Role of Media in Public Education and Dissemination of Market Information.

1
Role of Media in Public Education and
Dissemination of Market Information.

• By
• Maggie Lukowe-Senyonjo
• BA (SS)-MUK, DIMA (UMI)
• Sales Supervisor-RADIO
• mlukowe_at_newvision.co.ug

2 June 2010
2
"Media" refers to various means of communication.
For example, television, radio, and the newspaper
are different types of media.
3
Market infoFor 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.

4
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.
• Greater efforts are required at national level to
  support media in agricultural business
  development.

Action
Strengthen communication links between the media
and other stakeholders in the agricultural
business sector and then identify programmes to
support the media.
5
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!

6
Success Stories

• Nekolera Gyange Radio Syndicated programs
• Harvesting Money
• Infotrade 8555

7
Strengthen the partnership

• Stimulating private companies to disseminate
  agricultural information through advertising.
• More efforts to involve the media in networks,
  partnerships and multi-stakeholder platforms.
• Media to have the willingness to promote
  investigative reporting. This will give
  Agricultural business/development news priority.

8
Partnershipcontd

• 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.

9
Conclusion

• There is power in the media.
• Innovation in the use of media to communicate
  market information is a worthy investment.

Thank you!