Interactive Community Radio Program: An Approach to Integrating an Entrepreneurial Culture in Sheep Fattening in Ethiopia

Abstract

Communicating information on agriculture innovations to farmers has relied on extension services which limits the number of farmers reached. Radio remains the most cost-effective means of building awareness and supporting the adoption of new farming practices by small scale farmers in Ethiopia. Although radio is the most popular mass medium, agriculture programming is executed with little participation from the farmers and extension agents. Broadcast media houses hardly undertake surveys for agricultural programmes to find out the effectiveness of the programmes aired. The International Center for Agricultural Research in Dry Areas (ICARDA) in collaboration with Bonga Agricultural Research Center is working with Southern Radio and Television Agency to broadcast topics on improved and market-oriented sheep fattening practices and technologies in five zones in the Southern Nations, Nationalities, and Peoples' Region (SNNPR) of Ethiopia. The radio programs are broadcast in five local languages: Kafinon, Bench, Chara, Naoo and Sheko, of southwestern Ethiopia. The radio resource packs include improved and best fattening practices, market information, entrepreneurship skills, success stories, collective action by way of groups or cooperatives, extension services and private sectors engagement on improved fattening business. The live discussions and question by entertainment ways are creating interest to follow the programs. The key radio programming principles are a systematic agenda, action-oriented programming, and sufficient repetition for mastery of concepts and action, and message revision based on listener feedback. The rationale for using radio in extension and advisory services came from an understanding that radio is an excellent, cost-effective means of sharing knowledge, building awareness, facilitating informed decision-making, and supporting the adoption of new practices and technologies by small-scale farmers. This study, therefore, provides an insight into best approaches to agricultural programming for radio stations and stakeholders in the sheep fattening sector.