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digitalGREENhttp://www.digitalgreen.org
Technology Revolution?600M agriculture-dependent lives
Majority small landholders (<3 acres)
<$2 a day ($750 a year)
Growing debts ($300 per year per farmer)
Earlier technology intervention…– Green revolution had mixed results
• Increased yields, but…• Led to rising input costs, declining soil
fertility• Due to excessive use of
fertilizers/pesticides
Indiscriminate use of technology partially responsible for current agrarian crisis
A farmer from Yellachavadi village,outside of Bangalore
2
Agricultural Systems?
Low literacy in local lang
No bank account
Expensive credit
No unique ID
Poor roads
Credit card
Mobile devices and connectivity not enough!
farmer expert
Quantity buyersPoor quality
control
Market
44
Agriculture Extension
Dissemination of expert agriculture information and technology to farmers
“Training & Visit” extension popularized by the World Bank in 1970s
– Face-to-face interactions of extension officers and farmers
100,000 extension officers in India– Extension agent-to-farmer ratio is
1: 2,000– 610,000 villages in India with
average 1,000-person population
Typical extension officer salary isRs. 4,000 per monthExtension officer “commuting” between farms
5
?
Main source of information about new technology and farm practices over the past 365 days (India: NSSO 2005)
Agricultural Social Networks
5
>650M Farm-dependent
$100 $150
COCO | Connect Online, Connect Offline
Digital Green System
www.digitalgreen.org/tech
AnalyticsDigital Green System
analytics.digitalgreen.org
Non-Non-Profit Digital GreenDigital Green’s value to farmers is established – viewers contribute Rs. 2-4 per screening.
Could DG also be supported by ads?
Advertisers get access to a distributed, captive audience with demonstrated interest in better agriculture.
Ads follow Digital Green’s distribution channels.
To do: – Scale Digital Green– Devise mechanism for ensuring
appropriate ads– Quantify ad effectiveness– Quantify ad value to advertisers
Digital Green DVD title screen
Subsidize agriculture extension with ads?
20062007
20082009
20120
200
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Villa
ges
Ope
ratio
nal
Digital Green 1.0
Digital Green is at least 10 times more effective per dollar spent than classical extension!
20062007
20082009
20102012
0
200
400
600
800
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1200
1400
Villa
ges
Ope
ratio
nal
Digital Green 2.0
Over three years, improve the cost-effectiveness of the existing people-based extension systems of our partners by a factor of 3-times, per dollar spent, to improve the
livelihoods of 60,000 smallholder farmers in 1,200 villages in India.
Ministry of Rural
Development(Govt of India)
VARRAT
Thanks!http://[email protected]