Agricultural information dissemination: an audience survey in Kano State by International Institute of Tropical Agriculture

Information and Communication Support for Agricultural Growth in Nigeria

Agricultural information dissemination: an audience survey in Kano State

AA Adekunle, J.E. Onyibe, O.M. Ogunyinka, Z.E. Omenesa, S.J . Auta, and AU. Kuyello

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International Institute of Tropical Agriculture

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United States Agency for International Development (USAlD)

Agricultural information dissemination: an audience survey in Kano State

A.A. Adekunle, J.E. Onyibe, O.M. Ogunyinka, Z.E. Omenesa, S.J. Auta, and A.U. Kuyello

Information and Communication Support for Agricultural Growth in Nigeria (I CS-N IG ERiAl

April 2002

ÂŠ Intemational Institute of Tropical Agriculture (IITA), 2004 Ibadan, Nigeria Telephone: (234 2) 241 2626 Fax: (234 2) 2412221 E-mail: iita@cgiar.org Web:www.iita.org To Headquarters from outside Nigeria: c/o Lamboum (UK) Ltd Carolyn House 26 Dingwall Road , Croydon CR9 3EE, UK Within Nigeria: PMB 5320, Oyo Road Ibadan, Oyo State ISBN 978-131-229-7 Printed in Nigeria by IITA

Contents Page Executive summary....... . ..................... ...............................................

Introduction. .. ................. .... ............... .................... .............. .....................

Background .............. . ....... .. ...... .... ......... ..................................... . Objectives. ........... .. .. . ....... .. . .................. . ......................................

Methodology. . . . . ... . . . . . . .. . .. . .. . . . .. . . . . . . . ................. ........ ......... ...............

Study area..... . ... ... . .... ... . ... . .. . ... . . ... ... .. . . . ....... .... .............................

Sampling procedure. . ... ...... . .... .. . .. ... ... .. . .... .... .... .................... ...........

Findings and discussion...... ....... . ......................................... .. ................

Agricultural information communication channel in Kano State.. ............

Personal contact.. .. .. .... ........ ... ........ ..... .... . ......................................

Publications.. .. . . . ... ... . ... . ... . ... ... . ... . .. ... .............. ................... . ...... ...

Television broadcast...... ... .. ... ..... .... ... . ... . . .........................................

Radio. .. .. ... ... .... ....... ... ....... ......... ................. .................... ...........

Field days/agric shows... . ...................... .............. .... ................. ...........

Demonstration plots........ ....... ........ ......... ........................................

KNARDA Media Unit... .... .... ... ..... .... ... ... .. .................... ...................

Media consumption by male farmers aged 17-35 .. .....................................

Media consumption by female farmers aged 17-35.................................

Media consumption by female farmers above 35 years of age .. .... ..... .......

Media consumption by male farmers above 35 years of age ......... .............

Recommendations ....... . ............... .. , . . . .. .. ............. ................................

iii

Executive summary This is a report of an audience survey of agricultural information users conducted in April 2002 in Kano State. The main objective of the survey was to ascertain when, how, and what media local farmers consume. their awareness. attitude, and media preferences as well as their expectations. The survey was conducted in order to generate baseline data that can be used to enhance dissemination and use of agricultural information to farmers. The survey covered agencies involved in the production and/or dissemination of agricultural information to farmers. and discussions/interview of focused groups at two locations. Gundutse in Kura LGA in KNARDA Zone I, and Dantsawa in Gez.awa LGA in Zone II[ of the state. Four group categories, females aged 17-35 years and above 35 years. and males aged 17-35 years and above 35 years. were involved in the discussions. The study found various communication channels being used for the dissemination of agricultural information. Farmers in the state are benefiting from multi-institutional collaboration in agricultural information packaging and deployment. Extension support material being used in the state includes publications (leaRer. extension guides. and posters). and radio and television programs. Other communication channels in use in the state include extension agent advisory visits, field days, demonstration/training. and agricultural shows. T he study revealed that the use of extension publications (except posters) have no appeal among farmers above 35 years whether male or female. This category of farmers has little but a growing interest in viewing television. The use of agricultural publications, especially posters, was common among young farmers. The use of publications was related to the level of education. All the farmers (both male and female) above 35 years had no formal education unlike the younger farmers most of whom were either already well educated up to Ibeyond secondary school, or currently attending secondary schools. Radio is [he preferred medium for receiving agricultural information across the age groups. All the farmers have access to radio. Listening to radio is a usual pass time activity among the farmers. Entertainmenc is the main objective of the listeners. Female farmers above 35 years listen unconsciously, younger female farmers partially unconsciously, but both categories of male farmers listen purposefully. Female farmers above 35 years prefer to listen to agricultural programs with humor between 1 pm and 2 pm. Younger female farmers prefer programs with music, drama, and humor aired between 8 am and 9 am or between 11 am and I pm. Younger male farmers like agricultural programs similar to that preferred by young female farmers but are aired between 6 am and 7.30 am, and between 7 pm and 8.30 pm. Male farmers above 35 years preferred radio programs with high participation oHarmers that has humor/drama but aired between 4 pm and 6 pm. The preferred time for TV viewing was found to be similar for young male and female farmers (8-9.30 pm). High airtime cost is a major constrainc to the use of mass media for the dissemination of agricultural technologies in the state. Based on [he findings of this study it is recommended that:

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Agricultural programs on radio should be scheduled to suit the peculiarities of its catchment audience. Airtime for agricultural programs should be sponsored to enhance impact of the project. The project should devdop attractive print materials especially posters to increase awareness for improved agricultural technologies. The project should collaborate with other agencies to support the organization of field days/agricultural shows in the state. The project should assist Kano Agricultural and Rural Development Authority (KNARDA) and National Agricultural Extension and Research Liaison Service (NAERLS) with critical backup production equipment to enhance both quality and regularity of programs.

