Despite these opportunities, radio is still, in practice, often considered part of the dissemination plan rather than an integral component of the extension service. With the right support, including an enabling governing structure, thoughtful and inclusive design processes, and relevant and appropriate use of technology, radio has the potential to enhance existing extension services, and to integrate both public and private sector partners in an effective response to the communication needs of farming families. Radio programmes can serve a number of communication functions including: enabling active listening (to find out farmers’ preferences, needs, opinions, etc.) raising awareness of services, events, or programmes disseminating information and facilitating discussion about the information hosting campaigns on behaviour change topics (disease prevention or adoption of a new variety) and initiating networking between farmers. Radio programmes can cover a range of topics and integrate scientific information (appropriately repackaged in various formats) with consideration of, and reference to, the social and cultural context, knowledge, and interests of the intended audience. Radio, and particularly participatory, demand-driven radio programming as a tool for extension, complements existing agricultural information systems that emphasise interaction among stakeholders (farmers, public and private knowledge brokers, market actors, researchers, policy-makers, the financial sector, etc.) where no single actor is the expert. For farmers, radio has the potential to help connect them to technical specialists, policy-makers, other farmers, suppliers, or buyers. However, when integrated with other communication tools (such as mobile phones) it can serve as a two-way platform for dialogue, to further discussions about topics that interest listeners, and to create entertaining and interactive programmes. Traditionally, radio has been seen as a one-way communication tool, providing information, news, and entertainment to listeners. While many rural people own a radio, those who do not may access programming through family, friends, or neighbours. Radio is considered one of the oldest information technologies, and is one of the most popular in the developing world, partly due to its accessibility and affordability.
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