digital green bhubaneswar
TRANSCRIPT
digitalGREEN
Agricultural Systems?
Low literacy in local lang
No bank account
Expensive credit
No unique ID
Poor roads
Credit card
Computing device and connectivity not enough!
farmer expert
Quantity buyersPoor quality
control
Market
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Agriculture Extension“Training & Visit” extension popularized by the World Bank in 1970s
– Face-to-face interactions of extension officers and farmers
Extension officer “commuting” between farms
IT & Indian Agriculture
• Kiosks with Internet access
for farmers
• aAqua– Pull-based Question and Answer Krithi Ramamritham, IIT Mumbai
• eSagu – Push-based Expert Review of Digital Photos Krishna Reddy, IIIT Hyderabad
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??
Main source of information about new technology and farm practices over the past 365 days (India: NSSO 2005)
Agricultural Social Networks
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Six months in field trying various combinationsOver 200 days of surveys, ethnographic investigation, and iterative design
Background of actors in video, Types of content, Location and timing of screening, Method of dissemination,
Degree of mediation, Background of mediator, etc.
Background of actors in video, Types of content, Location and timing of screening, Method of dissemination,
Degree of mediation, Background of mediator, etc. 6
Early ExperimentationParameters VariedEarly Experimentation
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21 villages in Karnataka:– Language: Kannada– Crops: Ragi, banana, mulberry, coconut– Population: 50-80 households– Irrigation: 10-20 households with access– Television: 15-20 households
Metrics:– Knowledge: Before-and-after– Attendance: Farmers at each screening– Interest: Intent to take-up a practice– Adoption: Number of households taking up
each new farming practice or technology
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Experimental Set-UpPreliminary Evaluation
ExpertExpert
Extension Officer
Extension Officer
Farming Community
Farming Community
Farming Community
Farming Community
Farming Community
Farming Community
Research AssistantResearch Assistant
Local MediatorLocal Mediator Local MediatorLocal Mediator Local MediatorLocal Mediator
Poster Green(3)Same as Digital Green with local mediator, but no TV/DVDMediator makes posters and holds regular group sessions
Classical GREEN (8)Same as usual
Digital Green (9)3 sessions per weekCost:
Rs. 9,500 ($240) for TV/DVD per villagePC / camera costs sharedExtension officer sharedMediator salary
Accountability:Daily metrics and feedbackOfficial extension staff
15-month study
Audio Green (1)Same as Poster Green withMP3 audio tracks from videos
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7 times more adoptions over classical extension
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15 months: 13 villages, 3 nights a week, 1,000 regulars
Sustained local presence
Mediation
Repetition (and novelty)
Integration into existing extension operations
Social homophily between mediator, actor, and farmer
Desire to be “on TV”
Trust built from identities of farmers and villages in videos
Digital Green: Early Results
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System Cost (USD)/Village/Year
Adoption (%) /Village/Year
Cost/Adoption (USD)
Classical GREEN $840 11% $38.18
Digital Green $630 85% $3.70
Poster Green $490 59% $4.15
Cost-Benefit
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Note: Decreasing amortized cost of hardware with time and scale
Digital Green is at least 10 times more effective per dollar spent than classical extension!
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Participatory Content Production
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Digital Green System
Introduction to innovations– Standard extension
procedure
Rough “storyboarding”– Repetitive pattern; easy to
learn– Minimize post-production
Local farmers on their own fields– Reduce perception of
“teachers”– Promote “local stars”
FarmersFarmers
Kn
ow
led
ge
P
artn
ers
Kn
ow
led
ge
P
artn
ers
Partners
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Digital Green System
Video Database
Online video database (http://www.digitalgreen.org)
>2500 videos of 8-10 minutes each
Quality-control, minor video editing,
Indexed by type, topic, locale, season, crop, etc.
Distributed via memory card
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Digital Green System
Mediated Instruction
Local mediator– Performance-based honorarium
Human engagement– Field questions, capture feedback,
encourage participation– Balance genders
On-demand screenings – Choice time and place– Not “stand-alone” kiosk
Support and monitoring – Daily metrics and feedback– Official extension staff
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Digital Green System
Structured Sequencing
Group Participation
Practices with
longer-term
visible rewards
Practices with short-
term visible
rewards
Community AssessmentCommunity Assessment
Audience
Awareness
Season
Location
Time
COCO | Connect Online, Connect OfflineDigital Green System
www.digitalgreen.org/tech
AnalyticsDigital Green System
analytics.digitalgreen.org
@ digitalGREEN
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WHERE WE WORKDG Offices DG Research
DG Partners
OUR ASSOCIATES
