Digital Green uses social organization and technology to

Digital Green uses social organization and technology to improve the efficiency of extension systems globally

DG Offices DG Partners DG Academic Collaborations WHERE WE WORK

Information Sources for Farmers in India Main source of information about new technology and farm practices over the past 365 days (India: NSSO 2005) 3

Digital Video for Extension Video provides… – Resource-savings: human, cost, time – Accessibility for non-literate farmers 4

Early Experimentation Parameters Varied Backgroundof ofactorsin in video, Types of of content, Six and months in field trying various combinations Location of Method of Location andtiming ofscreening, Method ofdissemination, of Background ofofmediator, etc. Degree ofmediation, Background mediator, etc. design Over 200 Degree days of surveys, ethnographic investigation, and iterative 5

Initiation Mobilization Situational Awareness Training Production Topic Identification Storyboarding Shooting Editing Diffusion Dissemination Adoption Reporting

Digital Green: Early Results 7 times more adoptions over Training & Visit model Mediation 90 80 Social homophily between mediator, actor, and farmer Desire to be “on TV” Trust built from identities of farmers and villages in videos 70 60 Classic GREEN 50 40 30 Digital Green 20 10 0 Apr-07 May-07 Jun-07 Jul-07 Aug-07 Sep-07 Oct-07 Nov-07 Dec-07 Jan-08 Feb-08 Mar-08 Apr-08 May-08 Jun-08 Cumulative Integration into existing extension operations Adoption Rate (%) Repetition (and novelty) 15 months: 13 villages, 3 nights a week, 1, 000 regulars 7

Cost-Benefit System Cost (USD) Adoption (%) /Village/Year Cost/Adoption (USD) Training & Visit $840 11% $38. 18 Digital Green $630 85% $3. 70 /Village/Year Note: Decreasing amortized cost of hardware with time and scale digital. GREEN is at least 10 times more effective per dollar spent than a Training & Visiting system 8 8

Initial assessment $243 incremental increase in farmer income over 8 months

Analytics analytics. digitalgreen. org

Videos videos. digitalgreen. org

Digital Green’s next 3. 5 years in India National Rural Livelihood Mission (NRLM) Bill Melinda Gates Foundation (BMGF) • From 2000 villages to 10, 000 villages • From 200, 000 farmers to 1 million farmers • Increase their production by 20% • Decrease their production costs by 15%

Digital Green work beyond NRLM – Research and learning grant from DFID – Test model in low-income countries – Moving into health and nutrition domains • Nutrition and agriculture domain based convergence – research-based conferences • Virtual Training Institute – Internal cadre of master trainers on video production and dissemination techniques • Formative research / RCT design for ongoing programs

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