Introduction Background infonnation lnformation dissemination is a critical (001 for promoting national development. Based on this understanding, the Federal Government has designed several structures to implement several programs geared towards efficient and effective information dissemination with a view to improving agricultural production and rural development in the country. Among such are the World Bank funded Agricultural Development Projects of which the Kano Agricultural and Rural Development Authority (KNARDA) is one. KNARDA was founded in 1982 together with the Agricultural Supply Company (KASCO) as its commercial arm for the execution of a statewide extension service to farmers using the training and visit extension system. These two state agencies have sustained collaboration with national and international institutions. nongovernmental organizations. and foreign governments to promote agriculture extension services in the state. Recently, the high outpUt of agricultural research has led to a large pool of new agricultural technologies. which are yet to be disseminated to farmers. In order to accelerate the pace of dissemination of the research findings to farmers. a variety of communication channels have been adopted with the assumption that both the approaches and technical information packages are suitable to the farmers. A study on effectiveness and appropriateness of both the channels and the program content has not been carried out. It is against this background that this survey was conducted in Kano State. The objective was to identify the different types of media consumed by farmers and their level of effectiveness in enhancing the productive capacity of farmers.

Objectives The specific objectives of the study were to: • Ascertain what media local farmers consume and their media preferences. • Obtain current awareness of. and attitude about agricultural technologies in local communities. • Ascertain when local farmers consume certain media. • Ascertain what kind of media/programs/characters will reflect the farmers concerns. Ascertain what program types farmers prefer. • Ascertain and find the views of the farmers in order to create materials from their viewpoint.

Methodology Study area The survey was conducted in two communities, Gundutse in Gezawa LGA and Dancsawa in Kura LGA of Kano State. These communities represent Zones r and III of KNARDA, respectively. The communities were selected in consulration with KNARDA staff. Dantsawa is an average sized Hausa village of about 60-80 scattered bouses. The village has neither electricity nor pipe-borne water. It, however, has nonfunctional boreholes. Family size ranged from 8 to 15 persons. Male inhabitancs are mainly farmers with a few engaged in off-farm activities. Women are mostly engaged in processing. A few, however, have their own f.ums that are supervised by their sons or husbands. The major crops grown in order of preference are sorghum, groundnut, millet, and cowpea. Other minor crops are soybean, maize etc. Cultivation of crops is almost exclusively restricted to the uplands with a few fadarna plots. Gundutse is a relatively large settlement with over 400 houses. As with Dantsawa, the people are predominantly Hausa and Islam is their religion. Farmers in this location seem to be well to do as reflected in their cementhinc houses. This is probably related to their access to irrigation facilities and markets. The farmers reported that they have over 3000 wash bores and tube wells and over 280 irrigation pumps belonging to individuals. The village has a primary and secondary school, several boreholes (though most are not functional) electricity, and a health clinic. Mixed farming is practiced. Major crops produced are maize, tomato, onion, sugarcane, garlic, and sweetpotawes.

Sampling procedure A focused age-group discussion technique was adopted. A( each of (he locations, discussions were held with two separate male age groups: 17-35 years of age and above 35 years in Gundutse, and two female age groups: 17-35 years of age and above 35 years of age in Dantsawa. The discussions were facilitated by a resident extension agent in each community and a member of staff from the media unit of KNARDA. Participants ranging between 8 and 12 persons in a group were randomly recruited by the resident extension agents at the two locations and trained in the techniques of the survey prior (0 the discussion sessions. A discussion guide was used in each of the group discussions. As parr of the survey, discussions/interview sessions were held with the Media Unit of KNARDA. Also, discussions were held with some broadcasting stations including Kano State Television Station, (SlV) formally called City Televisions (CIV), and Kano State Radio, to document the agricultural programs produced, their content, when they are aired, as well as air-time charges and broadcast policies. The information obtained was presented on a group basis in order to aid understanding of the peculiarities of the different age categories.

Findings and discussion Agricultural information communication channels in Kana State The following channels are currenrly in used in Kano State for agricultural information dissemination: personal contact; radio broadcasts; television broadcasts; publications (extension publications); field days; agricultural shows; demonstrations (field; and trade fairs. Personal contact

Agricultural information dissemination by personal contact in the State involves the use of extension agents. As at the time of visit the State had 360 extension agents [0 service over 350000 farm families. Apparently a low extension agent to farmer ratio of 1: 100000, which is far below 1: 1000 recommended for training and visit (T&V), exists in the State such that reliance on this approach for agricultural information dissemination is unlikely to result in any remarkable improvement in agricultural practices. Publications

KNARDA has some capability for in-house production of various extension publications (leaflets, posters, and guides). It also has access to extension publications produced by NAERLS, SG 2000, and the Federal Department of Agricuhure, which are used to educate farmers on new technologies. Most of the publications produced are in local languages (Hausa and Ajamt). Since their use is directly linked to literacy level, a very limited number of farmers request for and few use them, because of the high level of illiteracy among farming communities in Kana State. Television broadcast

There are two television broadcasting stations in Kano State: NTA and State Television (STY). The NTA station was not visited during the survey due to time constraints and also due to its lack of linkage with KNARDA. SlY has three agricultural programs: 1. Mu-kuoma Gona (Let us go back to land) (25 mins) 2. Nadukr trohon ciniki (Farming is an old occupation) (25 mins) 3. Documentaries--25 mins. The sources of documentary materials are NAERLS, US IS, and KNARDA. The programs are aired during prime time betWeen 6 pm and 10 pm. The station airtime charges are fixed based on guidelines by the Broadcasting Organization of Nigeria (BON). The station also implements a 25% discount on airtime cost for agricultural information broadcast. At the time of visit, the airtime rate per quarter (2nd quarter of 2002), i.e., 13 episodes was N281 080.80.

