1. Changes and Challenges in the Integration of Video-led Rural ExtensionPier Paolo Ficarelli8th Convention of Grameen Gyan Abhiyan Chennai, 28th October , 2012

2. The Digital Green Extension Approach 2 3. Strengthening Capacity of Rural Service Organisations Digital Green works in partnership with NGOs/Rural Development Organisations ready to engage with innovation and digital technologies to increase impact of the delivery of extension. Digital Green service suite: Partnership Agreement Shared responsibilities with partners, target to be reached, seed funding Training & Capacity building Skill development of CSPs and anchor persons for video production& video screening facilitation, Quality Assurance Standards for video production, process facilitation and practice adoptions Monitoring & Feedback Monitoring video screenings, video topic preferences, adoptions, Q&A on mobile platform Video content Development & Management Video story-boards, validation and repository management IT/ICT Support & Data management Storing & indexing, digital technologies maintenance and upgrading 3 4. Digital Green ICT Proposition for Quality ExtensionHardware cheap and robust enough to suit Software innovative application to monitorgravel roads!field work and farmer adoptions in real time! Pocket CamcorderCOCO HD videos E-bay available @ $100-200 Pin wireless microphone 9 V batteries E-bay available @ $30-50 Statistical Analysis Pico projector $100 device Li-ion batteriesFARMERBOOK Available on the Indian market USB- Mini Speakers AAA Rechargeable batteries4 5. Results of Digital Green ApproachIn less than 3 years, many results have been achieved by partnerswith the support of a still young and fast growing organisationFarmers/SHGsReduction of production costs and increased yieldsLearning and exposure to new practices/ideas (e.g. bio-fertilisers, multi-cropping)Videos provide exact information e.g. quantities, input commercial namesVideos build self confidence in trying outEasy to remember because of repetitions even for illiteratesOther farmers join because they like videosHearing is one thing, seeing is believing!More videos on more topics!Partner OrganisationsVideos make work of field staff easierField staff empowerment (I was a donkey.now I feel like a horse)Increased attendance to extension meeting (evening time, less travelling etc.)Use of videos endorsed by mgt. across all programmes of the organisationRecommending video-led extension to other organisations500 villages reached in two years > 200 community based facilitators trained (just two cases)5 6. The Challenge: Integrating Digital Green Video-led Extension1 Years2 Years 2 Years Partners & other Stakeholders OwnershipThere is no DG Jointsuccess without Digital Greenpartner success! PartnershipLearning ConsultationProject 2009 20102012 2014Project teamCases developmentInstituionalisation competencyOrganisational and Project ExitApproach stakeholders Buy-in Scaling up developmentMainstreaming DG video-led extension does not mean learning to use more projectors for screeningvideos but to strategically integrate technology, video content and delivery into partner programmesand organisational systems. 6 7. Implications for Digital Green Partnership DevelopmentAppropriation of DG approach by partners is the key to successDG would not exist without partners and their field staff facilitating screening. Partner managementcommitment and adequate resource allocation is necessary to make the approach workChange of partners extension procedures and systems is requiredDG is not only about making videos and information dissemination. DG suite of services is about skilldevelopment of extension staff in various dimensions, monitor impact at beneficiaries level andmaking explicit organisational know-how.Sufficient time for learning and exit partnerships are requiredEven if visible results have already been achieved, partnership agreements have been initially agreedfor a too short period of time. DG approach has mostly low investment to benefit ratios at the start.Partner organisations that are overworked, external funding dependent and juggling multiple prioritiesat field level require longer support period to sustain initial results and maintain quality.Users feedback is critical for DG approach & organisational evolutionDG suite of services and technology operates in a very challenging environment. It requirescontinuous adjustments. Mechanisms to foster collective learning and selection of improvements arecrucial to produce long lasting innovation. 7 8. Implications for ICT4DICT4D is not about new gadgets and web-toolsICTs are interwoven with people. They do not work independently from users. ICTs exist because usersfind them useful to fulfill specific tasks. They evolve or die off because of the social space in which theyare used.ICTs enhance humans possibilities - they cannot substitute humansInformation delivered on mobile may contribute to raise awareness. Changes of behaviour requirehuman relationships and interactions capable of building self- confidence, trust and enthusiasm.Technology increases access to opportunities. It cannot seize them.Nesting ICTs in organisational systems is the route to sustainabilityEconomic viability is no definite criteria for sustainability. People and organisation make it work andaffordable.Long lasting ICT-innovation need support of strong knowledge networksThe success of any innovation is based on mobilizing creativity among people who are willing to run witha brilliant idea even if it is flawed and underdeveloped. Real innovation emerges out of multi actorlearning capable of adapting the original idea and selecting the best improvements. This also entails thesupport of existing knowledge networks to provide relevant extension content to be disseminated.8 9. Coming together is a beginningKeeping together is progressWorking together is success Henry Ford.enabling others to better achieve is impact!9