PhD in Electronic Media and Agriculture Development

Recommendation

1. This is found as constraints as per the findings of the research that-all the target audiences and viewers do not have access to mass media and ICT including all of modern available facilities; there are still significant number of farmers in media darkness; presentation styles of the agricultural contents on the media (tv/radio/newspapers/others print materials) are still not learning oriented; media contents are somehow easy and understandable but access is still limited. On the other hand film show (though it’s popular) does not cover wide range of audience and viewers. 

1. The journalists are not specialized enough: they do not know rural issues and are not close to the farmers.  It could be useful to train more reporters in local areas because it is a big constraint for reporters that they cannot travel to certain places.

1. The government should promote rural and agricultural development in a more active, concrete way e.g. to give the necessary equipment and financial rewards to the media, to go and report on agricultural subjects.

1. So that instead of people traveling, people could just connect to reporters at a local place, maybe by phone or through the internet. We need to have more forums where the media engages with the policymakers, because policymakers don’t usually understand the role of the electronic media. They think the media is just supposed to be public relations, whereas our role is more than that.

1. Many times journalists just report and report. If someone come and get a story from a farmer, he will give a very good story. Tomorrow another person will come and if he doesn’t see returns farmer will say you are wasting my time.

1. So we should make sure there is a feedback to the farmer and not just to extract from them. Sort of like a win-win situation. In short media can play a key role in the agricultural and rural development. Media people should come forward and raise the issues related to the agriculture, food security and climate change affects.

1. A Media Policy for Agricultural Sector is essential to be issuing that manifest the need and urge of the time, define a healthy and authentic communication as well as relationship between the farmers and the Media that eventually will ensure the better prospect of their lives and activities.

1. Meanwhile characteristics of priority interaction groups are found as-there is a dominance of resource poor farmers in the priority interaction groups and use of media is hardly affordable for them; media darkness is high vis a vis literacy rate is low; farmers dependence largely on traditional technology for learning.

 

 

It requires extensive policy for advocacy:

1. Agricultural journalism department establish in all agricultural universities;
2. Agricultural Crop Insurance policy;
3. Agricultural input information availability;
4. Develop creative contents/messages for media considering audience environment;
5. Agricultural museum, archive, resource Centre, bank and album established;
6. At a time dissemination of agricultural technology through all media;
7. Art of or style of presentation;
8. Community TV and Community Radio established without delay;
9. Develop draft contents relevant to the objectives and addressing major problems;
10. Develops the skill of media professionals Agriculturists and non-agriculturists;
11. Dielectery broadcasting and telecasting in all media;
12. Digitization and animation of agricultural technology;
13. Ensure agriculturists anchor, presenter and reporter;
14. Entail real farmer with media as they are the real hero of agriculture;
15. Establish individual agricultural TV channel;
16. Established individual Radio station;
17. Established workable CIC in every village of Bangladesh;
18. Every day programme with good repetition from ongoing media channels;
19. Farmers friendly and demand driven agricultural technology;
20. Formulating the recommendations the major backdrop considerable are;
21. Good emphasis on folk type of content like drama/song/literature;
22. Good practices of agriculture;
23. ICT in agriculture and E-agriculture;
24. Identify inputs, activities, outputs, outcomes and effect;
25. Identify messages and channels to achieve objectives;
26. Infotainment or Edutainment of Infomercial type of program;
27. Nutrition save food habit and cooking technique;
28. One stop or single door (crop, fisheries, livestock…) agriculture service;
29. Organic environment friendly sustainable agriculture;
30. Phone in program/Talk show/Tele-conference/Video-conference;
31. Pick hour broadcast or telecast (7 to 9 pm with repetition on 7 to 9 am);
32. Pre-testing of media contents before final broadcast and telecast;
33. Probable solution for attaining goal;
34. Problem solving program;
35. Producer controlled marketing system;
36. Regular monitoring and evaluation with proper management system;
37. Set appropriate communication approach and processes;
38. Successful story of farmer and agriculture;
39. Validation of all agricultural information and technologies before transfer;
40. Web Radio and Web Tele4vision establish.

Following are the recommendations categorically on the basis of difference of media and method of communications. Government and non-government organization should think for and have to follow accordingly