The document discusses content management processes in selected m-Agriculture (mobile agriculture) initiatives in India. It summarizes three case studies of m-Agriculture initiatives - Reuters Market Light, IFFCO Kisan Sanchar Limited, and Lifelines. All three initiatives identified farmer information needs through surveys. They sourced content from experts, databases, and organizations. Content was localized and adapted to format/language for farmers. Feedback was obtained through surveys. Key challenges included limiting formats, sourcing experts, regulating access, validating local/quality of content, and evaluating feedback. The initiatives demonstrated potential for disseminating information and connecting experts/farmers at scale through customization and use of different media on mobile platforms.
33. Info Type: pull model (IVR audio Q&A platform)
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35. Content Management: Key Challenges 10 Format Limits of SMS and voice messages on mobile for agro-advisory: Videos? Audio + Pictures? Sourcing Content is dispersed and scattered: Agri-Google? Experts: 24H Access? Motivation? Access Identified trend is towards close access of digital repositories: Regulations? Localisation Mainly based on outsiders’ knowledge and area criteria: Farmer knowledge? Quality It is delegated to experts and relies on implicit knowledge: External validation? Feedback Client satisfaction mainly anecdotal/based on sample surveys: Sufficient? “Infomediaries” Info-need articulation and advice translation require human facilitation: Viable?
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37. Why keep engaging with m-Agriculture The problem with the world is not that people know too little, but that they know many things that ain't so Mark Twain 13