Role of Media in Public Education and Dissemination of Market Information. By: Maggie Lukowe-Senyonjo BA (SS)-MUK, DIMA (UMI) Sales Supervisor-RADIO [email protected] 2 June 2010 "Media" refers to various means of communication. For example, television, radio, and the newspaper are different types of media. Market info…For what and for who? • what is happening in the market ? • what quantities are arriving? and • what prices are quoted for different commodities? • Improves decision making for farmers, strengthens their bargaining power. • Sources of inputs and services. • Cross market linkages. • For buyers and agricultural produce dealers. The media is a partner • Provide greater capacity to strengthen the media in fully capturing market information and ably disseminate it. • How do you perceive yourself, how does the media perceive your service? A compromise on this key aspect leads to effective market information dissemination. Action: • Greater efforts are required at national level to support media in agricultural business development. Strengthen communication links between the media and other stakeholders in the agricultural business sector; and then identify programmes to support the media. Media Partnership – Dissemination Strategy • Active involvement in the preparation stages of the market information. • Media applies tact and skill that often eludes the generators of this market information • Gate keeper of receiving feedback from the audience. Action: Help the media to be well informed! Success Stories: • Nekolera Gyange –Radio Syndicated programs • Harvesting Money • Infotrade 8555 Strengthen the partnership • Stimulating private companies to disseminate agricultural information through advertising. More efforts to involve the media in networks, partnerships and multistakeholder platforms. Media to have the willingness to promote investigative reporting. This will give Agricultural business/development news priority. Partnership…cont’d Farmers should trust Media to ease extraction of information. Learn from successful models and up scale. Advocacy for government to appreciate funding for agricultural information dissemination. Conclusion There is power in the media. Innovation in the use of media to communicate market information is a worthy investment. Thank you!