Bringing rice S and T to farm and rural folks through radio
2004
de Leon, T. P.,Philippine Rice Research Inst., Maligaya, Science City of Muñoz, 3119 Nueva Ecija (Philippines). Development Communication Div. | Zagado, R. G.
Success in rice farming is achieved when the farmer-cultivator is well-informed. PhilRice has been successful in promoting rice S and T among its clients through various media, such as print, broadcast/AV, and exhibits. Over its past 18 years of operation, the use of radio is still identified as the most economical and effective media in bringing technologies within reach by its clients. Radio has a crucial role in meeting development needs. It is still considered the medium of choice, offering the greatest potential for serving farm and rural populations. It can be used as a creative, practical, cost-efficient vehicle to bring education within reach of the rural poor , and to simultaneously promote the empowerment of farmers and strengthen community development. Hence, PhilRice uses radios' full potential in creating awareness on rice S and T among its clients. Various technologies on rice production have been packaged through broadcast releases. These releases have been distributed to 128 farmcasters affiliated to leading radio stations nationwide, among which, is the station DZMM (630 Khz) of the ABS-CBN Foundation. Expert interviews on the various aspects of rice production and testimonies of successful technology adopters have also been coordinated for airing. Because of this intensive rice S and T radio campaign, a growing number of farmers are becoming more aware of rice S and T as evidenced by the feedbacks received from listeners nationwide. As part of its thrust to improve delivery of information among its clients, PhilRice is now migrating from the traditional educational broadcast to a more dynamic format. Innovative feedback and interactive learning strategies are being tried with selected partner-stations.
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