Radio

There is one radio broadcasting station in Kano State that is Kano State Radio established in 1946. The station has four programs on agriculture: 1. Harama manoma (Back to land) (30 mins)-producedlsponsored by KNARDA. 2. Ruwa Gwiwar manoma (Irrigared farm) (30mins)-sponsored by Hadejia Jama' are Rivet Basin Development Authority. 3. Na duk~ tsohon ciniki (Farming is an old occupation) (30 mins)-in house. 4. N~ da Lambuna (Backyard gardening) (15 mins)-sponsored by Hadejia Jama' are River Basin Authority. In addition to the agricultural programs released from the State radio station, farmers in the State also listen to agricultural programs from Radio Nigeria (FRCN) Kaduna sponsored by NAERLS and other agencies (Tables 1 and 2). Listening to radio is a usual activity among members of rural communities in northern Nigeria. Entertainment is however the main objective of the listeners. Entertainment is explained in terms of leisure time and the contentment a listener derives from listening. The listening habit is unconscious with little or no attention given to the other radio programs being aired. The listening culture is essentially individual but listening in groups may occur especially during particular occasions such as ceremonies, football match, or when spending leisure time at a place such as in a shop or mini market or common compound. In a baseline survey by KNARDA (1998) on radio listening among farmers in Kano State, it was found that over 9S% of the respondents listen to radio daily, out of which over 60% had their own radios. Sixty seven percent (67.8 %) preferred agricultural programs aired in the evening, whereas 78% want programs longer than 15 minutes. Program broadcast of agricultural information through radio and television is costly in terms of airtime cost. For example, airtime cost for 13 episodes of 30 mins duration is N280, 080.80 at STY, Kano, while the same 13 episodes of 15 mins duration with one repeat per week at Radio Nigeria (FRCN) Kaduna cost NI92, 806.25. Field days/agricultural shows

KNARDA organizes field days to exhibit the potential of new agricultural technologies on various crops annually. Sometimes several field days are held in a year. SG 2000 also organizes field days annually mainly on wheat and maize. Agricultural shows are rare. The last one was held in 1992 by the State Ministry of Agriculture. Field days are highly popular among farmers and many farmers actually look forward to such even ts. Field days have been effective as a medium for agricultural information dissemination, as testified by farmers. Demonstration plots

KNARDA established demonstration plots ro show the benefits and potentials of new technologies across the State as Small Plot Adoption Technique (SPAT) or as Management Training Plots (MTPs) in collaboration with SG 2000. In 2001, a rotaiofSI MTPs on garlic

were established in the State. Garlic production is rdatively new in Kano State. Major efforrs to promote its production resulted in remarkable increase in production, which has resulted in a glut, showing the effectiveness of the methodology. KNAROA media unit KNAROA was established with a World Bank Assistance and Counterpart Funding by the

State and the Federal Government of Nigeria in 1982. A media unit was established as a core component of the authority to provide support services to other core programs. The media unit has large capacity to produce various extension support materials. At the time of this survey, the unit has under capacity utilization for production of some extension publications especially in Hausa language. The unit also has some capacity for in-house production of agricultural radio and TV programs. It has strong links with State Tdevision and Radio Stations in Kano and with Radio Nigeria (FRCN) Kaduna through which their programmes are aired at a cost. It also has a strong link with NAERLS. The capacity of the media unit to sustain the production and airing of its Radio and TV program is however presently being constrained by the deteriorating state of their (old) equipment and the high cost of airtime.

3.2

Media consumption by male farmers aged 17- 35

Socioeconomic background/characteristics The farmers in this group were 11. Seven out of them are married. Two are newly married and are yet to have children. The married ones have between 2-4 children, making their family size 4-6. Two members of the group are Polytechnic graduates, four are Secondary School leavers, one is in Islamiyya School, while the rest have some Islamic School education. All members of the groups are Hausa and are engaged in both fadama and rainfed types of farming all the year round. They have fadama plots and water pumps. It was reported that there are about 283 irrigation pumps and 3000 wash-bore and tubewells in Gundutse. These facilities has transformed the lives of the community agriculturally, socially, and to a large extent, economically. Major crops grown in the area are tomatoes, sugarcane. garlic, onion, and assorted types of vegetables. They also grow wet season crops like guinea corn, millet, maize, cowpea, and groundnut. Majority of the group have houses built with burnt bricks and cement. They also own transporr facilities like motorcycles, bicycles, and some motor vehicles. The village has such social amenities like pipe-borne water, electricity, primary and secondary schools for their children.

