Paul Van Mele

1. Desperately seeking content:
Why service providers increasingly
search for quality training videos
Paul Van Mele

2. Overview
1 Method
2 Video uptake and use
3 Agricultural videos on the internet
4 Feasibility of web-based platform
5 Access Agriculture

3. 1. Method
• On-line survey in English, French and Spanish
• Over 700 follow-up emails
• Interviews with people in S Asia and W Africa
• Literature and web review
• Professional experience

4. Table 1. Respondents to survey on video use
(n=505 per August 29, 2011)
Number %
National research & university 119 24
International research & development 81 16
International NGO 64 13
National or local NGO 55 11
Extension service 39 8
Radio 24 5
Food industry 23 5
Farmer organization 19 4
Communication enterprise 12 2
Other 69 14

5. 2. Video uptake and use
• Flexibility in use
• Compact discs for easy dissemination
• Rural radio stations and networks
• Private sector
• Television
• Mobile phones
• Video viewing clubs
• Busses
• Special events
• Quality video enables multiple uses

7. 50
% of respondents
40 38
30 23
19
20 15
10 4
0
Figure 1. Frequency of use of video to train farmers (n=448)

8. Table 2. Reasons for not or rarely using video (n=166)
Number %
I don't know where to look for videos 59 25
I haven’t found videos on the right subject 39 16
I haven’t found videos in local language 54 23
Other 86 36

9. 70
60
% of respondents
50
40 to reach women
to reach youth
30
to reach illiterate
20 to train groups
10
0
Very Quite Fairly A little Not
Figure 2. Usefulness of video

10. Video offers good opportunities to enhance learning among rural children and women.

11. Promoting sustainable agriculture among rural people is best done by building on
discovery learning principles, as developed in farmer field schools.

12. 3. Agricultural videos on the internet
• Internet use by farmers
• Internet use by intermediaries
• Is YouTube doing the job?

13. 30 28
24
% of respondents
21
20 17
10
10
0
Figure 5. Frequency of searching web for training videos, n=442

14. But limiting to local
language versions alone
100 inhibits global sharing
85 and use for farmer
80 training
% of respondents
60
40
20 11
3 1 1
0
Very Quite Fairly A little Not
Figure 3. Importance of local language of video (n=438)

15. 4. Feasibility of web-based platform
• Opportunities:
• Growing interest in extension
• Attention to farmer innovation
• More organizations want to enhance their
impact at regional level
• Many service providers have expressed their
interest in using quality videos

16. Across countries, crops often have common plant health issues and solutions.

17. 70
59
% of respondents 60
50
40
30 23
20
11
10 6
1
0
Very Quite Fairly A little Not
Figure 6. Perceived usefulness to establish a new web-based
platform for agricultural training videos, n=442

18. 5. Access Agriculture
• An initiative of three communication enterprises
• Agro-Insight
• Countrywise Communication
• Streaming Tank
• Focus on developing
countries

19. 5. Access Agriculture
• Challenges it aims to address
• Channeling and translating demand
• Learning vs prescriptive videos
• Quantity vs quality
• Capacity building
• Institutional barriers
• Networking

20. On entering the site, the user views an entry video with welcome test underneath. To the right they will see the main categories.
The video is delivered into multiple qualities with bandwidth detection on the player and the ability to view on both mobile devices and over the web.
The site detects the users language but the user can change the language at any point. These are in the main languages. The user will be able to view the videos in
Additional languages from the navigation.
Multiple Languages
Search Videos Introduction Video
Advanced, player with bandwidth detecting player for web and mobile
Main Category Selection
Introduction Copy

21. Search Videos On playing the video the user will be able to view the
video and also see the transcription associated with that
video.

22. Search Videos The search results will appear underneath. When the
user clicks on the thumbnail then that video will play.
Rice Search
Seed Sorting Seed Drying Transplanting

23. Access Agriculture in 2012
Premier Stories from Challenge
League the field and League
Videos Blog Videos

24. Thank you!