An innovative participatory video for agricultural information dissemination: A case of digital green

S Afroz, R Singh, RR Burman… - Journal of …, 2014 - indianjournals.com
Journal of Community Mobilization and Sustainable Development, 2014indianjournals.com
In agricultural sector, particularly farmers are highly vulnerable to risks due to high variability
in climatic conditions and to market uncertainties. To minimize all types of risks,
largenumbers of ICT initiatives are working in the country. One such innovative ICT initiative
is 'Digital Green'system which utilizes participatory videos for dissemination of technology.
Because ofearly success in popularization of sustainable farming practices through the use
of localized video in local language, it had been deployed to six other states of the country …
In agricultural sector, particularly farmers are highly vulnerable to risks due to high variability in climatic conditions and to market uncertainties. To minimize all types of risks, largenumbers of ICT initiatives are working in the country. One such innovative ICT initiative is ‘Digital Green’ system which utilizes participatory videos for dissemination of technology. Because ofearly success in popularization of sustainable farming practices through the use of localized video in local language, it had been deployed to six other states of the country. Beside its wide adaptability among the farmers, it has few limitations to meet the information needs of all the farmers. Hence the present study was conducted in the Guna and Mahbubnagar districts of Madhya Pradesh and Andhra Pradesh where Digital Green is working since last three yearsand aimed to study the methodology adopted by the system and also to analyze the various constraints in providing the extension services through the use of video. Garrett ranking technique was used to rank the constraints. It was found that large numbers of participatory videos were produced in 13 local languages and the most severe constraint in the functioning of Digital Green was time constraints followed by low IT literacy.
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