General perception about farming challenges Generally. the farmers at this settlement use traditional implements such as hand-hoes and cutlass for their farming activities. Very few farmers use ox-plough for cultivation. Those that can afford it hire the services of the ox-plough. A majority use local crop varieties, apply fertilizers and insecticide, and a few use improved seeds and seedlings. All the youths expressed interest to acquire the skill for grafting, budding, and layering oHruit trees . Their ocher needs include the supply of hybrid seeds of maize, cowpea. sorghum, tomatoes etc., and how to apply herbicides. Majority of the farmers are not using credit facilities_ As such. they consume part of their produce and set some apart for sale to obtain money to solve domestic problems and to finance subsequent farming activities. They requested that if soft loans could be made available, they could expand their farming activities. However, due to inadequate information abour the market situation, farmers in this area have litrle or no control over the strategy for marketing their produce. Most of them harvest their produce almost at the same (ime and the produce being mosrly perishables creates marketing problems. For example, during harvest, a basket of tomato may be sold at less than N 100, while the same product may sell as high as between N600 and N800, when the product is scarce.

Perception about new technology The group consists ofliterate and semi-literate members and therefore they have the capacity to understand technical information much more than the older farmers. Some of the youths have used improved seeds and seedlings, new practices on planting, spacing, and insect/disease control in several crops such as cowpea, rice, and tomatoes, and in tree crops such as mango, oranges, and guava.

Media consumption and preference Radio

All the married participants have their own radio and TV sets. The unmarried ones have their own radio sets bur no TV sets though they reported having access to TV once in a while. They listen to Kano State Radio and FRCN Kaduna; and the Hausa programs of some foreign stations such as BBC. VOA, and Radio Deutschewelle, Germany. Their interest for foreign stations especially VOA is because one presenter (Shehu YusufKura) ofHausa Service is an indigene of the area. In terms of preference, they prefer radio due to its affordability and easy maintenance. and portability even while working in the farm. In addition to the individual ownership of radio and to boost their radio listening habit, the media unit of the state ADP (KNARDA) provided the village with a radio cassette

recorder and formed a radio listening group. This, according to them , helps them to listen to some programs over the radio, and sometimes allows them to borrow some recorded cassettes of interest. AJI members of the group confirmed listening to news and current affairs programs of FRCN Kaduna, 'Barka d4 ,au' news nationwide; an international news magazine programme (Global Searchliglu) and the radio Doctor ofVOA. They also confinned listening to agricultural programs by the State Radio and FRCN Kaduna. Other programs they indicated listening to include the FRCN/NAERLS, Mu Koma COlla. This is in addition to programs sponsored by the Jigawa State ADP GADA) and broadcast from FRCN Kaduna. Another programs that attract the interest of the farmers is "Ina Manoma" (Hello Farmers) a Kano State AD P (KNARDA) sponsored program and broadcast at FRCN Kaduna between 6 am and 7.30 am. The period between 7 pm and 8.30 pm is considered the most appropriate time to listen to radio broadcast by the youth group. Discussions with the producers on the farm while working is considered appropriate. The reason is that the program is seen to be participatory. Another interesting program in the opinion of the farmers is Noma Ka.nkara. an NAERLS variety agricultural discussion program, co-produced by AJhaji Ado Chiranchi and Ladan Konragora, broadcast at FRCN Kaduna. Through these programs, farmers said that they have received information on improved agricultural practices and inputs. Other sources of information according to them are agricultural extension agents, fidd days and agricultural shows, ADPs, and also through discussion with fellow farmers. Through the above-mentioned sources, farmers stated that they have been entertained, educated. and informed. T hey however, complained that a number of the technologies discussed on radio are not easily accessible. Publications

Since the majoricyof the people in the group are well educated. the use of publication materials such as guides, posters, billboards, and leaflets is widespread. Posters are highly valued by this category offarmers. Normally the posters are fixed on the notice boards at their meeting place, where every Sunday they meet between of 4.30 pm and 6 :00 pm. Television

As indicated earlier, all the married members in the group have TV sets, while the unmarried ones do not have their own sets. They reported gaining a lor from TV programs due to its practicability and they are able to see how things are being demonstrated. That is why members of the group expressed considerable interest to view TV programs. Kano State ADP program ~ A1u koma Cona" (Back to Land) is very popular among the youths due to its farmer participatory nature. The strong point for this program is that it demonstrates how farmers can interact with producers and learn the new technology from their co-Farmers in the program. They prefer the program to be telecasted between 8:30 pm and 9 pm.

Drama and theater

This is not considered a popular medium of information dissemination. This is perhaps due to the glorification ofHausa films and drama as being mainly to entertain the youth especially during their leisure and past times. They express enthusiasm to participate and wished for something more beneficiary in themes rather than love and marriage. Agricultural shows and field days

The farmers in the group reported gaining a lot from these exercises. However, they expressed dismay that these activities, especially the agricultural shows, are no longer being held. The only activity they confirmed being aware of with only twO members in the group having attended is the fidd day organized by SG 2000 on maize. Festivals

There are social and religious activities, which enable the farmers to imeract. Usually, they share information on virtually everything during such ceremonies. Farmers' voice lifestyle and inner world

Generally, the people of Gundutse are engaged throughout the year in both irrigated and rainfed agriculture. They have a simple lifestyle that is centered on farming. A typical farmer wakes up to say his morning prayer at about 5 am, listens to VOA news at 6 am, State news at 6.30 am, Network news in English at 7 .00, occasionally have his morning meal while listening to network news or while on his way to the farm or market andJ or sending the young ones to schools. The two members of the group that are employed go to their places of work after the network news. Usually they return from the farm at about 4 pm, bath, then go out to socialize with other youths and [eturn finally home for super at about 6 pm and play with the kids. All through the day the radio is probably tuned on, placed either on the arm or in the pocket until about 7.30 pm when he settles for the IV The radio is the most important companion of the average youth farmer in Gundutse.

