe limits on the amount of information carried by the radio programs it seems appropriate to conclude that the broadcasts are highly cost effective.