digital green
DESCRIPTION
Presentation held by Dr. Nadagouda during the oikos swissnex Practitioner Day 2011 @ IIM Bangalore, India, 26 August 2011. http://www.oikos-international.org/academic/development/development-academy-2011/practitioner-day.htmlTRANSCRIPT
Dr. Nadagouda S.B Development Manager, Karnataka
digitalGREENhttp://www.digitalgreen.org
Agriculture in India600M agriculture-dependent lives
Majority small landholders (<3 acres)
<$2 a day ($750 a year)
Growing debts ($300 per year per farmer)
Earlier technology intervention…– Green revolution had mixed results
• Increased yields, but…• Led to rising input costs, declining soil
fertility• Due to excessive use of
fertilizers/pesticides
Indiscriminate use of technology partially responsible for current agrarian crisis
A farmer from Yellachavadi village,outside of Bangalore
2
33
Agriculture Extension
Dissemination of expert agriculture information and technology to farmers
“Training & Visit” extension popularized by the World Bank in 1970s
– Face-to-face interactions of extension officers and farmers
100,000 extension officers in India– Extension agent-to-farmer ratio is
1: 2,000– 610,000 villages in India with
average 1,000-person population
Typical extension officer salary isRs. 4,000 per monthExtension 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
5
?
Main source of information about new technology and farm practices over the past 365 days (India: NSSO 2005)
Agricultural Social Networks
5
66
How can the speed and effectiveness of agriculture extension be improved at a reasonable cost?
The Problem
Extension officer on-field demonstration
77
Video provides…– Resource-savings: human, cost, time– Accessibility for non-literate farmers
Digital Video for Extension
DG Aims at………..
• Improving social, economic and environmental sustainability of small farmers livelihoods
99
Digital Green System
1. Participatory content production
2. Video database
3. Mediated instruction
4. Structured sequencing
10
Participatory Content Production
10
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”
1111
Digital Green System
Video Database
Online video database (http://www.digitalgreen.org)
>500 videos of 8-10 minutes each
Quality-control, minor video editing, and metadata tagging
Indexed by type, topic, locale, season, crop, etc.
Distributed via DVD
1212
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
1313
Digital Green System
Structured Sequencing
Group Participation
Practices with longer-term
visible rewards
Practices with short-term
visible rewards
Community Assessment
Audience
Awareness
Season
Location
Time
DG concept
Interest, Questions, Clarifications, suggestions
18 1
2
3
Network Effect
Viral Web 2.0 in the Web-less world - Content ecosystem: education, entrepreneurship, entertainment - Cost-realistic access: pico projectors, TVs, DVD players, and camcorders
Reinforce existing social networks to diffuse innovations through communities
Local “idol” competitions to be a better farmer
Digital Green System
18
>650M Farm-dependent
21
PlatformDigital Green System
21
GlobalDatabase
GlobalDatabase
Online/Offline Connectivity
AccessPoints
Partners Locations
Regular Digital Green
Intense
Eval
Control
22
PlatformDigital Green System
22
Cloud-based central databaseSynchronized with local databases
Online Offline (no/low connectivity)
Browser-based inputData stored in local database
Synchronized when connectivity available
COCO | Connect Online, Connect Offline
Digital Green System
www.digitalgreen.org/tech
AnalyticsDigital Green System
analytics.digitalgreen.org
Non-Non-Profit Digital Green
Digital Green’s value to farmers is established – viewers contribute Rs. 2-4 per screening.
Could DG also be supported by ads?
Advertisers get access to a distributed, captive audience with demonstrated interest in better agriculture.
Ads follow Digital Green’s distribution channels.
To do: – Scale Digital Green– Devise mechanism for ensuring
appropriate ads– Quantify ad effectiveness– Quantify ad value to advertisersDigital Green DVD title screen
Subsidize agriculture extension with ads?
The challenge…
How the work could be continued after the project support……….. The sustainability issue
26
27
20062007
20082009
20120
200
400
600
800
1000
1200
1400
Villa
ges
Ope
ratio
nal
Digital Green 1.0
Digital Green is at least 10 times more effective per dollar spent than classical extension!
Our videographers
Thanks!http://[email protected]