3.3

Media consumption by female farmers aged 17-35 years

Socioeconomic characteristics This group consisted of ren young female farmers. All of them are married. Their family size ranged from 3- 6 persons depending on whether they are in a monogamous or polygamous family setting. Mosr of the young women had between one and four children. Five out of the group are secondary school leavers, while the rest attended IslamiYY2 Schools. Most of them could read and write in English, Hausa. or Ajami and Arabic.

All of them have their own farms. However, due [0 their cultural and social background, most of their farming activities are conducted with hired labour that are supervised by their either husbands or their male relatives . Their own role during the farming activities is supply of money [0 pay hired labourers, buy inputs like fertilizer, seeds, and insecticide. The young female farmers are however directly involved in ather economic activities such as processing (threshing), soap, or pomade making.

General perception about fanning challenges The greatest challenge is the cultwal practice that prescribes role and lifestyle of women. Most of the field activities are conducted wimout the involvement of me women. Their only active conuibution takes place during harvesting activities such as cowpea picking, groundnut picking, and the threshing and bagging of crops such as millet and sorghum. Some of them, however, keep some livestock such as goats, sheep, chicken, and ducks. They also practice some backyard gardening for vegetable. They are satisfied with the situation. Due to the traditional and religious peculiarities of the women fa rmers in this settlement, they have no access (0 any kind of micro-credit support.

Perception about new technology The group expressed awareness of some new improved seeds like ICSV-400 sorghum variety, and Ife brown cowpea introduced to them by KNARDA, this they described as high yidding and early mamring. However, one of the respondents complained that Ife brown cowpea is more susceptible to insect attack than their local variety. Five members of the group also reported being aware of sobat millet introduced by the Lake Chad Research Institute but popularized through radio. They are also aware of processing and utilization of soybean technologies such as meat, milk, wara, moin-moin and pottage. The use of machine for household level ground nut oil extraction is one of the most important technologies the young women have adopted. They actually look forward [0 a similar breakthrough for millet threshing. [n essence young female farmers are ready to embrace new technologies.

Media consumption and preferences Radio

The young women all prefer radio because of the ease of its acquisition and maintenance. They listen [0 FRCN Kaduna (Hausa Service) Kano, and Jigawa States ADP and NAERLS sponsored radio programs. They also listen [0 some foreign stations like BBe, VOA, and Radio Deutschewelle, Germany. Drama, News and requests are their favorite programs. They are more interested in drama, religious, and public enlightenment programs. About 50% of the respondents prefer programs aired between 8 am and 9 am, while the rest prefer

1] am-L pm as the most suitable timing for their radio programs. Since this category of farmers take major decisions perraining to processing, agricultural program producers should take into consideration this peculiarity. Television

Television access is only on NTA and STV stations. They prefer to watch TV programs together with their families . like the young male farmers, the young women prefer programs aired on TV berween 8:30 and 9:30 pm. The young women enjoy watching agricultural programs especially chose demonstrating skills e.g. , preparation of some particular food process. The young women generally like drama and musicals as well as news. However, because there is no electricity they said that their husbands use small generators and batteries to operate the TV sets at very high cost. Publications

Some members of the group attended secondary schools, while ochers attended Islamiyya schools. All the young women frequently read extension publication on processing and on recipes. Other publications the group indicated having access to, are newspapers, magazines, and bulletins. This is in addition to posters, billboards, and handbills. Agricultural shows/field days

The young women reported that they do not usually participate in field days and agricultural shows. However, they had attended such activities before getting married and confirmed gaining a lot from them. They said that sometimes their husbands tell them whenever they attend such activities but maintained chat it has been long since they heard about it. Drama/theatre

These young women farmers sometimes watch mobile cinema. They however expressed dissatisfaction over the themes and contencs of these films and video productions. Festivals

They attend such ceremonies like graduations. naming ceremonies, and marriage festivals. Attending such functions serve as a means of socialization and information dissemination for most of chern. Since most of them are in pudah chese are the only opportuniry for them to go out and interact with friends and relatives. Generally, the young women at Dantsawa rated radio as the most effective means of information dissemination, followed by Tv.

Farmers voice, lifestyle, and inner world The lifestyle of the young ladies in the village is indeed full of domestic activities. They wake up in the.morning about 5:00 am, they say their prayers, sweep their house, prepare breakfast, wash the children, and serve the food . Before the afternoon meal, they engage in other activities like preparation ofloeal fuod for sale. some engage in other activities like soap and/or pomade making, tie-dye, and anend their Islamiyya Schoollessons. In the mernoon. they prepare lunch, say their prayers, and continue with other domestic chores until evening when they retire. This is generally (he panern or lifestyle of the young women at Dantsawa village throughout the year. They generally feel contented with these routines, which they consider as their social and religious fUnctions. Concerning the media program that reflect their concern, aspirations, settings, daily lives, conflicts, and challenges they nce. the respondents expressed recognition of certain characters and producers as in a drama tided Garin T/una fota" [0 portray a settlement of a community whose majority engage in illicit behaviors or activities. This according to them encourages young girls to go for fornication through the use of condom. and discourages them from wanting to get married. They consider this as going against their moral and cultural values. On the other hand, they welcome characters that engage in preaching through religious programs in addition [0 emphasis on improved technologies. For dissemination of new technology, the young women advocate radio and television programs and the use of publications such as guides, billboards, leaflets. posters. and handbills. U

