FUNDING FOR MEDIA and ARDs

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FUNDING FOR MEDIA and ARDs

• BASIC Questions
• Who will fund the media?
• Why will they fund?
• Cant media fund itself?

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Who will fund the media?

• Demand Driven
• Manufacturers processors
• Agro-input companies
• Financial institutionsbanks,insurers
• Government and donor organizations
• Research institutions
• Farmer interest groups trade unions

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Why will they fund?

• Motivation to Fund
• Response to popular demand e.g. dairy information
• Profit motive main reason
• Satisfying target clientele e.g. Countryside FM
• National interest public good(food security).

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Cant media fund itself?

• Reasons to fund self
• Farmers seeking trusted info
• Source of info increases reach for media houses
• Creating forums to advertise newspaper
  supplements
• Gap in public agricultural extension service

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Transfer of technologiesDairy Industry in Kenya

• White Gold
• Embryo transfer
• Sexed semen
• Artificial insemination
• Zero grazing
• Breeding
• Silage Hay making

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Effects of media funding on ARDs

• Competition wars motivating farmers to invest
• Increased listenership as farmers seek knowledge
• Revenues Cutthroat competition in TV Radio
• Starting of farmer media stations

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Cont Effects of media funding on ARDs

• Increased demand for agricultural loans
• Agricultural insurance (livestock, crops)
• Improved practices by farmers
• Wide coverage, including grassroots, isolated
  areas

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Challenges to media funding

• Few demand driven enterprises , e.g. milk
• Inadequate involvement of media in agricultural
• Tendency of media exploiting businesses
• Limitation as to reach TV, internet
• Lack of agricultural champions in media circles

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