Digital Green
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Transcript of Digital Green
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Dr. Nadagouda S.B Development Manager, Karnataka
digitalGREENhttp://www.digitalgreen.org
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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
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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
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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
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Main source of information about new technology and farm practices over the past 365 days (India: NSSO 2005)
Agricultural Social Networks
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How can the speed and effectiveness of agriculture extension be improved at a reasonable cost?
The Problem
Extension officer on-field demonstration
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Video provides…– Resource-savings: human, cost, time– Accessibility for non-literate farmers
Digital Video for Extension
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DG Aims at………..
• Improving social, economic and environmental sustainability of small farmers livelihoods
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Digital Green System
1. Participatory content production
2. Video database
3. Mediated instruction
4. Structured sequencing
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Participatory Content Production
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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”
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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
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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
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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
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DG concept
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Interest, Questions, Clarifications, suggestions
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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
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>650M Farm-dependent
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PlatformDigital Green System
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GlobalDatabase
GlobalDatabase
Online/Offline Connectivity
AccessPoints
Partners Locations
Regular Digital Green
Intense
Eval
Control
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PlatformDigital Green System
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Cloud-based central databaseSynchronized with local databases
Online Offline (no/low connectivity)
Browser-based inputData stored in local database
Synchronized when connectivity available
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COCO | Connect Online, Connect Offline
Digital Green System
www.digitalgreen.org/tech
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AnalyticsDigital Green System
analytics.digitalgreen.org
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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?
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The challenge…
How the work could be continued after the project support……….. The sustainability issue
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Digital Green 1.0
Digital Green is at least 10 times more effective per dollar spent than classical extension!
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Our videographers
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Thanks!http://[email protected]