3.4

Media consumption by female farmers above 35 years of age

Soaoeconomic characteristics of women Members of this group have no formal education. They can neither read nor write. Household size ranges from 5 to 15persons depending on whether they are monogamous or polygamous families with the latter having larger numbers of people. The women are absentee farmers. They have farms where all direct farm operations are implemented and supervised by other persons. Major crops grown include guinea corn, cowpea. millet. and groundnut. Other crops are soybeans, maize. vegetables, etc. The women also keep livestock such as chicken, sheep, goats, and guinea fowls. These animals are sold any time they need money. Ocher economic activities that the women engage in include processing of agricultural produce, making of soap, tie and die, pomade. ecc.

General perception about farming challenges The women are involved in agricultural production as already mentioned. However. they use traditional methods and tools for production. They pay money to people to carry out field operations for them, bue rely on their husbands and male children [Q supervise the field activities tram cultivation to harvesting. Processing of fann produce is the farming activity the women conduct directly by themselves because it is carried out at household level. Women that can afford it use ox-plough for cultivation. Most of the women lack economic power to purchase their own ploughs. Postharvest activities a[ the farm level are also carried out using traditional methods. Often this is done by hired labor. paid for by the women. The women have very limited access to micro-credit or credit support facilities due to the subsistence level of their production. The women reported having once obtained loans in cash or kind for processing groundnuts into oil and cake several years back. Since then. all their activities have been financed through savings made from previous years' productions. The women were of the opinion that they can improve on their agricultural activities especially those related [Q processing if assistance is provided in form of credit. This may enable them acquire production implements like ox-plough, increase the size of land they cuhivate and purchase processing machinery like de-husking machine, groundnut oil extracting machine, etc. Perception about new technologies The elderly women are aware that there are technologies that can help them increase their productivity. They reported that they have produced improved sorghum and cowpea varieties in the past and they were very happy with the output. They are not producing these improved crops because of non-availability and high cost of the seeds. Media consumption, preference, and timing Radio

Some of the women own radios. Others listen to radios owned by their husbands or sons. They cannot identify the radio stations. They have no specific times for listening because this is detennined by when their sons or husbands are in the house to put on the radios. However, the women reported that they would prefer to listen to radio programs in the afternoon around 2.00 pm. At this rime rhey would have finished their work and prayers. Television

The elderly women have limited interest in television programs. They occasionally warch agricultural, religious, and other programs on income-generating activities for women. The women go to bed early and prefer programs aired from 5 to 7 pm. They do not enjoy emertainment programs especially dances (modern) because rhey said rhat it corrupts the mind.

Agricultural shows/field days

Women generally do not attend fidd days/agricultural shows in most pans of northern Nigeria. Most of them are aware that men (rheir husbands and sons) attend these activities. The elderly women reponed that men sometimes rell them what they saw at the field days or agricultural shows. However, they could not say how often or how frequently the men attend these acrivities. The elderly women are quite satisfied with the arrangement whereby the men attend functions and mayor may not share with them their experiences. Publications

The elderly women are not literate and thus have very limited use for publicarions. They however, said that they recognize and understand messages rhat are presented in posrers and will be happy if such media can be used to disseminare informarion ro rhem. Drama/theater

Elderly women do not also watch drama and theater. They feel thar this is exclusively for men. Festivals

All the women arrend cultural events like weddings, religion fescivals. naming ceremonies etc. They enjoy arrending these functions because they are a form of socializarion and to some, ir is usually during such functions that they have the opponunity to go out of their homes to visit other friends and relations. On the whole, the women rated the radio as the best and most reliable form of media available to them. Programs disseminated through this medium would be well accepted as long as they are aired at the appropriate time. which is 2 .00 pm when they are resting. Television is the second medium of communication that the women enjoy, because they can see the activity being demonstrated especially when such programs are aired before bedtime. The problem with this medium as reported by the women is the need for decrriciry ro run the television, which is always a problem in rhe villages . and batteries are very costly.

Farmers voice, lifestyle, inner wor1d The elderly women have a very simple lifestyle. When a woman wakes up in the morning around 5.00 am, she says her morning prayer. sweeps her room and rhe compound, prepares her breakfast, baths, and eats with her family members. After breakfast. she prepares her lunch, says her afrernoon prayer, starrs processing grains for the evening meal, ears her lunch . and resrs in the afternoon. Afrer resting, the woman continues wirh the prepararion of dinner that is finished ar 6.00 pm. The woman then says her evening prayer. eats her dinner. some rests (relaxacion) before finally retiring to bed at about 10.00 pm. The woman is very much contented with all these activities.

Throughout the year the pattern of the elderly women's activities is the same. The women create time within the day to carry out some income-generating activities. Those that have helpers such as daughters or daughters-in-law have more time for other activities.

