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Philosophy and principles

Videos as agricultural extension and learning tools should be based on the following principles:

Relevant content: Video content must be based on farmers’ needs and scientific principles. Even a video that introduces a new practice should involve farmers who have already tried the practice and made it farmer-friendly.

Farmers first: Involve farmers in the development of the video, depict them in the video (e.g. demonstrating ideas, explaining why things work), and involve them in the dissemination to ensure that their views are represented.

Focus content on principles, encourage experimentation:To ensure that videos have wider relevance beyond a few communities, the content should present a menu of technical options that farmers can experiment with. Explain the underlying principles of each innovation to encourage discovery learning.

Quality: Videos must have good quality audio and visual,
a solid story structure, and a relevant message in order to capture the audience’s attention, engage their thinking, and stimulate learning.

Combine with other methods: For training, information, and knowledge sharing, it may be necessary to
combine video with other extension approaches such as demonstrations, group discussion, and printed materials.

Institutionalisation and policy: ICTs as extension tools need to be institutionalised within rural advisory services through appropriate policies and regulatory frameworks.