3.5

Media consumption by male fanners above 35 years of age

Socioeconomic characteristics of fanners All male farmers above 35 years of age had no forma! education though some of them could read Hausa and Ajami. Their household size ranged from 5 to 15 persons depending on whether they are polygamous or monogamous. All the farmers have been farming since childhood. and can be described as fairly well to do. They are engaged all year round in farming because they have private wash-bore and (ube wells as well as irrigation pumps. Major crops grown include guinea corn, cowpea, groundnut, vegetables (assorted). and onions. Other crops include millet. soybeans. maize, potatoes. etc. Livestock such as goats. sheep, chicken, etc. are reared in the households and women mostly own them. Some of the men also engage in trading within the locality and some even travel far to buy and sell. Their houses are mostly constructed with cement blocks. and roofed with corrugated iron sheets. Mobility in and out of the village is not a problem because most of the farmers have bicycles, motorcycles. and motor vehicles. There is electricity in the village. Also. there are a primary and secondary schools for their children.

General Perception about farming challenge Farmers within this age range engage in agricultural production using traditional methods. They use implements like hand hoes, cutlass. local seed varieties, etc. Most of the men use ox-plough for their cultivation. Some farmers own the plough themselves, while others hire from their neighbors. Local varieties of crops are produced. However. some of the elderly farmers reported cultivating improved varieties like maize, sorghum, tomatoes, cowpea, etc. Some of them carry out postharvest activities at the farm level using traditional methods. Processing is essentially for women and children and is done at home using traditional methods. Farmers who can afford it used improved chemicals to store their crops. Most of the farmers stated that they have benefited from SG 2000 (an international NGO) maize technology transfer program. The farmers do not have access to micro-credit and market information. There are indications that these will be useful to the farmers in terms of increasing their farm holdings and in exploiting market opportunities. This will enable them acquire improved machinery like traction . ox-plough for cultivation and to target various markets. They also need to be provided with improved seed varieties in adequate quantities, and at the appropriate time.

The farmers are currently not receiving any direct extension advisory services. The ADP in the past was the agency providing extension support but following the closure of the World Bank loan that supported its activities, the effectiveness of the ADP to render such services is being constrained. The farmers reported that the last visit of an extension worker to their locality was about five years ago.

Perception about new technologies The dderly farmers are aware of new technologies that can help increase productivity of their farming. Some of them have cultivated improved seeds like sorghum, maize, cassava, soybeans, rice, etc. Earlier maturing and higher yields when compared with the local varieties are the reasons given for cultivating the improved varieties. They are not using such technologies now because of unavailability of the improved seeds in sufficient quantities. They are willing to buy improved seeds if they are made available at the appropriate time.

Media consumption, preference timing Radio

All the elderly farmers have their own radios. In a study carried out by KNARDA in 1998, it was found that over 60% of farmers in the state have personal radios . They all listen to radio programs on agriculture, news, politics, etc. Some farmers carry their radios to the farms or markets because they do nor want to miss certain programs. They usually listen to programs from Radio Kaduna, Kano, BBe, and VOA. The farmers reported that they enjoy listening to agricultural program, both international, national, and local news, political programs, drama, and traditional songs. They enjoy listening to radio programs because they learn new farming practices and also gain from the presentation. They however expressed dislike for agricultural programs that teach about new technologies they cannot obtain either because of high cost or unavailability. They want livestock programs, bee keeping, and fisheries. They reported that some of the radio programs are irregular and that onen old programs are repeated over and over again. Publications

The elderly farmers reported that they have not seen posters on agriculture. They said they prefer programs being relayed through radio. When they were shown some posters they said they would like [0 have the posters, as it will help remind them of the messages learned from the radio. Television

The farmers reported that they do not have their own television sets and that they have no interest in watching them. Some of farmers have recently started developing interest to own television sets because of stories they have heard nom other farmers especially the younger

ones. The elderly fanners could not assess the importance oflV in disseminating information since they presendy do not use this medium. Drama and theater

This is not a popular medium for information dissemination for this category of farmers. But the farmers said it could be a very efficient medium because it is being used in other fields. The farmers are willing to participate as actors if called upon to do so. Agricultural shows/field days

The farmers reponed that they have participated in field days and agricultural shows in the past. In their opinion. these activities are very useful because they able to learn new agricultural practices and to share experiences with other farmers each time they participate in them. They reporred that these activities are presently not being carried out. Festivals

The farmers regularly attend religious. naming ceremonies, and wedding ceremonies. Informarion is somerimes passed on to farmers during such ceremonies. Among the media sources discussed above, radio was rated highl)' by the farmers as the most efficient and commonly used medium for communication of agricultural information. For the farmers, the most appropriate time to air agricultural programs should be between 4.00-6.00 pm when they are in their homes resting after the day's work.

Farmers' voice, lifestyle, inner world A typical day of an elderly farmer is very simple. As he wakes up in the morning. he prays, then has his breakfast. After breakfast, he goes to farm/work/market as the case may be, where he works until evening before coming back home to eat, pray, and rest. This is the practice both in the raining season and dry season. After evening prayer, the farmer has time for relaxation usually within his MUTe - a meeting poim to discuss and chat with friends and neighbors. It is during this time of restinglrelaxing that the farmers want radio programs to be aired for them. The farmers like their farming activities very well, but they have certain constraints. The first major problem they mentioned was that oflack of inputs and improved technologies etc. Inputs are not readily available in sufficient quantities as required by the farmers. This results in their using traditional methods of production that the farmers described as inefficient. The farmers also complained of lack of access roads to and from some of their farms especially during the raining season. The farmers lack storage facilities especially for their perishable crops like vegetables. There is need for efficient storage facilities and cottage industries to enable them process and store their vegetables until times of scarcity.

Poor prices for their crops orland lack of market for their crops like garlic are the other problems of the farmers . Cooperative marketing will be difficult in this case because of the subsistence nature of production by a majority of the farmers . Farmers in this locality have also seen the need for adult education to increase their level off awareness of and/or usage of new technologies.

Recommendations Based on the findings of this study, the following recommendations are made: I. Great diversity in terms of preferred time for listening to agricultural programs were found among the four studied categories. It will therefore be a great step forward if each radio scat ion could schedule its agricultural programs to suit the peculiarities of its catchment audience. II . Radio consumption is a popular medium among the farming audience bur the present high cost for air time has made it very expensive and has limited the number of agricultural programs broadcast to the farming audience. It is therefore recommended. that airtime for agricultural programs should be sponsored to enhance impact of the project. Ill. The farming audience generally confirmed that billboards, posters, and leaflets are good sources of agricultural information. In this light. it is recommended that the project should develop attractive prim materials especially posters to increase awareness for improved agricultural tecbnologies. IV. The audience survey revealed. thar field days and agricultural shows are good occasions for interaction between farmers and for acquiring new technologies. It is recommended that the project should collaborate with other agencies to support the organization of field days/agricultural shows in the state. v. KNARDA is still using obsolete equipment, which limits its capacity [0 produce high-resolution programs. Similarly, programs coming from NAERLS that are received in Kano State and beyond are irregularly aired due to constant breakdown of old equipment. Ir is therefore recommendeu that the project should assist KNARDA and NAERLS with critical backup production equipmem to enhance both quality and regularity of programs.

Reference KNARDA (1998). Baseline survey of radio listening group in Kano State. KNARDA. 17pp.

Station 1. Kano State Television (STY)

2. Kano State Radio

3. Radio Nigeria

FRCN-Kaduna

Programs

lime aired

Duration

Language

Sponsor

Mukwoma Gona Naduke Tsoho ciniki Documentary

6-10pm

25 mins

Hausa

6-10pm 6-10pm

25mins 25mins

English Hausa

KNARDA In-house NAERLS, USIS In-house

Harama Manona Ruwa gwiwar manoma

30 mins

Hausa

30 mins

Hausa

Naduke Tsoha ciniki Ni da lambuna

30 mins 15 mins

Hausa Hause

KNARDA Hadejia Jammare River Basin In-house In-house

Noma kar1<ara Ina manama Kartau Sarilin

30mins 15 mins 15 mins

Hausa Hausa Hausa

NAERLS KNARDA KTARDA

Noma Jagoran Manoma A1barka na cikin kasa

15 mins 15 mins

Hausa Hausa

JARDA KebbiADP

Above 35yrs

Female

Male

17-35yrs

17-35 yrs

Female

Male

Age range

Sex

Group

Radio Field days! Agricultural shows

Hausa

Personal contact (Extension Agents Visits)

Moming hours on Fridays 4.00-6.00 pm for other days

4.00-6.00 pm

1.00-2.00 pm

Variable 6.00-7.30 am 7.00-8.30 pm 8.30-9.00 pm

Posterslleaflets Radio

8.30-9.00 pm

8-9am. 11 .00am-1 .00 pm

Preferred time for agricultural program

Radio

Radio Agric showsl Field days

Hausa/English

Hausa/English HausalEnglish

Hausa English Hausa

Language

Radio

Variable 3.05-3.35pm 9.00-9.30pm

Time

Preferred media

Hausa

Radio

Field days

Print Radio

TV English

Print Radio

Agricultural communication channels (media consumed)

About ICS-Nigeria Information and Communication Support for Agricultural Growth in Nigeria (I CSNigeria) is a project which aims to increase the quantity and quality of information available for increased agricultural production, processing, and marketing and also strengthen the capacity of farmer assistance organizations co package and disseminate information and agricultural technologies co farmers for the alleviation of rural poverty. In the recent past, investment in the support services to Nigerian agriculture has been neglected with the result that this sector has not realized its full potential to contribute to the prosperity and economic development of the country. Meanwhile, increasing population pressure and the accompanying need to intensify agricultural production is leading to erosion of the natural resource base on which agriculture depends. The sustainability of prod uction is threatened by a vicious cycle of declining soil fertility and increasing problems of pests, diseases. and weeds . Moreover, the lack of knowledge on how to add value through proper storage, processing, and marketing impedes agricultural gro"YI'th. Promising technologies exist to address these problems. but their adoption is constrained by a lack of information packaged in appropriate formats, and poor communication channels for this information, between farmers and me research, extension, and education organizations that are supposed to address these issues. ICS-Nigeria aims to assist in meeting these challenges by developing appropriate format materials for disseminating information and agricultural technologies to target user groups, while increasing capacity of farmer assistance organizations to produce information materials. At the same time, communication channels will be reinforced so that information Row is enhanced. Agricultural technologies have been selected on the basis that they will lead to agriculrural commercialization thereby enhancing rapid income generation for farmers and private sector practitioners. The project is taking advantage of existing agricultural devdopment programs in Nigeria, national research institutes, and international research institutes in and out of Nigeria to identify these technologies. The project is also taking advantage of existing successful partnerships arising from recent and ongoing programs to enhance information Row. ICS-Nigeria is funded by USAID .

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International Institute ofTropic:al Agriculture

I InstiM international d'agriculture tropicale ~